Obtaining success for your company or brand isn’t something that happens quickly. The road to success is different for each business, which means that the marketing strategies each company uses should be tailored to the brand message that they want customers to see. One form of marketing that should be used by every company is […]
Nov 23, 2020 | 8 min. read
Obtaining success for your company or brand isn’t something that happens quickly. The road to success is different for each business, which means that the marketing strategies each company uses should be tailored to the brand message that they want customers to see. One form of marketing that should be used by every company is social media marketing, which is centered around advertising on social media platforms like Facebook, Instagram, and LinkedIn. The two types of social media marketing that are available to you include organic social media and paid social media.
Organic social media involves any kind of social media activity for your brand that you don’t pay for. On platforms like Facebook and Twitter, organic social media campaigns focus on sharing posts with customers and responding to the comments that these customers have. Companies that engage with their customers are able to build customer trust and increase customer loyalty.
As for paid social media, this is a type of marketing that involves paying to effectively display advertisements on different social media platforms. These ads can be displayed in a variety of different formats, which include text, video, image, and carousel. Sponsored messages can also be purchased when you want to reach different demographics of your core audience. The cost for the ad depends on which type of ad you purchase. For instance, video ads are more expensive than text ads.
Many of these ads use a cost-per-click model where you only pay whenever a user clicks on the ad. With this method of payment, you won’t waste your money on ineffective marketing. Cost-per-click is categorized under the pay-per-click method. Before you engage in social media marketing, keep in mind that users on social media websites like Facebook and Twitter are looking for something else in marketing when compared to people you market to with other advertising methods. These users aren’t automatically looking to make a purchase, which means that your marketing shouldn’t solely focus on point-of-sale transactions. This article takes a closer look at the differences between the two main forms of social media marketing.
Paid and organic social media come with numerous benefits that somewhat depend on the techniques you use and the social media platforms you place these advertisements on. When you want to implement organic social media into your marketing campaign, some of the top techniques that you can use include:
As for paid social media, some of the more effective techniques that you can use include:
The many positives of a paid social media strategy include:
One negative aspect of paid social media marketing is that as many as 51 percent of Facebook users don’t like that ads are targeted to them because of how Facebook uses the data. While this doesn’t typically correlate with a worsening in brand reputation, it does mean that you should balance your paid social with organic social techniques.
The numerous positives that come with implementing an organic social media strategy include:
Keep in mind that 73 percent of marketers feel like their efforts with social media marketing are effective. Facebook posts have been measured to have an organic reach of six percent. The main issue with organic social media is that this marketing method is time-consuming. In fact, you’ll likely need a dedicated team if you want to maintain your social media marketing efforts in an efficient manner.
The most effective social media marketing campaign is one that combines paid social with organic social. The right strategy will use paid advertisements to bring in new customers and organic marketing to serve existing customers, which is why you should focus on both types if you want your strategy to be successful. However, paid social media is becoming increasingly important because of a diminishing reach of organic marketing content on platforms like Facebook and Twitter. In fact, organic posts that are made on Facebook will reach around two percent of your audience, which isn’t enough to garner long-lasting success.
The improvements to customer loyalty and retention that occur with organic social media means that you shouldn’t favor paid social too heavily. While Facebook and Twitter are great for paid social marketing, likely the top platforms for organic social marketing include LinkedIn and Instagram. By using the right type of marketing on each platform, you can maximize the benefits that come with both paid and organic social media marketing.
If you want to effectively combine both marketing strategies, it’s highly recommended that you look into D2C marketing, which is a growing segment of social media marketing. Direct-to-consumer marketing allows you to sell and promote your product/service directly to the consumer, which means that having a retailer on board isn’t necessary. D2C marketing is highly appealing to modern customers and allows for a more personal connection with your main audience. Whether you focus on organic social or paid social, D2C should be a technique that’s used heavily in your marketing campaign.
The key to long-term success for any brand is to remain connected with their primary audience at all times. If ever their interest in your brand starts to wane, these customers could choose to take their business elsewhere. When implementing both paid and organic social media in your marketing campaign, there are some basic tips that will help you stay connected with your audience. These tips include:
Both paid social media and organic social media have proven to be effective at satisfying current and new customers, which will strengthen your business and enhance your brand. Even though these two forms of marketing are very different, they both serve to bolster your presence on social media, which can pay dividends in the future.
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