The answer to this question depends on whether you want to increase your online presence. Increasing your online presence can help with increased sales/turnover/profit etc, or whatever you want to achieve with it. Using a Social Media platform correctly and with enough hard work and effort, will help your business grow.

Check out the facts about Social Media

Can you name 3 people who are not on social media in your friends and family group? Probably not, because as you probably already know, Social Media is huge! 42% of the world’s population uses social media. That’s 3.2 billion users worldwide. (Emarsys)

Which one do you use? Social media is a fantastic marketing platform to promote your services and products. This is due to the 3.2 billion users worldwide, but what platform is most suitable for your business?

If you’re looking for the greatest Return on Investment (ROI) then Facebook trumps them all. Followed by the other big four of Instagram, Twitter, LinkedIn and YouTube as shown in the below table:

Table from: https://www.hubspot.com/state-of-marketing/social-media-trends

Let’s look at the stats for each social media platform

Facebook – 2.5 Billion Monthly Users:

You may be thinking that Facebook is the best way to go if you had to choose just one platform. This line of thinking is probably correct. Facebook usage among teens is dropping gradually. 71% of teens claimed to use the platform in 2015 with the number now down to 51% (Pew Research Center). There is fantastic potential in creating your own Facebook “Group”. Through Groups, you can find exactly the right people to connect with. Creating a dedicated community for your loyal audience will increase engagement over time. Groups feel safe, encourage dialogue and are great for user research. Facebook is mainly a Business to Consumer platform (B2C).

Take the example of the Scottish Wedding Inspiration Group. The group currently has 2.7K members who all have an interest in weddings (brides-to-be, grooms-to-be and various individuals). Plus businesses looking for, or providing services and goods relating to the wedding industry. Here’s the interesting part, the group is run by BLUSH Stationery who are a Wedding planning service business. Through their group, they are able to showcase their services and products to 2,700 people at the touch of a button. For free! 

If you don’t go down this route, remember that Facebook is mainly B2C platform. Ensure that your standard Facebook activity is fun, engaging and creates a two-way channel for you to connect with customers. A good example of this is the L.L.Bean page which sells outdoor equipment and clothing. The content they post is interesting and relevant for their target audience: cool photos, videos, and tips for outdoor adventurers. They also include tabs dedicated to their events, open job opportunities, and to each of their most recent grand openings.

Instagram – 1 Billion Monthly Users:

Instagram is the third most widely used social media platform on the planet but has the second highest ROI. This platform is great for brand awareness and has more business users than Twitter, which it surpassed in 2017 (eMarketer). However, it is still a huge B2C platform and is very user friendly. Remember to be as creative as possible to make sure your brand stands out. Use the following four strategies to help achieve Instagram success:

  1. Produce Discoverable Content
    • Discoverable content appears in Instagram’s “Explore” tab, which works to present relevant posts to interested users. Appear here, and you’ll gain exposure to a much wider audience segment than is typically possible.
  2. Make Use of Influencers
    • Personalities like Tim Ferriss, Kim Kardashian and Joe Rogan represent just a few examples of the power of influencer marketing.
    • For example, when Ferriss mentions a product or book to his 529,000 Instagram followers, it’s not uncommon for the product to sell out within hours or days.
    • While influencer marketing can feel spammy and stiff, authentic influencers will go a long way in helping you grow your Instagram ROI.
  3. Run Instagram Story Ads
    • In late 2016, Instagram launched its “Stories” feature, a Snapchat-like collection of user highlights and content. The feature is meant to showcase off-the-cuff content, and it can go a long way toward making brands more relatable and approachable.
  4. Run a Contest
    • Contests can become a valuable tactic for producing ROI as you work to grow your Instagram following and boost user engagement.
    • Take a cue from the best brands on Instagram and create highly targeted contests that utilise specific hashtags and encourage Instagram users to share content under said hashtag.
    • Be sure to include valuable incentives, giveaways or prizes, and remember to tailor the content so that it appeals to your targeted community.

Twitter – 326 Million Monthly Users:

Even though knocked off its “Business User” perch in 2017 by Instagram. Twitter still has a very prominent place in the Business to Business (B2B) marketing world. A survey from HubSpot found that link clicks account for 92% of all user interaction with tweets. NINETY TWO percent! Just ensure that you have something in the link that will continue the good work.

LinkedIn – 530 Million User profiles:

Probably the least “Social” of all the social media platforms due to its business-like profile. LinkedIn has some surprising stats to put it in contention for a valuable marketing resource; 80% of social media B2B leads come from LinkedIn. (LinkedIn). Over 46% of all social media traffic to company websites comes from LinkedIn. (LinkedIn)

Big numbers and well worth using for it’s fantastic networking capabilities. By using LinkedIn’s search function, you can find potential customers by using a specific search term such as ‘Buyer’. This will bring up a list of 2nd and 3rd level connections who are buyers for their specific company.

YouTube – 2 Billion Monthly Users:

YouTube is the preferred form of social media marketing worldwide. 83% of all consumers prefer it (Hubspot). 54% of all people want marketers to put out more video content (Hubspot). Creating video is easier than ever and high-quality content can be created, edited and uploaded from a smart phone. This means you can get very creative and post content that really captures your audience’s attention. YouTube will allow you to upload the videos to other social platforms to help increase engagement.

So, which platform should you use?

If you’re short on time, you may be thinking Facebook is the obvious choice as it has the highest ROI. However, the question we should really be asking is

Which platform can you afford to leave out?

The rise of Social Media has brought the world closer together and provides a level playing field when it comes to on-line presence. You just need to have the right strategies and support to make it work for you and your business.

Still not sure about what social media platform or where to start or go?

You should get busy on the social platforms to engage with your potential, current or past customers. Contact your friendly Marketing Wizard at Perfect Penny Marketing to have a chat about the best way forward.

Get in Touch

Robert Tervit, Digital Marketing Wizard, Perfect Penny Marketing, robert@perfectpennymarketing.co.uk