
Organic posts
Organic content is that which you post on your own social media accounts and other group pages. It doesn’t cost anything to post it but only your followers or group members will see it.
This works well if you have a lot of followers or if you post, for example, on a Facebook business group but not if you continually post ads on community groups. Admins will get fed up with you and delete posts or even ban you from the group.
To grow your brand online using organic posts is possible but it takes a long time. If your business is at an early stage, you will want to give it a boost with paid ads.

Paid ads
Paid ads are particularly useful at an early stage because they build your following quickly and are aimed specifically at the sort of customer who are most likely to want what your business offers. The ad will appear in the feed of your target audience.
What is the objective of your campaign? Is it to drive traffic to your website or perhaps build engagement with followers, likes and comments? Is it to increase reach, promote a new product o service or build brand awareness?
Spending time setting the objective and identifying the demographics of your target customer will ensure a successful ad campaign.

META ads campaigns
Facebook and Instagram are often the best platforms for most companies to place ads.
Keeping to the 30% rule, you should spend no more than 30% of your expected return on your ad budget.
META knows which platforms your target customers use, how long they spend there and the time of day they go there. They know where they live, what their interests are and whether they’re likely to click on your link.

Your target market might be other businesses. You may sell high value products and services or want to reach decision-makers at large organisations.
If this is the case, you might be better off concentrating your efforts and budget on LinkedIn. There are ways to reach your audience without using paid ads but it takes a long time and a lot of effort on your part.
In summary
- Set a target for your organic or paid ads campaign
- Identify your target market (demographics)
- Find the most appropriate platform(s)
- Set an advertising budget
- Agree key message and content (video, image, text)
- Create a content calendar
- Monitor progress and optimise