Social media marketing can be one of the most cost-effective ways of reaching your audience online. Setting up social accounts and posting updates is of course free, but can be time consuming. You may therefore wish to consider an agency to set the strategy, create the content and do the scheduling on your behalf. There are also various paid advertising options available including options for re-targeting existing audiences, and social media can provide a more cost-effective alternative to traditional pay per click advertising. However, bear in mind that when a potential customer clicks on a paid search ad, there’s a clear intent; they're searching for your services right now. Social media users may not be as far in their buying journey. That being said, you’re still building a pipeline of potential customers, and reaching a larger volume of people.