Have you ever heard the old Frank Sinatra song, “Love and Marriage?” Maybe you know it as the theme song for Married with Children? It’s a classic and definitely something to listen to but it goes a little something like this;
“Love and marriage, love and marriage
They go together like a horse and carriage
This I tell you, brother
You can’t have one without the other.”
Now that I have that song in your head for the rest of the day (sorry, not sorry), I present you with another necessary pairing – organic and paid social media.
With over 3.2 billion social media users across a multitude of platforms worldwide, your opportunities are endless to make connections, draw in future customers, and grow your community. One of the biggest mistakes a business can make is not incorporating the two practices. This is especially true for new businesses, but it is by no means a “one size fits all” approach.
When starting out, many go the organic approach. It’s free so the financial burden on a business starting out isn’t there. You can lay the groundwork without spending money, establish your voice, find your creative white space (what your competition is doing and what you can do better), determine your audience, and discover best practices for frequency. All of these are essential to having success online.
On Facebook alone, the potential reach for one of your posts is only about 6.4% of your Page’s total likes. This means that if you have 100 followers, each post will only reach about 6-7 people on average. As basic math will tell you, as your number of followers goes up, that reach number will also go up. Furthermore, as more people see it, more are likely to engage with it (like/react, comment, or share). As a post gains more engagement, the more the post is shown to people outside of your Page’s typical audience.
This can happen organically, it tends to take longer and relies upon a dedicated base Page audience, hashtags, geotagging, linking, interaction, and, unfortunately, a little bit of chance. Back to the song, “you can’t have one without the other.” You’re missing a huge piece of the action if you don’t incorporate a paid strategy.
To assist in growing that community, putting some ad dollars behind a campaign to increase page likes, event registrations, or sales, or even target those who have visited your website, is something you will want to take advantage of. You can put any amount in and expand your reach beyond typical audience members. As more people interact with what you’re promoting, those numbers grow.
You can target exactly who you want to be part of your community. With proper targeting, making a paid investment even more appealing, these numbers grow significantly quicker. You build your community with people who fit categories you choose/learn that are most likely to interact with your Page. When they become part of your community, they influence the organic numbers you see, and the campaign contributes to your social media success.
Utilizing consistent organic posting with proper paid targeting will result in a happy, committed marriage… I mean, social media campaign. Whether you’re just starting out or your existing presence needs a boost, let us know. We’ll help make your numbers sing.