How About Social Ads?
A great alternative to Search Engine PPC are paid Social Ads via social networking sites such as Facebook or Twitter which enable a business reaching a wider audience.
These show up on users News Feed in a form of a sponsored story to promote the client’s page or drive the traffic onto a different website.
Social Ads are a vital element in every Social Media Strategy, however it is important to clearly define your goal and target audience.
Yes, you should pay to build your fan base with ads. You will reach them organically however you won’t reach every fan with a single post unless you pay for it.