The first thing you need to consider is how much time and energy you can put into your company’s media channels. Remember that it’s better to have a good presence on one channel than a poor presence on several. Which platforms your company should be present on also varies depending on your target audience and what the goal of your presence is. If you want to sell physical products, good SEO is just as important as your Facebook page, if you work with courses and expertise, LinkedIn can be your primary platform, but if you work with tourism, Instagram can be the channel where you should spend the most time. It’s all about being where your customers are, when they’re there. There are countless social media channels out there, but fortunately for you as a marketer, there are only a few that are popular at any given time and have a large user base. For most people, a presence on 1-3 social media platforms is more than enough. If you’re unsure about a platform, you might want to try out an ad first. All social media channels offer ad buys, even for businesses that don’t have their own profile. For example, if you’re curious about whether you should choose Snapchat over Instagram, you may want to try a campaign and see where your target audience is located and how they respond in the various channels before taking the plunge.
+ Most popular social media in Norway + Extremely good segmentation options + Many options for content. Text, images, video, slides, etc. – Great competition for advertising space – Facebook prioritizes ordinary users’ content over businesses’ content – You have to pay if you want as many of your followers as possible to see your posts.
+ A professional social media with many decision makers + Good segmentation possibilities on job title, company size, industry etc. + Potentially very high conversion rate due to segmentation possibilities – Less widespread in Norway compared to Facebook – Less possibilities for different types of content/ads – More difficult to get engagement on posts compared to Facebook
+ High conversion for physical/visual products + Good for building the brand + Good opportunity for viral/organic spread of the ads – Poor segmentation opportunities – Users do not expect ads/B2B ads on Instagram – A visual platform with high demands on the content (ads)
What about other more unknown social media?
If you find an unknown social media where part of your target audience is, feel free to try the platform. If it’s a relatively new or unknown social media, there will be little competition for ad space. Imagine what a gold mine Facebook was for companies that were early adopters of the platform! Now that “all” businesses are using Facebook, you need to be much smarter in the way you use the platform to get a good return on your efforts.
