As our lives move further and further online, businesses with no social media presence run the risk of being left behind. A good social media strategy is vital, but there is no one size fits all approach.
Some businesses find that paying for social media promotion is the most effective strategy, while others prefer to rely on organic growth to build their customer base. But which is right for you?
What is paid social media?
As the name suggests, paid social media involves paying for promotion on a certain platform. Companies such as Facebook, Twitter and Instagram allow you to increase the visibility of your posts for a small fee. These are known as sponsored or promoted posts, and they are usually charged on a PPC (pay per click) basis. This means that you will be charged a set amount every time a potential customer clicks on your post.
What is organic social media?
Organic social media growth comes from the effective use of free social media services. Gaining attention by sharing engaging posts, and building relationships by replying to customer queries are examples of organic social media growth.
What are the benefits of each approach?
The biggest advantage of paid social media is its targeted nature. Posts can be shown to specific viewers who match your customer criteria, such as those in certain age groups or locations. You can also target the followers of certain pages or accounts that offer a similar service to your own. By focusing on potential customers, you can save yourself a lot of time and significantly increase your conversion rates.
On the other hand, an organic social media strategy can work wonders for your company’s image. A business that regularly takes the time to engage with customers on a personal level will be seen as friendlier and more trustworthy. If customers only ever see paid adverts from your company, they can be left with the impression that you only view them as a source of income. While this may be true in a sense, customers need to feel special sometimes.
Combining the two
The best strategy is to combine paid and organic social media. Use paid social media to increase your customer base by targeting people with relevant needs and interests. Once you’ve got their attention, use an organic approach to show your new customers that you care.
If you would like to know more about paid and organic social media marketing, contact us today!