There are many different ways to implement a social media marketing strategy. While many businesses focus on growing their online communities organically through shared content, likes and retweets, many companies are realising the benefits of paid advertising.

In the SEO world, paid advertising generally refers to Pay-Per-Click campaigns. In social media, Facebook advertising is where the real impact lies. What makes Facebook advertising such a worthwhile venture is the fact that you target your ideal customer with ease.

With PPC, for example, you’ll be able to appear on the first page of Google when someone types a relevant search term into the search engine, but Facebook has taken this segmentation to a whole new level. You can choose to target anything from location, interests and gender to life events, likes (such as brand connections) and the apps the person uses.

No other paid search strategy has this many options, which is why Facebook is particularly useful for marketers and business owners. Besides being able to target specific users, marketers can also create “custom audiences” for the advertising campaigns. These audiences comprise clients that your company already has a relationship with. The real benefit of this is that you can use e-mail addresses, phone numbers, Facebook contacts or even transfer your Google+ contacts to Facebook to set up these audiences.

After you’ve set up your target audience and custom audience, you can even create a “Lookalike” audience that lets you target new audiences who have similar characteristics to the audiences you’ve already created.

These features are all unique to Facebook, making it one of the most relevant platforms to advertise on. If you need help with your social media marketing strategy, contact us today.