Now that the Sacred Tears is out and available for sale in a number of online outlets I have begun to think of building awareness for it.

Online advertising on social media sites allows me to focus on certain demographics and target the ads accordingly. I can target people by location, age, gender, interest, relationship status, language, education and even workplace.

Out of all the social media sites, Facebook in particular I found is dominating, with traffic, ad spend and click-through-rates (CTR) being on the rise. In the last year alone, I read that Facebook impression volume climbed 85% and clicks rose 29%. Marketers have seen 58% higher return on investment, and the cost per 1,000 impressions has jumped 120% year-over-year.

What this means to me is that I have a place to advertise which allows me to experiment with demographics and marketing spend. For as little as $10 a day, I can target advertisements through news feeds or screen placements and decide the best overall mix for my book. What I like about Facebook is that it provides a dashboard of key performance indicators which allows me to monitor the campaign. In less than a week, my campaign has reached over 16,000 unique people and given me over 700 advert clicks and page views, a CTR of 0.154%. What is really interesting to me is that I can see the CTR change as I tweak my ad and the demographics it targets.

Advertising on social media is part of a bigger strategy I have embarked on. Word-of-mouth and customer interest is essential to my customer acquisition strategy. Social media seems to be the place to find this but there is no way of knowing for sure until I try.