Should Your Business Be Using Social Media?
Businesses using social media can gain visibility, build trust, and grow their audience. But is it right for every business? While platforms like Instagram, LinkedIn, and TikTok dominate conversations, not every business will see a strong return on investment from social media marketing. So how do you know if it’s the right channel for you?
When Social Media Makes Sense
If your business is highly visual, brand-driven, or consumer-facing, social media is a must. Restaurants, apparel brands, gyms, creative agencies, and e-commerce businesses thrive on platforms like Instagram and TikTok. Their audiences expect daily content, behind-the-scenes moments, and product showcases. The right post can drive clicks, loyalty, and conversions.
B2B companies should not ignore social media either. Platforms like LinkedIn offer valuable ways to build authority, attract talent, and engage potential customers. Even if your sales funnel lives mostly offline, your brand presence still matters.
When It Might Not Be Worth It
Some businesses, particularly those with niche, low-competition products or services, might see a better return by focusing elsewhere. A local industrial equipment supplier, for example, may find more value in direct outreach, SEO, or building strong referral partnerships.
This doesn’t mean they should never use social media. It just means their resources may be better spent on efforts that directly generate leads and conversions.
Consider Your Audience and Resources
Ask yourself:
- Where does your audience spend their time?
- Do you have the bandwidth to create consistent, valuable content?
- What role does brand awareness play in your sales process?
If your answers point to social platforms, then it’s time to build a plan. But if not, lean into what does drive growth for your business.
Still unsure? At YellowDog, we help businesses audit their marketing mix and make smarter decisions that align with actual business goals. Feel free to reach out to us for help.
