Should I advertise my business on social media? That's a question many small businesses are wrestling with today. The answer is – it depends. Specifically, it depends on your target audience and your marketing goals.
Most small businesses can benefit from a well-designed social media advertising strategy. The key is to make sure that you use the right social media platform for your customer base.
Each platform has its advantages and disadvantages and people use them for different reasons. For example, people who regularly use LinkedIn may not be on Facebook and vice versa. Also, options for targeting paid ads are different for each platform.
So don't make the mistake of adopting a "one size fits all" social media advertising strategy. Instead, research your customer base to find out which social media platforms they use and how they use them. Then figure out how advertising on those platforms fits in with your overall online marketing plan.
Facebook advertising can be a great way to grow your Facebook fan base. During the vetting process, many people will check out your Facebook page, and when people "like" you on Facebook, it helps to build your credibility. For example, if you have hundreds of "likes" and your competitors only have a few dozen, it makes you look more connected and more entrenched in the community.
Twitter tends to be faster-paced and more news/current events oriented. It's important to curate compelling content, as it positions you as a thought leader. Twitter ads allow you to draw attention to your thought leadership and promote your account to others who have similar interests.
You can also pay to promote specific tweets to people who aren't following you. Currently, people can't access your website through Twitter ads, which is why it helps to use Twitter in conjunction with other social media platforms. However, you can get a lot of bang for your buck by getting people to retweet your Twitter posts.