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How to choose the RIGHT Social Media platform for your business!

How to choose the RIGHT Social Media platform for your business!

Social media is the most effective method to promote a small business. Each social media platform is used for a different reason and has its own set of users. It is important to consider which social media platforms suit your business rather than joining all the available social media platforms.

Here are a few important tips that you can follow before you choose a social media platform for business marketing

Finding the right target audience:

In order to select the best social media platform for your business, you must first know who your audience is. This can be done by finding out the age, gender, occupation, likes, dislikes and problems that your audience might be facing. 

You can further look at the social media platforms and see which  platform can be used to solve the problems of your audience. While doing this, you must also keep in mind the purpose of your business and the content you want to share with your audience. 

Setting business goals:

As a business owner, you know what goals suit your business. It can either be a single goal or multiple goals. On social media, your goals can be to drive traffic to your website, increase followers, attain brand awareness, increase sales, to build relationships with your potential buyers or can even be used for customer support.

As a business, you can use different platforms to solve various problems that your audience may face. Make sure that the platform you choose goes with your business style and that you enjoy the platform. You will be spending hours testing and trying the platform work.

Selecting the right platform:

Once you have figured out who your audience is and what your business goals are, the next step is to check the demographics of each social media platform. See where your audience lies and where your business will fit in. 

Each platform should be utilized differently and the same content should not be posted on all the platforms. Your audience and potential customers come to you to find valuable and relevant content. Therefore, unique content should be posted on each platform.

The brief below can help you choose the best social media platform between the platforms available


Facebook is a large platform that has a diverse audience of about 2.41 billion monthly active users. People of all ages can be found on Facebook, although the largest user base ranges from the age category of 25 – 54. The platform is used to build relationships and to keep in contact with friends. Since this platform is highly populated, it can be tedious to reach your audience. If your business goal is to build brand awareness then this may not be the platform for you. However, if your goal is to build relationships and keep in contact with your clients, this is the most suitable platform.


Instagram is the most fast-paced platform, with more than 1 billion monthly users. As the main focus of the app is the visual content, the age demographic mainly ranges from 18 – 29. People use Instagram to build relationships and conversations. This platform works best for visual-based businesses like art, food, retail and beauty. It can be used to showcase your products and tell your brand’s story through high-quality images and videos.


Twitter has 330 million monthly users worldwide, of the younger age group from 18-29 years. As a brand, Twitter can be used to reach and engage with your audience and also to build brand awareness. Hashtags can be used to participate in trending topics as well as to reach new audiences that might be interested in the content being put out. It is mainly used to take part in popular conversations and to follow real-time news.


LinkedIn is the best social media platform for professionals. It is used by the audience in the age group from 25-40. It can be used to showcase your blogs and articles and to update news about your business. It is also a great platform to network with like-minded clients and professionals, great for B2B business and to recruit new employees.


YouTube has more than 1 billion users and has become one of the biggest search engine platforms. It is an amazing platform to engage with your target audience by creating and publishing video content. Service based industries that make compelling video content will benefit largely on YouTube. Content posted on YouTube can also be found on Google.


Pinterest has reached an audience of about 300 million active users. Pinterest is used for “scrapbooking” and to save content by pinning pictures to a board. This platform works well for brands that have high-quality images to share, as the pictures can be linked back to the site and drive more traffic. The commonly saved pins are of recipes, photographs, DIY’s, quotes and infographics. Brands can use the platform to create boards to showcase their products and style. Google displays the Pinterest images in its image search results.

As there are multiple social media platforms available, it is crucial to find the right fit for your business. Although it is a tedious process and requires trial and error, a great Social Media Company can assist you with this. Upon finding a suitable platform, it is easy to communicate with your audience and generate traffic towards your business. For more information have a look at Alt-er Social

A Journey To Type

A Journey To Type

Type or ‘Typography’ is an important part of the design used on a day to day basis. We see type everywhere. It’s a daily part of our lives. It is used in every part of graphics and advertising. It is utilized to characterize text. Through typography, the body of the text can reveal the mood of a given design and convey a message.

We now stay connected to the digital medium for the typefaces. The type has existed for more than 15 centuries. Calligraphers used to hand-drawn and over time it has evolved. And based on this we have classified them into categories and we use them based on scenarios or the type of language we want to show the audience.

Different types of typography

  1. Serif 
  2. Sans serif 
  3. Slab serif 
  4. Monotype
  5. Handwritten 



It is a small line or stroke attached to a larger stroke in a letter or symbol in a particular font type.

Sans serif

Sans serif

A typeface without strokes is called sans serif. Sans is a French word that means without. 

Slab serif

Slab serif

A typeface with a heavy stroke weight is called slab serif. They are minimal or don’t have any bracketing.



A typeface where all the characters have the same width.



A typeface that is unconventional with a natural handwritten.

Elements of Typography

Font Selection

There is a vast selection of typefaces for you to choose from. Typefaces come with various weight sizes and styles to form a family considering the kerning types and multi-language support. 

