I recently took in the advice of the founder of Smart Passive Income, Pat Flynn. He advised an audience at a recent marketing conference that with regards to social media, you should be “everywhere”. He is not the only one to tout that advice. Multiple marketing gurus have stated similarly. To have maximum impact you should be on as many social media platforms as possible. Common sense but who has the time to manage multiple platforms and keep up with the learning curve each new platform presents. Not to mention creating quality content for various marketing channels. What is the solution if you are not able to be present on multiple social media channels? The solution is to figure out which social media platform will offer the best ROI ( return on investment ) for YOUR business? To do so we are going to go over the basic pros, cons and demographic reach of each platform.
Let us start with the largest and most well known, Facebook. Facebook was founded in 2004 and quickly caught on with college co-eds until it was made accessible to a much broader audience at a later date. Currently Facebook has 2 billion active users. Facebook has a wide range of users from young and old. The platform offers engagement and reach across multiple demographics. Below are a few statistics:
66% of men and 77% of women use Facebook.
87% of adults between the ages of 18 to 29 are active users
74% of users went to college
77% of users make under 30K yearly income
Facebook is a powerful business tool. It offers a business the ability to create a business page that can share content relevant to its target market. It also can provide links to the company website as well as other lead generating tactics. The down side of Facebook businesses pages is its organic, meaning non paid, reach is low. Facebook is set up in such a way that for a business to truly see an ROI, the business must invest in Facebook ads and a smart and effective Facebook campaign strategy. Overall, Facebook is a great general fit for most companies. This is especially so for local and small businesses that are not able to invest as much in traditional advertising. Along with paid ads that are focused on your target audience, you will need a consistent presence on Facebook in order to stay relevant and visual to your target market. This involves constant creation and curation of relevant content and engaging in conversation with your target market. To do so properly requires time, consistency, commitment.
Next up Instagram
If your business is visually focused or geared towards a slightly younger crowd, then Instagram may be for you. Instagram is great for beauty, retail, product and even service based businesses. Instagram content creators present their products or services in a visual story that appeals to users. Below are statistics that should help you decide if the user base of Instagram would work for your business.
-53% of 18 to 29 year olds use Instagram
-26% of Instagram users live in the suburbs
-26% of adults making $75,000 or more are using Instagram
-22% are men
-29% are women
There are a number of positives when marketing with Instagram. For one, you do not have to pay to build an audience. Such isn’t the case with Facebook. With Instagram your organic reach is much greater, especially if you know the platform and have a strategy in place. Secondly, you can use hashtags to make your content more relevant and increase your chances of engaging with your target market. To be successful on instagram you must invest in high quality images in conjunction with branding your page towards your target market’s interests. Instagram’s down side is that the demographics lean heavily toward younger audiences. It is also a mobile centric platform. This means if your client base does not have access to phones or tablets, your ability to engage with them on the platform will be limited.
The third platform on our list is Pinterest. Pinterest is a diamond in the rough if you optimize it for your needs. It is well suited for retail, beauty and home decor. The majority of Pinterest users are big spenders. The sales originating from Pinterest are double the average of those on Facebook. The positive statistics are as follows:
-34% of adults ages 18 -29 use Pinterest
-34% of adults making over $75,000 use Pinterest
-13% of online men are users
-42% of online women are users
Pinterest is a powerful tool to drive traffic to a website. Each pin has the original creation link attached. As wonderful as Pinterest is, it does have a down side for marketing purposes. The user base heavily skews towards women. This will limit your engagement reach. To be successful you must again invest in high quality images as well as quality content creation.
LinkedIn is a social media platform you may not have thought of as a marketing tool. It is widely assumed that is only intended for job seekers. LinkedIn is an excellent tool for B2B marketing. It’s been deemed the professional social network and a great place to showcase your professional expertise, value and knowledge. This is is needed an excellent way to network within your industry with peers and industry professionals. The down side of LinkedIn is that it is very expensive to advertise on compared to other social networks. If you’re not looking to connect with other businesses or B2B marketing prospects then LinkedIn may not be for you. Below are some helpful Statistics:
28% of online men are users
27% of online women are users
31% of adults ages 30-49 use LinkedIn
44% of adults making over $75,000 use LinkedIn
50% of college graduates use LinkedIn
Twitter made famous by its 280 character limit, is a great platform to engage with customers on a support and personable level. Twitter’s organic reach is excellent. You are able to engage with all of your followers organically as opposed to having to pay for views and engagement as you do on Facebook. Statistics on Twitter are below:
24% of men use Twitter
21% of women use Twitter
27% of users making above $75,000 yearly 37% of adults between ages18 and 29 use Twitter
30 % of adults who attend college use Twitter
As you can see the Twitter user base tends to lean towards younger users. This could become an issue if a business is in need of a more dynamic target market. Another potential issue is that Twitter is time intensive and fast paced. To be successful on Twitter you must have high quality content that is posted frequently and interact with users. At the same time staying within the 280 character limit for each post and message.
With a basic understanding of the general pros and cons of each major platform, you must decide which platform is best for you and your business. Once that is decided, you can make the determination if you will manage your own social media or outsource to a social media manager or agency. If you are having trouble deciding, Socially Focused Marketing is offering free 15 minute consultations along with a free social media audit.
To inquire Email Support@sociallyfocusedmarketing.com