Ask George: Should my business advertise on social media?

If you own a small business in Moreno Valley or the surrounding Inland Empire, you have probably wondered whether social media advertising is worth the investment. With Facebook, Instagram, LinkedIn, TikTok, and YouTube competing for your attention, how do you know which platforms deserve your marketing dollars?

The secret is not advertising everywhere. It is reaching the right customers on the right platforms with a message that motivates them to take action.

Start With Your Business Goals

Before choosing a platform, decide what you want your advertising to accomplish.

• Build awareness: Introduce your business to potential customers.

• Generate leads: Encourage calls, quote requests, and appointments.

• Increase sales: Promote products, services, and special offers.

• Build trust: Demonstrate your expertise and show customers why they should choose you.

A restaurant promoting a weekend special has different needs than a contractor seeking new projects or a consultant trying to reach business owners. Your goals should determine your advertising strategy.

Which Social Media Platform Is Best for Your Business?

Facebook: A Strong Starting Point for Local Businesses

Facebook is worth considering for businesses that serve local customers. It offers advertising tools for reaching audiences in selected geographic areas and promoting services, events, and special offers.

Best for: Restaurants, contractors, Realtors, dentists, salons, retailers, and other local service businesses.

Example: A Moreno Valley landscaper could advertise free estimates to homeowners in selected service areas.

Instagram: Show, Don't Just Tell

Instagram works well for businesses that can showcase their products, services, or results through attractive photos and short videos. Facebook and Instagram advertising can also be managed together through Meta's advertising platform.

Best for: Restaurants, boutiques, beauty professionals, fitness businesses, and home improvement companies.

Example: A salon could promote a before-and-after transformation and invite customers to book an appointment.

LinkedIn: Reach Other Businesses

If your customers are business owners, executives, or professionals, LinkedIn deserves consideration. Its advertising tools can help target professional audiences based on available job, industry, and company criteria.

Best for: Consultants, commercial printers, marketing agencies, business coaches, and B2B service providers.

Example: A commercial printing company could promote brochures and direct-mail services to business decision-makers.

LinkedIn advertising can be more expensive, so consider whether the potential value of each new customer justifies the cost.

TikTok: Get Noticed Through Video

TikTok emphasizes short-form video and content discovery. It can help businesses demonstrate products, share behind-the-scenes content, and reach new audiences.

Best for: Restaurants, bakeries, retailers, beauty professionals, and businesses with visually interesting products or services.

Example: A local bakery could showcase how its signature pastries are made and promote a special offer.

TikTok is most promising when your audience uses the platform and you can create engaging video content consistently.

YouTube: Educate Customers and Build Trust

YouTube is useful for businesses that benefit from explaining their services, demonstrating products, or answering common customer questions. Video advertising can complement educational content that continues attracting viewers over time.

Best for: Contractors, Realtors, professional services, educators, and businesses selling higher-priced products.

Example: A home inspector could create a video explaining common inspection issues to help prospective buyers understand the value of a professional inspection.

How Much Should You Spend?

You do not need a huge advertising budget to get started, but you do need enough to test your message and evaluate the results.

Rather than dividing your budget among five platforms, start with one primary platform or a closely related pair, such as Facebook and Instagram.

For example, a business with a hypothetical $500 monthly budget might spend most of it testing one campaign, reserve a smaller amount to test a different message or audience, and increase spending only when the results justify it.

Remember to account for the cost of creating advertisements and following up with leads, not just the advertising fees.

How Do You Know If Your Ads Are Working?

Likes, comments, and views can be encouraging, but they do not necessarily generate revenue.

Focus on the numbers that matter to your business:

• Cost per lead: How much are you paying for each inquiry?

• Cost per customer: How much does it cost to acquire a paying customer?

• Conversion rate: How many inquiries become customers?

• Return on advertising spend: How much revenue does your advertising generate relative to its cost?

For example, if you spend $300 and generate 10 qualified leads, your cost per lead is $30. If two leads become customers, your advertising cost per acquired customer is $150.

Whether that is profitable depends on your margins, customer value, and other business costs.

Track calls, website inquiries, bookings, and sales whenever possible. Use those results to decide whether to improve, expand, or discontinue a campaign.

Three Common Mistakes to Avoid

1. Trying to advertise everywhere. A limited budget is usually better spent testing one or two suitable platforms than spreading it too thin.

2. Running ads without a clear offer. Tell customers what you provide, why it matters, and what they should do next.

3. Measuring likes instead of results. A smaller campaign that generates profitable customers is more valuable than one that attracts attention without producing business.

Don't Overlook Local Marketing

Social media advertising is only one part of an effective marketing strategy.

For Moreno Valley businesses, it can complement local search visibility, customer reviews, email marketing, direct mail, and a well-designed website.

For example, a home service company could mail postcards to households in its service area, reinforce its offer through Facebook advertising, and direct interested customers to a website where they can request an estimate.

Combining channels can give potential customers several opportunities to discover your business and take action.

Final Thoughts: Spend Smarter, Not Everywhere

For many local consumer businesses, Facebook and Instagram are sensible places to start testing. LinkedIn may be better for reaching business decision-makers, while TikTok and YouTube can be valuable for businesses that benefit from video.

Start with your customers, not the platform. Set a clear goal, measure the results, and invest more only when the numbers support it.

Need Help With Your Marketing Strategy?

At Lawson Media Group, we help Inland Empire businesses connect with customers through print, direct mail, digital marketing, and website services. We can also help you plan, schedule, and publish your social media posts, making it easier to maintain a consistent online presence without having to manage everything yourself.

Whether you need help creating content, staying active on social media, or developing an integrated marketing strategy, we can help you make the most of your marketing dollars.

Visit Lawson Media Group and ShopMoVal.net to explore marketing services and local business resources.