So you’ve got a killer
social media strategy (if not, here’s how to build one
), and you’re all ready to get your brand more followers, Likes and shares! And while you may be tempted to ‘Boost’ your post with a paid social media campaign, you should be focussed on organic growth
Although paid social media content can help you build some brand awareness by showing your sponsored posts to an audience that doesn’t follow your page, organic content helps you turn them into loyal advocates.In an article for OBI Creative
, Nicole Schmoll says that both paid and organic social media play an important role for brands.
“While organic social media content helps you connect with your followers, paid social efforts help them find you. Your followers will still get to know your brand through the organic content you create, which is why both it and paid efforts are necessary to build a following on social media.”
While the world of social media might seem like one where you have to pay to play, organic social media is unique in that it can help you build a loyal community of followers who want to engage with your brand and your content.
Use your social media content to show your ideal customer
all about your brand identity and values. Wondering how you do that? By posting relevant content and interacting with your followers online!Here are four reasons why you should be focussing on your organic social media:
1. Organic content helps you build a community
While paid social media content can be used to build awareness about your brand, organic content helps to connect you with your audience.
So what makes organic social media marketing so effective? It all comes down to the simple fact that brands and consumers can learn about each other at the same time, as both brands and consumers are posting — and sharing — content that they feel is important or relevant to them.
2. Organic content boosts validity
If you’ve got a paid media strategy that is not backed up by organic content, you’re shooting yourself in the foot. If a user sees an advert for your brand online and likes what they see, the next step is usually to visit your social profiles. If you don’t have any kind of organic strategy, you’ll most likely be lacking followers and engagement — which takes away from your credibility.
If you’ve got a paid media strategy that is not backed up by organic content, you’re shooting yourself in the foot.
Regularly posting relevant content to your social platforms will help to position your brand as relevant and show people what your brand is all about. Plus, if they like what they see — you can encourage them to leave a review!
According to a Local Consumer Review Survey in 2017
, 91% of 18 to 34-year-old consumers trust online reviews as much as personal recommendations. Plus, 86% of consumers read reviews for local businesses — and that number goes up to 95% for consumers aged 18 to 34.
In the digital age, if you don’t exist on social media — you don’t exist. So if you don’t already have an organic strategy aimed at constantly posting content, engaging with users and addressing consumer reviews (both good and bad), your paid media efforts could be wasted.
91% of 18-34 year old consumers trust online reviews as much as personal recommendations
3. Organic content helps people recognise your brand
No one wants to buy from a brand they know nothing about, so what better way to help people get to know your brand than through organic social media marketing?
Brands can use their social platforms to build a strong online presence by actively posting and sharing content as well as interacting with consumers. This online activity will quickly get your brand in front of your target audience and get your brand top of mind.
Just be sure that all of your social media content — across all platforms — adheres to the same style guide and shares the same sentiment. This will maintain continuity and help social media users identify your brand more easily.
4. Organic content is a cost-effective solution
Regardless of the size of your brand — or its budget for that matter — all businesses are on an equal playfield when it comes to organic social media marketing.
Effective organic social content doesn’t require a big budget, but it does require creativity, transparency and some good old-fashioned attention-grabbing content. The reach and success of your social content are only limited by your brand’s creativity.
Simply by answering questions, replying to comments or starting a conversation about your brand, you can engage with your social media audience in a cost-effective way. Keep in mind, though, that consumers expect responses in a very short space of time — so be quick to respond to them.
The reach and success of your social content is only limited by your brand’s creativity.
How important do you think an organic growth plan is in your social media marketing strategy? Let us know in the comments section below.
You’ve got questions about the world of social media and we’ve got the answers! Why not check out these 10 FAQs about social media law in South Africa.
*Image courtesy of Vecteezy