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Holiday Revenue Boost: Make Your Small Business Sparkle This Holiday Season

The holiday season is a joyful, albeit busy time of year for small business owners. No matter what industry you’re in, this is a prime time to really aim to stand out above your competitors. But as a business owner, with everything else you have on your plate especially during the holidays, where do you find the extra hours to put towards good marketing, smart budgeting, and staying ahead of your competition?


The good news is that you don’t have to drown amidst trying to figure out how to navigate your business during the holiday season and beyond. Business coaches are a saving grace in times like these and can truly help you bring your business to the next level. From finances to hiring to the right holiday inventory expansion, a business coach can truly be your beacon to success in even a most overwhelming few weeks of Christmas time. A business coach can really elevate your company to blow away all the rest by working with you to make decisions large or small. Don’t know exactly what a business coach is or if that’s something your business needs? Let’s start with the basics.

A business coach can sit down with you and assess your business, helping you to form a financially savvy blueprint to prepare for extra costs – and extra earnings – that occur during the holiday season. Knowing just how to use additional holiday profits and turn them into investments back into your business is key and a good coach is going to help you do this seamlessly. Even more specifically, what kind of investments back into your business will you need to make? Your coach can help you decipher if profit is best donned towards emergency savings in case of market crashes, or if it’s time to take that profit and expand your business.

But what about the finer details in your business wheel? The stuff that really makes your business run? While handling financials during Christmas time is an extremely integral part of fruition, you have to get there first. To do this, you need dependable employees, great customer care, organization for inventory, workspace, and beyond, and a solid web presence. An expert business coach will maneuver you through each and every one of these necessary facets of having a successful holiday season within your company.

Xmas MarketingFirst, your coach will help you to determine if you need to hire on extra, seasonal employees for the holidays. If you do, your business coach will walk step by step with you through the hiring process, be it interviews, specific paperwork, and even scheduling after-hire. If you don’t necessarily need extra seasonal employees, you might need to completely adjust your schedule for demand, which especially includes holidays like Thanksgiving, Hanukkah, Kwanzaa, Christmas Eve, Christmas Day, and even New Year’s. Your coach can help you create a fair and efficient work schedule for you and your employees.

On the same line as making sure your business is well staffed, you need to be sure that you are equipped with the tools to offer the utmost best service to your clients. While your staff should already be trained to treat your customers like royalty, a refresh on good customer service in the highest of holiday spirits could be beneficial, and again, your business coach can help you do this. Moreover, the holidays bring a time of major competition within businesses and you definitely want yours to stand out above the rest. To do this, your coach can help you come up with out of the box ways to gain more customers or retain existing ones. A small business coach will also be able to help you redefine your target audience, choose the right channel to reach them in big numbers and run effective marketing and advertising campaigns on a tight budget.

Web presence in this day and age is one of the building blocks of any business. It’s a way to reach clients and offer services all over the world, and without it, only a tiny portion of your business potential is mastered. But creating a web presence for your company can be daunting—and so much work that it sometime becomes a whole other business in itself. With a business coach, this doesn’t have to be an overwhelming ordeal that takes you away from all the other important aspects of being an entrepreneur. Your coach can help alleviate the long hours of research and setting up webpages and social media hub outlets. Furthermore, after the initial set-up is done, your coach can lead you through utilizing this web presence to exponentially increase your business’ growth and productivity. Plus, with holiday marketing campaigns such as Black Friday and Cyber Monday, you’re hurting your business by not ensuring your web presence is where it needs to be. But even more, your coach can use your updated web presence to help you find new markets that perhaps you never even thought possible.

marketing-coachFinally, possibly the most important—and most of the time, overlooked—part of running a small business is proper organization. We are not just talking about shelving units and desk drawers here. Organization within your company also defines tools that you and your staff need to keep your business running to its optimum potential. Is all your software up to date and able to handle big, holiday orders? What about a revenue management or scheduling system? Software such as these help you organize the fine details of your business so tremendously that they can become key factors in your productivity. A business coach will help you to figure out just what organization tools you need and furthermore assist you in implementing them. Proper organization tools will take away that overwhelming feeling that comes during busy times of year such as the Christmas season, as all the resources you need to run your business are at your fingertips.

