It is very tempting to use every social media platform known to man to cast a wide net. After all, you want to reach as many people as possible. Or, do you? 

See, the problem with using social media is that it can end up being time consuming for you or costly if you outsource your social. If you have to be present on every platform it won’t bring in a ROI for your time or money spent on it. 

Instead of trying to reach everybody, you need to focus on finding the right people. Look for the people that are your ideal customers so you aren’t wasting time that are not looking for what you are offering.

In this article, I will go over the ways to choose the right platform so you do find your ideal customer. 

Find your ideal customer

If you have been selling online for a while then you surely have access to some data about your customers and site visitors. Google Analytics will give you a fairly accurate picture of who is coming to your site as far as their demographics and interests. But, with the help of an ecommerce expert like Bingdigital you can go very granular and get a lot more details about your customers. 

If you are just starting out then you need to do some market research to find out the age, gender and interests of people that would ordinarily be interested in your product. The reason this is important is that certain social media platforms are used by certain demographics. If your target person is a teenage boy who loves to play sports then doing social media on LinkedIn is going to be a waste of time. 

Once you have an avatar for your ideal customer then it becomes clear which platform is going to be best for your product.

Have a story to tell

What is it that your brand is all about? You should have a story to tell to effectively market yourself and your products. And every story has a certain gravity or lack thereof. For instance, a product that is geared toward a young market might want a story that is irreverent and quirky. If it is a product geared towards professionals that have certain needs that are more serious will require your story to convey that your product or brand is reliable.

The reason you need to know how to relate your brand to people is that certain types of stories will work well on one platform but not on others. For example, Tik Tok is a good way to connect through a silly story that is catchy and may even go viral. Whereas LinkedIn is going to work better for the serious business type of story.

What do you need it to do?

The last thing to help you decide on the right platforms is the function. What that means is do you want to bring traffic to your site to buy right away? Or, are you merely trying to create some brand awareness?

Something like Instagram is great for brand awareness where Pinterest may be better for converting once they hit your sales pages. This is going to determine which platform is best for your site.