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Congrats on launching your website — now you’re ready to start spreading the word about your online presence! (If you’re still building your site, check out our Build tutorials.) The following guides will walk you through the process of curating an audience for your site.

Which Social Media Platforms Should You Use for Your Website?

Social media is a vital part of any marketing strategy. Creating social media accounts to run alongside your website is easy, but you’ll also need to prioritize the right platforms. Investing time and money into the wrong sites can result in missed opportunities and a low Return on Investment (ROI).

On the other hand, choosing the correct platforms helps you get in front of your target audience and grab their attention. The right type of social media can also highlight what your website has to offer. Rather than spreading yourself thin, you can maximize resources by focusing on two or three key sites.

In this article, we’ll discuss the importance of social media for your website. We’ll then look at the top social media platforms you can use and how to choose the right ones. Let’s get started!

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Why You Need More Than Just a Website

Creating a website for your business is essential, but it’s only the first step to developing a strong online presence. To establish your brand and increase visibility, you need to carry out smart digital marketing through various social media platforms.

Around 72% of American adults use social media. While more younger people are online, social media users come in all genders, ages, income brackets, and more. This makes social media one of the best marketing channels to reach your target audience, whoever they might be.

Exposure to your business can improve brand awareness, and there’s no better way to get your business out there than through social media. You can also encourage followers to directly engage, which includes leading them back to your website.

Why Focusing on a Few Platforms Is Best

There are a lot of social media platforms you can use. However, not all of them will be effective for your website and business. The user base for a particular platform might be too young, for example, or the type of content typically posted may not complement your brand. 

Why does this matter? Because there are just too many platforms for you to have an active presence on all of them. It takes a significant time investment to build a following on a social media site and create quality content. Spreading your marketing too thin is very likely to reduce its effectiveness.

For that reason, choosing only a few platforms to focus on is best. This enables you to provide consistent and high-quality content to your target audience. Of course, that also means your decision about which sites to pour your effort into is crucial.

How to Narrow Down Your Options

So, how do you go about deciding which social platform is worth your time? When it comes to narrowing down your social media options, there are certain factors you can consider. These factors will help you focus on what is most important.

To get started, you’ll want to:

  • Define your goals. You’ll need to have an end game for your social media marketing campaigns. It’s critical to select goals that are measurable and trackable. For example, you could focus on increasing website traffic or sales conversions.
  • Understand your target audience. Who is your ideal website visitor or customer? These are the people you want to reach on social media, so you need to know who they are and what they want. 
  • Identify where your target audience is. Certain demographics favor specific social media platforms. You’ll need to find out what platforms your audience is already using, so you can meet them where they’re at. We’ll help you start doing this in the sections below.
  • Consider the type of content you create. The content on your website can play a role in what social media platforms you pursue. If you have an image-driven website, for instance, visual platforms such as Pinterest and Instagram can be great options. If you create professional and even technical blog posts or articles, LinkedIn might be a better choice. 

All of these factors and more should be considered when looking at the many social media platforms out there. Once you know what you’re searching for, it will be easier to evaluate your options.

Which Social Media Platforms Should You Use Alongside Your Website? (9 Top Choices)

There are a lot of social media platforms you can choose from. However, the following nine sites can be a perfect starting point for your digital marketing journey. We’ll explore what makes each one unique, so you can decide which ones are best suited to your audience and needs.

1. Facebook

The Facebook home page with a sign-up form.

Facebook is still the most popular social media platform, with 2.4 billion active monthly users. The user base is very diverse in terms of age, gender, and location. That enormous and varied audience makes this platform a go-to for digital marketing. 

It also means that Facebook is a useful platform to focus on if your target audience is fairly broad. You can cast a wide net and bring in all kinds of visitors to your website. If you create regular blog or video content, Facebook is also an excellent place to promote them.

There are multiple marketing channels you can use on Facebook. Facebook Pages provide a way to make your business information readily available. You can then start attracting customers via Facebook Ads. These advertisements are highly targeted and cheap to get started with. 

Facebook Messenger is another excellent tool you can try. You can use Messenger to communicate with current and potential customers faster and more effectively. You can also use a Messenger chatbot to automate your responses. 

2. YouTube

The YouTube home page with recommended videos.

YouTube is more than a fun website where you can watch all the cat videos you like. It’s a social media platform that can rival Facebook, with 2 billion active monthly users.

