How to choose the right channels for social media marketing and build a strategy

Oct 23, 2020

Did you know that 45% of the global population uses social media?

Or that 54% of social browsers use social media to look for products?

Considering statistics like these, being on social media should be a no-brainer for all businesses.

However, there’s more to a brand’s social media presence than meets the eye. There are a lot of details that need to be considered for your social media marketing strategy, and one of them is choosing which platforms they should invest their time and money on.

Social Media Strategy

Wondering how you can do that?

Keep reading as we go through what you need to decide what social media channels to choose, as well as how you can create and maintain a sustainable presence on them!

Top 3 Factors to Consider When Choosing Social Channels

From Facebook to Instagram, LinkedIn and even TikTok: there’s no shortage of platforms where brands can promote their products or services.

At first, it might be tempting to create a page on each and every one of them, but the truth is that, more often than not, that’s not the way to go.

On the contrary, it’s best to assess which channels make sense for your business, which you can do by considering three main factors:

Target Audience

It might sound obvious, but the first question you need to ask yourself is, “Where are my customers and prospects?”.

Otherwise, your messages won’t reach them and your efforts will go down the drain.


A big part of digital marketing success relies on competitor benchmarking, and social media is no different.

Take some time to understand where your main competitors have chosen to be and, if you see that it’s working for them, consider following their footsteps


Last but not least, the industry you play in will also have an impact on which channels you should pick.

Are you in the beauty niche? Then, Instagram and TikTok are probably good choices. Are you a marketing consultant? LinkedIn might be the right channel for you. Do you own a B2C business? Then, you should consider Facebook – you get the drill.

Tips for Maintaining Your Social Media Presence

Once you know where to be, you can start thinking about how you can build a solid presence on your chosen platforms.

Doing so is very much a matter of trial and error, but there are some best practices that are always good to know:

Include SMART goals in your strategy

Specific, measurable, achievable, relevant, and time-bound: unless your social media goals tick all the boxes, you’ll have a hard time maintaining your presence in the long run.

Create a content calendar

Posting regularly is crucial to performing well on social media, but it requires a high level of organisation. Creating a content calendar and developing your posts ahead of time is the most effective way of doing so.

Use an efficient social media tool

Hiring someone to handle your social media presence might be a bit out of budget, but that doesn’t mean you have to do it all yourself. Using a social media tool like Buffer or Hootsuite will allow you to automate several tasks, saving you time and headaches.

Need help in finding the best social media marketing agency?

You can see a full list of best agencies on a platform called DesignRush.  This platform provides you with a comprehensive list of digital marketing agencies around the globe and allows you to choose the ones that are most suitable for your current business situation.


Combine your organic posts with other promotional tools

Organic reach is dying, and that’s something most of us have heard before. Because of this, most branded posts are shown to a limited audience, and the way to overcome this obstacle is simply by investing a portion of your digital marketing budget to strategies like paid advertising and SEO.

Use analytics to continuously improve

How will you know which step to take next, if you don’t know what in your social strategy needs improvement? Most channels provide you with a plethora of relevant metrics, so make sure to use them in order to improve over time.

After reading our quick social media guide, you have the information you need to choose your channels wisely. So… which one is the one?

If you need any help developing your social media strategy, we’d love to work alongside you. Send us an email at info@allsoppmedia.com and let’s get your project started!

Marketing Insights