If you have no idea how to begin your Facebook advertising strategy these days, you are not alone.

It is pretty apparent to all that Facebook’s organic reach has taken a nosedive. Obviously, Facebook needs to make money and wishes you to pay to use their ad platform. Recent Facebook algorithm changes have thus forced businesses to invest in paid Facebook advertising or give up with the relentless pursuit of posting organically.

However, before you think that Facebook is a lost cause, reconsider.

Facebook is still the favoured place for 97% of marketers to run paid social media ads for a reason. Facebook has the largest user-base of any social media platform and one if not the top of the most engaged.

The most significant benefit of Facebook advertising is the ability to target specific individuals who are more likely to sign up or purchase.

Unlike PPC advertising of yesteryear, modern Facebook advertising lets you highly segment your targeting, only serving your ads to relevant users.

Explicitly, if you have a demographic of any kind, there is a strong likelihood they are already on and active on Facebook. Combined with Facebook’s insanely in-depth ad targeting is and it is evident why your business should still be thinking about this strategy.

However, this doesn’t mean that Facebook advertising is a foolproof way to get sign-ups, leads and sales on their own. Not only does it require continuous optimisation and performance measuring; it is still wise to adopt a hybrid social media marketing strategy.

Organically targeting customers through content and community-building whilst supplementing your Facebook advertising strategy is a solid way to complimenting both efforts and is the best of both worlds.

Although organic reach is indeed suppressed, that is no justification to abandon organic Facebook or underestimate the potential of employee engagement or customer service to connect with customers. Although paid social media ads encourage conversions, the organic activity can help drive relationships and familiarity with your brand.