There has been an ongoing tussle between paid ads and organic marketing on Facebook to establish supremacy. Before we dive into battle mode, let us try to understand the two contenders.
Organic marketing is all about fostering engagement via personalization. Every brand has a niche audience and striking the right chord with relatable posts as well as content can be helpful in achieving the loyalty of followers.
Such marketing is not about driving conversions but fueling them. It grabs eyes via content that can be educative as well as conveys the brand emotion. One of the most effective ways to boost your social engagement, organically, is to establish a two-way interaction.
“These days, people want to learn before they buy, be educated instead of pitched.” ~ Brian Clark, Founder copyblogger.com
Organic marketing may not get those numbers running, but it is a power-packed punch that can improve your brand visibility and set the ball rolling.
Facebook Paid Ads
While you are bringing in curious minds and customer engagement to your brand with organic marketing, paid ads focus on the nuances of converting them to paying clients. It can be a great lead generation mechanism to bring your brand to the viewers’ vision, even if they don’t follow your page.
In this case, the social media platform is helping you zero in, on the right clientele for you. Paid ads can help reach out to your target audience based on analysis of their activities, demographics, preferences, and so much more that can be attributed to focused marketing.
However, it is important to keep in mind the changing landscapes. For instance, the novel coronavirus has brought down the Facebook ad rates by 20%. This is a huge loss in revenue, and this dip in ad preference can calculate up to an economic depreciation of $44 billion for both Facebook and Google.
Organic Marketing VS Facebook Ads
So, which one is better? Organic reach or targeted audience? The answer is both.
You need organic reach to build relationships but to reach out to new audiences, you require the backing of paid ad campaigns. This is known as a pay-to-play network where the Facebook algorithm feeds the audience the type of post content that is relevant to them as per their previous online activities.
Once you have figured out the right content for your post, maintaining a consistent posting schedule of the organic content can help lure customers to your page and possibly, make a purchase. Simply relying on the paid ads post, can seem pretty robotic, and fails to connect you with your audience.
Here are some ways you can adopt to blend the power of these two mediums:
- Track Your Organic Posts Before Promotion
This step is all about observing your organic posts and their relevance to your target audience. As per research by HubSpot consumers are 71% more likely to visit your site, and possibly make a purchase after reading or watching a social media post. You can pick the posts that display most engagement and then boost it using paid ads to garner more audience.
- Remarket and Retarget
This is in resonance with the previous point. However, here, you need to focus on the content that has already been targeted or was positively accepted by your audience. For example, a well-liked post can be forwarded to those who might not have seen it, but do have loyalty towards your brand.
This is a cost-effective method of expanding your audience reach and also understanding what works and what doesn’t. It helps rope in more viewers without a heavy investment in the paid ad paradigm.
- Analysis – No Paralysis
It is very important to analyze the ongoing trends and customer behavior before you launch any campaigns. This will help you save money on empty campaigns, hopes, and assumptions. With the help of Facebook analytics, you can get an insight into every activity and competitor posts that your audience is engaging with. You can also pair up these insights with relevant content and hashtags to attract viewers. However, you need to keep in mind the changing Facebook algorithm and stay on top of your game.
- Classify Offers Based on Paid and Organic Marketing
Different customers require different offers. Similarly, different offers require different promotional techniques. On Facebook, there is scope to undertake both paid and organic marketing for diverse offers. If you are simply looking for metrics to analyze the reader flow to your blog, the organic method is the way to go. However, if you require a Call-to-Action and reader information for ebooks and whitepapers, paid ads are more likely to get you that data.
Blending the paid ad technique and organic marketing makes up the crux of a great Facebook Advertising practice. Analyze your audience’s psyche and make informed decisions before launching campaigns on this mega social media platform.
Tags: Facebook ads, Facebook marketing, Marketing, Organic marketing, Social Media, Social Media Marketing