Why do organic and paid social strategies go together?

Brand awareness, acquisition, conversions and retention.

Do these terms ring a bell? They are probably part of your annual corporate goals!

How do we achieve these kinds of goals? 

By combining your organic social strategy with your paid strategy!

Social networks can be very powerful tools if they are well used.

Here are 5 reasons why your organic and paid social strategies go hand in hand.

1. Different strategies for different objectives 

Paid and organic content play different but equally important roles. When they work in synergy, their potential becomes exponential! 

Organic posts are used to establish a social presence and develop an engaged community. It's a way for your brand to interact with your customers. 

This increases the sense of belonging and commitment to the brand. Organic posts build your social platform and serve to enhance brand awareness and reputation. Many customer journeys start with social networks. This is often where the first impression of the brand is made, so don't miss out!

That's why it's important to build and engage a community.

Paid publications, on the other hand, will be ideal for raising brand awareness, reaching new markets and getting better conversion rates. The objective here will often be to increase sales.

It is therefore a strategy that focuses on acquiring new visitors to your website. This is why they are mainly used to promote new products, events and offers.

Both organic and paid social publications have an important role to play in the customer journey. Neglecting one of the two strategies would be a mistake.

2. Increase your reach

Reaching new audiences with organic posts is increasingly difficult. Social platforms are constantly changing their algorithms which makes organic reach difficult to achieve. 

So, to reach new and larger audiences, you will probably have no choice but to turn to the paid strategy. The targeting parameters are advanced and allow you to target a very specific audience. This ensures that your content is shown to the most relevant audience, consumers who have a real interest in your brand.

However, the organic strategy is just as important. More reach means more traffic to your page. That's why organic posts become necessary. When your new audience comes to visit your page, you need to stay interested. This is often where they will build their opinion of the brand.

In addition, you can help increase engagement by posting regularly. Consistency is an important key on social networks. For example, on LinkedIn, a company that posts weekly sees a 2x the engagement !

3. Optimize your advertising campaigns

To build optimal advertising campaigns, it is interesting to draw inspiration from the data collected from your organic publications.

Organic posts allow you to collect data about your community. On Facebook and Instagram, for example, you'll have easy access to information like:

• The type of content that is most liked

• Demographic information of your community

• The hours when your community is most active

And much more! 

This information guides your advertising strategy for better results. You'll be better informed about what content to promote, who to target and what ad formats to choose. 

So the more organic content you publish, the more you increase your database, the better your paid strategies will be. Your organic strategy should complement your paid strategy!

4. Good returns on investment

According to the report Social Trends 2022 from Hootsuitemore than 35% of marketers integrate a paid strategy with their organic strategy. Even 65% of them say they are extremely satisfied with the return on investment generated by their social networks.

We understand that the merging of paid and organic strategies has a real impact. Larger social budgets are therefore justified!

5. Embrace the power of social networks 

Companies that have understood the importance of combining organic and paid search are no longer hesitating to expand their use of social networks. They recognize the power of social networks in marketing activities!

Clearly, these brands are forward-thinking by nature. They know that a good social strategy leads to surprising results!

Improve your social strategies now!

Now that you recognize the power of social media, it's time to put it into action. Social strategy management is a daunting task that requires time and expertise. By entrusting it to an agency, you ensure the best possible results and perfect execution!

Tell us about about your project, we will be happy to work with you!