When it comes to choosing the perfect platform, it’s all about personalization. It depends on the type of business. While virtually all marketers agree that social media marketing is important, not all platforms are equal when it comes to marketing.
For example, a social media marketing strategy isn’t as important as a LinkedIn marketing strategy for most B2B companies. In fact, 8 in 10 social media leads come through that app, specifically, according to the PostBeyond.com blog.
"For businesses that largely do business with other businesses [B2Bs], LinkedIn is the premier network for making connections and being a part of relevant communities," Montchal explains. "However, businesses that do business directly with consumers may benefit from using Facebook, Instagram, Pinterest or even TikTok."
Montchal notes that, in most cases, a brand will need to "go where its customers already are — meaning if your customer base largely participates in Facebook, meet them there instead of expecting them to join a new channel to meet you. Ultimately, it comes down to business needs, [your] audience, and what is performing best."
Here are some examples of social media for marketing and which types of businesses work best for which platforms:
- Social media for restaurants: Instagram and, to perhaps a lesser degree, Facebook, help restaurants by being image-driven, and food and drink photos tend to really hook people on a brand.
- Social media for doctors: Facebook is good for information sharing, so it’s an ideal platform for doctors, dentists and other service providers who need to keep patients and clients in the loop on new guidelines, protocols and the like.
- Social media for small business: Facebook, Yelp and Google Reviews work best for small companies. Facebook is the platform with the most users and the one people generally use when looking for a specific brand, a recommendation for a new business or service, or entertainment options in the area. Yelp and Google reviews are also excellent for small businesses looking to build a strong following. Building up five-star reviews on Yelp and/or Google reviews can do wonders for walk-ins and appointments.