Why Organic Social Media is Crucial for a Successful Marketing Strategy

You don’t have to be active on social media to see how of an influence it has on today’s society. People spend a significant time on the internet using social media to stay connected with their loved ones, document their lives, and entertain themselves. People also use it to interact with the brands they like and to post their reviews of their experiences using a product or service. From these alone, you can see why social media alone is essential for staying connected with your customers and for attracting new customers to your brand.

However, if you will only look at social media as a means to promote your business, you will probably fall short in creating awareness and conversions through social media. This is because of people's preference on social media to interact with other people like them. If a profile does not sound like it’s a person, users are less likely to engage in genuine and frequent conversations with it.

This is where organic social media can help you. It can help give your business a personality that your audience will find likable. It can also bring warmth to your social media presence that will attract users to follow and engage your brand.

What is Organic Social Media?

Organic social media is the use of free content to engage a business's target audience. This type of content includes status updates, long text posts, photos, videos, shared content, and posted links. These are used to create interactions with your followers and create a relationship between them and your brand.

However, you can’t just post any kind of content on social media. Your content should be relevant to what you offer and to what they want as a potential customer. In this way, you are building a group of followers who have an interest in the products or services you offer and you improve the chances of converting some of them into paying customers.

Benefits of Organic Social Media

It gives your business a personality

People prefer to interact with people online than a business or robotic prompt. You can give your business an impression of a personality through organic content shared through its social media profiles.

The best way to go about this is to post casual and relatable content for your audience. You can show followers the values of your brand and the people behind the products or services you provide. You can share on your posts things your business cares about and add a bit of humor to how you deliver it.

Organic social media posts act as social proof for your potential customers

Your organic social media posts give your brand personality on a social media platform. It might seem weird for potential customers to consider it important or, even, for a business to bother about. But, without it, your sponsored posts won’t be as effective. Some users will first want to know about your brand before they click your social media ad’s call to action. Without it, they are less likely to click through and take advantage of your offer.

Moreover, you are missing an opportunity wherein other users and current customers can leave comments about the positive things about your business. Because of this, you are not maximizing what you can get out of your business' presence on a social media platform.

It gives your audience a way to get to know your brand

Just like how a person’s social media posts give you an idea of who they are, your business’ organic content can also give your target market on the platform an opportunity to get to know you. Also, you can post things about your product or service and its results for your target audience to see.

Aside from these, you can also post content related to popular culture and your target audience's taste to make your brand more relatable. These include posts that intersect your brand and popular culture, familiar and relatable content for your audience, behind-the-scenes videos, and funny content that your audience will appreciate.

Organic social media posts have a higher conversion than paid marketing

Paid posts on social media work best for raising awareness about your business. But, if you want to close the deal and make the most out of your paid marketing, it is not enough to get potential customers to click your ad. Organic social media content is the bridge you need to convert someone from a mere member of the audience to a paying customer.

Organic posts on social media have a significantly higher conversion rate than paid media. This is why brands often used paid posts to bring awareness to their audience on different social media platforms. Then, they focus on

It helps build a community of loyal followers for your brand

Consistently posting content that aligns with the values of your business will build authenticity for your brand. This authenticity is important for a majority of customers today in deciding which brands are the ones they like and support. You get followers who frequently interact with your content and social media profile. They are also more likely to share testimonials and experiences from using your product or service. Overall, this gives your business a positive feedback loop of followers promoting your brand for you and giving positive reviews about your products and services.

It does not interrupt your audience

People want to be entertained when they are on social media. Nobody browses their social media feed to be sold to. Because of this, advertisements selling products and services to social media users are more likely to be perceived as a negative experience.

With organic social media content, this is not the case. As long as you post relevant and valuable content for your audience, they will welcome seeing your organic social media post on their feed.

It complements your other digital marketing efforts

Organic social media can either support or boost your other digital marketing channels. Particularly, SEO and paid social media are the marketing channels that benefit the most from organic social media.

How SEO benefits from organic social media

According to search engines, their algorithms do not take into account traffic from social media platforms. However, this does not mean that sharing your web content on social media will not have a positive effect. Doing so will give your followers something valuable to share to their followers. This can lead to other sites using your content as a reference and linking back to your page to credit it for the information. These links to your content will increase the credibility of your page for search engine algorithms.

How paid social media benefits from organic social media

Paid social media lets you target those who are currently unaware of your brand with your content. Although you can make specialized content for this purpose, organic social media content has a good chance of catching the attention and engaging your audience since this type of content is what people usually want on their feed.

