The debate over whether organic social reach is dead or not has continued for the last few years, and the answer continues to be a resounding yes and no. That's because while certain aspects of organic social reach may not work as effectively as they once had, it doesn't mean you should give up using the strategy entirely. Instead, it's about having a hybrid social reach strategy that incorporates organic and non-organic tactics through a single view of your customers.
Organic reach is not working as well on social media, and that's because social media sites have discovered the profitability attached to sponsored content programs. With money on the line, these social media platforms are giving those companies and brands that want to pay to get in front of their target audience priority over those that continue to put content up on their business pages and hope that it continues to attract prospects plus retain existing fans and followers.What it means is that you have to work harder and smarter at any type of engagement you try to develop on any and all social media platforms. You will also need to continually assess any new social media channels or platforms because there will be new ones that pop up and that start to take some of your audience from their preferred site to a new one. That's what happened when companies just relied on Twitter and Facebook only to discover that many followers were no longer going on these sites and were now sticking to Snapchat and Instagram.
You can continue your organic approach alongside thoughtful and strategic investments in paid social reach across those social channels where you have identified what the majority of your audience prefers. Here are some tactics that you will need to incorporate in both your organic and paid social reach strategies:
While you may have hoped to avoid paying for any type of social media marketing effort, the reality is that it does help, especially given all the additional value you get in the form of analytics that show you how and why certain content, timing, and targeting works. The price to advertise on sites like Facebook is cost-effective given the results it has been proven to deliver for all types of businesses. You can also get flexibility on the cost by regularly scaling up or down your budget for paid social placements.
Part of this return is in the form of more targeted followers at a faster rate than it would take you to do it organically. Some of the positive results can even come within hours of your first paid placement. That speed can help you ramp up leads and conversions more quickly, speeding the entire revenue generation machine. Not only can this build profits faster, but it also can put greater distance between you and your competition that may not have tried paid social placement yet.
While it may also cost you some marketing dollars, you can also consider influencer marketing. Influencers are on social media channels talking about how they use various brands and getting paid to influence others that trust their opinions. You may opt for this strategy or consider doing a little bit of each and gauging the return before fine-tuning how much you put into each strategy. What may work for one brand may be different for another. The important part is that you do your research and test all the options so that you improve your own understanding of how social media should be used effectively and in conjunction with other marketing channels.
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