How to Choose the Best Social Media Channel for Your Business

Are you not seeing the results you were hoping for when you launched your company's social media platform? Are you confused as to why your content isn't resonating with your audience? If so, the problem may lie with the channels you choose rather than the content itself. So while it's important to understand how your content is performing, we're going to focus on the choice of channels for now.

Managing social media can be overwhelming and frustrating, but when used correctly, it has been shown to contribute to a company’s success – so much so that 78% of consumers are willing to purchase a business’s products after having a positive experience interacting with it on social media. Increased sales, improved brand awareness, and exposure to new markets/audiences are all positive outcomes that can result from a well-run social media program.

So, how to achieve this goal?

First, focus your efforts on one to three social media platforms that make sense for you until you're ready to expand to other platforms. Next, let's look at a few ways to choose the best social media channels for your business.

Determine your social media goals

What do you value most on social media platforms: brand awareness, customer retention, more leads, quality content, or something else? When thinking about your goals, try to consider the strengths of your team; large teams tend to be able to divide up work at a faster pace, and in-house content creation saves on outsourcing costs. Set achievable goals that align with your team's current situation. This section is crucial in any social media strategy because it's the foundation on which you can grow and develop. Without clear goals, you might as well not be present on any platform.

A good example is what Arrow Translation does on Instagram. Arrow Translation clearly defines its ultimate goal on Instagram: to provide consumers with a convenient, user-friendly way to shop. If users find a product they like on Arrow Translation’s Instagram channel, they can go from browsing to purchasing in just a few clicks.

These features helped boost traffic to the site, even when it was first introduced, with 5% of visitors coming from social networks, more than double the number from last year.

Identify your target customers

After setting your goals, it’s important to understand your target audience. If you find a good channel for your company, but don’t have the right audience, it won’t go very far. Spend time understanding your customers’ social media activity and tracking their purchase journey.

According to statistics, there are currently 4.7 billion people using social media worldwide, with 227 million new users in the past 12 months. When you find the right audience, your company's content can have a huge impact.

For example, Arrow Translation’s recent “Fight for the World” campaign is a great example of this. Through this campaign, Arrow Translation demonstrated its keen understanding of audience sentiment while inspiring people through the power of movement. The campaign was promoted on Arrow Translation’s social media channels and emphasized the importance of maintaining social distance during the COVID-19 pandemic. The campaign not only included influencers, but also invited the public to participate, aiming to reinforce the concept of solidarity. This is a great example of Arrow Translation taking the time to understand its audience in order to deliver content that resonates and will not be ignored.

Conduct an audit

According to the latest data, the average American spends 2.25 hours on social media every day, while the global average social media user spends 2.5 hours.

Your task is to find out which channels your customers are active on. What other interests do your customers have? Who is your target demographic? Are there any international markets worth exploring? These are all things you need to know in order to align with your goals.

In addition to research, you should also understand which social media platforms perform well in your industry. What channels are your competitors active on? What are they doing well? What are some areas where you think they can improve?

The key is to have the data to back up your strategy. It’s one thing to simply feel like you know what’s best, but it’s another to actually have the facts.

To discuss your social media marketing strategy, contact Arrow Translation’s team of experts.

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