A business coach is a fountain of knowledge on all things entrepreneurial, and can be your guiding light through the world of small business. A business coach is there to help you know what you don’t know so that your business reaches its highest potential. The holiday season is a somewhat chaotic time for businesses, and while this can be a great blessing for profits, we mustn’t forget that being an entrepreneur is not the only important thing on your plate. Christmas time is the time for family and loved ones, or really just taking time out for yourself to celebrate your accomplishments throughout the year. Attempting to juggle everything on your own could very well harm your business rather than do good. With a business coach, you’ve got an expert in the field helping you down the path to posterity through the holidays and beyond and it will enable you to focus on keeping your business operational and profitable.

Viral Marketing: Know the Medium. Know Your Message

“Viral” by its definition is something that spreads quickly. When planning for good media exposure of your business, a positive viral marketing event is one that nearly all PR people plan for and dream about. While there are quite a few that simply happen due to timing, happenstance or luck, others are thought out, planned and honed to have the maximum effect and optimum ROI.

There are three current viral marketing events that I’ll discuss in this post.

When planning for a viral marketing event, your goal is to bring attention to a cause that is powerful, that has the opportunity to do good, help others and influence the most amount of people to participate. It shouldn’t be something that involves any significant expense, otherwise there will be some that won’t be able to become involved. An action that is self-deprecating is a good choice. Should it be overly challenging? Generally again, if you want the maximum amount of participation you should have something simple.

No Makeup Selfie
What about raising money for cancer research by eschewing makeup? It’s simple, very cost effective, for many women; either who are known for a particular look or prefer a specific appearance, going without makeup can be challenging indeed. Yet in the UK, £8m was generated in just six days by women for the Cancer Research program using the hashtag #nomakeupselfie. The power of the Internet and social media has shown the impact that can be achieved without having to develop a logo, an image, a spokesperson, audio/video clip or multimillion dollar launch. Just a simple hashtag sign and stand back, it’s everywhere. Watch the BBC video below discussing the campaign.

nomakeupselfie

The initial idea wasn’t for cancer research itself, but began as a gesture by author Laura Lippman in defense of an event where legendary actress Kim Novak chose not to wear makeup and roundly was criticized for doing so. Fiona Cunningham saw this and decided to challenge her friends and others to post photos sans makeup online and donate £3 to charity. That was on March 18th. Days afterward, many hundred ‘likes’, Cancer Research UK said as a result of the campaign that they’d received over £8 million in donations. Was Ms. Cunningham a social media expert? Employed by the top firm making generous amounts of money for her expertise? Ms. Cunningham is a self-described “18 year old single mum” that started this from a bedroom in Staffordshire, England.

Yet three simple words preceded by a hashtag sign led to a charitable event that is still generating money today and has spread across the world. What’s equally interesting about it is how the often defined narcissistic selfie became a tool for doing good not only for cancer research, but also for discussion on what defines a woman’s beauty. How much do you think the typical ad agency or social media expert would have charged to produce an ad campaign that was that simple, that powerful, using an action that’s usually mocked, and accomplished what it did? An observation that’s been made is how the complete spontaneity of the campaign was one of the selling points. No rollout, pre-planning, time table, no endorsements, just someone caring and using a social media tool.

ALS Ice Bucket Challenge
Another successful campaign that used some similar elements is the ALS Ice Bucket Challenge. It’s origins are varied; in 2013-2014, the Cold Water Challenge was often used in the Northern U.S where one either donated to charity or jumped into cold water. The National Fallen Firefighters Foundation adopted this as a fund raiser. The first actual Ice Bucket challenge occurred in June 2014 during a golfing show where the hosts did a live challenge. Golfer Chris Kennedy is believed to the first person to focus the challenge towards ALS – amyotrophic lateral sclerosis as he had a relative that was affected by the disease. It quickly spread across formats, media, genres, unknowns and celebrities. The challenge here was a little more involved than simply forgoing a morning ritual; depending on the climate, the person’s health and the enthusiasm of the assistants, it could be quite strenuous. The U.S version was generally defined by a challenge being given by someone and within 24 hours you had to record yourself in one shot being doused by a bucket of ice water. If you accepted the challenge, you would donate ten dollars, if you declined then one hundred was the amount. And of course you picked at least three other people.

