We have all been there, in front of the computer thinking: “should I pay to boost my posts on Facebook or not?” It’s a choice that can perplex anyone.
We have seen great examples of both organic and paid. Content that has become viral in a spontaneous way and paid content that has blown everyone’s minds.
We need someone to explain to us, what sorts and above all how does it work.
Keep your ear to the ground, learn and adapt
Organic content works un favor of a community, it’s the way to connect with the users that follow you. It sounds logical, but it’s something that many tend to forget when they apporach organic.
Also, it works as your main social listening tool, in other words it’s the way that you can know what the users say about your brand.
Now, this doesn’t mean that organic cannot exist on a larger audicente. The objective then changes to sparking conversation.
You don’t need to spend one dime in generating conversation. At the end of the day, social media is based on conversation, so they already give us tools to spark it.
It can be as simple as a hashtag. Talk a little bit about the industry, look for hashtags and say something that might interest the audience. Give them an opinion, a question of spark debate. Move your community.
The point of all of this is that listening and learning are essential parts of organic on social media. They must come naturally by participating on the community. If you don’t answer effectively on a personal level, a paid campaign would only bring more trouble.
Content needs an audience
Organic content can be simple and powerful, but without an audience, it becomes dust in the wind.
Content should be on top of your digital plan. If your content is no good, no one will look at it.
Likewise, if you have amazing content, but you are standing alone on an island, no one will know about it.
Here’s where paid content comes in, even though you don’t have to pay for sharing, paying can amplify organic content, using the tools provided by social networks we get to find our audience.
However, it’s recommended to try it first on social campaigns, promoting key content like reports, news and announcements, relevant content that can really cause an impact when amplifying.
Micro segmentation with paid conent
To make your brand known, it’s necessary to create big campaings that take up a big number of people, this way your brand begins to exist in the minds of users.
However, when we are looking for conversions, this counter-productive.
Conversion generation depends entirely on the users needs. When we make a big campaign, the number of convertions is too low and money is lost.
But, if we segment down to the smallest common denominator (basically, what your buyer personas have in common) our conversion number will improve and we’ll get more from every penny invested.
Likewise, we must take into account those who have made purchases with us before. This idea gives birth to Remarketing lists to call back previous clients through promos and offers.
The challenge here is to know your audience, if they already bought something from you, you probably have their email. This opens up a world of posibilities for ads, offers and content that gives the client the satisfaction of coming back whenever they want.
Finally, look alike audiences can help us make lists of users that have things in common with previous clients.
Call them with the promise of community, let them know they can have a sense of belonging with the brand, that will move them closer towards conversion.
Don’t miss one second
Global audience is enormous, but to get a piece of the blanket you have to start small.
First, find your target audience. Find the kind of people who wants to know about you and your products, afterwards look for anyone that looks like that target.
In the end, and if everything goes right, you can begin expanding to new markets, experimenting and adjusting as the audience moves around your brand.