“Believe it or not - being more selective and targeted will gain you more followers and clients rather than trying to reach everyone.” ~ Kat Milner

Introduction:

With social media, one of the biggest challenges is figuring out where to focus your time and energy. Your ideal clients likely are not on all of the platforms. So how to know what to use?

Here's a guide to help you select the right social media platform to support your marketing success.

1. Understand Your Target Audience

I can hear your eyes rolling. 😆

Yes, it seems like every time you look at something about marketing, it starts here. And it's true. If you don't get this right - everything else is a waste of time.

• Where is your audience active? Know where your ideal clients spend most of their time.

• For example: If they are more professional, LinkedIn could be the obvious choice,

• If they're more visual and tend to be younger, Instagram or Pinterest might be better.

• If they like short videos, perhaps TikTok.

• Demographics do matter. Know their age, gender, and interests. Facebook tends to cater to a broader demographic, while TikTok tends to skew to younger people.

It's not cut-and-dried by any means, but there are trends to guide you.

Market Research may be the key to saving you hours (weeks, months?) of trial-and-error. ASK your current clients what they use and where they hang out online.

2. Align with Their Content Type

Knowing what kind of content they like is critical. Not only will knowing this help you pick a platform, it will allow you to create content that is dialed-in to your ideal audience.

• Visual Content - If they like visually-driven content like photos, graphic, and short videos, platforms like Instagram, Pinterest, and TikTok are great fits.

• Long-Form Content - If you enjoy writing and sharing in-depth articles (and your ideal client likes to read them), LinkedIn or Facebook might be the way to go.

• Video Content - If you enjoy putting out video-heavy content that your ideal clients love to watch, YouTube and TikTok are your top choices.

3. Know Your Goals

• Brand Awareness - For increasing visibility, platforms with a broad reach like Instagram or Facebook work well.

• Lead Generation - If your primary goal is generating leads and converting them into paying clients, LinkedIn and Facebook often provide powerful targeting options.

• Community Building - If you want to foster a strong community, Facebook Groups or Reddit can be excellent for engagement and discussion.

4. Consider Your Resources

• Time Commitment - Some platforms require more frequent posting (like X) or more polished content (YouTube). Make sure you can commit to the platform's demands and deliver consistently for your audience.

• Content Creation Ability - If you can consistently create high-quality visuals, consider Instagram or Pinterest. If writing is your strength, you may thrive on LinkedIn.

Of course, this all depends on where your Ideal Clients are, because no matter what content you enjoy producing, if it's not getting in front of the right people, you're wasting your time and resources.

5. Competitor Analysis

Observe your competitors - what are they doing? If you have the same target demographic, using the same platform would make sense. Especially if they are having success.

Watching what your competitors are doing can provide valuable insights.

6. Start With One or Two Platforms

I would actually suggest starting with ONE platform. Do your research, develop consistency, and then consider adding a second platform.

• Quality over Quantity - it's better to be excellent on one platform and attract your ideal clients than to be mediocre on several and not attract anyone.

• Test and Adapt - Monitor your performance metrics and adapt based on what is working. Give it at least 3 months - if the platform isn't delivering results, then think about trying a different platform.

• The main this is to make sure the content you're posting is on brand, relevant, and attractive to you ideal client.

7. Leverage Analytics and Insights

Regularly review your platform analytics so you know what is working and what isn't.

Facebook Insights, Instagram Analytics, and LinkedIn Analytics can provide valuable information.

When you take all these factors into account, you can make an informed decision on which social media platform to put your focus.

This will make the most of your efforts, ensuring your hard work aligns with your goals and resources, and most importantly, resonates with your Ideal Client.

Choosing a Social Media Platform

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