This particular campaign operated off of at least two primary motivators; the desire to help others, and the age old competitive spirit involved in one-upmanship. The methods ranged from the simple, someone accepts the challenge, they or someone with them deliver the ice water bath up the complex like actor Benedict Cumberbatch seemingly being stalked and splashed everywhere from his backyard deck to outside his car and even in the shower. The results? The ALS Association reported that since July 29, 2014 their donations exceeded well over $100 million and shared the benefits of the campaign with other similar entities such as Project ALS, ALS Therapy Development Institute and the Motor Neurone Disease Association along with ALS Foundation Netherlands.

One element mentioned by critics is that because the challenge is like many others, on the honor system, groups like the Charities Aid Foundation claim that only ten percent of those challenged actually donated. Another issue mentioned is the focus was being taken off the patients with ALS and the entities doing research and simply being an opportunity for people to exercise their 15 minutes of fame or for celebrities to build their fan base; thus mirroring the self-focused element of the selfie. Something that businesses should be very wary of is trying to claim a viral campaign developed outside of house for their own. The ALS Association reportedly attempted to trademark the term “ice bucket challenge”. Understandably, they withdrew the request shortly afterward after a barrage of complaints and negative comments.

Comparing these two events show that although the ice bucket challenge had an apparently wider media audience, there was also more opportunity for criticism and co-opting of the intended cause for personal gain. This is the dual edged sword that social media campaigns that achieve viral status must be aware of. Anything that becomes popular in all likelihood will be mocked and potentially exploited so a clear delineation of what is the original or true cause and means for supporting it are stated and having the ability to either ignore or adapt to being lampooned.

Harlem Shake
Viral media campaigns don’t always have to be focused on a special, noble cause. They can just end up being wildly popular with some experts still unsure exactly what drives the results aside from people just sharing something on the internet. For example, take Harry Rodrigues. He wrote a track called “Shake” that was initially release in June of 2012 to a somewhat modest response. By February of 2013, it had raced up the Digital Songs chart to number three, a jump of about 1,359%. Why, because this artist, known professionally as Baauer, found his track used as part of an internet meme called, “Harlem Shake.” For the small percentage of people who haven’t seen this yet, the thirty second video typically has one person dancing with other around them ignoring their actions and then the last fifteen seconds cuts to a crowd of people dancing as well, usually in costumes or some other attire depending on the source of the video or the intention of the creator.

harlemshake

What many people took note of was the fact of virtually little if no radio airplay that supported the track, it was entirely supported by the Internet, by the assorted memes and other video compilations that it was associated with. It’s popularity couldn’t be ignored as it was able to bump off the top hit “Thrift Shop” and had very impressive results in other music ratings charts. One might think given the randomness of the internet and the variety of posts that Baauer would be getting little or nothing from all the variations of his song. YouTube has a program called Content ID and along with a company called INDmusic they made a deal with Baauer’s indie label Mad Decent and began monetizing the video views. As of February 7, 2013, over 4,000 uploaded videos were detected, connected and paid Baauer for his work. Channel partners reportedly can take about 55% of revenues from every view. To put it in perspective, the previous music hit, “Gangham Style” by Psy, averaged $2 for every 1,000 YouTube views. That’s almost two million dollars. It’s goofy, it’s irreverent, to some, it’s incomprehensible. But it’s undeniably lucrative.

So what do you have to do to ride the next wave of viral campaign success? You probably shouldn’t have your office go wild with a camera recording everything. What you’ll need to do is closely follow trending activities and have the ability to graft one or more of those together with a video element such a Vine or still photos using a hashtag that makes a quick connection. Being able to plan FOR a viral marketing event is one thing, sitting around and waiting for it happen is like hoping you’re going to win the lottery or the slot machines. You can make some goals about what to do if it happens but as they say, don’t plan for your retirement on it, or in this case, your future business.

The uniqueness of social media has many opportunities and traps that you have to consider when using it. Keep in the mind the medium and the user; quick, catchy, popular, easily accessible. Once it starts, have your plan in place for how to maximize your use of it without abusing it. Will your marketing campaign be the next Internet sensation? Know the Medium. Know your Message.

The New SEO: What You Need to Know

Search Engine Optimization (SEO) is a method of affecting visibility of the search results of a webpage or website in a search engines. SEO targets different types of searches to ensure the webpage or website or article appear more frequently in the searches. The more they appear on the searches, the more views they will get. SEO has evolved and changed drastically since its beginnings.

