If you’re like the majority of business owners, you’ve probably been told you need to be on social media at some point.

Although not every business needs social media, it is important to understand what platform is right for your business if you do use it.

Make sure you do the preparation before hand to really understand which platforms are right for your business. You don’t want to be wasting time creating content that never gets seen by the right people.

Ask yourself the following three questions and I’m sure you’ll be much closer to knowing the right platforms to be on.


Where is your target audience currently? 

The very first thing you want to think about is where your target audience is currently. What platforms are they using in their day to day lives?

It’s absolutely crucial in marketing that you get your message in front the right audience to see any significant results. If the right people are seeing your messages, they’re more likely to purchase because it actually appeals to their interests.

For example, say you’re a local business looking to get started with social media marketing in Cairns.

If your target audience is 35-55 year old women interested in home design, do you really think the majority of them will be on a platform like Snapchat?

How about if you’re trying to target teenagers in Cairns? Are they likely to be using LinkedIn to connect with one another?

It may seem obvious, but I see a lot of businesses just picking the platforms that everyone else is using. Instead, they should be focusing on which platform will get them in front of the right audience.

You can click here to see some demographics about each platform.


Do I have the time to add this platform to my strategy?

The next thing you want to consider is where you are putting your efforts and the amount of time you have to dedicate to your social media marketing.

Many small business owners I see in Far North Queensland have a lot on their plates to deal with. Social media isn’t at the top of their list of what’s going to pay their bills.

I’m sure it’s the same around the world. As a small business owner, you need to think smart. Social media marketing may be an important strategy, but you need to balance that with the right efforts.

Pick the number of platforms you use based on the time you have available to create content, schedule content, write copy for them, post them and engage with your audience.

A big benefit is tapping into the number of tools out there than can help you save time. They might help you create content faster, find better content or even just schedule your posts across multiple platforms for you.

Read our article on 3 Free Tools to Help You Schedule Your Content & Save Time


Do I have the resources to create content on this platform?

Another thing to consider when deciding on the right platform for your business is to think about resources. Ask yourself whether you and your team have the right resources to create amazing content for this platform.

This ties very closely with how much time you have, but sometimes you may have the time but not the resources.

Platforms like YouTube which are primarily video based may require items such as a video camera or editing software. Compare that to a platform such a Twitter where you only really need your phone to type out a tweet.

Start analysing what tools you’ll need to create the best content possible.

I really mean that too. I think any business that is deciding to start creating content needs to aim to create as high quality content as possible. You’re trying to be a cut above your competition, and you can do that by having the most valuable content out there.

Another key thing is to start saving for the right tools. Luckily thanks to inventions such as smartphones, we can literally create content from the palms of our hands.

If you’re looking to create visual content, I highly recommend starting with Canva either on your desktop or phone. It’s so simple to use and create high quality visuals for social.

If you’re looking to create audio content such as podcasts, you can use apps such as Anchor to get starter and post your content with one button.

Video has never been simpler too. You can record yourself talking to the camera on your phone and easily post that straight to social. There are even a heap of great apps on the phone to use if you need to slice and dice it a bit.


Final Thoughts

Hopefully after reading this article you have a better understanding of how to determine which platforms your business should be using.

Make sure you first check where your audience is hanging out online. What are their favourite platforms to use? Use those.

Next focus on the time commitments you have available to create content, distribute it and engage with your audience.

Finally, look into whether you have the right tools and resources available to create high quality content to appeal to your audience.