How to choose the right platforms for your business

In today's digital landscape, choosing the right platforms for your business can make or break your success. Whether you’re just starting out or looking to expand your online presence, the platforms you select will influence everything from brand visibility to customer engagement. With countless options available, how do you determine which ones are right for your business? Here’s a guide to help you make an informed decision.

1. Understand your audience

Before diving into platform options, the first step is to understand your target audience. Consider the following questions:

• Who are your customers? Age, gender, location, and interests all play a role in determining which platforms they are likely to use.
• Where do they spend their time online? Different demographics gravitate toward different platforms. For instance, Gen Z is more active on TikTok and Instagram, while professionals often prefer LinkedIn.
• What kind of content do they engage with? Do they prefer videos, images, or text? Knowing this will help you choose platforms that cater to these content types.

Top tip: Create customer personas to visualise your target audience. This will make it easier to match them with the right platforms.

2. Define your goals

Every business has different objectives, and the platforms you choose should align with your goals. Here are some common goals and the platforms that support them:

• Brand awareness: If you want to increase visibility, consider platforms with a broad reach like Facebook, Instagram, and YouTube.
• Lead generation: For B2B companies, LinkedIn is a powerful tool for generating leads. For B2C, Instagram and Facebook ads can be highly effective.
• Customer engagement: X, Instagram, and Facebook are great for engaging with customers in real-time.
• Sales: If your goal is to drive sales, e-commerce platforms like Shopify, Amazon, and Etsy are essential. Social platforms with integrated shopping features like Instagram and Facebook are also valuable.

Top tip: List your top three business goals and match them with the platforms that are most likely to help you achieve them.

3. Evaluate your resources

It’s crucial to assess your available resources - both time and money. Some platforms require more effort to maintain than others.

• Content creation: Do you have the resources to create high-quality content consistently? Video content for YouTube or TikTok, for instance, requires more time and equipment compared to simple text posts on LinkedIn or Twitter.
• Advertising budget: Platforms like Google ads and Meta ads can be powerful, but they require a financial investment. Consider your budget and how much you're willing to spend on paid promotion.

Top tip: Create a content calendar and resource plan to understand what’s feasible given your team’s capacity.

4. Analyse competitors

Your competitors can offer valuable insights into which platforms are effective in your industry.

• Which platforms are they using? Analyse where they are most active. If multiple competitors are seeing success on a particular platform, it might be worth your attention.
• What type of content are they sharing? Look at the kind of content they produce and the engagement they receive. This can give you ideas for your own content strategy.
• How are they engaging with their audience? Observe how they interact with their followers. Do they use certain platforms for customer service, product launches, or promotions?

5. Start small and scale

You don’t need to be on every platform right away. Spreading yourself too thin can be counterproductive. Start with one or two platforms that align most closely with your goals, audience, and resources.

• Test and learn: Begin by testing content on your chosen platforms. Track performance metrics like engagement, reach, and conversion rates to determine what works best.
• Refine your strategy: Based on the data, refine your approach. If a platform isn’t delivering results, don’t be afraid to change your plans.
• Scale: Once you’ve established a successful presence on one or two platforms, consider expanding to others that complement your strategy.

Top tip: Set specific, measurable goals for your initial platforms, and use analytics to track progress. Adjust your strategy based on what you learn.

6. Stay updated with trends

Digital platforms are constantly evolving, with new features and algorithms being introduced regularly. Staying informed about these changes can help you adapt your strategy and maintain a competitive edge.

• Follow industry news: Subscribe to newsletters, blogs, and social media accounts that cover digital marketing trends. The Gather Social blog shares regular updates!
• Attend webinars and events: Participate in events where you can learn about the latest developments in platform strategies.
• Join online communities: Engage with forums or groups where professionals discuss platform updates and share best practices.

Top tip: Dedicate time each month to reviewing platform updates and assessing how they might impact your business.

Choosing the right platforms for your business is not a one-size-fits-all process. It requires a deep understanding of your audience, clear business goals, and a realistic assessment of your resources. By starting small, analysing competitors, and staying informed about trends, you can develop a platform strategy that drives success and grows with your business.

Remember, the key is not to be everywhere but to be where it matters most to your audience and your business objectives. 

If you need help building your business social media, our team is here to help. For more blogs and industry updates keep an eye on our blog.