Having an online presence is a necessity in today’s business world. But it’s not a one-size-fits-all proposition. Your marketing budget and true customer base are the determining factors vis-à-vis which platform will most effectively reach your preferred demographic. Obviously, you need a deep understanding of just who your customer is before you determine where to spend your time and money when it comes to social media marketing. In this series, I will discuss the demographics of each platform so you can pick the right ones for your audience and business. In my final article, I’ll suggest how to break down your marketing budget and give you some numbers that can help you determine what’s best for your particular company. Let’s start with two of the biggest social media platforms: Facebook and Instagram.
FACEBOOK Every business needs to have a Facebook page. Period. But your customers will determine the type of page and how you use it for marketing. According to The Statistics Portal the United States accounts for the largest number of Facebook users. American women and men between the ages of 25 – 54 make up 32 percent and 29 percent of Facebook users, respectively. If this is your target audience, communicating on this platform must be a major part of your marketing strategy. On the other hand, if your audience is under 25 or over 54, your Facebook page might not play as big a role in your overall online strategy.
In point of fact, Facebook users by demographics or interests have tens of thousands of categories to choose from, and companies can target those users with ads whether they are on their desktop or mobile device.
That being said, your Facebook page is always a priority for basic business contact information and consistent, informative content. 44 percent of seniors check their Facebook page several times a day and you want to have respectable SEO numbers for products and services targeted at this or any other demographic.
Another determining factor when it comes to your marketing budget is what content you provide on a regular basis. With Facebook’s reach, you’ll want to target your preferred demographic with relevant, timely content that speaks directly to the audience and why they want to become a part of your tribe.
INSTAGRAM 700 million people are on Instagram with 400 million active daily. Using this platform to build a brand is a good way to reach a large audience – if you work hard to build a large following. If your business can produce engaging photos and videos, building a following should not be a problem. 59 percent of Instagram users are between the ages of 18-29 and 33 percent are between the age of 30 to 49, and 77.6 million of these users are within the United States. 80 percent of total users are from outside the United States, so if your company needs global reach, this platform has the audience. It will take engaging content and consistent postings to be effective on this platform. That’s time and money. But done efficiently and effectively, the payoff will be beneficial to your business.
Many integrators realize that most people don’t even know they exist. They don’t even know what ‘custom integration’ means. That’s why a detailed, well thought out social media marketing strategy is the first step in building brand awareness on platforms that reach millions and millions of consumer technology enthusiasts. But you need to understand which platforms will work best for your particular company or product/service offerings. That’s why it’s important to understand who is using which platform, how often, and to what purpose.
Next week, I will discuss Pinterest, Twitter & Google +.