In the dynamic world of social media marketing, businesses must leverage every tool available to stay ahead.
At PUBLiSH Partners, we recommend a dual-track approach to your paid social budget, combining the strengths of both paid ads and boosted organic content to maximize your ROI.
While ads are crucial for driving targeted traffic and conversions, boosting organic content offers unique and equally important benefits. Here’s why boosting organic content is so effective:
1. Organic Content Doesn't Feel Like an Ad: One of the primary reasons boosting organic content is so effective is that it doesn’t come across as an advertisement. Ads, on the other hand, are often specially crafted for campaigns and can include more promotional and sales-driven messaging. This authenticity helps build trust and credibility, as users are more likely to interact with and believe in content that feels genuine.
2. Genuine Engagement Enhances Performance: Organic posts that perform well naturally resonate with your audience. When you boost a post that has already received genuine engagement, you’re leveraging social proof to further its reach. This initial engagement signals to new viewers that the content is valuable and worth their attention, increasing the likelihood of further interactions and shares.
PUBLiSH Tip: Allow your posts to generate organic engagement for a few weeks before deciding which ones to boost. Posts with positive organic engagement are likely to perform even better when boosted. Avoid boosting posts with negative feedback. This approach allows you to make an informed decision and ensures you're investing in content that has already proven its appeal before broadening its audience.
3. Data-Driven Insights: Boosting organic content provides valuable insights into what resonates most with your audience, on a larger scale. This data can inform your broader content strategy, helping you create more of the content that your followers (current or future) love and engage with.
4. Boosts Page Analytics: Organic content, while valuable, often gets lost in the vast sea of social media posts. Boosting organic content ensures that your well-crafted posts reach a wider audience, including those who don’t yet follow your page. This increased visibility naturally leads to higher reach, impressions, engagement rates and more followers. Unlike traditional digital ads, which don’t contribute to the performance of organic content, boosted posts allow viewers to engage directly with the original content by liking, sharing, or clicking to view your social media profile, even if the ad goal is set to "website clicks." This dual benefit significantly enhances both your organic content and overall profile performance.
5. Flexible Goals: While traditional digital ads are known to provide more detailed targeting metrics (and they do), boosting also offers flexibility to align with your marketing objectives by choosing specific goals, such as website clicks or profile visits. If your goal is to strengthen your brand presence on social media, selecting profile visits is the way to go. If your aim is to drive sales or direct traffic to a specific landing page, opting for website clicks is best. We've seen great success in driving targeted traffic to websites, with costs as low as $0.10 per click when the boosted post is strategically selected to maximize clicks.
6. It’s Cost-Effective: Compared to running traditional ad campaigns, boosting organic content is much more cost-effective. With a smaller budget, you can achieve significant reach and engagement, making it an excellent strategy for businesses of all sizes, especially those with limited marketing funds.
It's time to move beyond a one-track approach to your paid social budget. By integrating boosted organic content, especially engaging video content, into your ad strategy, you can create a more dynamic and effective social media presence. It all starts with creating high-quality, engaging organic content that resonates with your audience.
Need help? We offer a variety of social media packages that include social strategy, content creation, content planning, scheduling and management, strategic boosting, and monthly analytics reporting. Contact our team to learn more about how we can drive results for your social media!
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