How to Craft A Organic Social Strategy Designed For Maximum Engagement
Organic social media is incredibly important moving into 2022. Organic social media can help you build strong relationships with customers, generate prospects, and boost sales. Organic social media marketing refers to posting free content on social media platforms such as Facebook, Instagram, Tiktok, Snapchat, etc. This content comes in all different forms, videos, photos, stories, memes, etc. If implemented correctly, a business can leverage these social media channels that not only help build a stronger brand image but can produce revenue for a business on the backend.
Why should you and your business implement this strategy?
With organic social media marketing, you can reap these benefits:
All of these help a business better understand and support its customer base. One thing that all these benefits have in common is that they all work to boost validity. If a business is producing high-quality content and engaging with its followers, it shows that the brand isn't a ghost brand and is actually who they say they are. This strategy can also help promote word-of-mouth marketing, as people can see what others say about your brand. A recent study shows that 91% of 18-34 year olds trust online reviews as much as personal recommendations, and 93% of customers said that the reviews they viewed influenced their buying decisions. Statistics prove that organic social media can significantly influence customers buying decisions.?
What makes an excellent organic social media marketing strategy?
The first thing a business needs to do before launching its first organic social media campaign is to understand who its target audience is, where they hang out and what kind of content they like. Without this, a business will be shooting in the dark potentially creating content that will never be seen by its target audience. For example, if you are targeting B2B, you are going to want to opt for creating content where professionals hang out, like LinkedIn or business and networking groups. On the other hand if you are a B2C such as a Juice Bar your target audience is more likely going to be on Facebook, Instagram, local groups etc. Understanding who you are creating content for and where they will most likely see your content should be step one of your organic social strategy.
2. Create with a purpose
After understanding where your audience hangs out, its important to create content with a purpose; this means creating content with a particular goal in mind. Nobody likes looking at content that leads to nothing or doesn't provide value. Creating content without a purpose can hurt a business's reputation in digital communities.?
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3. The 80/20 rule.
Along with creating with a purpose, a good strategy doesn’t focus on the product. Instead, it focuses on driving engagement through three main types of content creation. Each piece of content should be entertaining, emotional, or educational. When creating content, a business should abide by the 80/20 rule. This means 80% of your content should be entertaining, inspirational, or educational, while 20% should be about your product or service. This ensures your page isn't just a promotion, but rather actually inspires and gets customers excited about your brand.
4. Consistency is key
Without consistency, it's hard for a brand to build up a loyal following. If you only post once a month, there is limited exposure and time for a customer to interact with your brand. Consistently producing high-value content is key to long-term success. This means creating an editorial calendar a month out to ensure all your posts are planned, prepped, and scheduled to be placed in front of your audience at the appropriate time.
5. Measure and monitor
The last thing a business needs to do is measure and monitor results to best understand what your target audience finds interesting and inspirational. By tracking impressions, traffic, and post results, you can find topics that resonate with your audience. These will lead to a better understanding of your customer's pain points, and attitudes toward your brand.
Leveraging social media marketing to the max.
One company that has built itself off social media is Starbucks. Starbucks has created a shareable product and frequently requests photos from its fans. These user-generated photos drive high engagement for their brand. 80% of their instagram is user-generated content. This helps build brand credibility, transparency, and customer community. They then use this community to promote new products and limited-time deals. For example, each October, Starbucks releases its seasonal “Pumpkin Spice Latte,” which its customers only know about through social media channels. However, their high engagement and following allows word to spread fast.
Looking to formulate your own social media marketing strategy? Reach out to Flying Start Marketing, there they will break this concept down and help build you a strategy tailored to your business goals.