Our guest partners, Making You Content, drop in to share their expertise on why organic social media lays the foundation for paid success.
There was a time when social media revolved entirely around engagement. Individual posts formed a whole digital community, and brand reputation was the measure for success. But things have changed.
Today, paid ads have transformed the platform into a lucrative hotbed of acquisition and conversion. So much so, that many now make the mistake of shelving their organic presence in favour of the more attractive paid alternative. But one can’t thrive without the other.
Let’s take a look at why organic social is an important part of your marketing plan – and how to go about it.
Why organic matters
Your paid ad strategy may be flawless, with enticing posts attracting scrollers en masse. But it’s not uncommon for users to click through to your page for reassurance before they commit. And this is where your content needs to be on point.
Neglecting the organic side of your social strategy will undermine any steps you’ve taken on the paid side. Sponsored content alone makes you look like an automated money-maker, leaving users unconvinced and even sceptical of your identity. Instead, potential customers need to see a flowing stream of quality organic content on your feed, so they know you’re a consumer-focused and reliable brand.
The atmosphere you create on your page should reinforce the message in your paid ads, getting you closer to the acquisition and conversion you originally set out for. But what can you do organically to get the most out of your ad spend?
How to nail your strategy
As viewers land on your page, they should be met with a human-like presence that is visible, credible and active. That means constantly posting content, demonstrating value and interacting with the audience. Below, we’ve highlighted a few techniques to help you maintain a strong organic approach:
- 1. Nail your TOV and keep this consistent across paid and organic social
- 2. Don’t just sell – develop a few pillars to shape your social strategy
- 3. Dive into the comments section with 1-2-1 interactions
- 4. Use hashtags to become part of wider conversations
- 5. Bring your posts to life with on-brand visuals
- 6. Ensure the content is suited to the platform
A flourishing organic presence not only builds brand loyalty, it also impresses new page viewers. Without it, you’ll lose the ability to discover what your audience responds to. So use this connection with your target market for vital research, then you can shape your paid strategy accordingly.
Listen to your social community, learn what content will be most effective in your ads and the best channels to distribute it through. And, more importantly, never underestimate the role of organic social in your paid strategy.
At Making You Content, we specialise in social media management, ensuring the right message is delivered in the right place at the right time. So if you’re already looking to work with a great paid agency like Clickoo, we’ll fit right in. Want to find out more? Let’s talk