Initially, SEO was all about determining keywords and initiating a campaign focused on those specified keywords. It was majorly about article marketing, link building, comment linking, etc. However, this process has changed due to increase in web literacy, consumer awareness, online competition, and majorly due to Google’s algorithm changes. The search engine giant aims to provide enriching, exciting, and valuable search experience for its users. Google is a dominant search engine, and continues to improve the search experience to maintain its leadership in the market. This is how the new SEO was born.

THE NEW SEO EXPLAINED
The new SEO process, unlike the strategies of old SEO, focuses primarily on quality and value. This results in better user experience, enriched content, and a boost in business. How did this change happen? Google merely raised the bar higher! The world had no choice but to go along and improve their SEO techniques. Google has been doing this gradually for years through updates in their systematic algorithm.

In 2013, the Hummingbird algorithm was released by Google. Hummingbird is more rigorous and demanding then Penguin and Panda combined. It improved the processing of natural language and semantic understanding of websites and web pages. In order to do SEO effectively now, you must be a PR specialist, conversion rate optimizer, content strategist, social media marketer and a digital strategist. Some of these are inherent in nature, but for the majority of businesses, all of these are different areas of capabilities and hire different individuals to fulfill these jobs.

WHAT SHOULD YOU BE STEERING YOUR SEO STRATEGY TOWARDS IN THE FUTURE?
In order to adapt to the paradigm shift, it is necessary to focus on the new SEO direction. Here are a few ways to go about the new SEO process.

1. Focus on Your Business Goals
It is crucial to focus on the main goals and aims of the brand; where you want your brand to be, and where is it right now. When the objectives of the brand are clear, it will get easier to focus on the main aspects and develop a good SEO strategy.

2. Market and Audience Research
The reason SEO usually gets a bad reputation of polluting the web is because people create content which is irrelevant. Make sure you create interesting content which is worth reading, and is relevant to your brand; something your target audience will like to read.

3. Keywords
The keywords must not be overused. Ensure that your keywords’ intent matches the goals of your business. The people must be easily able to make a connection to what they are looking for. Make sure you select keywords for your audience to easily find you and not merely for the search engine.

4. Relevant and Connected Content Development
Make sure that all the content developed has some meaning and is linked across search, digital, and social marketing. You need to connect the dots between the social marketing, search, and your web page. Utilizing the data from several data sources, using Google Webmaster Tools data for restoring visibility of partial keywords, and building complete dashboards that gathers all content, social, keywords and rank data in a single place is the best strategy to adopt.

5. Social Strategies
The process of new SEO portrays link building as an initiative which has to be completed. Though the old SEO process of comment linking can still work, but link building through social media and PR seem more natural to the search engine. It is not enough to simple create content and publish it on the web. You have to create links so that the content and your brand are interconnected.

6. Events and Contests
Events and contests are the best methods of getting incentive return. Instead of reaching out to the audience and giving them a free sample, create a contest about a blog post featuring your brand containing a link. You can even include a game in which the entry with the most post shares on social media wins. You can also host an online event like a conference regarding a topic related to your brand and indicate that people have to blog about it and link it to your brand.

7. Social Media
Building profiles on social media, sharing your content and converting the sharers to linkers. This is how you can use the social media to your advantage.

8. Optimization
With SEO, the work is never complete; there is always room for more. It is critical to keep doing the same process over and over again to ensure that your brand reaches the top through SEO marketing. You have to keep on updating your content and try out new social media tactics to stay on top. Furthermore, as Google keeps updating, you must ensure that you are fully aware of all the latest trends and alter your SEO strategy accordingly.

Conclusion
In conclusion, it can be said that SEO has evolved and changed for the better. This new age of SEO marketing and changing trends demand that we continuously strategize, regroup, revise, and adapt to the latest trends to move forward. It has become more challenging yet enjoyable for the SEO marketers. They now have to build brands, grow communities, enchant the target audience, and have more opportunities to showcase their creativity. SEO is now more than ever, playing a significant role in the prosperity and growth of businesses.

How to Build a Content Marketing Editorial Calendar

In order to fully comprehend the significance of a content marketing editorial calendar, it is crucial to understand the phenomenon of content marketing. Content marketing includes creating and sharing the content to engage the target audience.

Content marketing retains consumers and improves brand loyalty. In order to do so, you have to understand your target market and determine what motivates them. This is where a content marketing editorial calendar comes in. It is an excellent tool for keeping track of the content creation, publishing and distribution.

