Whether it is organic activity or ads, a surprising number of businesses use digital platforms and social media aimlessly or based on what is “popular” right now.

Most of these channels hold great opportunities to engage with your customers directly, expand your reach and build relationships. But you need to be on the right ones to reach your ideal audience.

Not all social media platforms have the exact same audience. Users on Facebook differ from those on business-oriented LinkedIn and more lifestyle-oriented Instagram.

So ask yourself, which audience would respond better to your product or service? LinkedIn is great for marketing to other companies, Instagram for reaching young people and Facebook for selling directly to consumers.

Study your competitors, which channels they use, who are their followers, what content they share.

It’s better to focus on one platform and get the campaign performing optimally than spreading yourself thin and ineffectively over multiple platforms.