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How to Use Organic and Paid Social Media Content Together

Marketing Tips
May 19, 20222 min read

“Ignoring online marketing is like opening a business but not telling anyone.”

How to Use Organic and Paid Social Media Content Together

You may already understand the importance of both organic and paid social media, but unless you’re strategically integrating both, you’re missing out on a powerful opportunity to accelerate your reach and growth.

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Not sure where to start? Here are the 6 steps we recommend for getting started: 👊

1. Start Basic and Test

Most brands start by producing organic content and then promoting it if it does well. But some brands are flipping the order with excellent results. Simply create an ad, A/B test different elements, and language, and then use the winning techniques in your organic content.

2. Apply Winning Components from Organic to Paid Ads

Creating a consistent look and feel between paid and organic content helps deliver a more positive experience. To make this happen, use components that generate the best engagement in your organic content to your paid posts.

3. Leverage Paid Social for Retargeting

When it comes to paid social, use your spend wisely. Build content around low-competition keywords to attract traffic, then use calls to action to send these visitors to key pages. Next, retarget the visitors who spend the most time on these pages with paid social content. Why does this work? You spend on only true prospects and save money.

4. Inform Organic SEO with Paid Content

If you’re already using SEO for paid strategy, why not also use the data you’re collecting to build or reoptimize your organic content around successful search terms? This is a cost-effective way to ensure that your organic content is filled with search terms you know will provide results.

5. Review Both Organic and Paid KPIs

Too many marketers keep paid and organic totally separate and fail to compare how KPIs interact with each other. Using this method gives deeper insights into the effectiveness of your campaigns and the overall health of your marketing. So be sure to look at reach, total views, and other KPIs for both content types.

6. Use Analytics to Help Choose Paid or Organic

Investigate behaviors through current analytics available to show what impacts paid social and behaviors that have motivations for organic social—and then use the insights to leverage paid strategies in the most useful, cost-effective way. For example, if an organic video has high engagement but low click-through, try shortening that video for paid ads.

For any additional questions or strategic social ad advice, book a free strategy call today!

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