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Paid vs Organic Social Media Marketing

The debate on paid vs organic social media marketing is a never-ending discussion arising with new bits and pieces on a daily basis. Social media marketing is one of the most common marketing tactics of the modern world that has been evolving every day. The target audience now prefers real-time content and more genuine engagement on social media channels while the new platforms are rising to heights by offering just that. On the other hand, the paid advertising targeted to monetize the social platform has risen above the organic reach and now it's all about customer retention as well as offering services. 

 

Understanding Paid vs Organic Social Media Marketing

 

In simpler terms, organic social media marketing is the marketing process that doesn’t require any paid promotion while makes use of free social media tools for reaching the target audience. The content for organic marketing is posted on social media channels for free. On the other hand, the paid social media marketing in simpler terms is the process of advertising the services on social media channels by spending money on it. 

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Organic marketing is usually planned for the audience that follows the particular channels while the paid marketing goes beyond the followers and targets a rather large audience base. 

 

Since both the marketing tactics are effective when it comes to reaching the target audience or sharing information on a subject, people, in general, are a big fan of the hybrid social media marketing that involves both paid and organic social. For instance, one can pay to boost their organic social media content to make it available to the wider audience. 

 

Dwelling on Organic Social Media Marketing

 

Since paid vs organic social media marketing crosses the path in general, it is important to understand the theories behind both. The organic special media marketing is strategically planned if one wants to reach its existing customer base or get new followers. Furthermore, posting organic content on social media channels is the ultimate way to attract new customers for businesses who are checking you out on social media. Your organic social media is a social website that offers an insight into your business and further makes way for the new customers to reach you just by reading about your services. 

 

It is now a well-known fact that more than 50% of the audience check a brand’s social media page before deciding on whether to buy its services or not. Organic marketing comes to the rescue here. 

 

Each post the brand put up on its social media channel is the gateway to engage the target audience or customers and make them understand the brand’s essence thereby increasing its popularity. 

 

Best Practices for Organic Social Media Marketing

 

If the brand has decided to start by organically reaching its audience, it is quite important to ensure the following facts:

 

  1. Lesser Promotions- Reaching to your customers organically is all about offering them a valuable insight into your business or services, a content-rich post that educates your customer base on a particular subject. It’s more about building trust with the customers. Save the promotional aspect of the channel/brand for paid posts though one can certainly jump in with promos or more after building a loyal following of customers. 

 

  1. Humanize Your Brand: Another difference between the tactics of paid vs organic social media marketing is that the latter requires minimum sales talk and more showing off the personality behind the brand or service. The organic social media content must offer the audience or followers a valuable insight into the brand’s ideologies, passion and the faces behind the brand. Use social media to reinforce your brand by pinning the most valuable information on the top of social media channels to make it reach a wider potential customer base. 

 

Benefits of Organic Social Media Marketing

 

  • Organic Marketing is free of cost
  • Manages the brand’s essence
  • Reach loyal following of customers
  • Acknowledge customer response for further improvements
  • Practice transparency
  • Dictate your brand story

 

Understanding Paid Social Media Marketing

 

Marketing gimmicks that guarantee you screen time for the target audience by paying a sum of money is the ideology behind the paid social media. The paid advertising doesn't make you wait longer for customer response like with organic marketing. Facebook and Instagram ads are one of the most common platforms that allow the brand to reach a wider range of potential clients through paid advertising. It sure feels daunting to wait for conversions though it is the only way that can guarantee a better customer response and increased revenue. According to the recent statistics, more than 91% of the brands have benefited with paid social media marketing with increased conversion rates and a better target reach. 

 

Best Practices for Paid Social Media Marketing

 

  1. Target Audience: The most important aspect of paid advertising on social media is the right target audience. One must always ensure a smart advertisement with a point to point information targeted for the right audience which further ensures higher conversion rates and thus increased revenue. Targeting the wrong audience is only going to waste the money per click, so it’s important to choose the right audience smartly. 

 

  1. Call to Action Content: One of the most notable differences between paid vs organic social media marketing is that the former requires a direct all to action content while the latter doesn’t necessarily need that. It’s always fruitful to write short ads with call to action copy that ensures conveying maximum information in short content while urging the buyer with sweet deals, promotional offers, special offers and converting why it's best to buy the service immediately. 

 

  1. Short Advertisement: Since the word length is limited for the paid social media advertisement, one must learn to write shorter content that must offer all the necessary information. Since the advertisement must be reaching the non-potential client base as well, it must be short and to the point only for quickest results. 

 

  1. A/B Testing: Even though paid social media marketing is the easiest way to get higher conversions rates, sometimes the advertisement or the content doesn’t speak to the target audience. The key is to find new strategies, better offers and trying multiple times to get the best results. 

 

Benefits of Paid Social Media Marketing

 

  • Reaching a wider audience that isn’t even looking to buy the brand’s services and making a strong CTA that prompts them to allot your services
  • Better conversion rates
  • Reinforce your brand by promising better deals than anyone else
  • Easy access to offers and deals for the organic customer base
  • Geographic targeting for better reach

 

Choosing Hybrid Marketing over Paid vs Organic Social Media Marketing

 

For a triumphant social media marketing venture, combining the power of paid and organic marketing is the ultimate key to success. Since the organic reach is rapidly diminishing (only 2% on Facebook) among so much competition, a paid marketing platform is the only way to rescue. Organic posts are only reaching a small target audience thus diminishing the conversion rates further. 

 

Managing the acquisition costs effectively while at the same time reaching a wide target audience is the solution every marketer needs to adapt. Distributing the best content with paid ads and leveraging the target audience through best targeting practices is bound to offer higher conversion rates. 

 

Since the paid advertisement will bring in revenue, it's equally important to maintain a loyal following and build trustful relationships with the audience through organic marketing. A brand can reinforce the value of the brand through organic marketing by deleting the negative comments, using appropriate hashtags for better visibility to a large audience and choosing appropriate content according to the major essence of the social media platform. An optimal strategy for effective marketing would thus be combining both paid and organic marketing tactics.