New You, New Platform?

This whole month we have been focusing on a "New You" and the first steps to marketing yourself online like, creating a value proposition which helps you decide on the problems that your business can fix and focusing on your target audience which are those customers who are struggling and looking for your business's solution. After you know WHAT you offer and WHO you offer it to you can then take the next step... actually offering it!! So, how do you offer your solution to your ideal client's struggle?


SOCIAL MEDIA.


Social media is the tool you can use to start engaging with your ideal customer right now. But… do you really need ALL social media platforms? You should only focus on the platforms that your ideal customer uses because if not, you will be trying to engage with the wrong crowd that will not be interested in your service or product.


For example, if you offer daycare services to your customers, you probably wouldn’t to be on Tik Tok. The customer base on Tik Tok is typically much younger and may not be in need of child services. Instead you may target mommy Facebook groups. You need to know where you customer is hanging out so you can best engage with them.


Another example is about our marketing business! One of our ideal customer profiles (ICP) is a small business owner that needs help taking their established brick and mortar online. Well, these business owners are typically not on not Instagram, Twitter, or Tik Tok! They are on Facebook, if they have a social media at all. So, if the only platform we were using to reach our ideal customer was on Instagram, we would be wasting our time because that is not where they are "hanging out."


What platforms should you choose to use?


When creating your ICP you typically choose an age or age range. Below are the different generations broken down:

  • Baby Boomers: 57-75 years old (71.6 million in the U.S.)

  • Gen X:  41-56 years old (65.2 million people in the U.S.)

  • Gen Y or Millennials: 25 and 40 years old (72.1 million in the U.S.)

  • Gen Z:  6 and 24 years old (nearly 68 million in the U.S.)


Here are statistics on each of the social media platforms from Hubspot on the different social media platforms:


Facebook

  • Users: 1.79 billion daily active users worldwide

  • Audience: Generation X and millennials

  • Industry impact: B2C

  • Best for: Brand awareness; advertising

Twitter

  • Users: 186 million daily active users worldwide

  • Audience: Primarily millennials

  • Industry impact: B2B and B2C

  • Best for: Public relations; customer service

Instagram

  • Users: 1 billion monthly active users

  • Audience: Primarily millennials

  • Industry impact: B2C

  • Best for: Natural-looking media, behind-the-scenes, and user-generated content; advertising

LinkedIn

  • Users: 675 million monthly active users worldwide

  • Audience: Baby boomers, Generation X, and millennials

  • Industry impact: B2B

  • Best for: B2B relationships, business development, and employment marketing

YouTube

  • Users: Over 2 billion logged-in monthly users worldwide

  • Audience: Millennials, closely followed by Generation Z

  • Industry impact: B2C

  • Best for: Brand awareness; entertainment, and how-to videos

Snapchat

  • Users: 249 million daily active users worldwide

  • Audience: Primarily Generation Z

  • Industry impact: B2C

  • Best for: Brand awareness; advertising

Pinterest

  • Users: 416 million monthly active users worldwide

  • Audience: Primarily older millennials and younger baby boomers

  • Industry impact: B2C

  • Best for: Visual advertising; inspiration

Tik Tok

  • Users: 800 million monthly active users worldwide.

  • Audience: 60% of TikTok's U.S. audience is between the ages of 16 and 24.

  • Industry impact: B2C

  • Best for: Brand awareness; entertainment

If my ICP is Generation X or those between the ages of 41-56, I would choose to put most of my focus on Facebook and LinkedIn.


How many social platforms should I have?


You should have as many platforms as you can handle. If your ICP is Gen Y then there are 6 social media platforms listed above that have millennials as their primary audience base. If you are being realistic with yourself, can you handle running 6 social media platforms efficiently? Only choose the number of platforms that you consistently create content for and engage with your followers.


You can start out by just choosing ONE platform and focus all your efforts to grow it and make it into a well oil-machine. Once you conquer one platform, expand your efforts to another one. It is a process, and if you start out pulling yourself in too many directions, it will seem impossible. Start simple and small. Then build on it.


If you not quite sure what audience you should be targeting make sure you see our New Year, New You series to get started!

  1. New You: Your business Revamped

  2. New You, New Focus: Back to the Basics

  3. New You, New Audience

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