One fact you shouldn’t overlook is that Google owns YouTube. This connection means YouTube can help boost your Search Engine Optimization (SEO) strategy. Much like Facebook, YouTube also has a large and diverse user base. 

Nearly all websites can make use of YouTube for marketing, although retail and Software as a Service (SaaS) businesses in particular stand to benefit. It’s extremely common for consumers to check out informational videos and tutorials on YouTube before purchasing a product or piece of software. 

Naturally, YouTube is also a solid pick if you create (or are willing to create) high-quality video content. The videos you post on YouTube will vary depending on what you want to promote. E-commerce websites can consider demonstration videos that highlight the features of different products.

If you run an informational website, video versions of your content can help drive traffic and conversions. If your business is more traditional and office-based, you might also consider behind-the-scenes videos. You can even embed your YouTube videos on your website.

3. Twitter

The Twitter home page with a sign-up form.

Twitter is a fast-paced social media platform with a focus on real-time content. While it has 145 million active daily users, they are generally on the younger side. Users aged 18 to 34 make up 53% of the user base, while only 38% are 35 and older. 

The real-time nature of Twitter streams makes this platform ideal for retail businesses. Since 71% of American users get their news from Twitter, news and information-based websites can also do well. Travel, telecommunication, hospitality, and wellness businesses also traditionally see big ROIs from this platform.

Twitter is a discovery hub for many of its users. You should take this into account when planning out your marketing strategy. Tweeting about deals, new products, and other time-sensitive content can boost traffic and sales.

You can also improve user engagement by replying to tweets. How you respond can humanize your brand, and make it easier for consumers to connect with you. Users on Twitter expect prompt replies from websites and businesses, so it’s best to only focus on this platform if you’re willing to invest time on a daily basis.

Twitter also offers paid advertising that takes a few forms. You can promote specific tweets to reach more users, or pay for more traditional advertisements such as short videos.

4. Pinterest

The Pinterest home page with log-in and sign-up options.

Like many social media platforms, Pinterest is a site focused on visual content. However, its user base is unique in that consumers are primarily looking for inspiration and creative ideas. That user base is also extensive. Pinterest has 250 million users, most between the ages of 18 and 49.

Pinterest is a useful platform for many B2C businesses and websites. The industries that tend to benefit most are those with a powerful visual basis, such as travel, hospitality, arts, crafts, and food. Wellness, event planning, and fashion websites can also benefit from Pinterest marketing. 

Since Pinterest users want to be inspired and try new things, they often start further down your sales funnel than the typical consumer. This can make sales conversions easier because they are already open to purchasing new products and services. User engagement is also high on Pinterest, which can drive more traffic to your website. 

To use Pinterest effectively, you’ll need to invest in high-quality photographs and other visuals. Your pins will need to stand out from the crowd. Therefore, you’ll want to avoid using stock photos and look into creating custom images of your products. 

5. Instagram

The Instagram home page with log-in and sign-up options.

Instagram is another highly-visual platform, but its focus is different from Pinterest. Instagram has a larger active monthly user base, at around one billion users. These users are mostly under the age of 35, and they check in regularly to browse for bite-sized and interesting new content.

While Facebook owns Instagram, the two platforms have different audiences. Companies that focus on Facebook may not be able to market their products as effectively on Instagram. Instead, this platform is better for travel, hospitality, e-commerce, and fashion websites. Beauty, photography, and food businesses will also benefit from this visually-rich site. 

To use Instagram to your advantage, you’ll need to create quality and eye-catching visual content. Instagram’s advertising options aren’t as robust as Facebook’s, and the platform favors organic marketing.

You can also connect with influencers to market your business, or incorporate Instagram directly into your website. If you want to use video marketing, you can even take advantage of IGTV for longer-form content. 

6. LinkedIn

The LinkedIn home page with a search feature.

LinkedIn is a more professional social media platform, meant to be used for business rather than pleasure. This specific focus has not hampered the platform’s popularity. It has approximately 660 million active users, with 61% between the ages of 25 and 34.

As LinkedIn is a professional platform, it’s not surprising that B2B companies stand to benefit from it the most. Niches that can make smart use of this platform include finance, employment, and IT.

Professional services websites can also benefit, along with business in the education and manufacturing sectors. After all, LinkedIn users have a higher-than-average chance of being key buyers and decision-makers.

