Saving money on advertising

The magic word is free. If you’re a start-up company, “free” social media is
likely the only advertising you can afford. If you decide to approach social
media for this purpose, construct your master campaign just as carefully as
you would a paid one:

✦ Create a plan that outlines target markets, ad offers, publishing venues,
and scheduled “flights” for different ad campaigns.

✦ If necessary, conduct comparative testing of messages, graphics, and
offers.
✦ Monitor results and focus on the outlets that work best at driving qualified
visits that lead to conversions.
✦ Supplement your free advertising with search optimization and press
releases and other forms of free promotion.

Advertising is only one part of marketing!

As you see traffic and conversions building from your social media marketing
campaigns, you may want to reduce existing paid advertising campaigns.
Just don’t stop your paid advertising until you’re confident that you have an
equally profitable stream of customers from social media. Of course, if your
ad campaign isn’t working, there’s no point continuing it.