- “Always on” where you promote every piece of content that you post.
- Promote only strategically important posts such as those featuring the latest campaign or those that have a “sign-up”, “buy” or similar call to action.
- Promote only those posts that get the greatest organic results such as high reach and engagement.
Which of these strategies you should choose all depends on the circumstances within your company and your budget allocation. If you’re just starting out with social advertising and want to get a larger budget approved by the management, a good way to test the waters is to start slowly and build up gradually. Starting small allows you to test things and showcase the potential while minimising the risk of financial loss on inefficient posting strategies.