LinkedIn can also be useful for B2C businesses and websites, but that’s generally for employment-related purposes. You can use LinkedIn Jobs to advertise open positions in your company.

To start using LinkedIn, you should consider setting up a company page. You can use this page to position your business as an industry leader, and direct people over to your website. These pages also make it easier to network with different companies. You can use paid advertising on LinkedIn, but it is not as advanced as on many other platforms. 

7. TikTok

The TikTok home page with sample videos.

TikTok is a newer social media platform, which allows users to post short videos. Each video is 15 seconds long, although videos of 60 seconds can be created by linking shorter ones together. You can also add music and special effects to your videos before posting them. 

This short and fast-paced platform has a young user base. Of the estimated 45 million American users, 37% are under 19 years of age, and 26% are under 29 years old. If your business is targeting Gen Z, this is a social media platform to check out.

Due to the age demographic and style of content, websites in industries such as entertainment, sports, and retails can make the best use of TikTok. You’ll need to be able to create short and entertaining video content regularly to attract attention. 

Paid advertising on TikTok is possible, but it is still in its early phases. However, there are other exciting opportunities you can take advantage of, such as brand takeovers, hashtag challenges, and the like.

Most brands making smart use of TikTok create videos that showcase the fun aspects of their businesses or products. You can also work with influencers on TikTok to market your website. 

8. Yelp

The Yelp home page with a search bar.

When you think about social media, Yelp may not be the first website that comes to mind. However, this non-traditional social media platform can boost your website’s brand and image significantly. Yelp also has 36 million monthly mobile app users, making it a top platform for many businesses. 

Yelp is ideal for B2C and B2B businesses with audiences that care about reviews. This includes niches such as travel, hospitality, and events. Retail stores and restaurants will also benefit, but strictly e-commerce websites will not. Your business needs to have a physical address to benefit from Yelp’s features.

To use Yelp for marketing, you’ll want to have an up-to-date profile with all your business information. You’ll also need to encourage reviews from your current customers. Replying to any reviews you get is vital, as it drives engagement and promotes a positive view of your business.

9. Snapchat

The Snapchat download page with a video sample.

Last but not least, Snapchat is an app-based social media platform that allows for both pictures and short videos. Its snaps are time-sensitive, but those created by businesses last for 24 hours. Snapchat also has a solid base of 360 million active monthly users

Snapchat has a larger demographic than TikTok but does not reach older audiences. Approximately 82% of users are under the age of 34. They are also predominantly female, with 61% of users being women. If your business targets Gen Z and Millennials, this is a smart platform to use. 

To use Snapchat effectively, you can take the organic marketing route and open your own account. You’ll then need to create viral content that encourages engagement. Keep in mind that this content will have to grab attention quickly and be highly visual.

There is also a paid advertising opportunity you can take advantage of. Paid advertising is highly targeted, helping you focus on a specific audience. This enables you to make the most of a small advertising budget.

How to Create a Social Media Marketing Strategy for Your Website

After narrowing down which social media platforms you want to focus on, you can move on to your marketing strategy. While different social media networks require specific types of content, your overall strategy should be holistic.

All the content you create should work together to help you achieve your marketing goals. Creating a strong social media marketing strategy involves:

  • Researching your target audience. You’ll have done some of this work already when narrowing down your platform choices. However, this research phase should focus on finding out what type of content your target audience wants.
  • Analyze your competition. Finding out what your competition is doing can help you determine what to focus on and what to avoid. You don’t want to be a clone of your competitors, but you don’t want to miss out on key opportunities either. 
  • Create and curate engaging content. The content you create needs to be relevant to your target audience, as well as engaging. Social media is all about engagement, but your content should also drive your website’s goals. 

Creating an effective social media marketing strategy can take some time, but it’s well worth the effort. Having a clear plan in place will help you get started on the right foot.

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Social Media Strategy

Social media can boost your brand visibility and website traffic. However, achieving these benefits requires using the right social media platforms.

Facebook and Twitter are staples in any social media arsenal, but it’s crucial to consider all of your options. Diverse platforms such as Pinterest, Yelp, and TikTok could help you get in front of the right audiences.

The boost you get from social media can make a big difference to your business, but only if your profiles are leading to a high-quality website. Fortunately, our shared hosting plans can handle the increase in traffic that a great social media presence generates!

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If you have questions or just could use some help figuring some thing out, get in touch. Our team of web experts has been in the business for over 20 years and knows how to help you figure out the right next steps.