Chapter 7: Expanding Your Reach with Paid Ads Managed on HubSpot

As we discussed in the previous chapter, your target audience is spending time on social media. Therefore, every company needs to ensure it has a presence on social media in one form or another. However, if you've noticed lately that your posts are not getting a lot of traction and engagement rates are low, it is because social platforms prefer you to pay to play. So, advertising on social media has become an essential part of every marketer's strategy.

It is important to note that social media advertising is not a replacement for SEO or organic social media posting. On the contrary, social media advertising needs to be a complementary action to an organic strategy.

When thinking about which social media channel to use for advertising, it is best to start with the channel where you already perform relatively well organically or where you know for sure your target audience is hanging out.

In this chapter...