How Paid and Organic Social Media Marketing Work Together to Supercharge Growth

If you run a business or handle advertising and marketing for a company, you need to understand that it’s not paid vs. organic, rather it’s paid and organic social media marketing. Many believe that organic marketing is dead but that’s not the case. The truth is that you have to find the right balance between organic and paid marketing for the best results.

If you want to maximize your reach on social media and grow your company’s online presence, then you have to follow a hybrid strategy with both paid and organic marketing. In this post, we’ll see how this strengthens your efforts and gets the most out of your advertisements as well as marketing campaigns.

When you post something for free without spending money to increase conversions or reach, it is known as organic social media. The algorithms change constantly and ads are growing popular day by day, still, marketers believe that organic media is quite valuable to them.

You don’t need to hit your followers with sales pitches in every post and can promote your services and products in an organic way. Here are the benefits:

Raises Awareness: With a consistent organic social strategy, you can enhance your brand’s awareness and reach. It will get familiar among both existing as well as future customers and can even drive up conversions and sales.

Powers Customer Care: More than 30% of customers want a response within one day of their query. Over 50% of consumers remember brands that are quick to respond to them on social media. The quality and speed of customer service make a major difference and organic social media helps improve it.

Drives Authentic, Engaging Customer-Centric Content: It’s not that you can connect with consumers only when they have any concerns or queries. You can engage with followers to get content ideas for the future and social media is also the best platform for user-generated content like videos and photos.

As the name suggests, when you post sponsored posts and advertisements to boost reach and engagement of your business, it refers to paid social media. This helps you bypass algorithms and target relevant audiences. Instead of competing with others’ content, you can put your ads right onto viewers’ feeds through paid advertising. Here’s why it’s great:

Target Relevant Audience: Instagram and Facebook allow businesses to specifically target people through ads. You can reach people depending on their past activity, age, locations, interests, etc. You can highly target local users and include store-specific offers as well.

Enhances Lead Generation: If your content is unique and engaging, then paid ads make sure it is seen by people. Whether you post a promotion, product post, customer reviews, UGC, etc. more existing and new customers will reach out to your brand.

Reach New Set of Audiences: Reaching new audiences is hard with organic marketing but paid social media makes it simpler. A well-targeted, compelling campaign will bring lots of new followers to your brand’s social profiles.

We now know how organic and paid social media work individually, but if you pair them together, it will work wonders for your business.

Right from brand awareness and reach, lead generation, customer acquisition to sales and conversions, retention, and more, combining organic and paid social media together will help you achieve all these goals.

Target a Range of Goals & Objectives

Both organic and paid marketing target a different set of goals that are equally important for a business’s growth and success. Through organic posts, you can interact with existing as well as new customers, enhancing your online presence. It focuses on increasing brand engagement, improving customer satisfaction, strengthening relationships, and brand sentiment.

Paid marketing boosts brand awareness by reaching out to a new set of audiences, leading to more conversions and sales. Most paid ads promote deals, products, and new offers. By combining both strategies, you can contribute towards a better customer journey and reach your business objectives.

Boost Brand Awareness & Reach

Major social media platforms constantly change their algorithms and this makes it hard for businesses to maintain their organic reach. In order to reach larger, new sets of audiences, you need to advertise your social posts.

Through advanced targeting based on different metrics, your advertisements will perform better than ever before. Create organic, engaging posts and pair them with advertisements for maximum success. Also, make sure to post regularly if you want better reach and brand awareness.

Paid Ads Influence Organic Insights & Vice Versa

By tracking the performance of your organic posts, you’ll get to know how to advertise on various social platforms. Track metrics like page visits, demographics, best-performing content, how people found your profile, etc. to understand which audience to target, which content to promote, which formats to use for ads, and much more.

Start running both paid and organic posts at the same time and then track their performance together. You’ll definitely see an improvement and you can optimize this strategy based on various metrics.

Over 35% of marketers have integrated organic and paid social media, and a majority of them are overseeing an increase in their return on investment. By merging both of them, businesses can track how their campaign is performing, and if they’re generating profits. This will tell you if you need to increase or decrease the budget, plan new activities or initiatives, or continue following your strategy.

You can run a giveaway on Instagram for a particular brand product and ask followers to take part and tag their friends. Then, you can use an Instagram giveaway picker to announce the winner. Such campaigns provide a lot of engagement and new customers will show interest and shop from your business, leading to better returns.

Helps Improve Other Business Departments Apart From Marketing

Most brands that have integrated their organic and paid media strategies have seen a positive impact on other departments of their business, other than just marketing. The integration works on multiple levels, helping with sales, onboarding, customer service, etc.

This makes businesses forward-thinking and they start valuing collaboration among different departments for the overall success of their organization. Thus, paid and organic social media complement each other perfectly and ensure positive business outcomes.

Conclusion

The distinction between paid and organic social media is blurring with each passing day as businesses combine them. Even though organic growth is long-term and gradual, pairing it with the right paid ads can accelerate the growth of a business.

With the right balance between both strategies, businesses can increase their reach, target new sets of audiences, generate more leads, and increase their return on investment. If you are a marketing manager, make sure to integrate paid and organic social media to supercharge your business growth.