While there is a wide range of fonts available, choosing the fonts includes all the options you need to make a great design.


Not all the fonts you select are of the same size or with a fixed width. So words set in different typefaces can take up very different amounts of space on the page. The most common method to measure type is the point system. One point is 1/72 inch. 12 points make one pica. They can also be measured in inches, pixels, and millimeters.


If all the type in your design looks the same, the information which has to be communicated will be confusing. Size is the most common way to create a hierarchy to communicate and guide readers. Headings are in a larger point size subheadings are small and body text is still smaller. Size is not the only way to define a hierarchy- it can also be achieved with color, spacing, and weight. 

The type itself has many other basic requirements we look upon. As we need the design to be visually presentable and concentrating on the overall look and feel. Typography plays a major role in how your brand is perceived by your audience. Thus making it an important factor in graphic design. With the help of Alter- Branding and Design Agency, take your typography to the next level.

10 Daily checklist points for a successful  PPC campaign

10 Daily checklist points for a successful PPC campaign

How can you ensure success on your PPC campaign? How can you optimize a campaign for better results on a daily basis? What is the daily checklist to follow for a great PPC campaign?  You are in the right place. Having a habit of making a systematic PPC checklist to manage certain crucial areas of your campaign can save a lot of time, money and effort towards the campaign.

Running and managing a PPC campaign is not a one time job. It requires a lot of attention and fine-tuning on a daily basis. If you just set up a campaign and put it on autopilot mode, you might lose a lot of money due to, low performance and under-delivery of the ads.

10 daily mandatory PPC checklist points that you need to follow.

  1. Check the account balance
    It is very important to maintain a minimum balance in the account. If the ads stopped for a while due to low balance you will directly be out of the game. Most importantly we have seen the pattern that again google takes a lot time to perform better. SSo keep an eye on the account balance and make sure it is not empty
  2. Look on ads impression
    We have to make sure the ads get enough impression. You just need to compare ad impression number if any spike or lesser impression. By analysing the impression you can figure out what keywords and ads are performing better and take necessary action.
  3. Check the conversion
    It’s very important to keep track of the daily conversion number and make sure we are aligned with the weekly or monthly leads count that we need to achieve. It gives a clear idea about where we stand in terms of achieving success and analyze where we stand. Don’t freak out if you have not reached the target of the day. Just take a long breath and analyse over the next step, maybe over some coffee.
  4. Check landing pages
    It’s not just looking into ads and campaign. Ad destination is very much important. Make sure all the call to actions, forms, chats and marketing integrations are triggering without any issue and ready for collecting fruits.
  5. Bidding and money spent
    Bidding and spending right play a major role in the success of any campaign. Keep track of google ads over-delivery and monitor the bidding on each keyword to make sure you are not overspending on unimportant keywords. Adjust the bidding or remove the keyword which are not giving company to your success.
  6. Search terms and negative keywords
    Are you sure you showed your ad to the right people?. Search terms give clear answers to it. Have a close look at the search term and take action as follows-
    • Add unrelated keywords as negative terms.
    • Work on adding or leveraging the keywords.
    • Make sure search terms and keywords that you are bidding means the same.
  7. Click-through rate
    CTR gives an indication of a lot of things. Here are the analysis and actions that you can do over CTR analysis.
    • If the ads have a lot of impressions but not enough clicks, it’s time for you to work on your ad copy.
    • If there are no much impressions you need to analyse your quality score, competition and bidding.
    • Even after a good CTR if there is not much conversation happening you need to work on your landing page quality and search relevance that helps towards getting more conversions.
  8. Auction insight – Check where you stand in the ladder
    In PPC, you are one among 100’s trying to compete for 1st place of SERP. A few essential parts of the analysis and action is as follows,
    • Impression share – Indicates the quality of your ad and keyword bidding. Always aim for a better percentage.
    • Absolute top of the page rate – Yes!!!.. The gold mine is here. Keep the number always high. Fight for it and you will get it.
    • Overlap rate – Has another advertiser’s ad received an impression in the same auction that your ad also received an impression? Work on bidding and ad quality. Action insight gives good understanding and direction on where you stand among the competition. So make use of it for better success. In fact, this gives the roadmap on what is your next step.
  9. Remove unwanted placement and apps
    Sometimes Google creates a blunder by showing ads in the same site or some unwanted apps. It is better to find and flick them out so that we don’t waste money on it anymore.
  10. Check for google recommendation and optimization score.
    Google recommendations provide good insights on overall account performance and always aim for 100% optimization score. Implement necessary recommendation, whichever you feel is good for your campaign. This will boost up your campaign performance to real success.

Doing all the above steps should be a part of your daily checklist for a good campaign management. It takes a lot of expertise and systematic approach to analyse and conclude the necessary action which leads to great results. We at Alter marketing management with a team of Google certified PPC Experts makes sure all the necessary actions to manage the campaign and prove the ROI utmost success. If you are looking for a search engine marketing company to manage your campaign with better results and for a FREE strategy session, you can contact us here!