ORGANIC ENGAGEMENT IN A WORLD OF PAID CONTENT PROMOTION

Organic Engagement

The value of organic engagement is constantly challenged in a world that now finds paying for posts a common practice. It seems that the only way to gain tangible results online is through a mammoth social media budget.

This is simply not the case.

A strong social media presence is crucial to business success but spending thousands on promoting content is not the only way to grow your online existence. And it definitely isn’t a marketing ‘hack’ that guarantees results. Especially if it’s just another attempt to sell.

While it may come as a surprise, social media is not for selling. Instead, it’s a tool for driving brand awareness and offers a great opportunity to build relationships with consumers, who may then go on to purchase your products.

In today’s world, consumers are more likely to interact with a brand that adds value through engaging content. Paid for posts are not the only way to achieve this.

Topical Social Days

Holidays such as Halloween, Christmas and Easter have always presented a great excuse for brands to generate online content. But now there are many other, non-conventional days to consider when planning your posts.

From Data Privacy Day to World Emoji Day, there are plenty of opportunities for marketers to utilise. While not all will be relevant there is definitely something for everyone. This is especially useful for Twitter; where hashtags can be used to join in on the conversations surrounding topical days and in return increase audience reach instantly.

Competitions

Whether its Instagram, Twitter or Facebook, competitions are becoming a very popular method of engaging with followers and rightly so! Not only do they provide a fantastic opportunity to engage with your existing followers but can also help to grow your audience.

To successfully run a social media competition, it is important to decide upon a prize, the entry mechanic, time frames and most importantly the terms and conditions.

Once these four things are agreed, the entire process is extremely straight forward and simple to execute!

Influencer Marketing

Amidst the noise on social media, there is a relevant influencer for every business. The key is finding one that has cultivated a decent following from people who are potential buyers in your market.

The reason why influencer marketing works is because often an influencer has built their following organically over a period of time. This, in turn, means their followers are genuinely interested in what they have to say. Word of mouth has long been considered a marketeers most reliable tool, with influencers it’s the same but online!

If you are intending to work with bloggers and vloggers and want to ensure you’re making the best choices, check out my blog on ‘How to pick the right influencer for your brand’ – http://www.opencomms.co.uk/how-to-pick-the-right-influencer-for-your-brand/

 

In the internet age, it can be difficult to navigate the tricky world of social media. While paying for promoted posts may work for some, it is not a ‘quick fix’ for achieving overnight success.

At the same time, I am not suggesting that organic engagement is the answer to all our social media prayers. But, recognising the alternatives to paid for posts is a step in the right direction for all brands wanting to successfully benefit from social platforms and maintain them without leaving a dent in your wallet.