I bet you are probably thinking, “What is organic social media? I thought organic was something that you only buy in the grocery store.” Well, you are right, you can buy organically in a grocery store. However, organic social media marketing is also a thing.
Organic social media is a tool used by business professionals which involves the free services and tools that each social media platform provides to its users. Organic social media can be used to build and collect a community of followers and consumers by posting relevant content and interacting with those who communicate with their brand.
With the large sense of community that comes along with organic media, there is the opportunity to show consumers your true values and business culture while also learning about the values of your consumers. Because of this, organic postings have an aggressively higher lead-to-close rate as opposed to paid media campaigns.
Well, this all sounds great, right? You don’t have to pay for promoted advertising, you get to be on a personal relationship level with you consumers, and it brings in a higher rate of lead-to-close sales. But, before we dive deep into Organic Social Media Marketing, it is important to understand what a paid media strategy is and how to align media strategies with business goals. To brush up or learn about paid social media marketing, click here.
In this blog, I will be using Facebook as an example on many occasions. This is for two reasons; (1) Facebook is one of the largest social media platforms used for business and social media marketing and (2) organic social media typically flourishes on Facebook as opposed to other platforms.
Aligning Strategy With Business Goals
Organic reach is hard to come by. Your businesses strategy should be clear, specific to your audience, and flexible to the ever changing algorithm. In advertising, especially for Facebook, there are four C’s to follow; Contact, content, call-to-action, and connect. Again, that is what organic media is for; gaining a more personal relationship between your business and consumer. Before making an organic advertisement there are four things you should do and ask yourself:
- Start with your business objectives. What do you want out of the organic media strategy and where do you want to go with it? Does it match your values as a company?
- Who is your target market? What does you consumer look like? What do they like and dislike? It is going to be much more difficult if your business does not recognize a specific target consumer for what they are trying to promote or sell. In addition, knowing your audience will not only help create great content, but it will help create the right content.
- What platform(s) does you target consumer live on? If you consumers don’t typically use Instagram or YouTube, but are heavy users on Facebook and Twitter, you might want to consider your businesses position in the social media world. On what platform are you going to maximize the most?
- Does the strategy match your social business objectives? What is your goal; Engagement, Conversion, or Conversation?
I hope you love It's Probably Rob as much as we do! If you would like to continue hearing about travel journeys, fashion tips, food how to's, and selfcare necessities, consider making a small contribution.
Evaluate Current Strategy
It is beneficial to understand your business’ current disposition on social media. Conducting a content audit will help identify areas for improvement. In order to conduct a content audit you must (1) analyze your content from the last 90 days, (2) identify high performing posts, (3) create a repository of all top preforming posts.
I have included a template for creating your business’ very own content repository. Click here for a free download.
Use a competitive analysis to give your business a sense of differentiation from all competitors. To do so, you will want to manually browse through competitor social media pages, groups, and websites. This will give you a better insight on what your competitors are currently doing that you aren’t and what you can do that they aren’t. There is a feature on Facebook called “Pages to Watch.” This is a feature that allows you to add pages of your competitors to monitor what they are doing and track their engagement.
Algorithms Rank Content
Each social platform ranks content through algorithms. In this section, I will be going through Facebook’s ranking methods for organic media postings. Facebook ranks content by;
- All the content that Facebook is looking at to help it decide what to show your audience
- Consists of comments, likes, and shares that Facebook uses to choose which content gets shown
- When the algorithm uses previous behavior and personal data to show someone the content they’re most likely to interact with
- A number given to a post that indicates how relevant that post is to someone
An Organic Social Media Strategy Specifically On Facebook
Just a reminder, I am going to be giving examples throughout the entirety of this blog post and I am using Facebook as the primary platform for the examples. If you are interested in organically posting on other social media please leave a note down in the comments below. There is a specific set of tools that will be beneficial and drive success for an organic social media strategy on Facebook:
- Facebook Business Page – central point for all information about your business
- Page shows up in search engines
- People expect you to have a page
- Page is the source of news and promotional content
- Facebook Business Group – place for two-way communication between consumers, prospects, and business.
- Built in analytics
- Able to set Facebook Groups as private
- Can post documents, create polls, and buy and sell in groups
- Members can chat with others
- Members can receive notifications about posts to the group
- New Audience Reach and Lead Generations
- Build a community
- Delight your audience by allowing them to seek advice and ask questions
- Play into the platforms algorithm
Some tricks that may work for you to reach maximum organic potential might be, but aren’t limited to:
- Optimize SEO Titles
- Post Relevant Content to Target Audience
- Use Emojis, Hashtags, and Memes to Boost Engagement and Conversation
- Run a Contest or Giveaway
I would love to hear from you in the comments! Are there any organic opportunities that I haven’t mentioned that you or your business have been successful with? Is there anything that I left out that you would like to add?
Increase Reach With Engaging Content
Did you know that 1% of users who like your Facebook page will revisit. The other 99% still like your Facebook page, but never trek back to it. When it comes to Facebook marketing, posting is the core function. But, why post then? If so few people are going to see your content is there even a need to grow your reach? Can you grow your reach without spending massive amounts of money on paid advertising. The answer to these questions is YES.
The key to reach your audience is engaging content that is relevant to your target consumers. Now, you ask me, “how can I increase my businesses organic reach?” Well here’s how:
- Post more frequently. Posting once to twice a month is NOT enough.
- Be selective about what you are posting. Spend more time crafting better Facebook posts, and less time crafting a lot of Facebook posts.
- Run polls and ask questions. Test different types of content to see what sits well with your audience.
- Make sure your content is relevant to you and your consumer. Seek trending topics.
When your audience engages with your content, acknowledge it. There is nothing worse than to have a customer ask questions with no answers. A simple like or comment back goes a long way. If a consumer provides excellent feedback, don’t just let it sit there for it to get lost. Reply back; “What was your favorite part about…” and use it as an opportunity to encourage further engagement.
Important Note: If you see an organic post doing well, boost it immediately.
But, how do we measure the success of content? It is so easy to get caught up in metrics that are truly relevant to content success. The metrics that are critical to Facebook advertising success are as followed, but not limited to:
- when people engage with content, Facebook views it as relevant
- higher reach can determine what kind of content your audience prefers
- multiple impressions, even from the same users, is a good thing
- this will get your audience to see your content multiple times which results in taking action
- followers and likes
- considered a “vanity metric,” but also are indicators of growth
- video performance (live streams, video uploads)
- retention insights show how long each user is watching a video
- this gives a good indication of if your videos are engaging, too short, too long, etc.
Use Facebook Groups To Power Your Strategy
Facebook groups allow you to provide informations, gain ideas, and network. But, how can groups fit into your organic strategy? Groups are not for everyone and don’t fit every business model. How do you know if groups is a good fit?
Getting started with Facebook groups depends on how you want to approach groups based on the community you create. In a group, the more support your members get, the more positive their experience will be, and the faster your group will grow. Consumers will also be able to help other consumers when you can’t.
Groups can be rewarding to customers by feeling like they are apart of an exclusive community. Make sure community understands why they are apart of the group and how to facilitate the group to meet their needs. How do you increase group engagement? You can increase engagement by (1) asking questions, (2) engaging directly with you members, and (3) using group polls. How do you measure the success of your group? Well, insights of course! Focus on multiple metrics such as growth of your group, group engagement, and group member details.
With all that being said, organic social media marketing is a great tool for many businesses to develop their marketing strategy. It is a great area to be able to test new content, wide ranges of content, and different social media marketing practices. I hope this post gave you a good deal of insight for you to start your organic media campaign. If you have any questions or inquiries please leave them down in comment sections below.