There’s an old saying in advertising, “We know that half of our advertising works, it’s just that we don’t know which half.”
As marketers, we were once at the mercy of large publishers and media owners when it came to our advertising and marketing options. The newspapers, magazines, radio stations and television networks had the audiences and if we wanted to reach them, there was a price to pay.
Today thanks to social media, we can now effectively build our own audiences, and reach them for low or no cost. This post will outline which platforms you should use to build your audience, and in Part II, the type of content you should be posting.