3 Tips to Successfully Integrate Your Paid and Organic Social Media
By: Bradley Yeater
When it comes to high growth areas, social media marketing fits the definition in terms of both the percentage of your budget it consumes and in the ROI it generates. But the path isn’t smooth or simple.
All too often, marketing teams are drawn to paid or organic social media strategies based on past successes or failures rather than as part of a comprehensive social strategy. The control of each channel might even rest with separate departments, which sets you on a potentially dangerous path where the messaging isn’t coordinated. Many companies fail to properly integrate their social media marketing strategies.
As investment bankers are often fond of saying, past performance is no guarantee of future success. While a single channel strategy might have worked for you in the past, modern social strategies experience greater social media amplification and ROI benefits because they utilize multiple channels and communication styles. The key to success in your social media marketing is to strike a balance between paid and organic social media efforts.
In this blog, you’ll find three actionable items to help you integrate your paid and organic social strategies successfully.
Know the Purpose Each Channel has for Your Marketing Efforts
Paid social has incredibly powerful targeting options, and it is an amazing tool to have in your lead generation toolbox. However, paid social media alone does not let you maximize the ROI that you can generate from your social media efforts.
On the other hand, organic social media can be an equally powerful tool for reaching your audience and building a community. While not as straightforward as paid social media, organic conversations can lead to deeper engagement and social media amplification with clients and influencers that money can’t buy.
Paid and organic social media both have advantages and drawbacks. Achieving the greatest benefit while minimizing disadvantages requires you to integrate both approaches into a larger, comprehensive social media marketing strategy.
Align Your Messaging
While paid and organic social have different purposes and different advantages, they are still both aspects of social media marketing, and they share the same end goal of growing your business. It is entirely possible that potential clients will encounter both your paid and organic messaging in their customer journey.
Look at social media from the customer’s perspective: While your message may come in the form of an advertisement or in a conversation, your audience is likely to come across varying communications across multiple channels. Your messages should be consistent enough to reflect that they come from a single company.
If your messages conflict, you might undermine your own marketing efforts on one or multiple social media channels. Even if there is no conflict across platforms, failure to align paid and organic social media efforts will waste time, opportunity, and marketing dollars.
Make Your Messages Complement Each Other
Aligning your paid and organic social media efforts is the first step to garnering the maximum advantage from your online efforts. However, the work does not stop there.
Knowing that paid and organic media have their own advantages, you should craft a marketing strategy and messaging for the two methods so that they complement each other. This does not need to be complex—it can be as simple as matching the tone and then having complementary messages on paid and organic posts.
This can pay additional dividends, as successful organic posts can be cheaper to promote on social media channels like Facebook because they have been proven to have a higher engagement rate. This makes it easier and more cost effective to achieve the social media amplification you desire.
While paid and organic social media are fundamentally different tools, your prospects should experience each of them as a smooth step in your overall social media marketing funnel.
Integrating your organic and paid social media strategies can help you generate increased social media amplification, fill your marketing funnel, and increase your ROI. Don’t do one or the other. They are both needed for success. I’d love to hear about how you’re integrating organic and paid social media strategies in your own business.