There really isn't an ideal strategy, but the most important thing to keep in mind when trying to market a product or service is to have a call to action. The vast majority of people aren't going to feel the need to click or read something unless it evokes an emotional response from them.

A lot of small businesses make the mistake of saying, "We want to market this to everyone"...and that's a terrible answer. Discern who your absolute core market/consumer/user is. If you have a small budget, target that core and only that core. That's what sustains the bottom line.

One of the pratfalls of social media advertising is the fact that people will tune out anything that's construed as being blatant advertising. They will, however, jump all over anything that asks for THEIR opinion and THEIR feedback. That's a call to action. One business that does a tremendous job with social media marketing on a budget of $0 is Fifteen52. They generate a lot of responses, likes and shares by simply posting photos of cars, sometimes with their products on them, often times not – but they ask what YOU think. And it just creates what we call brand retention. If someone is exposed to something repeatedly, they're more inclined to remember it. They're more inclined to mention it to someone else. And therein lies the wonderful world of bullshit in marketing. We say "Oh, you need to advertise here, here and here, to raise brand retention levels"...Subtract the spin and it's pretty obvious.

But to answer your question: appeal to the human desire of sharing, if you aren't already. Ask or initiate participation, rather say "BUY THIS!" or "Visit my store!".