Together with the invention of the smartphone came the sudden rise of social media. In fact, people with their noses buried in their phones are such a common sight that it has become the norm everywhere. So, it’s no surprise that a lot of companies have decided to shift their focus on increasing their digital presence. If you’re a starting entrepreneur, you should consider expanding your online reach, too. You can start by doing research.

Research – The First Step

As much as you would want to dive into marketing your product or service right away, you wouldn’t go very far if you don’t do research. All marketing experts will surely agree that before you lay out your marketing plan, you have to do market research first. Just like what author Dan Zarilla said, “Marketing without data is like driving with your eyes closed.”

A marketing plan will give you a road map and direct you to where you are supposed to go. 

During your market research, you have to identify information such as the following: what’s trending in your industry? Who is your target audience? What are their consumer needs?

Assuming that you’re just starting a business, you may lack the budget to perform surveys or practice with focus groups. But knowing that basic information can still help you determine a marketing plan. Once you’ve gleaned enough, you can now decide on what social media platforms to use to help you further your online presence.

The Big Four

Starting off with any of the big four social media platforms is a no-brainer. In fact, you may have already decided to open an account with each. After all, [almost] everyone is on Facebook, Instagram, Twitter, and Youtube nowadays. But just because you hopped on these platforms, doesn’t immediately guarantee your success.

You have to know how to use them to their fullest potential. For example, if you’re selling a service like pest-control management, Youtube and Instagram may not be the best platform for you. But if you own an online store selling beauty products, Instagram could be your best option.

To give you an idea of how this works, think of Youtube and Instagram as visual markets. While Facebook and Twitter lean more on the text side. What does this mean? Someone who spends more time on Youtube or Instagram gains satisfaction from looking at visual stimulations. They wouldn’t bother reading through a blog or even click through a short online article. On the other hand, people who spend more time on Facebook and Twitter wouldn’t mind reading through a text post, and would even enjoy it.

However, this doesn’t necessarily mean that you can’t use them all at the same time. Just remember, posting the same thing on all four will get you nowhere. To successfully use these platforms, you also have to create different types of content—each content specific to one platform.

Supplemental Apps to Widen Your Reach

Besides the big four, there are other platforms you can use in effectively expanding your online reach. Most of them are entirely new, while the others act as supplements to the main four.


This is a social media management app that lets you automatically post and monitor content on different social media platforms like Twitter, Pinterest, and Facebook. Hootsuite can be used for free, however, premium options are granted to those who choose to upgrade to a paid plan.


Like Hootsuite, Buffer is also a social media management app. It allows you to access various social media sites and schedule content that you want to share. You can choose the time and intervals between posts. Buffer also lets you set customized messages that you can send to your followers.


Another app that could help you understand emerging trends is Trendspottr. It helps you monitor your social media campaigns, especially on Twitter. With this app, you can easily determine the most relevant content to share with your audience. It also shows you possible threats to your business.


This is a software as a service (SaaS) product that helps YouTube creators further optimize their videos. It helps users create SEO-friendly titles, descriptions, and tags. It also acts as a keyword research tool for YouTube. VidIQ’s aim is to help you rank your videos faster by providing you with key metrics for the following—search volume, competition score, and related score. It also shows you how your channel is doing.  


This app allows you to find the perfect tweets that your audience responds to. You can sign up for the app on its website for free. The app helps segment old and new customers and identify possible influencers who can help you widen your reach. It also gives you insights on how to optimize your ad performance.

Apps Are the Future

Digitalization is the future. So, don’t expect to see a decrease in the development of new applications any time soon. These apps offer a variety of ways to increase your engagement, especially on your social platforms. And if you’re wise, you would be doing your own business a favor by adapting them and using them in expanding your online reach. 

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