A content marketing editorial calendar is a document for planning and provides you and your team with a roadmap about what has been done and what has to be done. It is like a traditional planner calendar giving you an update about the work within a few minutes. It provides you and your team with a proper structure on how to reach and build trust amongst your target market. It is also an organizational tool to keep you on top of things.

Some significant uses of content marketing editorial calendars are as follows:
• A place for generating key topics and post ideas
• Assigning of writing tasks to the team members
• Creating a publishing schedule
• Allowing you to adjust and update easily
• Visualizing the entire plan for the day, week or month
• Allowing all team members to easily understand the schedule

BUILDING A CONTENT MARKETING EDITORIAL CALENDAR
Below are the four basic steps of building a content marketing editorial calendar:

1. Audience/Topics Identification
A brand will no doubt be publishing content for a mass audience. Some businesses have different types of target audiences and stakeholders who are interested in completely different types of content.

In order to define the type of your target audience, you must consult with different departments dealing with the customers like HR, customer services, marketing, sales etc. It is not possible for one person or even one department to figure out what different kinds of customers they have which is why it is important to consult with other departments.

Furthermore, it is also crucial to decide on the distribution of content between the target markets. For example; 70% of the content must target the product ‘A’ buyers, 15% of the content must target product ‘B’ buyers, 10% of the content must be created for the existing customers while 5% of the content must be created to target potential customers.

You must determine how much content can be created and published in a week/month/year. This must be then divided among the workforce responsible of creating the content. This will show you how much content will be created and published each month by how many content creators and for which target audience.

2. Content Assets Stock
Many businesses have a stock of content already produced for them. These contents are usually those that were written but were not published. Such content can come useful if it has been properly organized and have been mentioned in the calendar regularly.

This content can be used as:
• Slide decks that can be reused as blog posts, videos, tutorials etc.
• For surveys and as infographics for finance department, or even as news stories.
• Transcriptions of audio and video material.
• Whitepaper that can be reused as blog series.
• To update old blog posts with new information.

When reusing the content, you have to careful not to reuse the content already published. This can only happen if you fail to update you marketing editorial calendar. However, utilizing the unused content can take away some burden to come up with thousands of new content ideas. This can provide a break for copywriters to refresh themselves. They can utilize unused content and then use that time to re-energize and come back with better and innovative ideas for content creation.

3. Scheduling, Publishing and Promoting
This calendar can be best used for scheduling meetings and brainstorming sessions between the entire content creation team. It can be scheduled beforehand so that everyone knows when the meeting and brainstorming session is. This way, everyone can come prepared. It can also be used to schedule publishing and circulation of newsletters, pamphlets, social media activity, and other such activities. Moreover, you could even use it to review the revenues generated, other engagements, and visits with clients and stakeholders.

4. Tracking and Updating
Through this calendar, you can also keep track of all the content creation. You can even do an evaluation of the content that has been successful and the content that was less successful. This way you can make the necessary changes and modifications. You can also track content created vs. content curated.


SOME BASIC THINGS TO INCLUDE
A content marketing editorial calendar is not merely a chart with schedules of content to be published, but it includes proper roadmaps, essential parties, target and methods of delivery. Here are some basic things that can be included in the calendar:

• Content list to be published as per the designed strategy. It can include the topics to be developed, existing topics and topics to update and revise.
• The list of writers and team leaders who create and publish the content. This list may include agencies, graphic designers, writers and editors.
• The dates of creation and publishing of content. When it has to be created, when it is to be proofread and edited, and when it should be published.
• A list of engaging strategies for audience after the content has been published.
• List about the mediums through which the content will be published: blog post, eBooks, social networking sites etc.





Facebook vs. Google vs. Linkedin vs. Twitter: Who Is Better for Advertising?

Social media advertising has become a popular phenomenon in the recent years. With billions of people using social media from all over the world, it has become one of the best mediums to advertise businesses and products. The most popular social media advertisement platforms nowadays are Facebook, Google Adwords, Twitter and LinkedIn. These platforms are continuously in the process of developing innovative and advanced ways of targeting the customers.

Advertising on social media ensures you reach out to your target audience effectively. The important question is which of these social media platform is better for your business advertisements? It mostly depends on the type of your business and your target audience. Though there are several others factors as well.

