April 12, 2016

Know your audience

Are you sure about which social media platforms you should focus your energy on? If you aren’t, you’re not alone. There are so many options for reaching and engaging with clients online that it’s hard to know where you need to concentrate your efforts.

Do you need to have an account on Facebook, Twitter, LinkedIn—oh, and that new one that your son mentioned but you hadn’t ever heard of? You still have a business to run on top of all this marketing!

It’s easy to spend a little bit of time on all of them. But that usually leads to being ineffective on all of them, too.

I’m here to tell you that it’s okay not to have an account on every social media platform. If you thoughtfully plan your social media strategy, you can pick one or two platforms where you’ll spend the majority of your time. It will reflect much better on your organization to do a few things well than to do several things in a half-hazard way.

How do you decide which platforms are worth your energy, though? Here’s where you need to think about your audience, and you might need to do some research on the demographics of each social media platform. Who are you trying to reach? Each platform has a different concentration of people who prefer to use it.

The first step in picking a platform is clarifying your ideal client. You need to know demographics, career and industry, hobbies, interests, and where they hang out. Then, you can find which social media platform best fits your ideal client.

If your target audience is stay-at-home moms, then you might want to start out on Facebook. Are your clients typically in the professional services? Try LinkedIn. Creative types? Twitter and Instagram are your best bets.

Once you’ve figured out who you’re trying to reach, you’ll be able to narrow down the social media platforms to the couple that work best for you, and create the strategy that will make the most of your time and energy.

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