Information in this blog was obtained from Animoto, HootSuite, and Sprout Social. All links in this post open in new tabs.
A Strategy to Creating Organic and Paid Posts and Knowing the Difference
Stepping into the digital marketing world a semester into college, the very first thing that my co-workers talked about was creating organic posts and posting ads. I was fresh into the scene of marketing so the difference was confusing to me, especially with the “why?” Why post organic posts on your business page? Don’t ads work the same way that organic posts do? It’s been almost a year at my job and I am still explaining to others the difference between organic posts and paid posts. It is important to use both organic and paid posts to grow your business and establish a reliable relationship with users who view your page. Finding the right strategy and using the posts properly can increase SEO (search engine optimization), get lots of engagement, and so much more.
Organic Posts: Building Authentic Connections
Organic posts form the core of your social media presence. These are the posts you create and share without investing in paid promotion. Organic content is all about building authentic connections with your audience. Posting organically creates an authentic feel and reputation for your brand. Organic posts can drive engagement with your media pages and save you money. According to Animoto, posting organic content is like building a social website to validate your brand to potential customers. Here are some ways that organic posts can help your business:
1. Authenticity and Engagement
Organic posts allow your brand to authentically connect with your audience. You're not paying to reach them; instead, you're building relationships by providing valuable, relatable, and engaging content. It's about showcasing your brand's personality, values, and culture. Some consumers find only paying for posts to be annoying and not credible for businesses, especially small businesses who may be reaching people they have never reached before. Establishing a good page organically can drive to consumers wanting to see the ads to make a purchase, but this way your page looks authentic and established. According to Animoto's survey of 1,000 consumers, 58% of people say they visit a brand’s social pages before visiting their website. And that’s an 81% increase from the previous year. When these consumers visit your social pages, it’s the organic content you’ve shared that they’ll see.
2. Cost-Effective
One of the primary advantages of organic posts is their cost-effectiveness. Unlike paid ads, they don't require a significant budget. You can maintain an active social media presence without constantly reaching for your wallet. When you are a growing business, it is crucial to spend money carefully, and paying for posts may not be in the budget. Depending on the area you are trying to reach, a paid campaign can be expensive and it is important to set aside a budget for ads later on.
3. Long-Term Growth
Consistent, high-quality organic content builds a loyal and engaged audience over time. These followers aren't just numbers; they become advocates for your brand. They trust your content and are more likely to engage, share, and spread the word. Getting those loyal customers is crucial to keeping your business making a profit and is less expensive than trying to reach new customers all the time. If someone loves your business, they will follow your page and they want to see organic posts tailored for them. If they see that, they can engage, show their friends and family, and keep building your customer base because of your organic posts. According to Sprout Social, organic posts are proven to drive future sales which goes hand-in-hand with long-tern growth.
4. SEO (Search Engine Optimization) Benefits
Search engines index social media content, which means well-optimized organic posts can contribute to your online visibility. Relevant keywords, tags, and descriptions can help your posts show up in search results. By using important keywords that are relevant to your business, it can push your post to the top when someone searches for something related to your business. The more often you can use similar keywords on your page, the higher your SEO can get for your page. As a general fact, most people don't scroll past the first page on sources that pop up when they search for something, so being on that first page is important to gain traffic.
5. Establishes Expertise
Regularly posting informative and relevant content in your industry or niche can position your business as an authority. This helps attract customers who are seeking expertise and guidance. Achieving that expertise status can be a make or break in how someone views your business. Making sure that you are a reliable source for information (like thesmmu.com) or a reliable business with quality goods or services is important to getting new users to see and pay attention to your brand.
Paid Ads: Precision Targeting and Rapid Reach
Paid ads, on the other hand, offer a more direct route to reaching a wider audience. Paid posts provide businesses with a powerful means to increase visibility, reach a targeted audience, achieve specific objectives, and measure the effectiveness of their marketing efforts. When strategically executed, paid advertising can yield a strong return on investment and complement other marketing strategies. Here is what makes paid ads an essential part of your social media strategy:
1. Increased Visibility
Paid posts allow your content to reach a larger and more targeted audience quickly. They can appear prominently in social media feeds, search engine results, or on other platforms, ensuring your message doesn't get lost in the noise.
2. Precise Targeting
Paid advertising platforms offer advanced targeting options. You can define specific demographics, interests, behaviors, and locations to ensure your posts are seen by the right audience. This precision helps maximize the impact of your advertising spend.
3. Quick Results
Unlike organic posts that take time to gain traction, paid posts can deliver immediate results. This is especially valuable when you need to promote time-sensitive offers or events.
4. Analytics and Tracking
Paid advertising platforms provide detailed analytics and tracking tools. You can measure the performance of your ads in real time, allowing you to make data-driven adjustments to optimize your campaigns for better results.
5. Adaptability
You can easily adjust paid advertising campaigns to align with your goals. Whether you want to increase website traffic, generate leads, or boost sales, paid posts can be tailored to meet specific objectives.
6. Competitive Advantage
In competitive markets, paid advertising can give your business an edge. It allows you to appear alongside or above competitors in search results or on social media, increasing your visibility to potential customers.
Finding the Balance: What Meets Your Needs
The choice between organic posts and paid ads shouldn't be an either-or scenario. Instead, consider them as complementary tools in your social media toolbox. Figuring out your budget and deciding what resources to use for your business can take some time with a lot of A/B testing and even some research about brands similar and how they post. Here are some tips for finding the right balance:
1. Content Strategy
Use organic posts to build relationships, share valuable content, and engage with your community. Paid ads can amplify these efforts by reaching a broader audience. See if a content calendar would be a good fit for you by reading this blog by Elizabeth Stoeck. Creating a content calendar can help lay out your month or campaign length and visibly see your plan for posting.
2. Campaign Objectives
Define clear goals for each campaign. Organic posts may be better for brand awareness, while paid ads excel at driving conversions. Assess your needs for your brand and discuss how different posts can benefit you with the most cost-effective plan.
3. Budget Allocation
Allocate your budget strategically. Experiment with different ad formats and targeting options to optimize your spending.
4. Regular Analysis
Monitor and analyze your performance metrics for organic and paid efforts. Adjust your strategy as needed to maximize results.
In conclusion, the choice between organic posts and paid ads isn't a matter of one being superior to the other. The importance of both organic and paid posts lies in their synergy. Organic posts are the foundation for building trust and authenticity, while paid posts provide the speed, precision, and scalability needed to meet specific marketing objectives. A balanced approach that combines both organic and paid strategies can help businesses maximize their online presence, engage with their audience effectively, and achieve a strong return on investment. Both have their merits and should be part of a well-rounded social media marketing strategy. By finding the right balance and using each approach where it shines, you can create a dynamic and effective social media presence that drives results for your business.
Resources
Cooper, P. (2023). Paid vs. Organic Social Media: How to Integrate Both into Your Strategy. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/organic-vs-paid-social-media/
Fraitag, M. (2022, April 26). Organic vs Paid Social Media: How to Leverage Both. Animoto video maker - Stand out on social media. Easily. https://animoto.com/blog/video-marketing/paid-vs-organic-social#:~:text=Defining%20paid%20vs.,-organic%20social%20media&text=We'll%20start%20by%20defining,people%20that%20already%20follow%20you
Gomez, R. (2023). Organic vs. paid social media: A hybrid strategy that works. Sprout Social. https://sproutsocial.com/insights/organic-vs-paid-social-media/
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