As a small business owner, your primary focus is operating your business. You spend your days thinking of ways to make your customers happy and keep them coming back. You might not be an expert in social media marketing, and that’s okay, but it’s vital that you recognize the importance of having a social marketing strategy in place and executing it correctly.

Depending on your familiarity with the topic, you probably have anywhere from one to 1,000 questions about social media marketing. What follows are several commonly asked questions and answers regarding social media marketing.

What social media channels should my small business focus on?

There are so many social media channels available, it can be incredibly difficult to pick which ones your business should have a presence on. Facebook is the largest social media site of them all, with over 2 billion users, so it’s generally safe to start there, particularly if you operate a B2C company.

Twitter is also a great avenue to get started with. You can post similar content on both channels; however, Twitter does have a smaller character limit than Facebook. Both sites are great for highlighting the best aspects of your business, as well as your creativity through images and videos.

Social channels can also be utilized to connect with your customers and build relationships with them. Many of your customers are already present on social media, and they in turn expect you to have a presence as well.

It’s important to remember that you shouldn’t try to tackle too many social networks at once. Figure out which channels best match where your target audience spends time and go from there.

What kinds of content should I post?

You want to post content that your audience wants to see and finds valuable. The whole purpose of social media is to engage with your customers and keep them in the know about what’s going on within your business. In order to do that, you need to post content that’s relevant to them.

Figure out your audience demographics, their likes and dislikes, then you’ll be able to better determine what kinds of content to post. If you’re just starting out, or perhaps have a presence but want to change up your strategy, consider asking your followers what they would like to see more of from your page.

If you’re a restaurant, maybe your customers want to see how you make one of your popular dishes. Or if you’re a roofing contractor, they might want to see some before and after pictures of work that you’ve completed.

How frequently should I be posting?

Your posting frequency will depend on your target audience on those each channel. You want to make sure that you’re posting what your followers want to see, so quality over quantity is important.

Consider creating a posting schedule. You might even want to designate specific content variations for designated days of the week, like transformation Tuesdays or flashback Fridays. Put yourself in your customer’s shoes and figure out what makes sense and try to imagine what they would find most interesting.

You can also experiment to find out what posting times are generating the most engagement. Sprout Social offers an entire guide on what the best publishing times are for each channel.

Should I invest in social media advertising?

Depending on your social media goals, you might want to consider investing some of your marketing dollars into social media advertising. It can help you gain brand exposure, new customers and ideally, generate revenue.

Facebook algorithms are making it increasingly harder for businesses to show up in user’s social feeds, so paying for ads is a way to guarantee that your business will be seen by people within your target audience. Additionally, Facebook allows you to target your ads based on a number of factors, including geographic location, interests, demographics and more.

Social media advertising can also be used to help you reach some of your other marketing goals, like driving people to your website, increasing email subscribers or grow your customer base.