5 factors to consider when choosing social media platforms

choosing-social-media-platforms-for-your-businessSocial media marketing can be an ideal way to advertise and promote your business while engaging with your target audience at the same time. The number one key to social media marketing is to identify the platforms where your audience spends most of their time; otherwise, you’ll have a difficult time engaging with a nonexistent audience.

Are you unsure about which social media platforms your business should be spending time on? Here are five factors to take into consideration when deciding on social media platforms for your marketing strategy.

1. Review existing profiles

Look at analytics reports for your existing social media profiles to determine which profiles have the most followers and highest engagement rates, and go from there. Don’t be afraid to cut out profiles that aren’t producing leads and engagement. For example, is your target audience made up mostly of moms who spend time on Pinterest? If so, don’t invest any additional time in your LinkedIn profile if it doesn’t get any traffic.

2. Review followers and engagement rates

The number of followers you have may not necessarily mean much, but if the few followers you have are all interacting and engaging with your content, then perhaps you should start focusing more on how to increase your follower count, since your content is already good. Review these analytics to get a better idea of how your business interacts with followers on certain platforms.

3. Find out which platform increases site traffic

Review your website’s analytics to find out how much incoming traffic, if any, you’re receiving from each of your social media profiles. If reports show that your site is getting a lot of traffic from specific social media platforms, dedicate more time to building an online presence on those specific platforms.

4. Review conversion rates

After you find out which social media platforms are bringing traffic to your site, take a look at the traffic analytics specifically to find out if those users are actually engaging with your site and turning into converted leads. If the users being referred to your site via social media aren’t sticking around, then your social media strategy is failing to bring in valuable traffic. If this is the case, take steps to learn more about how to improve your social media marketing strategy.

5. Ask your customers

Sometimes, all you have to do is ask your customers which platform they enjoy spending time on the most, or which platform they’d prefer to use when reading your content. For example, if you offer B2B services, your target audience may enjoy reading your content on LinkedIn, where they can find relevant business articles more easily. If your brand is more targeted to consumers, they might enjoy engaging with your content more on sites such as Facebook or Twitter.

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