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I think we can all agree that nowadays Paid Ads are somewhat dominating Social Media Marketing. However, it’s important that you don’t forget that your organic presence still plays a crucial role in your Social Media Marketing. Here is a little insight as to why organic should still be the cornerstone of your campaign.
1. New Facebook update
Announced by Mr Zuckerberg himself (Facebook CEO), Facebook News Feed will now “refocus the system” and “make sure the news you see, while less overall, is high quality.” Therefore News Feeds will begin prioritising information based on trustworthiness from users themselves. The company has said it is surveying users about their familiarity with and confidence in sources. Accordingly, Facebook will look for content to be “trustworthy, informative, and local” to advance to a more socially beneficial medium. Essentially this highlights the need for and contribution of organic posts, to encourage meaningful interactions between people.
2. Interacting and building an online community
Your organic posts are what connect you with your online community, allowing your existing users to not only interact with you, but other consumers and potential consumers.Taking the time to respond to comments and answer questions encourages other users to interact too.
3. Word of mouth & Reviews
It’s a well-known fact that word of mouth is one of the best marketing tools that money can’t buy. In this case, your socials are that word of mouth. It is quite common for today’s potential consumers to look at your social media platforms to try and gain a better sense of your brand before any purchases. Therefore for potential consumers, being able to see regular posts about what’s going on and what’s new with you, presents great brand validation and gives customers the reassurance and incentive to try your products or services. Not to mention, if your current audience engages with your organic posts, this in itself can be seen as a ‘review’ for consumers, solidifying what you’re saying and pushing them over the fence try you out.
4. Cost-effective – it’s free!
The silver lining is organic posts are free, so why not spend some time to create this content and really push your organic efforts? Think about what your customers want and need, maybe you could create a post that simply asks this very question. This will not only help you but will encourage your users to interact and will establish the start of your online community. If you’re creating the content requested by your viewers, they may even share it themselves, amplifying the success of your social platforms and excluding the use of paid advertisement.
5. Listen to the experts
Facebook themselves have said over the past year they’ve made some key changes to improve how News Feeds chooses content:
This can lead to a more cost-effective paid advertising strategy as having fans and an engaged following can boost the success of your Facebook Ads – find the content that is organically performing well and push it further with some of your marketing budget.
So what have we learnt?
In the end, it is important to remember organic social media will gain your consumers trust and build a community of loyal followers and customers with a high lifetime value through posting engaging and relevant content.