All businesses know that qualifying a service or product before purchasing is always vital. This is especially true when choosing the correct path for your companies online marketing. But, what is the difference between organic and paid social media and which one is right for your business? Continue reading to find out…
Firstly, to find the correct marketing path for your business, you’ll need to understand the difference between organic and paid social media.
Organic Social Media
As a whole, organic social media is one of the best ways to generate an interested level of following and raise your brand awareness. When promoting a service, event or product, organic social media gains exposure and drives a relevant audience to your page to engage and interact with your content. Local businesses thrive on Social Media networks such as Facebook due to the nature of the platform and recent algorithm changes which have increased community value and local news. Another addition to organic management which aids success is community groups on Facebook. As mentioned, local business thrives on organic Social Media as there are so many ways to connect with your local area and target audience. Publishing and distributing your content to the relevant community groups can assist with page likes, engagements such as likes, comments and shares and increasing website traffic. Once you have the correct community groups in place, Facebook is essentially your businesses oyster.
Paid Social Media
Paid Social Media, also known as Social Media Advertising or the Social version of Pay Per Click is a great way to get your business noticed. Social Media Advertising allows your business to target a relevant, interested and specific audience that is likely to convert with your business. With many types of campaigns, you can be sure to find one with a goal that fits your specific conversion.
As an example, your business is developing an application that can be downloaded on the app store, you want to promote awareness of your launch and you want to raise app downloads. The type of campaign that would be a good fit for your business is a mobile application campaign.
One of the best features about paid Social Media is a tool known as retargeting. Retargeting allows your business to target people who have participated in a certain action with your company online. This could be anything from a single site visit to them adding an item to their bag. Once a user has completed your chosen action, you are able to remind them of your business and brand.
While Social Media Advertising is a great assistant when it comes to achieving your goals, whether that’s an increased rate of conversion or a growth in your audience on a specific platform, it is not necessarily a direct route to conversions. As a business owner, it is always advised that you create business goals with realism in mind. Therefore, any honest and transparent agency will inform you that Social Media Management and Advertising should be seen as an assistant towards your business goals and a marketing tool that can raise brand awareness and help your business to become a well-known household name. So, with all of this information in mind, which path is right to implement into your business strategy? Social Media Management or Social Media Advertising?
Which One Is Right For Your Business?
After reviewing each service, you must consider your own businesses goals. Firstly, you should take a look at your primary objective. From this marketing venture, are you looking to assist sales and leads or are you searching for increased brand awareness and a larger online following? If the answer is assisting sales, Social Media advertising will be the best avenue for you. Not only can you select your goal when choosing a campaign, you can optimise your ads by selecting custom audiences and using retargeting. To expand, as mentioned, you should be aware that Social Media Advertisement is an assistant and may not lead to direct sales, but in terms of Social Media, it would be the best option to choose with your strategy in mind.
Alternatively, if your main objective is to raise brand awareness, organic Social Media is going to be your route. While Social Media Advertising can aid your brand’s popularity and influence, nothing creates an online audience like active publishing, community engagement and a fully established, influential social account. If your a local business, say a plumber, you’re going to want to attract the attention of potential customers within your area. Moreover, Social Media Management is the path for you.
The next step to implement Social Media into your business’s marketing strategy. The best way to know if something is going to work is to try it first hand. To find out more about how Social Media can aid your business and achieve your goals by visiting our page – Social Media Management Services today!
Hi, I'm Rebecca! I work in the social media department. Alongside an extraordinary team, I help businesses of all sizes achieve their goals. I am looking forward to building strong relationships with my clients and developing their online presence.
Ostersund, Sweden - Feb 5, 2015: Close up of Facebook for business webpage on a computer screen. Facebook is the largest social media network on the web.