So you’re a small business—maybe you’re or a startup—and cash is tight, I get it. I totally get it.
You’re building pretty decent word-of-mouth through your social media strategies: Your Facebook page is hopping with customers chatting with you (and with each other!) about your company and your offering. Twitter’s all abuzz with people raving about you, and hashtagging you all over the place. Your company page on LinkedIn is gaining a lot of followers, and potential partners and employees are reaching out proactively to you. And don’t even get me started on your Pinterest boards!
So with all this incoming love, you’re basically good to go with your marketing, right?
Whether it’s PPC, promoted social media postings, or whatever, at some point you’re just gonna have to invest in some paid advertising in order to take that fab word-of-mouth to the next level. Here’s why:
- Word-of-mouth isn’t measurable
- Word-of-mouth can’t geo-target
- Word-of-mouth has no CTA
- Word-of-mouth misses some demographics you need
- Word-of-mouth doesn’t always reach people actively searching for your offering
Now, if you’re in it to tread water for a while and have the conversation about you eventually become, “Hey, whatever happened to. . .?,” stick with word-of-mouth. It will absolutely get you where you wanna be.
But if you don’t want a competitor to grab your share of the market while they’re proactively working to expand their own, you need to plan for paid advertising—sooner rather than later.