Understanding the Role of Organic vs Paid Social Media

By on November 15, 2019


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If you have just started your business or if you are looking for a more efficient way to promote your products, you have most probably at some point come across two fronts: organic and paid marketing. While social media stands tall as one of the most efficient marketing channels due to the vast number of daily users who actively take part in it, these, at least seemingly, opposite stands have marketers and business owners divided. So, here is an overview of paid and organic marketing and their application to social media campaigns to help you clear any doubts and choose the right solution for your business needs.

The benefits of paid social media marketing

Paid marketing is all about achieving results quickly: you set quarterly goals and now you wish to find an effective manner to make them come true. As the name suggests, paid marketing boils down to investing in ads to drive specific actions and these ads appear first among the search engine results and pop up as sponsored content while users scroll through different social media content. Naturally, the sheer visibility doesn’t guarantee conversion but it certainly helps a great deal to get noticed, while the rest is on your marketing team, their creativity, and skills.

To make sure you choose the strategy which works best for you and that you don’t waste money, you or the agency you hire to tend to your marketing would need to monitor the efficiency of the implemented strategy. This efficiency is reflected mostly in the high conversion rates, while you will have an opportunity to learn exactly which ads and which components have encouraged visitors to click the most. What paid marketing offers in the domain of social media is obtaining quantifiable results, help with hitting specific sales goals, and another essential element is that you can adapt your strategy at any time based on your target audience’s preferences or your business needs.

The advantages of organic social media marketing

Organic marketing’s strategy can be described as slow but sure: you would be using all your forms of online presence to achieve building a solid customer base over time. Your goal would require boosting your reputation and strengthening the trust they have in your brand and this isn’t something that can be achieved overnight. Along the way, you will educate your customers with SEO-friendly content (SEO = Search Engine Optimization) and strive constantly to engage them with different content and through multiple media, which will eventually have a strong impact on the conversion and sales rates.

For your content to be ranked among the first few results on the initial page of search results, you would need a high-quality SEO strategy which is customized based on the current state as well as your aspirations. Since this often requires additional training for the employees which takes time and money, more brands are working with a reliable white label service provider to ensure that the tailored strategy they implement will yield results in the long run. What’s important is to partner up with a provider which values open communication, has state-of-the-art tools and experts, and practices regular reporting. With organic marketing, you would also monitor the traffic, the number of leads and sales that are driven by SEO content and learn which formats are most efficient in that regard.

Where paid and organic meet

Both of these types of marketing are valuable and the only flaws they possess are in terms of your business having different needs. Organic marketing might be too slow a solution for your social media campaign, while paid marketing could be out of your financial comfort zone as a novice in the entrepreneurial world. However, in the marketing world, both are necessary and they are best used skillfully combined so that they are aligned with your business needs and aspirations.

An organic approach to your social marketing strategy will ensure you build a strong online presence so the word about your brand spreads naturally and noninvasively, which is how many social media users like to take their content. In this manner, social media would be a medium to build a strong reputation and trust between your brand and the customers. On the other hand, paid marketing can extend your brand’s reach created with the organic approach and at times, the slow pace is something you cannot afford in a highly competitive business environment. Paid ads also raise awareness of targeted audiences to the existence of your brand simply because the content is pushed upon the audience. So, perhaps it is best to start by organically building an online presence and rooting your brand across different media and once you learn what works best with your target audience, use that knowledge to apply a highly effective paid social media campaign.

Wrapping up

Concocting a successful marketing strategy depends on your niche, goals, budget, etc., but in most cases, it would be wise to mix organic and paid marketing for your social media efforts. It would take research, time, and sometimes even professional help from experts and although managing both aspects of social media is not an easy task, it is well worth what you invest in it.

About Keith Coppersmith

Keith is a business consultant with experience in numerous small businesses and startups. He is a regular contributor at Bizzmarkblog.com, he enjoys sharing advice on both traditional and digital marketing.
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