Paid vs. Organic Social Media: How to Strike the Right Balance

The answer of course, is paid social media. According to a new study from business-to-business (B2B) research firm, Clutch, 86 percent of marketers are now using both paid and organic tactics as part of their social media strategies. With organic reach on Facebook down to a 2 percent, marketers hoping to reach anyone on the network have little choice but to invest in paid advertising there. A sponsored Facebook post could be a great option. Don’t ignore organic According to the same Clutch survey, 60 percent of marketers agree that paid social media is more effective than organic. However, that doesn’t mean that organic efforts aren’t important. Source: Clutch 2016: study includes 304 social media marketers from enterprises with 100+ employees Paid social media campaigns, on the other hand, are ideal for brand awareness, lead generation, and driving conversions in the short term. Clutch’s survey revealed that 27 percent of marketers said audience growth was the most important metric to track, followed by website clicks (19%), and engagement (17 percent). They don’t reveal whether social media efforts are driving revenue goals or increasing leads and customers. With paid campaigns, in particular, marketers should be tracking results that justify ad spending and demonstrate ROI for the company.

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Paid vs. Organic Social Media: How to Strike the Right Balance

There’s no question as to the importance of social media for businesses. In fact, nearly 80 percent of enterprises say it’s the most important factor in digital marketing success, ranking it higher than search engine optimization, content creation, email – even a website.

But, with more noise on popular networks than ever and organic reach dwindling, what’s a marketer to do? The answer of course, is paid social media.

According to a new study from business-to-business (B2B) research firm, Clutch, 86 percent of marketers are now using both paid and organic tactics as part of their social media strategies. In this post, we dive into the data to see how marketers are using paid social media and the key tactics that should be part of your strategy.

Choose the Right Channel

When it comes to paid strategies, Facebook is the top choice for the majority (66 percent) of marketers. This comes as little surprise, due to both sheer numbers – Facebook is closing in on 2 billion active users – and algorithm changes.

With organic reach on Facebook down to a 2 percent, marketers hoping to reach anyone on the network have little choice but to invest in paid advertising there.

And Facebook makes that easy to do, with an extensive range of advertising objectives, robust targeting features, and low-cost options.

Still, it’s not the only choice, and depending on a marketer’s goals and audience, Facebook may not even be the best choice. YouTube and Twitter – at 34 percent and 33 percent respectively – both draw a good chunk of marketers’ ad spend, with LinkedIn not far behind at 30 percent.

Clutch 2016: study includes 304 social media marketers from enterprises with 100+ employees

Marketers wondering where to spend ad dollars should have a strong understanding of the interests and demographics of their ideal audience, as well as insight into what types of content will be of interest on a particular platform.

“People spend time on Facebook looking at pictures of their grandkids and interacting with…

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