Digital assets are vast and none of them are created the same. All the more reason why, without proper guidance it can be a nerve racking process to choose which one/s best suits your organization’s needs. In the previous article, I mentioned that you do not have to be on all platforms, you only need to be in the ones that will help you interact and deliver on your promise to your customers.

Social media as a form of a digital asset in itself has a whole offering of choices all meeting different needs and connecting with different audiences. This is why it is very important to understand and take in consideration a few things as you choose where to invest your resources on digital platforms.

1. Personality of your Brand

Every brand has a personality which is easily identified through the content it generates. This content depicts a brands traits and characteristics which are relatable to it’s users. Such content then dictates the type of digital outlet to invest in since it’s where it’s consumers will be found.

2. Nature of your Business

Are you a B2B (Business to Business) or a B2C (Business to Consumer) type of a business? This should inform your decision as some platforms will only work for you if you are targeting B2C!

3. Target Market

You are offering a solution, at least that should be the offering of every organization; to identify a gap and provide a solution for it. So what’s your solution? Whom is it for – male of female? What is their age bracket? What’s their income and education level? How does it help you deliver your value proposition to them? 

4. Determine you Goals

What are you hoping to achieve? Are you looking to drive sales? Build brand loyalty? improve customer service and boost customer experience? Increase traffic to your website? Grow your customer base by increasing brand recognition?
Once you have identified your goals, it becomes simpler to narrow down on which digital will help you increase engagement with your target audience.

5. Go where They are 

As you consider which digital platforms to be on, bear one thing in mind: It is not about your or your business, it’s most importantly about your customers. You need to identify where your ideal customer is hanging out, then join the hangout too.

There are many other factors you can consider, this list however forms a general guideline to help you narrow down on where to start. If you are a small business, there is only a small margin of error. You do not want to waste valuable resources through trial and error, so it helps to stop and draw up a strategy before jumping into the deep end.

Should you require more refined and customized advice for your brand, we will be delighted to be of help, give us a call. 

On the next article, we will consider the common social media platforms and how they can be of value to your business.

Written by: 

Pauline is the CEO at Allen Cole, also consults for iWork and Elite Writers Hub. She works with small and medium size organizations to increase their visibility online through corporate blogging, content creation, website development and social media engagement.