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How to Build Business through Paid Social Media Marketing

PS is a freelance marketer and copywriter. She is actively involved in market research to help entrepreneurs with brand-building.


Investing in online marketing to accelerate the growth of new businesses has become common and the most effective trend of all. The main reason for this is that most of the customers trust those products and services more, who have immense popularity on social media. Also, the companies are getting higher profits through these digital platforms as they are helping them in maximizing budget and ROI.

Since more than a billion population is on social media and the number is still rising, these platforms are the easiest way for all type of businesses to reach the maximum number of the potential audience.

Which Social Media Platform is Right for You?

Highly lucrative, but social media advertising requires lots of strategy and patience to get long-term success. Which social media platform to choose is itself an intriguing question, since each of them has its own pros and cons depending on the type of business and its budget and goals.

As per the statistics, Facebook is currently at the top of companies list for investment purposes followed by YouTube and Instagram. While choosing the appropriate social media platform, first keep a record of these key points:

  • Target Audience
  • Advertising Goals
  • Investment Budget

This will help you shortlist the channels that will help you deliver your content to the right audience. For example, if you are in a designing business, then Instagram is the most appropriate option as it is all about visuals. On the other hand, if you are in a technology-related field, then you should consider using YouTube to explain your products and services in a much detailed manner.


While checking out your social media account, you must have seen some posts with the caption “Promoted” or “Sponsored” written with them, these are paid advertisements created by individuals or companies to reach a higher number of people and raise awareness about their products.

Currently, it is the most powerful tool of social media advertising as it accelerates the generation of leads, increase engagement and drive traffic to your website or any other link provided by you.

Increase Engagement Rate

While creating a paid promotion, you have the option to choose your target audience, specific demographic locations, age groups, and gender to give you a perfect customized flow of the audience.

You have the option to instantly view the number of people engaging with your content and how many of them are enriching your productivity.

Budget Friendly

Starting from a few dollars to thousands and millions of dollars, this type of marketing can be availed by any level of business whether small or large. The average price on Facebook is around $1, while on Instagram is $6. As a result, someone will definitely opt for Facebook, but in case of better engagement rate Instagram is the clear winner and yet the amount is not that pricey.

Improved Content Marketing

Content is the soul of every marketing strategy. The way you use it in your paid posts can help the relevant audience to engage with your website, article or an ebook.

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Market Insights

One more advantage of paid advertising is to have more information on market insights. The budget you spend on advertising can help you know about your audiences such as from which location people are engaging more with your content, their age groups and their action was taken while going through your posts. This is known as hyper-target marketing that help you reach the potential audience.

Organic Advertising

If you are not satisfied with the procedure of paid adverting, then organic adverting has its own potential, though slow, yet still effective. It is free in terms of money, still, you would need to put your time and resources into it. By this I mean the success rate of organic advertising depends on the quality of posts rather than quantity of posts. Do not waste your time by posting content without evaluating the result of previous posts.

Your previous posts will you determine that the type of content and visuals preferred more by your audience and will surely be the best growth strategy for your business.

Estée Lauder is one of the best Makeup Brands in the World. Their Instagram Posts are the reflection of their success.

This is one of Estée Lauder Instagram posts. Look at the way they have mixed the content with the visuals.

Inditex is one of best rated companies in case of Employee and Customer Satisfaction. Their Instagram Posts are fine reason to believe this statement.

Emphasis on Brand Reputation

Paid and Organic advertising techniques have their own benefits. While the paid one focusses more on reaching the higher number of audience, organic helps you to enrich your brand reputation among your customers. In this, make sure to inform your customers about your upcoming services, benefits of your products and market recognition.

This can be made highly engaging with visuals, this is very important. Make sure you carefully combine your content with the visuals.

Talent Acquisition

If you conduct your business offline as well, then the social media platform is a smart way to attract talent by showcasing your office environment and highlighting office activities.

Maintain Unique Brand Language

Customers tend to remember brands more for their unique style. They should have a clear understanding of what your business is all about just by looking at your social media page. This way you will have the option to reach a higher number of organic buyers without sacrificing resources.

Increase Brand Loyalty

Don’t just build a brand, build a community, a community of trustworthy customers. This is the biggest advantage of organic advertising. Keep sharing your content and maintain regular communication with your followers to build a healthy relationship with them. This will help you resolve their concerns, address their issues and build a better market for your brand.

So, which one should you go for? Paid or Organic Social Media Marketing?

The answer is both. While organic campaigns help you to build a strong relationship with your customers, paid campaigns to help you raise brand awareness.

Whichever you decide to go with, make sure to post high-quality content regularly and interact with your customers whenever possible.

© 2019 Prachi Sharma

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