Let’s start with definitions:
Marketing is traditionally defined as “the action or business of promoting and selling products or services, including market research and advertising.'' However in this modern age, marketing has been adapted by most businesses to accommodate the digital age and the endless opportunities that have come about because of the Internet.
Therefore to fulfill the purpose of advertising across the digital landscape it is important to know that there are two main types or ways in which we can advertise digitally.
Organic social media - This being the first of the two types, this can easily be defined as when a user/business takes advantage of the free elements of social media. Although posts,blogs, images, videos can still be distributed to your audience this is usually limited to posted content to current followers and any new exposure relies on current followers sharing/retweeting etc.
Paid Social - This form of advertising on the other hand, involves spending money for increased exposure of posted content, blogs, images, videos and carousel ads.
This option allows more flexibility as it allows a user/business to target users based on their age, gender, location, buying habits or personal interests. This can be seen as a more effective way of putting the right content in front of the right people at the right time.
How should YOU incorporate organic and paid social into your marketing strategy?
Organic - This should be used with the objective to slowly build an audience and maintain the current following with free value for customers and interesting/quality content. This should also be used to create a conversation with customers and engage with them for the benefit of your business. You can gain insight and feedback from customers if reviews for example are handled in the right way.
Paid - This should be used with the clear objective of business development. This gives your business the tools it needs to target a specific segment/demographic etc thus generating leads by targeting the users who will likely be the most interested in your product or service. Although this may involve money, budgets can easily be set, and campaigns easily monitored and controlled; with a daily spend, duration of campaign and cap on total spend (just to name a few).
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