5 Steps to Choosing the Right Social Media Networks To Promote Your Business

When it comes to social media, there are many choices to make. Which networks should you be using to promote your business? Which ones will give you the highest ROI? What is your budget for all of this? And how much time are you willing to invest in these social media platforms? This blog post will walk you through five steps to help you choose the right social media networks to promote your business. By following these steps, you can be sure you are using the networks that will significantly impact your company.

⚠️ Oh, and one more thing. You don't own any of these spaces, so use them at your own risk. ⚠️ 

1. Research which social media networks are relevant for your business.

This might include reviewing industry trends, monitoring engagement metrics across platforms, or simply asking your customers which networks they prefer. Another consideration is which option will be the best fit for your audience demographics.

To reach potential customers, you must be present in the networks they use. Some platforms are more popular with certain age groups and demographics; choose the ones most likely to reach your target audience. For example, if your customers are business owners or professionals, you may want to prioritize LinkedIn over Facebook or TikTok.

Using these networks doesn't just mean being a member —you also need to interact regularly and genuinely with other members.  If you don't want to do short-form videos or hate having to dance in hopes of some engagement, don't torture yourself by forcing TikTok or doing Reels. Instead, choose a social media platform that aligns with your personality and interests, as authenticity is key to building relationships online. Finding a balance between what you like and what your customers prefer is possible.

2. Choose the right social media networks for your SPECIFIC goals.

Are you looking to increase brand awareness? Drive more traffic to your website? Or engage with your existing customers on social media?

Pinterest is effective for brands that want to showcase their products and reach a more visual audience. On the other hand, Facebook is effective for building relationships with your customers and promoting content such as blog posts, videos, and infographics. For short-form videos, you may want to try TikTok, but you would likely use YouTube for longer-form content such as product demos or tutorials. If you have a lot to say, save it for your blog. A picture is worth a thousand words, so stick to that limit on Instagram and Bluesky.

For example, if your goal is to increase brand awareness, you might share more product photos.  If your goal is to drive more traffic to your website, you might choose a network like YouTube or Bluesky, where you can share longer-form content and drive users back to your site for more information. There's also less friction in driving traffic back to your website. No DM spamming necessary.

3. Develop a content strategy that ties all of your content together.

This might include creating a mix of educational, inspirational, or entertaining posts – whatever is most likely to resonate with your target audience.

You can start by posting and observing which days and times your audience is most engaged. This way, you'll have a better idea of what type of content to post that will engage them.  For example, if you notice that your audience is most active on LinkedIn during the workweek, you might choose to share more links to industry blogs and articles during this time.

Creating a mix of educational, inspirational, and entertaining posts will help you better engage your target audience and achieve your business goals. In addition, it will also maintain your audience's engagement because you are not just posting advertisements. Think about how irritated you become when constantly seeing ads while scrolling through social media. You don't want to drive away your followers and potential customers by only posting content about your product.

Your followers will get to know you better by posting engaging content. Avoid discussing hot-button topics unless it's part of your business brand.

To keep things simple, your brand should be consistent across all post types.

No matter the time frame you select for each social media platform, aim to stick with that schedule for at least 30 days to understand which content performs well and which doesn't.

4. Use analytics to determine how well your content is performing.

This can include tracking engagement metrics such as likes, comments, and shares, as well as more granular data such as click-through and conversion rates.

To understand and improve your social media performance, you need to track key metrics such as follower count and shares, and post-specific data such as average likes per post or share.

For example, if you notice that one of your product posts has a much higher engagement rate, you might choose to continue posting similar content on that social network. Or, if your website traffic increases and users spend more time on your blog posts, you might post more blogs on that specific social media platform.

Ultimately, the key to success on social media is understanding what works and what doesn't. Measuring your performance will help you streamline your content strategy and choose the right social media networks to promote your business. Numbers don't lie!

5. Choose social media networks that are easy for you to manage.

While it's important to choose networks that will help you reach your business goals, you also need to choose manageable ones, given your current workload and available time. Key factors to consider include the amount of content you have, how often you can post, and which social media management tools or software you will use. 

Remember, managing social media can be a lot of work! If it's taking too long to learn a specific network, you might focus your efforts on a more manageable one. If I were you, I would give it a day and see how it goes. After that, you can always move on if you want. If you need more time to manage your accounts, consider hiring a social media manager or a marketing agency to help.

Bonus Tip: The Importance of Consistent Branding on Social Media

Branding is critical to the success of any business, especially on social media. A strong brand identity helps you stand out from your competition and engage with your target audience meaningfully.

One important aspect of branding is consistency. Consistency on social media builds trust and credibility with your followers by posting high-quality, relevant content.

Another key component of social media branding is engaging with your followers. This means promptly responding to comments and messages, participating in relevant conversations, and networking with other users. However, you are not required to respond to anything that is meant to provoke or insult you.

Overall, the key to success on social media is building a strong brand identity that resonates with your followers and helps you achieve your business goals. Whether you're looking to increase sales, grow your online presence, or promote a new product launch, a consistent social media branding strategy can help you achieve your goals.

Recap

1. Identify your primary goal for using social media.

• Consider which social media networks your target audience uses most frequently and the industry trends. Another thing to consider is demographics when choosing the best fit for you and your company.

2. Select the right social media networks based on this goal.

• Having a goal when choosing which social media platform to use for your business is important.

3. Create a mix of content that resonates with your target audience.

• Don't always post about your products or services; let your followers get to know you! Mix it up!

4. Measure your performance on social media to understand what works and doesn't.

• Track key metrics like post engagement, website traffic, and conversion rates to understand how well your content performs.

5. Choose social media networks that are easy for you to manage.

• It's okay to take some time to learn a social media platform, but know when it becomes more trouble than it's worth, and hire an agency or social media manager.

BONUS: Keep your branding consistent and continue refining your social media strategy over time!

Conclusion

Social media networks should be chosen to maximize efficiency based on how well they further business goals. Research in advance and consistently measure progress to make the best decisions for your company! Choosing the right social media networks for your business takes time and effort. Still, you can be confident you are making smart decisions about where to focus your efforts. And with a strong social media presence, you'll be well on your way to achieving your marketing goals.

Just as long as you don't forget that these are rented spaces that can go away at any moment. Good luck!

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