What if I told you there’s a place where all your dream clients hang out?
A place that knows no geographical constraints; people are only drawn together in clusters of similar interests, problems, and connections.
It sounds like I’m describing a Utopia, doesn’t it? Well, I’m not. I’m referring to social media platforms.
However, it’s not like you will simply log into any social media platform, and voila! All the dream clients that you can imagine. Not all social media platforms are created equally; each caters to a specific audience and has unique characteristics.
That’s why it’s essential to know how to choose the best social media platform for your business, and that’s what we’re going to cover today.
So let’s dive in.
In case you are in a hurry, here is a quick rundown of what to consider when choosing the best social media platform(s):
- Target audience
- Business type
- Organic growth
- Most popular platforms
The top 5 social media platforms to generate leads for your business are:
- TikTok (organic + paid ads)
- Instagram (organic + paid ads)
- Facebook (Groups + paid ads)
- YouTube (organic + paid ads)
- LinkedIn (organic + paid ads)
For more info on how to use these social media channels to generate leads, be sure to watch my free Masterclass training here.
Are all social media platforms the same, and should I be on all of them?
No, not all social media platforms are the same. Each platform has unique affordances that suit certain types of businesses better than others – hence, you don’t need to be on every social media platform.
For example, if you’re a solar business trying to find leads, you would waste your time growing a presence on Pinterest (a platform for style inspiration and recipes).
Why? Because the aim of the game here is to get your business in front of your ideal clients (target audience), and people do not use Pinterest to look for solar options.
Another reason you don’t want to be on every platform is; you don’t want to spread yourself too thin. You will have far greater success nailing an excellent strategy on a few platforms rather than burning the wick on both ends trying to manage ten others.
What do I consider when choosing the best social media platforms for my business?
1. Business type
What type of business do you have? What products or services are you offering? How can you showcase them best? Ask yourself these questions when deciding what best social media platforms to use.
For example, if your business type is freelance content creation, consider platforms such as Instagram, Medium, and TikTok. Or, if you’re a B2B business looking to target professionals, the right platform would be LinkedIn, as it is a professional networking site.
However, there is no hard-and-fast rule for this. If you’re confident that your dream clients are on an unconventional platform, then by all means, do that. Again, to reiterate, the main goal is reaching your target audience.
2. Target audience
You could join the largest social media platform out there, but if your target audience is inactive on such a platform, you won’t have a successful social media marketing campaign.
Are you trying to reach a younger audience, or are you looking to target professionals?
Snapchat, for example, has over 375 million users worldwide. Still, if you’re looking to Target professionals and other businesses, your audience is on Facebook or LinkedIn instead, so that’s where you should be.
If you want to learn more about using LinkedIn to your business’s advantage, click here to watch my Free masterclass training.
3. Time needed
As I mentioned, you don’t want to spread yourself too thin when using social media. A strong presence on one or two social channels is better than having a weak presence across many.
To maintain a strong presence, you must consider how much time and resources you can dedicate to each media channel you use.
Some social media channels require more work than others.
For example, you must create videos regularly on YouTube to increase brand recognition. Do you have the time and resources to dedicate to creating videos? If so, great. If not, it might be better to start with other channels instead.
As a minimum, for any social media site or channel you join, you need to be:
- Posting content regularly
- Engaging or responding to any messages, comments, etc
Tip: if you don’t have the time to post on social media, you can always outsource or hire people to help you (learn about our done for you lead generation services)..
If you have the marketing budget available to invest in social media, you can use paid advertising to help you generate leads.
Paid advertising, when used correctly, can be incredibly effective in helping you find and reach out to your ideal customers.
Facebook and TikTok are the leaders in paid advertising on the social media network.
This is because:
- They have the highest number of users on their platforms
- Their algorithm and targeting options are much more intelligent than those on other platforms
- It’s easy to get started, with support for all kinds of advertising campaigns
- Supports short-form video content formats
If you have money to invest, Facebook and Tik Tok are the best for social media lead generation, allowing you to reach many people and scale up your marketing campaign.
It is worth noting that you CAN reach your dream clients with the right paid ads strategy without wasting money. Click here to see how.
5. Organic growth
As a new business or small business, you may have no or minimal advertising budget for social media. In that case, you must grow your online presence organically.
The good news is that this method, even though it doesn’t have the scalability of Facebook ads, still produces excellent results.
One of the most impressive platforms for organic growth is TikTok. In recent years, TikTok has developed into one of the most remarkable social media platforms for lead generation because it is easy to go viral. Moreover, it is set to become one of the leading search engines, alongside Google and YouTube.
That said, YouTube is another excellent social media channel where you can generate high-intent leads organically.
Suppose you’re running a consultancy business looking to get new leads, whether as an insurance agent, marketing specialist, or financial advisor, with over 8 billion people worldwide; chances are someone else has the same idea. Better yet, they’ve likely figured out which social media platforms work best.
Should this put you off?..
Not at all!
Instead, it is an opportunity to conduct a competitor analysis. Here you will look at what platforms they are using, what is and isn’t working, and how effective their social media strategy is engagement-wise.
Especially if you are starting out with your social media strategy, this is a highly effective way of setting yourself on the right path.
7. Most popular platforms
Although so many social media platforms and lead-generation channels exist, certain platforms serve most business goals well due to their extensive and diverse user base.
For example, both Facebook and TikTok combined have over 4 billion users. That is half the world’s population on just two platforms.
This is good news as you don’t need to search through the long list of social media channels to join.
The big ones are:
- TikTok (Over 2.5 billion active users)
- Facebook (Over 2 billion active users)
- YouTube (Over 2 billion active users)
- Instagram (Over a billion active users)
- Twitter (Over 450 million active users)
- LinkedIn (Over 134 million active users)
To make things easier for you, here’s what I usually recommend to my clients (assuming your target audience is on these channels too):
- Join Facebook, TikTok, and LinkedIn
- Post social media posts regularly on all these channels (you can use software to post simultaneously and save time)
- If you have a budget for advertising, run Facebook and TikTok ads. If you have a small (or no) budget, generate leads organically on TikTok and LinkedIn alone.
- Once you’ve mastered these social media channels, create videos, and join YouTube too (it’s the world’s second-largest search engine, so you’d be crazy to miss out on all this potential free traffic).
Remember, joining and being active on social media is just the start. The next step is to generate leads on social media and convert these leads into paying customers. Click here for more.
Choosing the right social media platform for your business can go a long way toward generating the right kind of leads. And, once you’ve learned how to use these channels to your advantage, your growth potential is unlimited.
However, it’s more challenging than it sounds, and there are many things to consider when choosing the right social media platforms.
Consider what type of business you have, who you want to target, how much time you have to spend, how much you have to invest in paid ads, what platforms can deliver organically, what your competitors are using, and what platforms are a must across the board.
If you want to learn more about converting your dream clients into paying clients, check out my free masterclass.
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.