Why and How You Should Diversify Your Social Media Efforts as a Business

Why you need a social presence

Social media has become a dominating aspect of many of our lives. Whether we’re on every social channel possible, or stick to the classics, almost all of us are on at least one. In fact, there were 2.95 billion (with a B) social network users worldwide in 2019. Safe to say that number indicates there is a large amount of your target audience on some kind of social platform.

It has also become a preferred method of contact for customers trying to reach out to businesses they’ve purchased from. After all, it’s a social network, so customers expect a level of engagement from these brands and businesses.

Many would say that in this day and age not having a social media presence is the equivalent of not having a website. However, having both means you can use one to promote the other. Social media has become a great source of traffic because it’s become a great additional outlet to publish news, updates, and promotions.

Benefits of being on multiple social channels

There’s a handful of benefits to being on multiple social platforms at a time. The first being that when your strategy no longer works on one platform due to algorithm changes or the demographics of users changing based on new trends, you’re left to worry and figure out where to go next. But if you’ve already diversified your efforts, you’re able to pivot to another platform you’re already using rather than starting from square one.

It also allows you to stay in touch with current customers or clients while providing an extra contact point for new ones. Of course, you can have your main platform where your target audience is largest, but being present on platforms that are heavily occupied by other demographics gives you the chance to reach these new audiences.

Each platform has something unique for people to use, and knowing how to utilize these differences allows you to expand your reach and drive more traffic to your website and products. However, keep in mind that not every platform is suitable for your branding needs.

Another key thing to note, is that increasing your digital presence also increases your access to analytical data which translates into building stronger strategies. You have a more thorough understanding for what works and what doesn’t, the types of media they’re attracted to, when they’re using what platform, and where you audience is most active and where they go during their off time.

That being said, narrowing to one single platform can constrain the type of media you can use. You need to understand what mediums work where and tailor your content to be the correct form on the correct channel. You don’t want to be producing the wrong type of content for mediums that aren’t heavily used by your target audience.

Lastly, being present on multiple channels helps to increase your search engine ranking. Social media platforms often perform as search engines of their own, so having more engaging content will help boost your ranking. Social sharing also contributes to your brand’s credibility and authority which helps Google to favor your domain.

How to best diversify your efforts

The first step in diversifying your social media efforts is to understand where your target audience is by defining your target persona. Is it Tina, a 34-year-old new mom who’s all over Pinterest looking for the best tips, or is it Andrew, the 28-year-old traveler that is constantly looking for travel inspiration on Instagram? Keep in mind that as new social platforms emerge and trends change, so do the demographics that are more active on these channels.

Once you’ve established your target persona, don’t wait for your audience to come to you - you need to go to them. Dive into the demographics charts that are available to understand where to find them, and how they divide their attention between different platforms at different times.

Next would be to define your goals and build a campaign around a platform that makes the most sense to achieve those goals. Keep in mind what targeting metrics you want to use, and which of those metrics are mandatory for the platform to know about a user. It’s very important to understand where your dollars go.

For example, you could run a campaign for your “Latest in Business” newsletter on both Facebook and LinkedIn, and while Facebook could get more results for a lower price, LinkedIn will likely get more qualified leads. Therefore, it wouldn’t hurt to put more money into LinkedIn than Facebook to get the most bang for your buck.

Final thoughts before diversifying

Keep in mind your efforts do not need to be equal across platforms. Your strategy could be heavily focused on Instagram 75% of the time, and then break up the remaining 25% between Pinterest and Facebook. It all depends on who you’re trying to reach and where to find them.

Do a little digging to understand which platforms will work best for your brand to reach your audience, and keep in mind the mediums that work best on those platforms.

If you need help understand where your audience is and what content works to capture their attention, send me a quick note! I’d love to help in any way I can.


© 2020 TM Social Marketing