The first answer to the question of organic or paid social is that you should be using both. The key is to know how to use both tactics effectively and how to empower both organic social media and paid social media to help you reach your goals.
3 Keys to Organic Social Media
The Right Social Network
Any successful social strategy begins with identifying where your audience is. Each social network has its own culture, audience, and tone that your followers will be expecting. LinkedIn users will be looking for professional industry insights and access to enhance their professional networks. Facebook users will be looking for Facebook Groups and insider deals and offers. Instagram users will be looking for great visuals and company highlights featuring employees.
Also, consider the generational differences. Is your audience college-age or younger? Snapchat and TikTok may be newer options that can bring new customers and fans.
KEY: don’t try to be all things to everyone. Settle on a primary social network, then test and expand once you’re gaining traction. Since each network will need unique content, don’t create one piece of content and expect it to do well across all social.
Creativity in Content
Your content is the most important tool in getting the attention of your audience and new customers.
Here are some of the best tools to help you in your social:
Consistency in Content
Consistency in posting for your brand is going to be to your advantage.
Being smart with your organic social will help manage your online reputation and tell your brand story while connecting with your audience.
3 Keys to Paid Social Media
Risk and Reward
The risk in paid social media advertising is spending dollars on the wrong audience or on ineffective ad types that lead to no sales, no growth, and frustration.
The reward is exponential growth while expanding your business. The best thing about the Facebook ad space is you can launch, manage, and track all Facebook and Instagram ads in the same space using Facebook Business Manager.
The other social networks all have their own ad platforms that will require you to create business accounts to access the targeting options and ad types.
Use Tracking Pixels
A pixel is a piece of code installed on your website to track engagement and results. You can use this data to form new audiences, reconnect with customers, and see live results from your campaigns.
You’ll need a bit of backend code experience to be able to place the pixel within the code of your website. Some Content Management Systems (CMS) will allow for a copy and paste, but this will vary depending on the platform. Don’t let the coding overwhelm you; Facebook offers easy-to-follow instructions to get you up and running – Pixel Help.
Measure Your ROI
Paid social is ROI-driven. You need to be intentional and deliberate with any dollars you put into your marketing plan.
You’ll also need to have all the tools in place: creative content that connects to your audience, tracking with pixels and UTMs, and a social ROI calculator like this one to help you keep track of your progress.
When creating a social media strategy to grow your business, it’s not one or the other. It’s symbiotic, and they thrive when used together.
A social strategy solely using organic will get low visibility and slow growth due to how the algorithms limit your reach.
A social strategy solely using paid will miss out on the opportunity to engage and nurture your audience through your creative and high-quality content.
Using both creates the winning strategy you need in a highly competitive digital environment.
Links and Case Studies