Just as is true with an investment portfolio, your marketing portfolio should be diverse, otherwise, there will be missed opportunities. An opportunity that shouldn’t be overlooked is paid advertising across online platforms.

Targeted advertising can give your rate of growth a little boost, and it doesn’t have to be expensive. It can also increase brand awareness and engage viewers with a call to action.

There are many social media sites that make great paid advertising platforms, and which one you choose is going to rely heavily on the type of services you offer. If you want to reach new clients, Facebook and Instagram may fit your need. If you are a B2B business, LinkedIn might give you more bang for your buck.

Each platform will offer you different strategies for the type of reach you wish to achieve. Here is a quick look at some of the more popular platforms.

1. Facebook

With Facebook, you can choose where you want your ad to be appear in the app, and you can target demographic groups based on age, location and interests. Facebook has great targeting features and you can set your budget as low or as high as you want. Of course, the higher your budget, the higher your impressions.

2. Pinterest

If your business is geared toward women, Pinterest should be on your advertising radar. Not only are the majority of users on Pinterest female, but nearly half of women who utilize the internet have a Pinterest account.

Pinterest will allow you to promote (or sponsor) pins. Find a pin that is of interest to your audience to catch their attention. Best of all, you only get charged for those ads that are clicked.

3. LinkedIn

Paid advertising opportunities on LinkedIn include sponsoring content to get blog posts noticed, or creating display ads that will show in the sidebar.

4. Twitter

With twitter, you can promote tweets that will show up in the feeds of targeted users. You get to choose the time. You can also promote trends, making your story appear at the top of trending topics.

Be sure to get to know what every platform has to offer your business’s marketing strategy. As with technology, each platform is continually evolving and finding new ways to assist advertisers in getting the most out of their marketing dollars.

Paid advertising has the ability to boost your brand’s image to users who otherwise would have never heard about you. Consider it for just a piece of the overall marketing strategy you are utilizing.