When it comes to building a successful social media strategy, it’s important to leverage all the tools available for each platform. The best way to ensure your content is going to have the best reach, engagement and impact is to create content with a purpose.
One of the biggest myths in social media marketing is that only paid ads do well and help you boost your follower count. While yes, paid social media content can give you an amazing ROI, well-crafted organic content can have just as much of an impact on ad success.
What is organic social media?
Organic social media does not cost anything to publish and includes posts, photos, videos, memes, Stories, etc. that all users, including businesses and brands, share on their feeds.
Generally, organic content is seen by a percentage of your followers, sometimes followers of followers, anyone who has directly come to your social channel or who follows hashtags that you have used. When a post is shared (regrammed, retweeted, pinned), it will be shown to even more people thus more eyes on your content.
The importance of organic social media
It sounds pretty simple, but the reason that organic social media is the foundation of every digital marketing strategy today is that it’s the best way to nurture a connection with your customers at scale.
For example, brands use organic social to:
- Establish their personality and voice online
- Build relationships and a community by sharing informative, entertaining, and/or inspiring content
- Engage customers at every stage of their buying journey
- Cost-effectively share content such as news, business updates, and User-generated content
- Increase trust and engagement
- Aid customer service as users are heading to social media channels to ask questions
- Display and share reviews or testimonials
Organic Social Media Is Great For Tracking Before Paid Initiatives
Your organic posts can help inform how you should advertise on each platform. The more you’ve grown your social presence organically, the more data you have about your ideal customer or audience. This is where tracking your page visitors, how they found you, your most engaging content, your audience demographic and more comes into play.
- Where do they live?
- How old are they?
- What are they interested in?
- What problems are they facing in their lives?
- How are you helping them?
Capitalise on all this information as you build your ads. This is the place where all your hard work building quality relationships with your audience pays off. These insights can tell you what content to promote, who to target and what ad formats to choose within each platform to generate the best results.
2. Boost your best organic content
Your top-performing posts aren’t solely to inflate your vanity metrics. The best way to eventually give paid advertising a go is to identify organic content that has really resonated with your audience, as discussed above, and pay to show it to new eyes.
This is generally considered an entry-level tactic because it’s low-risk—you don’t need to come up with an ad, let alone an ad campaign, you simply boost the organic content you have already created.
You could test the waters with paid advertising by allocating a small budget to the top weekly or monthly social media posts whenever you run your analytics report. Don’t just pay attention to likes, but also conversions, profile views, etc then boost, boost, boost.
3. Use retargeting ads to stay connected to your organic audience
Retargeting campaigns can be highly effective at a relatively low cost because you’re reaching out to people who already know your business organically via your social or web presence. Maybe they visited your profile or website or even abandoned a shopping cart. The idea here is that they may just need a reminder to come back and convert.
4. Organic Social Media Compliments Advertising
If you see a Facebook ad in your feed and click on the brand’s profile, you will expect to see more relevant content on their page. Businesses in particular need to keep this in mind if they are investing in advertising. While running ads, your social media pages also need to be updated with interesting, quality organic content. Consumers research a business on the internet, including their social media profiles before buying. You want to make sure you’re making a positive impression on any potential customers that may be evaluating your company and having an organic social media strategy in place can aid that.
Still Have Questions?
Social media takes a lot of expertise, together with dedicated time to plan and implement so that it works effectively for your brand and provides great results. If you want to learn more about how you can incorporate organic social media into your ad success strategies we are happy to answer any questions you have at Copper Square, simply get in touch via our website.
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