Facebook Advertising
Facebook is the most popular social networking site with more than one billion users. A Facebook advertisement is not search based but the best thing about it is that it allows you to target your specific audience. Facebook has immense information which has been collected from its users like interests, occupation, education, location, age and gender. This means you can target people from a specific country, between a certain age range with interest related to your business. Since there are several demographics to choose from you’re more likely to reach a specific audience.

The most popular form of advertising at the moment on Facebook is ‘Promoted Posts’. A Promoted Post is a regular post you’ve posted on your business page and that is shared to a set number of Facebook members. You can use CPM (cost per 1,000 impressions) or CPC (cost per click) bidding. The managed services of Facebook advertising are as below:
• Designing the Offer
• Targeting Audience
• Strategy Reach
• Creation of Ad Copy
• Creation of Landing Page
• Lead Qualification
• Optimization and Analytics Reporting

Google AdWords
Google Adwords is a search based advertising social media platform. In Adwords, you can target your audience through keywords that they enter in Google search. Google Adwords provide you with an option of placing your ad on Google search network or place an ad through display partners. Though advertisement on Google is complex and expensive but it is very successful. Google Adwords is best for advertising for broad demographics.

Google Adwords is best for timeliness and relevancy. Google Ads have a significantly long lifecycle as compared to others because the ads appear to individuals while they search for related keywords. Not everyone sees these ads at the same time except when they look for the same information. The best thing about Google Adwords is that a campaign is more effective when no constant updates to the copy are made.

The managed services of Google Adwords are as below:
• Research of Keywords
• Re-structuring/Structuring of Account
• Optimization and Creation of Text Ads
• Geo-targeting
• Transparency
• Weekly or Monthly Performance Report in Detail
• Conversion Tracking

LinkedIn Ads
Advertisement on LinkedIn is really targeted. It can help you in selecting the people you want to reach in the professional space in terms of decision making levels, role, department, job functions, revenue, size of company, industry verticals and location. You will be able to advertise within a specific industry in a specific country with certain annual revenues and in this, you can target certain posts and departments.

With LinkedIn, same as with Google Adwords, the more your target, the more specific target audience you will reach and the more expensive your ad will be. Through LinkedIn, you can target the largest professional audience in the world by spreading awareness for your business, strengthening relationship with existing customers and attaining leads. LinkedIn offers three types of advertising services – Target Display Ads, Social Ads and Targeted Status Updates.

The managed services of LinkedIn ads are as below:
• Creation of Effective Ads
• Management of Group Ads
• Target Audience
• Landing Page Creation
• Improve and Measure

Twitter Ads
Twitter is the most underdeveloped platform for advertisement as compared to the other three. Twitter is an advertising platform for large brands through ‘promoted trends’, ‘promoted accounts’ and ‘sponsored tweets’. You have to pay per impression in order for your sponsored tweet to appear on top of the feeds. In Twitter’s search engines, hashtags are incorporated for some search terms. Though this platform is still undeveloped for advertising purposes, it still shows a lot of promise and can gradually offer advertising opportunities for smaller brands by promoting your business account and tweeting to individuals who are unaware of your business but have interests related to your business.

Twitter advertisement is done in three ways:
Promoted Accounts – promotes your business profile and offers more exposure to building followers who may be interested in what your business has to offer. Promoted accounts are best for promoting big events and capitalizing during certain periods of the year.

Sponsored Tweets – you can highlight a certain status update. This option is best for offering deals, building voice of the brand, spreading awareness and sharing content.

Promoted Trends – Thorough this option, your hashtags and topics will start appearing at the top of the list of Trending Topics. Through this you can build your brand through association and spread mass awareness about your business/product or events.

Closing Words
In conclusion, the social media advertising platform you select depends on your budget, type of business/product, your target audiences and how you want to reach them.

Facebook ads are the easiest and cheapest, but are best for promoting your business page, spreading awareness and interacting with customers.

Google Adwords is expensive but is best for businesses or products that are unique.

LinkedIn is affordable and is best if your target audience is professional individuals.

Twitter is good for big brands and is cheap but can be confusing.

On Facebook and Twitter, you have to continuously keep updating your ads while on LinkedIn and Google Adwords is highly recommended to not change anything if everything works fine.

The best thing to do is to launch a small test campaign with a minimum budget and experiment with all four social networks for a certain time. Evaluate the results and go for the one (or maybe two) platforms that proved to be more successful in the experiment. All these social ad platforms have something different to offer and can prove to be successful once you find the right one for you as per your requirements.