How to Choose the Right Online Channel for Your Business

Online marketing can be done almost everywhere on the internet, so the question you may have is should you go for email, Facebook, LinkedIn, Twitter or Bing? Is the question, “I don't know where to start” holding you back?

The benefits of online marketing are: 

  • Marketing perspective (obviously) which leads to customer engagement.
  • Building the brand.
  • Product discovery.

All of the above can increase the number of purchases.

Most businesses have already begun to harness the unique features of social media marketing. These businesses spend as little as 6 hours per week and over 66% of businesses enjoy lead generation benefits from social media. So do not wait! A properly executed social media strategy can improve your business' search rankings, drive more website traffic and increase conversion rates. 

“Internet access has become vital for communication, obtaining information, job-searching, and participation in an ever-changing world economy. The United States, the fourth largest country (by land mass) in the world, is no exception. With over 312 million internet users as of 2018, it is one of the largest online markets worldwide” says Statista.com

It's obvious you are supposed to boost your business online, as well! So how do you find the best online channel for your business?

Think About Your Objectives

Being able to link your social media channels to your strategy’s high level objectives is essential. If you can’t explain why or how a particular channel will help you achieve your goals, then it’s more than likely you shouldn’t use it. It would be a waste of time. 

The purpose of your chosen social media channels is to support the achievement of your strategic goals.

Always Have Your Audience in Mind

Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when they like to consume content, and through which channels? 

To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customer behaviors and your understanding of their motivations and challenges.

Throughout the process of creating these personas, you’ll gain valuable knowledge about your audience. You will discover the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product. Learn how to create your buyer persona.

Choosing The Right Channels

After you’ve set social media strategy objectives, you need to consider where your audience is interacting online. For instance, it could be deemed wasted effort if your largest customer segment is composed of people who are retired and you chose TikTok as your prime channel.  

Similarly, it may not be very effective to establish your brand on Facebook if you’re only targeting teenagers. The most effective social media strategies are informed by social media demographics. 

Use data-driven insights to ensure that your strategy, and the channels you choose, facilitate the most relevant, targeted approach possible. This will help increase the chance for conversions. 

To sum it up, when choosing your social media channels, always base your decisions on demographic data, don't just go with the flow of trends.

Creating Content Your Audience Loves

There are a bunch of different content formats you can use – some of which will complement your business goals and brand identity, and some that won’t. Certain content formats will be more suited to particular social channels than others. 

At the end of the day, personas tell you where buyers prefer to get their information. Are they bookworms? Do they like to sink their teeth into 100-page guides, or do they prefer short, concise texts and easy graphics? This information will help you set the way you create your content for each persona and how your buyers will discover it. 

The same goes for your creatives. Some of the people won't watch a video, some will only respond to a colorful picture and some only to a call to action post. Create content that will engage your buyers more effectively.

Don't Stick to One Channel

As social media has become more integrated into daily life, people are starting to use more than just one network. According to Pew Research Center, more than one-half of adults have their profiles on various social platforms. Most of the brands also administer more than one channel.

If you haven’t yet chosen any channels, or you’d like to expand into other platforms, the Pew Research Center have conducted an analysis that outlines the key demographics for a number of social media platforms. 

Let's talk about the most common channels, so you have some ideas when picking the right ones for your business.

Channel Demography

  • Facebook -  is well-known and used by many! 72% of adult internet users and 62% of the entire adult population use Facebook. 70% of Facebook users visit the platform daily.
  • Pinterest - It's growing! It's mostly used by women. 31% of adult internet users and 26% of the entire adult population use Pinterest. 27% of Pinterest users use the site daily. 
  • Instagram - online women are more likely to use Instagram than online men (31% vs. 24%) and 28% of internet users are on Instagram. 59% of users visit the platform daily.
  • LinkedIn - 25% of adult internet users are on this platform. And 41% of LinkedIn users earn a salary over $75,000! LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. 22% of daily users visit the platform daily. 
  • Twitter - 23% of all internet users are on this platform. Internet users living in urban areas are more likely than their suburban or rural counterparts to use Twitter. Twitter is more popular among younger adults — 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older. 38% of those on Twitter use the site daily.

Are you interested in more information about the demographic of the channels? Check this analysis.

Answer these questions: What is my product/ service? Who is the ideal buyer? Where are they? What content do they like?

Once you know who you are targeting, it's easy to find out which channel or channels to use. 

Also, you can adjust your content to that channel as well as to the audience you are talking to. Once you know who you are talking to, focus on your target audience’s needs and preferences. Your created personas will help you understand your audience’s concerns, preferences, and goals. 

When you know these, you are able to create content your buyers will find engaging, relevant, entertaining and valuable. Personas help you determine the exact kind of content you will need.

Because you already know who you are talking to, set the tone, style, and delivery strategies for your content according to your personas.

For example, some buyers respond best to a friendly, conversational voice, with some jokes and questions, while others trust a more formal tone and serious negotiation. By creating your personas, you’ll determine the best tone and style for your content. You can even target the topics you should be writing about for each persona.

Facebook Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Facebook Targeting Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Linkedin Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Twitter Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Search Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Display Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Amazon Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Bing Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Quora Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Facebook Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
LinkedIn Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Twitter Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Newsletter
Subscribe now and don't miss any helpful update from the world of online marketing.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Campaign Revision
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.

Key Takeaways

  • Choosing the right channel depends on your buyer persona.
  • Each channel has a specific need for content format and message.
  • Check the demographics of a channel before picking it.
  • Relying on only one channel might kill your business.

Don't try to manage every single channel out there. It will be exhausting, chaotic, time-consuming and, most likely, your audience is probably not active on every channel. Pick two to three of them that are most suitable for your buyer, aka marketing persona, and stick to them. Manage them continuously, engage with people! Plan your posts, represent your brand identity, and track important metrics! When you're ready to manage your growing community, check out this article. 👍

How to Create Your First Business Website
Whether you are selling your products online, or simply want to provide some information about your business and your contact details, having a website is essential.
Best Practises
Read More >
Top Instagram Influencers by Industry
Instagram is the nest of influencers. Makeup tricks, fancy cars, fitness tips, delicious food, the latest games and so much more that people post and talk about all in one place.
Interesting Facts
Influencers
Read More >
15 Social Media Content Ideas for Yoga and Fitness Studios
Are you consistent in creating and posting content? Read about the 15 content tips for your social media platform if you are running a yoga studio or fitness center.
Local Business
Best Practises
Read More >
14 Social Media Content Ideas for Barbers, Cosmetic and Nail Studios
Are you consistent in creating and posting content? Read about the 14 content tips for your social media platforms if you are running a barber shop, cosmetic or nail studio.
Best Practises
Local Business
Read More >
Next
1 / 17
Facebook Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Facebook Targeting Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Linkedin Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Search Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Display Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Amazon Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Bing Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Quora Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
LinkedIn Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Campaign Revision
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.