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Choose The Right Social Media Channel For Your Business

Social media is an important piece of any digital marketing strategy. Not only is it one of the cheapest, easiest ways to get in front of new and returning customers, it’s also the most immediate. You can set up a free profile within minutes and send your first message in seconds. And, the fact that 84% of people with access to the internet use social media means there’s a high likelihood that engaging on social will help you reach your business goals.

Below, get some easy to implement ideas on how to best utilize social media to support your business goals.

Most business owners already know that their brand should be active on social media – they just don’t have the time to figure out how to get started, what to post, or how to see real results. We’re here to help you take the first steps towards building a successful social media strategy, starting with how to select the right channels for your business.

If there’s one thing you should take away from this article it’s that you do not need to be on every social media platform. In fact, we recommend that businesses only sign up for the platforms that give them the most bang for their buck. It’s much more beneficial to create a completed profile and stay really engaged on one or two networks, than it is to have incomplete, inaccurate, and inactive profiles spread across the World Wide Web.

It’s important to decide where you want to spend your efforts online. You’re a busy business owner, which means you don’t have time to waste posting into an empty, online void. To choose the right network for your business, identify where your target audience spends their time online. Make sure that you are there to provide them with relevant information that drives them to take action – whether it be purchasing a product or service, visiting your e-commerce site or becoming a repeat customer at your physical store.

Research a handful of competitors or like-businesses and see which social media channels they use. Notice the type of content they are posting and how often they are posting it. Research on social media demographics can also help you make an informed decision about whether or not to use a social media channel. Pay attention to things like age, income level, and location to help you determine whether or not a channel’s key demographics align with your customer base. Many digital marketing companies such as Sprout Social, Hubspot, and Hootsuite provide synthesized, easy-to-understand infographics based on social media research studies.

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The Best Content to Post on Social Media Platforms

Maybe you have an idea of the type of content you’d like to post online, but you’re not sure which platform to use, or maybe you know which account you want to create but you’re not sure what you should post. Either way, this list should help!


  • Best for images and video
  • Can add links to website in bio, but not in captions
  • IGTV feature lets you save longer video (up to 60 minutes)
  • Create captions up to 2,200 characters


  • Best for creating events and groups
  • Great for highly targeted advertising based on customer location and demographics
  • Can add links to websites or videos in posts
  • The most used social media platform with 2.45 billion monthly active users

Source: Sprout Social, 2020


  • Best for long form content and articles
  • Can add links to websites or videos in updates and articles
  • Helpful for prospecting B2B clients, networking, and professional development
  • Four out of five LinkedIn members drive business decisions at their companies


  • Best to share timely news and updates
  • Can add links to websites or videos
  • Short content (280 characters or less)
  • Helpful for gathering customer feedback

Create engaging content without creating more To-Do’s

By limiting the number of social media accounts you create (and only focusing on the ones that really matter) you set yourself up to stay consistent with posting content. Social media marketing works, but only if you’re using the right channels for your business and using them consistently. Whenever you write, produce, or promote something, create a social media post from the content as a final step in your workflow. Here are some tactical tips to help you add social media to your current marketing strategy.

  1. Repurpose your website copy

    Have you updated your website lately? Share new information on social media. Add an image from your website, or find a stock image from a site like to make your content more visually appealing. But do try to be sure and use an appropriate mix of real imagery as well.

  2. Share new reviews and testimonials

    People will love to hear why other customers love your business. In fact, 52% of online brand discovery happens in public social feeds. Share testimonials or reviews directly on social, or create a designed post on a free site like for something more visually appealing.

  3. Behind the Scenes

    Share any interesting stories or updates from “behind the scenes” of your business. Introduce new team members, product lines, or promotions – 27% of internet users say they find new products through paid social ads.

  4. Bite-sized news

    Repurpose snippets from your monthly newsletter, and feature links to any news stories or interviews that feature your business or employees. This could be a video, answering a commonly asked question, or a highlight from a recent product o, service, or process update.

Stay strong with your goals and flexible with your methods

Keeping everything we’ve mentioned about your target audience in mind, there are also good reasons to explore social media as a business tool beyond sales and engagement. Platforms like LinkedIn or Pinterest might not be your go-to for finding customers, but they can help you find new ideas on how to operate better, or spark a creative brainstorm for new business ventures. And remember, your social media profiles are not set in stone. While it’s important to recognize that building a successful online presence takes time, if you find that your efforts online are not producing the ROI you’d expect, you can always pivot and try something new.

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