Hi. Welcome to Marketing without judgment. This series dives into all of your marketing questions, whether they are white hat, gray hat, black hat, somewhere in between. If you don’t know, my name is Megan Brame. I’m a five-time, award-winning
Advanced Digital Marketing strategist. I help business owners create ride or die fans for life. So marketing is my jam. I love talking about it, and I’m so glad to have this opportunity to talk to you about one of my favorite topics that I love to rant about, which is which social media platform is right for your business? Now, I want to start with the reason that I like this topic so much is because I feel like a lot of people get it wrong.
What I’ve noticed with my clients is that some people will start with, let’s say their competitor. They see their competitor on Instagram and they’re like, well, since competitor is on Instagram, that means I better be on Instagram. But what they don’t realize is that the competitor saw their competitor. That’s why they started, and that competitor saw that competitor. It’s this domino effect that goes back to one brand that might not know what they’re doing.
So when you see your competitors on a social media platform, it’s worth it to do a little bit of digging and see if it’s actually being successful for them. Are they getting conversions? Are they getting engagements? Are people buying from them through the DMs or swiping up or things like that? And you can kind of look around for analytics that will help you determine that.
I can’t think of any on the top of my head that will kind of give you an insight. There are ones like, I use an app called Metricool, which you can track your competitors. TubeBuddy does it for YouTube. There’s one for Twitter. For Facebook.
If you get one of these social media analytics apps or social media scheduling apps, there’s usually some sort of competitor analysis section where you can kind of get an overview-ish of how your competitors are doing. So you’ve realized that your competitors have no idea what they’re doing either. They’re just kind of feeling around in the dark, trying to find a sale. What social media platform should you be on then? So it’s a little more complicated than just saying you need to be on Instagram because you need to use the app the way that your ideal customer uses it.
So when I was a director of marketing, I got into fights, like “go to the corner and have a timeout” fights with sales departments who wanted to be on Instagram. We were running a professional organization. It was a recruiting firm. And I said, “No, we’re not going on Instagram. One, we don’t have consistent visual content.
Two, nobody is looking for jobs on Instagram. They’re going to LinkedIn or Twitter or maybe even Facebook.” But no, you’re going on Instagram for beautiful pictures, FOMO, plant pics, stuff like that. You’re not going there looking for jobs. Nobody cares about your Sunday Funday customer event, or like no one cares to see, “oh, here’s Megan working behind the scenes in the office.”
They don’t give a shit. Why should you? So don’t waste your time on a platform because you feel like you have to be everywhere. The “where” that you’re supposed to be is the one that is most effective for you, and usually that falls into distinct buckets. So professional organizations, recruiting, things like that.
LinkedIn, maybe twitter. Blogs: Twitter, Facebook, Instagram, Pinterest. You have to be on Pinterest. Product based businesses: Instagram, pinterest, sometimes Facebook.
Service based businesses: linkedIn, maybe Instagram, depending on the type of person you serve. Like if you’re a business coach or something, that’s pretty popular with Instagram. So there is a big market there. But don’t try and feel like you’re everywhere.
You don’t have to be on Clubhouse and Instagram and Pinterest and Twitter and whatever new one comes out. You don’t have to be everywhere. It’s actually to your detriment if you try to be everywhere. What you should do instead is be the most effective little business owner you can be on one platform. And I know I say one, and you’re not going to do one so
Stick to two. Stick to two platforms. Rock the hell out of them, and then you can expand. But don’t do it because your competitors are doing it. Don’t be there because you feel like you have to.
And use the platform the way your ideal customer uses it. You can be a little disruptive once you get into seeing some success, but it’s not worth it to reinvent the wheel right from the get go. So those are my tips for you on which social media platform is best. Again, that’ll change as new platforms come and go and algorithms change and things like that. But I hope overall you see why I specify the strategy more than the actual platforms.
So I hope that was helpful. Leave a comment and let me know. Like I said, if you have a marketing question you’d like me to answer, leave a comment and I’d be happy to answer it for you in a video like this. I’ll see you later.