While social media isn’t a place to be overly salesy, it is a marketing channel and you shouldn’t ignore the opportunity to use it to help you make sales as well as of course to stay top of mind with your target audiences.

Sponsored info on timelines, videos with CTAs, cross-channel retargeting and shoppable posts are the mainstay of social media.

You can get a lot of value for your dollar with social media advertising.

Your business, regardless of size or budget, has an opportunity to grow its audience and reach its objectives through ads on social platforms like LinkedIn, Facebook and Instagram.

It’s not always easy to measure ROI when it comes to social media advertising success. Social media can indirectly influence and confirm buying decisions, making it harder to track than other kinds of advertising.

Most consumers say it takes many touch points in their customer journey before a purchase. A lot of those are undoubtedly on social media and online review sites, but customers aren’t necessarily citing those when they walk into a business as the last touchpoint that led them to make the ultimate buying decision – but this does underscore the importance of using social media.

When building an ad campaign, know who you’re trying to reach and what goal you want to achieve so you don’t waste any your budget on ineffective advertising. Avoid overly salesy ads, and opt for content that educates or engages.

There are many different kinds of social media ads on each of the platforms – do research first to determine which one (or ones) would work best for your company.

But remember: you don’t have to do everything especially all at once. Dip your toes by starting with one form of advertising and track its results so that you can spend your money wisely.