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Social media can be a very powerful tool for establishing a brand and becoming visible in the marketplace.

But too many businesses wrongly assume that it pays to have sponsored advertising on those platforms as they start out.

This is strategically wrong.

It takes time to know your target audience and intended demographic well enough to make the ads targeted enough for results.

And without that, you can spend a fortune paying for more and more ads, when they are going to people who are never going to buy from you.

Imagine standing in the crowd of an Adele concert, singing Ed Sheeran songs at the top of your voice.

Yes, there may be a few people around you that like both of them.

But not at that precise moment.

And for everyone else - well, they are not going to be happy.

You have caught the wrong people at the wrong moment.

Sponsored ads without putting in the work first to precisely target your desired demographic is the same energy.

What you are telling them may be useful - but most of them do not want to hear it.

You might think that it is worth it because of the law of averages, that will tell
you that at least some of those people may be interested.

But that is a very expensive gamble to make.

Have a profile by all means – but do the strategic homework before spending any money.