Which Social Media Deserves Your Ad Dollars?

Which Social Media Deserves Your Ad Dollars?

While an active social networking account is a cornerstone of any online marketing plan, there’s no better way to hone in on exactly the audience you want to reach than by using paid advertising on those same networks. But which platform is best for your business?


You know you have to engage your audience with a lively social media presence. But you won’t reach a large number of new customers by posting alone. Paid social media advertising is a highly effective way to extend your reach, but first you have to choose where to spend your advertising dollars. Here's how:


  1. Fish where the fish are.

    If it were a popularity contest, Facebook would win hands-down. In a recent survey by Social Media Examiner, 86 percent of respondents say they regularly advertise on Facebook.1 But sheer size isn’t the deciding factor. Start with the network where you already have active, engaged followers, and build from there.


  2. Segment your audience:

    Social networks vary in their ability to target groups of users by interest, demographics, and geography. Business-focused LinkedIn lets you choose specific industries, roles, and even companies. On Twitter, you can target people based on the hashtags they use or whom they follow. Facebook, Yelp, and Foursquare are ideal for local businesses, as you can select for location.


  3. Target goals as well as audiences.

    Understanding what you want your advertisement to accomplish is critical. Facebook, for example, can optimize ads for a number of goals such as increased bookings, website visitors, page likes, and more.


Paid social media advertising is a viable approach for small business marketing, but take the time to understand where you’ll get the biggest bang for your hard-earned buck.


For more Small Tips for Small Business visit the Optimum Business Resource Center.


[1]“2016 Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses,” Social Media Examiner, May 2016 (https://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf)

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