MELINDA STAAB FROM LIKES TO LEADS marketing matters

Choosing the right social media platform for your small business

Social media has become a primary marketing tool for entrepreneurs and small business owners (SBOs). With millions of daily active users and limitless opportunities for engagement, social media platforms provide effective, low-cost marketing opportunities to promote products and services, connect with customers, and build brand loyalty.

FACEBOOK – 2.8 billion users

HERE ARE SOME OF THE TOP SOCIAL MEDIA PLATFORMS FOR SBOS, AND EXAMPLES OF BUSINESS TYPES WHO WOULD BENEFIT FROM EACH:

INSTAGRAM – 2.3 billion users

Instagram is a great platform for visual content and has a high level of engagement. SBOs can showcase their products and services through photos and videos, and the platform's "shoppable" posts allow businesses to link directly to their online stores. Instagram also offers a variety of features such as Instagram Reels and Instagram Stories, which can help businesses reach a wider audience.

IDEAL FOR: artists, food/restaurants, travel/photographers, fitness & wellness

Facebook is the most popular social media platform and provides a variety of easy-to-use marketing tools for businesses. Facebook Business Pages offers tools to promote products and services, including targeted advertising campaigns, allowing businesses to reach their “Ideal Customer Avatar” (ICA) and track campaign success. Facebook Groups allow businesses to connect with customers and build a community around their brand.

IDEAL FOR: retail, service-based, personal brands, community builders

PINTEREST – 450 million users

Pinterest is a visual platform that can help SBOs showcase their products and services through “pins.” Pinterest's "Buyable Pins" allow businesses to sell products directly on the platform, and the platform's search function allows businesses to reach potential customers looking for specific products or services. Once a hub for DIY and crafty ideas, businesses of all sizes and in all industries now use the platform to reach their market.

IDEAL FOR: retail, consultants, home décor, health & beauty, travel & events planning.

LINKEDIN – 900 million users

LinkedIn is a professional networking platform that helps entrepreneurs connect with potential customers and other business owners and professionals. LinkedIn Groups allow individuals to connect with other professionals in their industry. LinkedIn is a great platform to network, learn from other SBOs and share your expertise.

IDEAL FOR: B2B service providers, freelancers, consultants or anyone looking to expand their professional network.

TIK TOK – 1.5 billion users

TikTok is a video-sharing app that has rapidly grown in popularity, particularly with younger generations. The app can help SBOs showcase their products and services with creative and entertaining short-form videos.

TikTok's "Hashtag Challenges" can also help businesses increase their visibility, while partnering with Tik Tok influencers can expand your brand’s reach to their loyal followers.

IDEAL FOR: beauty, fashion, fitness, food & beverage or anything that appeals to a younger audience.

There are several other popular social media platforms that can be explored, but the above are some of the top platforms used by SBOs today. Rather than trying to juggle all at once, first determine which platform(s) your ICA) uses the most. Then develop, and stick to, a consistent social strategy and content calendar for 4-6 months before determining if you’ll need/want to engage on additional platforms. It’s better to have a strong brand and following on 1-2 platforms than a weak presence on 10.

Want help pinpointing your true ICA, and which social platforms they spend the most time on? Download a FREE guide to “Identify Your Ideal Customer Avatar (ICA)” here!

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