Moreover, organic posts will give new followers something to see when your ad leads them to your profile. Without any organic posts on your profile, those visiting your profile for the first time are not likely to follow your profile. This just wastes what you paid for the ad they clicked.

Why Organic Social Media is a Necessity for Small Businesses

A majority of internet users spend a significant amount of time on social media. This gave small businesses with limited marketing budgets a way to reach their target market effectively at no cost. Here are the specific ways how small benefits benefit from marketing their business on social media platforms:

1. Generate brand awareness at little to no cost

As a small business, you do not have the marketing budget of larger organizations. This limits your options for marketing your business and the scale of the channels available to you. But, with social media, your business gains the capability to reach your target market at little to no cost. Social media is free to use and the most that you might have to pay for is a good graphic design or video editing software for creating content.

2. Can attract visitors to your website

SEO is the best way to generate traffic for your website. But, it can take some time to set it up and create the results you’re looking for. Its results can also vary depending on your niche and the other website competing for your keywords. You are also dependent on how search engine algorithms work and how to best apply your strategy. You can post links to your website content on social media and attract visitors to your website. This gives you a source of traffic outside of search engines. Although you are still dependent on a third-party platform, social media users can share your website when they like the content it contains. This results in more traffic for your page through digital word-of-mouth marketing.

3. Directly sell to your audience

You can use your social media profile to sell what your business offers to its customers. You can post limited-time offers and calls to action for your audience to buy your product. A simple link to a page or a contact form can be enough to give them a way to purchase or set an appointment. Some platforms like Instagram and Facebook even have a feature for business profiles to set up a shop on their page.

However, keep in mind that any content promoting or selling your offer should not make up a majority of your posts. Social media users want fun, entertaining, funny, and informative content on their feeds. If they only see content selling or promoting a product or service from your profile, they are more likely to ignore or unfollow you since this does not add value to their time scrolling through their feeds.

Which is Better: Paid vs Organic Social Media?

If there is organic, or free, social media, there is also paid social media. Paid social media is any form of content on social media platforms displayed to its users as an advertisement or sponsored message. Social media platforms serve sponsored content or messages according to the users' information and activity such as their user profile, social media activity, and location. Paid social content is priced for every click made by the platform’s user on your advertised content.

Paid vs organic social media should not be compared to each other. If you want to maximize the potential of social media marketing, using both methods for your digital marketing mix is the only way to do so. Organic social media marketing is great for establishing trust and building a relationship between your followers and your brand. On the other hand, paid social media is effective for increasing awareness of your brand and promoting limited-time offers to every qualified user on a social media platform.

How Paid and Organic Social Media Can Complement One Another

For effective social media marketing, you cannot afford to only have an organic social media strategy but not have one for paid social media. Moreover, when creating a strategy for paid vs organic social media, each one should complement the other. Doing so will lead to better results for your overall social media marketing efforts. Here are some ways these two methods can complement the other:

1. Use paid marketing to improve the reach of your organic content

If your organic posts are not getting enough likes or comments, promoting these to your audience through paid ads can help get the content on their feed. This is often done for those who are not yet following your profile or who have disengaged from your content and, as a result, no longer see your posts on their feed.

2. Improve your organic content from your findings in paid marketing analytics

Paid social media campaigns provide insight into the performance of an ad. This includes information on the segments of your targeted audience that responded well to it. You can use this information to focus your organic content on this part of your market to attract others like them to your profile. Moreover, you can test your organic social media and see which performs in terms of engagement. You can then produce more of the same content or use the same style for your copywriting, graphic design, format, or call to action.

3. Use what you know about your organic audience for targeting your ads

As your business experiences organic social media growth, you will see something in common about them. You can determine the age range of your followers, their location, their interests, and their concerns. Use this information in targeting your ads so you can reach those with the same characteristics but who have not yet followed your profile.

4. Use paid social media to maintain your engagement with your followers

There’s a chance that your followers' social media feeds may no longer feature your posts. This is often the case when they no longer like or comment on your posts as they did before or the platforms see they have stronger interests in other areas or profiles. You can prevent this and maintain your connection with your followers by

Get Started With Organic Social Media

Are you interested in implementing social media marketing for your business but worried about how much time is required to learn and execute it? Let us help you with our social media marketing services! Here at Big Market Solutions, we help businesses create their brand, target the right audience, and create content for paid and organic social media marketing. And, you don’t have to worry about committing to our services immediately. We offer free digital marketing consultations so you can see if we are the right fit for your business.

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