Social media marketing and search engine marketing both have their pros and cons. Social media marketing is less likely to convert into a sale because people using Facebook, Twitter, etc. don’t have the intention of buying a product when they log in compared to someone who is searching for a product or service on Google. On the other hand, search engine marketing has higher cost-per-click (CPCs) compared to social media marketing.

One benefit to social media marketing is that you can target users on a personal level: the books they read, the movies they like, the food they eat, the schools they attend, etc. This is called audience targeting. Another benefit to social media marketing would be that the followers/likes you acquire from your campaigns can be instantly reached out to without any additional cost to you. It works similar to a newsletter where the people who like/follow your page have opted in for future updates from you. For example, if you have one million followers on your Facebook page and you post an update to your page, you might reach 20,000 or more of your followers with your post. Every time you make a new update to your Facebook page, you’ll reach some of your followers who might click “Like”, comment on your post or share it with others. They may also convert if your post is promoting a product or service.