Humans tend to favor what is familiar to them, even in an environment with very little risk. That’s part of why many small businesses stick to one or two social media platforms. It’s also why they may not flourish using only those platforms.
People tend to feel comfortable marketing on what they spend the most personal time on. This means they’ll probably be hitting a demographic that’s similar to their own. This may not be the demographic that is best for their business though.
Part of what should determine social media is where the desired clients are. Whether these clients are determined through ideal client research, drawing in soul clients, or something else is irrelevant. Each person has a preference, and it behooves businesses to be where their clients are.
Now, especially for small businesses, this can be uncomfortable. It can mean having to learn a whole new platform and strategy, possibly for more than one platform. All of that can be intimidating, but there is no time like the present to start.
Word of warning, it is impossible to do all the things well, just like it is impossible to talk to everyone. Picking one or two where most of the clients are to focus on is perfectly fine. Content can always be repurposed from the focus social media platforms. Repurposing keeps non-focus platforms active without requiring additional time.
Trying a new social media platform doesn’t have to be scary. There are courses out there for every social media platform, so a solopreneur can go from no knowledge to bringing in followers left and right quickly. There’s also the experimental approach since most social media allows the deletion of errors. Obtaining a new following on a new social media platform may seem daunting, but it is eminently doable.
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