Choosing the right channels to reach your target market is a crucial decision. It is important that you know where your prospects and customers are spending their time online.
With Twitter, Instagram and Facebook leading the pack, most businesses are tempted to use more channels and to have a presence on multiple social media platforms. Of course, the more social media sites you use, the more customers you can reach. But it also increases cost. If building presence in multiple channels does not bring about extra sales, then you’ll end up spending more for little or no benefit.
Here’s a quick set of considerations as you select the right social networks to reach the right market.
You should use this channel if are looking to reach younger men and women. Since Twitter appeals to information junkies, it is also a great choice if your business lends itself to the provision of timely insights or topic-based news. It is also a two-way platform wherein you can engage and interact with your followers.
If you are seeking to make business connections or are in B2B and you wish to provide useful insights to people thinking about their work, then LinkedIn is right for you.
It is optimal for industry-specific information and peer networking since most users are in work mode on LinkedIn. Given the educational levels and high income of the average LinkedIn users, this channel offers a distinct audience worth targeting.
If you are looking to reach as broad a network as possible or wish to build a community presence, then Facebook is right for you.
Despite the introduction of new social media sites, Facebook is still one of the most popular sites, with more than 70% of online adults actively participating. However, since most people use this platform to connect with their family and friends, it may not be the best channel to reach your target market.
If you have a visual aspect to what you do and what your customers are interested in, then Instagram is the right channel for you. Given its popularity among urbanites and its appeal to specific ethnic segments, Instagram can also be a good choice for certain market targets.