In today’s digital age, social media has firmly established itself as an essential ingredient of most marketing strategies. Social media is not only effective for reaching potential clients, but it’s also an invaluable way to strengthen client relationships. However, with so many options and all of the different platforms, social marketing can be confusing, leaving you to wonder where to start.

To seamlessly incorporate social media strategies into your marketing, first research which platform is used most by the audience you’re intent on targeting. Then, depending on your business objectives and financial resources, get started either with an organic strategy or choose to do a paid social campaign.

An organic strategy helps you establish brand recognition and create a presence across various social platforms. Using an organic strategy is budget-friendly while affording you the opportunity to engage with your audience and foster authentic connections. But it does take time to build an audience.

If your goal is more aggressive and you want to scale your business and expand your reach to potential clients, then paid social media is the choice for you. By creating highly targeted ads, you can reach an audience who are most likely to be interested in your services. This targeted approach increases the chances of initial consultations and ultimately conversions.

The strengths or weaknesses of each approach are ultimately based on how well they fit within your overall marketing strategy. Budget is always a factor, as is time. By adopting the optimal approach for your firm, social media can become a valuable tool for brand building or finding prospects to help you achieve your growth goals.