Organic and Paid Media: Creating an Integrated Strategy
When it comes to marketing, you need a strategy that integrates organic and paid media. There are many factors to consider, and that’s why you need a solid social strategy before you get started.We’ll share a little secret with you: It doesn’t mean just posting organically and putting some money behind it.
Paid social can help your content reach a lot of people in a way that organic rarely can these days. So, where to begin? Keep reading to find out.
Defining Organic and Paid social media
Organic social is content that you post for free on social media. All users have the ability to do this. As a business page, organic content will be shown to current followers or people who’ve liked your page, and if people engage with the content, it may appear in their friends’ feeds.
Paid social is social media advertising where you put money behind content with the aim of reaching more people and targeting your ideal customer. There are many ways you can target who sees your paid content depending on what your marketing goals are.
Using organic social media in your marketing strategy
1-Show your brand’s personality
A stellar social media strategy isn’t all about selling. In fact, quite the opposite. The key is in the name: social media.Although the networks have developed and the way we use it has changed, users are still there to connect with people, and that includes connecting with companies.
To create personality, think about how your tone of voice can be used to communicate with your audience. Consider what mediums of content you’ll use and what types of posts your target customer will engage and resonate with.
The best company pages show a lot of personality, and if done right, they may be able to help you take some of your competitor's customers.
2-Open a dialogue with your target audience
You can talk to your customers on social media. If you want feedback on your service, ask them. When you’re launching a new product, tell them. Letting your fans help you with your content will not only make them more engaged, but in turn they will move from ‘fans’ to ‘followers’ and build the foundation for a long-term relationship.
3-Provide valuable content
As you know, organic social isn’t about promoting products. Focus on the awareness stage of your funnel to begin with. Post valuable content that teaches, inspires, or answers pain points.
To reach new audiences, you must diversify your content. For example, on Instagram, where image and video prevail, post valuable content related to trends. On Twitter, where thought leadership is key, share insightful posts that relate to your industry. If you consistently post valuable content on your target audience's preferred channels, the conversions will come—it just may take longer than paid ads!
Using paid social media in your marketing strategy
1. Boost top performing organic content
Once you’ve seen what works well in your organic content,aim to recreate what works in a new post. Then show it to new eyes by promoting the post.Boosting posts is a great way to test the waters of paid social advertising. If you have a limited budget, start here.
2. Optimize ads for each platform
When you advertise on social media, ensure that your ads are in the right format and size for each platform.
As a basis, ensure your ad includes:
-Call to action (CTA)
-Short, snappy copy that intrigues
-Eye-catching visuals
-Make sure the link works and isn’t broken or directing traffic to the wrong landing page
3. Target your ideal audience
The key to any paid campaign, and why paid social can be so lucrative, is being able to target people based on their interests and how they spend their time on social media. Reaching your target customer sooner could lead to more conversions or more conversions sooner.
4. Test, measure, repeat
It takes some trial and error to get paid social right. Try out different strategies, measure your results, and tweak your approach until you find what works.
Everyone has their own preferences, but you should find what works best for your team. Whether you’re a one man band or a team of twenty, the goal is to make paid social worthwhile without adding too much to your workload.
A combined strategy
The best solution is a combination of the two. Organic social should be central to your social media strategy as your website is to your overall marketing strategy. Paid social should work in partnership with organic to generate faster results.
Interested in learning how our platform can help you to implement your marketing strategy? Cubik is a web-based solution for augmenting your Media Planning and eCommerce initiatives powered by Artificial Intelligence Request a free demo below to find out more.
