Combining Paid & Organic Social Media Content

In 2022 the average person spends around 2 hours and 25 minutes on social media every single day. Overtaking the amount of time spent watching TV, and even browsing the internet. Which is why social media has evolved to become a huge opportunity in a digital marketing strategy.

The Power Of Organic Social Media

At the start of 2022 there were over 3.96 billion social media users across all platforms, with the average person using more than one platform. As free-to-use platforms, it is no wonder that it has become one of the most important aspects of the marketing mix in terms of ROI.
Organic social media allows a brand to create a narrative. This allows the brand to give itself a voice and engage with followers to create a strong and lasting relationship.
85% of marketers stated that their social media efforts have generated more exposure and an increased traffic to not only their social media platforms but also their websites. It is important to note that the majority of these businesses saw the greatest increase in sales from social media the longer their platforms have been active. Meaning that a short campaign may see quick results, but they may also be short-lived, whereas longer strategies will keep consumers engaged.
However, the percentage of your followers that each post reaches has been on the decrease in the last couple of years, where now as little as 5.5% of followers can see your posts. Thanks to algorithm updates, this looks to be the foreseeable future, which is where paid social media comes in.
(SproutSocial, Hootsuite)

The Power Of Paid Social Media

Paid social media has now overtaken paid search as an advertising channel, now exceeding $137billion, a 25% increase over last year. With over 10 million active advertisers on Facebook alone, many believe that the market is already saturated. However, for businesses with a specific target audience, particularly small local businesses, it allows a gateway into the brand recognition that is required for quality and continuing sales.
Of the 70% of marketers that use paid social media advertising, a further 77% of them will go on to use retargeting in their strategy. This allows brands to capture those potential customers who already have an awareness of the brand. It will then display ads specifically to those the algorithm determines are more likely to convert.
(SproutSocial, Hubspot)

When You Combine The Two

Paid social media can be a great tool to bring potential customers to your social media platforms. By using the targeting tools available on social media platforms a brand can include users that not only meet the target demographics, but also those that have already established an interest in similar products or services.
It is one thing to get users to the platform using ads, but it is the organic content that will see them follow the page, engage with content and return time and time again. This means populating platforms with quality and engaging organic content is just as important as the paid content that gets the user there in the first place.
The best practice is to integrate the content. Planning our your content should see your add copy updating to coincide with your latest train of narrative on the platform.

Social Media With Netbiz

Each and every social media campaign is different, as no two brands are truly the same. However, each campaign should start with the basics. And our team of social media experts will work closely with you to define those starting steps before we get hands on with your channels.
Firstly, we want to set clear goals and expectations. Consider SMART (Specific, Measurable, Attainable, Relevant and Time-bound) targets as these will be easier to track and attain.
We then need to understand your customers. From the target demographics to those who currently interact with your brand, this will help to understand the content that will be the most engaging for them.
Its not just users we are concerned with, it is also your competitors. Your competition can be both direct and indirect and understanding the competition can give you a leg up on how to interact with your customers. Remember, they are likely to be interacting with both brands but may only make purchases from one.
Finally, familiarisation. If you already have a social media presence, we need to discuss what you have already done and tried, what worked and what didn’t see progress.
Are you looking to improve your social media in Staffordshire? With a wealth of knowledge and experience across all social media platforms, our marketing campaigns can help you to meet your goals.

Netbiz Group are a web design company with a headquarters in Newcastle-under-Lyme specialising in web design and development. To guide successful business we also offer digital marketing services that can help get your brand to the forefront of your customers minds. Check out our social media channels today for inspiration.

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