How to Market Your Business on Instagram, TikTok and LinkedIn

Social media can be a powerful tool to market your business, but there are a few things you need to understand at the outset:

• Not every social media platform is relevant to every business
• You don’t necessarily have to pay for digital marketing on social media
• Your content can reflect positively or negatively on you and your business
• Interactions are key to exposure on every platform

Those truisms are relevant to just about every social media platform currently home to active users. Beyond those universal rules, there can be some significant differences between platforms.

The big social media platforms that are relevant to most businesses are:

• LinkedIn
• TikTok
• Instagram
• Facebook
• Twitter

As of 2022, Facebook and Twitter are essentially ancient, known quantities for most businesses. For now, let’s look at the other three: LinkedIn, TikTok and Instagram.

LinkedIn Marketing

What Works for LinkedIn?

Although LinkedIn doesn’t garner the same type of attention or user loyalty as other social media platforms, many professionals do check it regularly and share what they see. This is a platform that is essentially a necessity for B2B companies as it’s currently one of the best ways to gain exposure with other businesses or professionals who may want to use your services or products.

The best way to establish yourself as a service provider worth trusting or listening to is by getting valuable or engaging content published or shared on LinkedIn on your business’s behalf.

Professional engagement and interaction of business leaders can also be beneficial, as it’s a good opportunity to network, familiarize potential clients with your company’s leadership and show your business’s leaders know the industry and have relevant things to say.

Leveraging existing personal networks on LinkedIn is a free and effective way to expand the reach of the content your business publishes.

It might also be beneficial to invest in LinkedIn paid advertising. The functionality isn’t all that different from Meta’s ad tools, but it can be a bit pricier to get the same reach on LinkedIn.

This strategy is more important for certain types of businesses. If your company is selling beach balls and towels, your ad dollars might be better spent elsewhere. B2B businesses who know their prospective clients are on the platform and those actively recruiting prefer LinkedIn over competing social media tools because it results in better lead quality.

TikTok Marketing

What’s hot and trending on TikTok can change rapidly, which is why the platform can be somewhat unforgiving if your content is stale or static.

TikTok does offer some unique paid advertising options, such as sponsored hashtag challenges, which allow you to get your advertising on the Discover page. You can also invest in native ads, which are essentially the same format as other social media platforms where your ads appear along with the rest of the content users are being served. As with other social media ads, it’s very easy for users to skip or ignore these types of native ads, so using click bait headlines and posting eye-catching content is practically a necessity to get noticed on the platform.

Also avoid misleading users with hashtags that aren’t relevant to your business or the content you’re posting. The holy grail for TikTok organic marketing is to convince your customers or users to use your hashtag in their own content. Getting customers to talk about or use your products and your hashtag in their own content is a great way to build brand awareness. You or your team should think creatively about opportunities to encourage content creation on your brand’s behalf.

Instagram Marketing

Strategic follows can also be helpful for brands, especially when those follows are people who fit in the audience your business is targeting. Try embracing geo-specific hashtags if your business serves a local clientele.

It’s also a good idea to tag companies you work with or partners in your community. Associating yourself with similar businesses in or adjacent to your industry can potentially get you additional exposure or familiarize relevant consumers with your brand.

Also make sure to share posts or pictures of customers who are advocating for your products or services. Never miss an opportunity to take advantage of free customer promotion.

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