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You need to start by thinking about your business’s digital marketing strategy. These days, most businesses are doing some sort of digital marketing—whether they know it or not. But just like a traditional marketing strategy, a digital one should be based on clear goals. If you don’t have any goals yet, now is a good time to create them. What do you want your business to look like in five years? How do you plan to make that happen? This will help you determine which tactics to focus on and which platforms and methods might be best for your business. Take some time and think these things through. It can make all the difference when you get started!

In particular, consider how social media plays into those goals (and vice versa). Researching how customers interact with their favourite brands online can give valuable insight into what will work for yours: Do people prefer Facebook likes over Instagram comments? Does Twitter direct traffic back to Instagram? You get the idea. Social media isn’t a magic bullet; it should be just one part of your marketing strategy. But if you use it wisely, it can drive huge amounts of traffic and create brand awareness that makes other forms of digital marketing easier—or even unnecessary.

Take some time to look at which platforms make sense for your business and set clear goals for yourself as far as engagement and reach go.