Since each social network has a different audience, you need to consider the type of company you are to better reach your target market. Not taking time to determine this results in marketing that doesn’t work, time wasted, and frustration.
Is your company more Business-to-Business (B2B) or Business-to-Consumer (B2C)?
Sometimes it can overlap. Simply put, if you sell more to businesses rather than directly to the end consumer, then you’re B2B. If your target is the average consumer, then B2C.
Here’s how the social networks breakdown when comes to B2B vs B2C:
- B2B / B2C
- Facebook: 40/60
- LinkedIn: 80/20
- Pinterest: 20/80
- YouTube: 50/50
- X (formerly Twitter): 50/50
- Instagram: 10/90
- TikTok: 0/100
In other words, if you’re B2B, LinkedIn, along with Twitter (X) and YouTube, should be your primary networks, with Facebook as secondary (for paid ads) and maybe Pinterest if you have a lot of visuals, and for SEO.
For B2C, your primary networks should be Facebook, Instagram, YouTube, and Pinterest, with Twitter (X) and LinkedIn as secondary networks for credibility, exposure, and SEO. TikTok is a challenge, but you can’t beat it to reach a younger audience.
How to judge which social network is best for you…
For 1 month, post and share content equally in all of them. That includes doing a video on YouTube once a week. Then, at the end of the month, look at your website’s analytics to see which ones brought in the most traffic. You then need to adjust your strategic and tactical plans accordingly.
What if I’m Both?
If your target markets are both B2B & B2C, you need to decide what your breakdown is based on which brings in the majority of your income. What’s the percentage of B2B business to B2C?
For example, I once spoke to a lady who had an insurance company. She told me that her B2C side was doing well and she wanted to focus on the commercial insurance side. I told her to spend more time on LinkedIn. That’s THE great professional network. She shouldn’t stop posting to Facebook and Instagram, but definitely focus on LinkedIn.
Another client of mine opened a break room in Tempe near the university. When the students were on break, business slowed. He asked me how to get corporate team-building clients. I told him, “LinkedIn”. Pure and simple.
Recently, I asked an accountant what the percentage of his business was B2B and B2C. He answered 80/20. Then I told him, you have to get your LinkedIn act together.
Furthermore, focus on the networks where you’re getting the most engagement, where the insights and demographics reflect your target market(s), and where you’re building valuable relationships. Remember, some B2B connections may be excellent referral sources. Honestly, it helps to have a good, comprehensive, strategic plan based on industry and market research.
Need help deciding which social media network to use? I can help.
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