Social media has completely changed the way that consumers interact with media. Walk down any busy street, into any coffee shop or bar and you will see people with their eyes fixed on their phone, likely scrolling through one of the popular social media channels.
Let us run a few numbers past you:
Facebook currently has 2,167,000,000 active users
YouTube currently have 1,500,000,000 active users
Instagram currently has 800,000,000 active users
It is undeniable that peoples attention is grabbed by social media and if your brand wants their attention you should be there too. Building an organic social media following is certainly a great way to promote your brand, but as algorithms change so too does the potential reach of your business on these platforms. Using social media advertising opens up a vast range of potential clients to your brand. By using high-converting ads with highly-targeted audience you can create the sort of traction in times that are near impossible with organic.
Benefits of setting a marketing strategy include the fact that it offers a clear and easy to understand set of business priorities and sets a clear direction that the business should be travelling in. This also allows everyone involved in the business to be on the same page and limits confusion and back lash against why they are being asked to do what they are.