Paid & Organic Social Media for B2B: The Pros and Cons
Have you noticed a recent drop in your organic social reach? Have you often debated the pros and cons of paying for social media reach for your company?
This might be a necessary evil.
Whether you’re an SME or a larger business, you’ll be looking for options to add to your marketing mix and determine which platforms will give you the best return. While return on ad spend is generally high for social, your business should determine whether a platform is the right fit before making the decision to spend. It’s crucial to be aware of the benefits and downsides of the major social media channels available today.
Vocab
Organic reach on social media refers to the number of people who come across your post without boosted distribution.
Paid posts refer to content that businesses have voluntarily boosted the reach of by using one-time or ongoing payments – targeted toward specific demographics and reach a much larger audience than organic content.
Accessibility
Pros: For instance, on Facebook, you can spend as little or as much according to your budget, making it ideal for both small and big businesses alike.
Posting to your own social page is an inexpensive way to promote your product – there are no costs, so it appears as a win-win. Plus, billions utilise social media (almost 1.4 billion people alone have a Facebook account).
Social platforms can also integrate seamlessly with mobile devices and developers are constantly updating their apps, so they work smoothly on various devices. No matter where the consumer is located, you’ll be able to reach them.
Micro-targeting
Micro-targeting is rapidly rising in the digital ecosystem. This subtle regime is now used to influence every aspect of our society. The strategy collates user data and propels biased advertisements, the aim, simple; get them intrigued, get them on side. Micro-targeting is far-reaching and isn’t restricted to commercial focuses, a huge shift in political micro-targeting is now in place and IT’S WORKING!
So, where’s the downside?
Cons: Social media advertising campaigns require constant surveillance. It’s essential that you post consistently to develop your brand relationship and customer base, so the ads need to be creative and frequent enough so that your customers don’t lose interest. With this free scenario, your adverts are going to be posts, meaning anyone can comment. Therefore, it’s crucial to monitor your content and look for any negative responses regularly, these must be responded to in an appropriate and timely manner.
Social media marketing requires a consistent flow of developing content, monitoring and responding to comments in real-time, and regular maintenance. Having to repeatedly come up with fresh and compelling content that’s relevant and valuable to your audience can become a struggle. In most cases, if you’re not hiring a social media manager or designated team members, then you will need to be willing to invest plenty of time into growing your presence through organic social media.
Algorithms can be tricky.
The major social media platforms all have complex algorithms that determine whether and when your content will be seen by people. These algorithms affect your visibility, but there is an upside – if you can stay on top of what each platform is prioritising at any given moment, you’ll be able to make more of your content available to your target audience and drive as much organic traffic as possible.
It’s only temporary.
Paid exposure, traffic, and growth will only last as long as you keep investing in your ads. If you want to keep the ball rolling, it may be beneficial to consider a strategy that also incorporates organic social media marketing.
Which should you use?
Both organic and paid social media require well thought out strategies, with each having their own pros and cons. It’s important to consider all of your options as well as your budget before diving headfirst into either strategy.
The key is finding what social tactics work best for you. Where should you be investing your time and money, and what are your goals for using social media? Are you willing to invest your time into playing the long game and building a loyal community? Would you rather cough up some cash now to see instant results or are you in it for the long-haul?
If you’re interested in pushing the boundaries of your B2B marketing and are looking for a strategic partner, please get in touch.