Accomplishing your major objectives such as brand recognition, acquisition, conversions, and retention can be easily achieved with social media so make sure to prepare a list of them.
Why? Because if you don't blend your paid and organic efforts, your results may suffer.
By combining these two techniques, you'll get more out of socializing—here are five reasons why paid and organic are better combined.
1. The aims of paid and organic social media are different.
Paid and organic content have different roles in a social strategy, but they're both critical. Organic posts aid in the development of a social presence and provide opportunities for interaction with new and current clients. You'll concentrate on growing engagement, brand sentiment, and customer satisfaction, as well as strengthening existing relationships, in this section.
Paid social, on the other hand, is perfect for raising brand recognition, reaching new audiences, driving conversions, and increasing sales, which is why you'll see social advertisements for new companies, goods, discounts, and events frequently.
Both contribute to the customer journey in different ways, and all of the aforementioned goals are part of any strong social strategy, so ignoring one would be a mistake.
2. The organic reach is dwindling.
Over time, most social platforms have tweaked their algorithms, making organic reach increasingly difficult for marketers. To put it bluntly, organic reach today is practically non-existent.
Social advertising is a must if you want to reach new, larger audiences (and have a better chance of getting your content seen by existing followers)—and with many networks' superior targeting tools, ad reach potential is greater than ever. Organic, on the other hand, should not be overlooked. It has a significant impact on your total social success, particularly when used in conjunction with adverts.
Furthermore, posting regularly makes a difference. Firms that publish once a week on LinkedIn, for example, get a 2x increase in interaction, and companies that post every day get even more traction.
3. Your organic insights can have an impact on your paid campaigns, and vice versa.
Your organic posts might assist you in determining how to advertise on each network. This is when the tracking feature comes in handy. Keep track of things like page views and how they got there, your most popular content, demographic data, and more. This data can help you figure out what content to promote, whom to target, and which ad formats to use on each platform to obtain the best results.
When you have both organic and paid posts running at the same time, a tool like Hootsuite Social Advertising can help you track both sides to get a complete view of your content's success and understand how they interact to produce results.
You'll be able to determine whether you should continue on your current course or pivot to achieve your business objectives.
4. Marketers who combine paid and organic initiatives have a higher level of confidence in their social ROI.
According to Hootsuite's Social Trends 2022 research, more than 35% of marketers have fully integrated their sponsored and organic tactics. Surprisingly, the majority of those marketers (65%) say they are quite confident in quantifying their social media's return on investment (ROI).
So, what does this mean?
Organizations are better able to demonstrate the commercial impact of their efforts when their paid and organic strategies are combined. This can be useful for arguing for a larger budget, planning future social events, or simply demonstrating the effectiveness of your social projects.
5. For organizations with integrated strategy, the value of social extends beyond marketing.
According to Hootsuite's Social Trends 2022 poll, businesses who have integrated paid and organic strategies are most enthused about the possibility of "extending social impact to other parts of the organization." These businesses understand the benefits and opportunities of multi-level integration.
They recognize that organic material is most effective when combined with adverts and that social media as a whole is most effective when used in conjunction with other marketing, sales, and customer support operations.
These companies are forward-thinking by nature, and they promote cross-departmental collaboration because they realize it can lead to excellent results across the board. Overall, sponsored and organic efforts work together to create results, so organizations that don't integrate the two risk missing out on new consumers, leads, and conversions.
LinkedIn, in particular, can assist businesses in developing a compelling organic social presence while also expanding reach and engagement through paid advertising. There's a lot of room for growth with 810 million members and a potential worldwide advertising reach of 808.4 million.