Question: How Many Social Media Platforms Should I be on to market my business?
Answer: All of them!
Okay, maybe not all of them – there are currently over a hundred social media sites, after all – but if you want to market and grow your small business, then you should be on as many of the major social media platforms as you can.
Why? An article from Post Funnel discussed the benefits of multichannel marketing, which is all about reaching current and potential customers in multiple ways. This is not a new marketing technique, but par for the course – research from Pew found that over 90% of brands use two or more channels in their marketing. These brands know that by reaching people through different channels, they’re getting their message heard and turning potential customers into actual customers faster.
The same is true when you’re active on across multiple social media channels. Here’s why you should be using a “multichannel marketing” strategy on social media.
There Are a LOT Of People On Social Media
When you go fishing, you go where the fish are. When you go marketing (so to speak), you go where the people are. And the people are on social media.
Facebook has over 2 billion active monthly users. Two billion. That’s a ridiculous amount. Is there any other channel that offers the possibility of getting in front of so many different people in one place? No. Even the single most-watched broadcast on TV this year, the Super Bowl, was seen by just over 111 million people, less than half the number of active monthly Facebook users in the U.S. and Canada alone at 236 million. A full 69% of U.S. adults are on at least one social media site.
There are a lot of people on social media, is all I’m saying.
When you get on these platforms, here’s how many people across the globe you have the potential to reach:
|Platform||Total monthly active users||Total daily active users||Fun fact|
|2.01 billion||1.32 billion||61% of Facebook users are between 25-54; 44% of users check several times a day|
|800 million||500 million||59% of internet users between 18-29 are on Instagram, and 33% between 30-49|
|328 million||100 million||37% are between 18-29, and 25% are between 30-49|
|150 million||81% of Pinterest users are female|
|Google+||111 million (est.)||Reach of total digital population is 38%|
(Sources at end of post)
In short, if your target market includes men and/or women between the ages of 18-49, then you want to be on these platforms!
You Will Be Where Your Audience Is and Wants You to Be
More than 50% of adults are on more than one social network, according to Pew research, but that means there’s a large chunk of the population that’s only on one platform. If you don’t have a presence on their channel of choice, they just won’t be able to engage with you. It’s that simple.
Plus, you don’t know where you may build your audience, especially in the first couple years of your business when it’s still new. If you ignore a popular platform, you could be missing out on building a solid audience there.
It’s Cost Effective for Small Marketing Budgets
Social media has been a godsend to small businesses. Traditional advertising and marketing avenues – radio, TV, print ads, direct mail, etc. – are costly, and a small business simply can’t compete in those channels on a small marketing budget. (And if you want to get the eyeballs of 111 million people on your 30-second ad during the Super Bowl? That’ll cost you about $5 million, thank you very much.)
Social media platforms level the playing field. They’re free to join, and if your content is creative and interesting enough, you can gain a lot of traction and build an audience without spending a dime. Even if you do want to start using paid features on platforms to promote your business, you’ll still get great bang for your buck compared to traditional avenues.
It Can Save Small Business Owners Time
“Hold up,” you’re saying right about now. “Maintaining a presence across many social media platforms will take a lot of time. How can it save me time?”
This is probably the biggest objection out there to having multiple social media accounts for your business, but it’s simply wrong. Small business owners and marketers waste time by spreading their efforts out across a wide array of marketing strategies – email newsletter and direct mail postcards and radio spots, etc. – when they should be focusing on a few that give them the biggest ROI, like social media. They also waste time by being chained to each social media account individually, posting live, responding in real time, and spreading out their efforts across several days.
If this is you, then I have something to tell you: You’re doing it wrong!
You can make your marketing efforts so much more efficient by scheduling all of your social media posts in advance by using a social media management tool like Pixrit. With Pixrit, you can schedule a month of content in just 5 minutes. Seriously. You can maintain a consistent presence on Facebook, Instagram, Twitter, Pinterest, and Google+ in no time.
It Has a Higher ROI Compared to Single-Channel
Last but not least! None of this would matter if, at the end of the day, it didn’t bring you more customers and give you a higher return on investment.
Research summarized in this infographic from Business 2 Community shows that customers who come to you through multi-channel campaigns spend as much as 4x as customers from single-channel campaigns. While this research is not specifically about marketing through multiple social media channels, it does show that people pay attention to the same brand and message across different channels, and that when they do convert, they’re ready to spend more.
Get On and Get Active!
By now you should be ready to take the plunge and start engaging with audience across multiple platforms. Don’t forget to get yourself set up with Pixrit to save you time and keep you posting consistently.