But how do you know which social media channels are the right ones for your business?
This is when you must know who your ideal audience is so that you don’t waste time, energy and resources into a channel that isn’t moving the needle for your business. By knowing who your ideal customer is it will help you narrow down what social media channels to use for your business.
Here are three steps you can use to help you determine what are the right social media channels for your business.
Step 1: Identify your ideal customer for your business
For this step, you want to be as specific as possible because it will help you narrow down your options.
Ask yourself the following questions about your ideal customer. Write them down to help you picture who you are talking to.
- Who is your typical customer?
- How old are they?
- Are they male or female?
- What is their income and education level?
- What are their hobbies?
- What are their current struggles?
- What brings them joy?
- Where would they look for help with their problem online?
Use the answers to these questions and any other questions that may relate to your business/industry to help you know who your ideal customer is.
At the Foundry Collective, we go above and beyond these questions because while they are relevant to your strategy, they are not the first things you actually “discover” about your ideal client avatar. We have a super inexpensive but POTENT workshop where you get to discover and get to know your ideal client avatar so that you can then create content that converts, every single time. It’s only $27. If you are interested in getting ahead of your competitors (here’s a secret: Most of us don’t really know our ICA) by becoming a master when it comes to attracting your market then click here.
Step 2: What are your goals with social media?
Once you have nailed down who your ideal customer is now it is time to think about what are your goals when it comes to using social media for your business? Some businesses use social media for customer support, educate or inspire their customers, brand recognition, or to help drive sales. The most successful businesses use social media for all of the above! It’s really important that you understand why you are using the social media platform and what part of the buyer behavior you are currently serving with it. We talk about this topic in major detail in the workshop.
Step 3: How to Find your ideal customer on social media
Now that you have clearly defined who your ideal customer is and what your social media goals are, it is time to find them on social media.
What you are going to do for this step is figure out which social media channel your ideal customer uses by looking at the basic demographics of each platform. Some things to consider in this step are: how active are they on the platform, how engaged are they on the platform, and how do they use the platform to their advantage?
Facebook: People primarily use Facebook to develop and nurture their personal relationships. Facebook is a good option for building loyalty for your existing customer base for your business. This is a great option to allow you to keep personal communication with your customers.
Twitter: Keep in touch with your customers in real-time with relevant hashtags. Use the right hashtags to help you stay relevant and be part of the bigger conversation.
Pinterest: Create pins that can be saved on boards that people can reference it time and time again. Pinterest is primarily used for how-tos and inspire people. Some of the most common pins are recipes, style ideas, striking photographs, and DIY crafts. You’ll need strong graphics to engage users and to get them off the platform to visit your offers. We use Pinterest as our #3 preferred traffic generator. Our first is SEO but SEO can be slower than Pinterest when it comes to search traffic.
YouTube: YouTube has become one of the biggest search engine platforms after Google. Many of these searches are for “How To” videos. With the right video marketing strategy, keywords and proper optimization there is a lot of exposure to be had on YouTube. Service industry businesses who can create videos around their services can grow and scale their business.
LinkedIn: A more business-oriented platform that is highly popular with the 30-40-year -olds is LinkedIn. It is a great platform that will allow you to connect and grow your professional network. LinkedIn can be super helpful for your business in these ways: B2B lead generation, general networking, as well as recruiting employees.
Instagram: Instagram is one of the fastest-growing platforms especially among a young audience. Instagram relies on photos and videos. Instagram works really well for visual- based businesses that have anything to do with art, food, retail, and beauty. Instagram has less noise than Facebook and is a great platform to help your business generate leads because your content has a wider reach.
TikTok: TikTok is a much newer platform that has been getting a lot of attention with a wide range audience. Its draw is that it allows you to create fun, unique and create video snippets. Host Hashtag Challenges with influencers to increase brand awareness.
No matter who your audience is, there is a social media channel for everyone. It is up to you to determine who your ideal customer is and where they are spending most of their time online.