Blog
03 Feb
3 Things to Remember while Integrating Social Media
When it comes to high growth areas, social media marketing fits the definition in terms of both the percentage of your budget it consumes and in the ROI it generates. But the path isn’t smooth or simple.
All too often, marketing teams are drawn to paid or organic social media strategies based on past successes or failures rather than as part of a comprehensive social strategy.
The key to success in social media marketing is to discover a balance between paid and organic social media efforts. Pixel Run has compiled the top 3 things you need to keep in mind while integrating Paid and Organic Social Media.
1.Know the Purpose Each Channel
Paid social has incredibly powerful targeting options, and it is an amazing tool to have in your lead generation toolbox. However, paid social media alone does not let you maximize the ROI that you can make from your social media efforts.
On the other hand, organic social media can be an equally powerful tool for reaching your audience and building a community. While not as straightforward as paid social media, organic conversations can lead to deeper engagement and social media amplification with clients and influencers that money can’t buy.
Paid and organic social media have both advantages and drawbacks. Achieving the greatest benefit while minimizing disadvantages requires you to integrate both approaches into a more extensive, comprehensive social media marketing strategy.
2.Straighten Your Messaging
While paid and organic social have different goals and different advantages, they are still both aspects of social media marketing, and they share the same end goal of growing your business. Potential clients may encounter both your paid and organic messaging in their customer journey.
Look at social media from the customer’s perspective: While your message may come in the form of an advertisement or a conversation, your audience is likely to come across varying communications across multiple channels. Your messages should be consistent enough to reflect that they come from a single company.
If your messages conflict, you might undermine your marketing efforts on one or multiple social media channels. Even if there is no conflict across platforms, failure to align paid and organic social media efforts will waste time, opportunity, and marketing dollars.
3.Make Your Messages Complement Each Other
Recognizing that paid and organic media have their advantages, you should craft a marketing strategy and messaging for the two methods so that they complement each other.
Arranging you’re paid and organic social media efforts are the first step to garnering the highest advantage from your online efforts. However, the work does not stop there.
This can pay additional profits, as successful organic posts can be cheaper to promote on social media channels like Facebook because they have been proven to have a higher engagement rate. This makes it easier and more cost-effective to achieve the social media amplification you desire.
While paid and organic social media are fundamentally different tools, your prospects should experience each of them as a smooth step in your overall social media marketing funnel.
Integrating your organic and paid social media strategies can help you generate increased social media elaboration, fill your marketing funnel, and increase your ROI. Don’t do one or the other. They are both needed for success.
