When it comes to high return investments, social media marketing fits the definition both regarding the budget it consumes and the ROI it generates. However, the path isn’t exactly smooth or simple.
Often, marketing teams are drawn to either paid or organic social media marketing strategies based on past successes or failures when rather should both form part of a comprehensive marketing strategy. While a single marketing strategy might work or have worked for you in the past, modern social media strategies experience higher ROI because they utilize multiple channels and communication styles. The key to running successful social media campaigns is to strike a balance between the two of them.
In this blog, we will be taking a look at three actionable strategies to help you align your paid and organic social strategies successfully. But first, let’s have a quick look below at the difference between the two.
- IDENTIFY THE PURPOSE OF EACH CHANNEL IN YOUR MARKETING EFFORTS
Paid social provides incredibly powerful targeting options, and it is an amazing tool to have in your lead generation toolbox. However, paid social media does not allow you maximize the ROI from your social media efforts.
On the other hand, organic social media can be as powerful especially for reaching your audience and building a community. Although not as direct as paid social media, organic conversations can generate deeper engagement and social media reach which money can’t buy.
Both of these marketing strategies come with their advantages and drawbacks. To achieve the greatest benefit while minimizing the risk to your business, you have to integrate both approaches into a larger and comprehensive social media marketing strategy.
- ALIGN YOUR MESSAGING
While paid and organic social serve different purposes, they are still important aspects of social media marketing and share the same end goal of growing your business. It is possible that your customers would experience both your paid and organic messaging in the course of their customer journey, but you must ensure that both channels provide a consistent feel and message so they know it comes from a single company.
If your messages conflict you might undermine your marketing efforts on one or both channels, and even when they don’t conflict, marketing on either channel separately is a waste of time and money.
- ENSURE YOUR MESSAGES COMPLEMENT EACH OTHER
Aligning your paid and organic social media marketing efforts is the first step of maximizing ROI from your online marketing efforts. However, the work doesn’t end there.
Knowing that both marketing channels have their advantages, you should craft a marketing strategy which enables them to complement each other. This doesn’t have to be complex, and it can be as simple as matching the tone of the message and sending out complementary messages on both paid and organic posts.
This can provide additional benefits as successful organic posts have been found to be cheaper to promote on social media channels like Facebook because they have been shown to have a higher engagement rate. This makes it easier to achieve the social media reach you desire.
By integrating your paid and organic social media strategies, you can achieve a greater social media reach, fill your marketing funnel and increase the ROI.
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