Although AD spending declined quite significantly after the iOS 14 update, there are many businesses out there that still do paid social advertising. There are even more brands that consider organic social. Due to the sheer number, it makes social media advertising very competitive.
If you are a business owner struggling to decide which method to use, you have come to the right place. Will you take you through both organic and paid social to help you understand what both achieve and why you should have them in your marketing strategy?
What Is Organic Social?
Organic social media marketing is where you will post your business for free. However, the audience that it will reach will only be the people who follow/like your page. It may also reach other users if someone shares your post. It will also reach users who are searching for a particular hashtag and your post is one of the more recent ones.One of the reasons why a business would consider organic social is to add more life to their brand/business. Furthermore, organic social media is great for interacting with your followers. That could be to update them with new products or answer any of their questions.
Customer service is very important for a business and one of the best ways to do this would be through organic social. People responding to your posts and asking questions as you provide them with answers is great for your brand. It will show other people that you have excellent customer service which will tempt them to buy from you.
There is a slight downside to organic social. One of those is the algorithms that social media platforms have in place. That makes it difficult for people to see your posts as it reduces the number of impressions by a significant amount. The reason why they do this is because they want to encourage you to advertise with them i.e., paid social.
What Is Paid Social
Paid social, also known as advertising, is another great marketing tool. Paid advertising platforms include Facebook, Instagram, LinkedIn, YouTube and others. It is a much better marketing strategy as you can reach a larger audience when advertising. This can be done by boosting your organic social media posts or designing advertisements with the use of different creatives or video footage.Paid social media is very effective, as more users will buy products using social media platforms. That is why it is very important to incorporate paid advertisements into your marketing strategy.
Although paid social may be great for B2C companies, it is also good for B2B. It is a great method for reaching out to other businesses and helping raise awareness of your company.
Which Is the Better Method For Your Strategy
Deciding between an organic and paid social is not an easy decision. However, you don’t need to put more time into either so ideally, you should do both. Let's look at the positives of paid social first.One of the main reasons you should consider paid advertising is to reach a larger audience. Additionally, you are also able to target a specific demographic when creating your audiences. It will then help drive more leads and generate more conversions.
Organic social is another great marketing method for different reasons. Organic can help increase brand awareness. Furthermore, it is a great marketing tool for communicating with your customers because of this, it can help build more relationships.
Organic social marketing doesn’t help with the growth of your business. Furthermore, it can be relatively time-consuming for your business so only post when you need to post. If there is a company announcement then organic social can be good for this as it keeps your followers in the loop.
To Conclude
Both organic and paid social are essential for your business however, they can both be very costly. Nevertheless, you can do both organic and paid social at the same time. Once you have designed your posts, you can then boost them to reach a much bigger audience.Although organic social isn’t great for growing your business, it is good for keeping your followers up to date. Furthermore, it can be a great platform for customer service. For example, you may have released a new product for your brand such as utility trousers. Then a customer might have asked about the fit of this product or how long it takes to deliver.