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Paid vs. Organic: The Battle for Better Social Media Lead Conversion

Updated on September 11, 2017
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Social media has been one of the staple elements in digital marketing industry. As new networks like Snapchat and Periscope arise, more opportunities come for businesses to convert leads to sales from social media. With the never-ending growth of social media, it is no longer a question of whether social media is really effective or not. It is now more of which among the social media marketing methods can lead a business to success.

Over the years, the question on which among paid and organic social media campaign is effective in the lead conversion has been debatable. It is a never-ending argument that remains unanswered. In this article, we will try to take into considerations some important factors which could determine which among the two methods really work.

The Rise Of Paid Platforms

These days, most businesses are no longer new to pay-per-click model in online marketing. Google first introduced Adwords, then along came other websites that offer paid ads to directly increase leads for various kinds of business.

The current behavior of consumers nowadays has been more favorable to paid advertising. In a series of statistics by Hubspot, they revealed that consumers are now more open to engage in paid media. About 77% of them would prefer to use ad filter rather than totally blocking all ads. Also, 64% of consumers click on ads when they are looking to buy items online.

It is no longer a surprise to know that some social media giants like Facebook, Twitter, Instagram and Pinterest, have integrated paid campaign offers to their service. In fact, Facebook even added Messenger Ads in its roster of paid services for businesses by the last quarter of 2016.

But social media ads may not be as transactional as with search ads. Social users have different online behavior compared to search users. Search users, specifically search for products while social media users are more focus on relevant contents worthy to share.

Paid Social Ads Gets Attention

While organic social media efforts can keep your followers updated with the current updates and happening in your business, your posts can easily get piled down by newer feeds, tweets and IGs. Your content can be hardly noticed by your followers. Paid ads, on the other hand, help you stand out in an already crowded channel.

Social media paid ads targeting capabilities is no doubt a game-changer. Business can reinforce their content with the right targeting so they can reach the right audience and capture their attention. You can also retarget interested consumers who have visited your page. In the process, it is easier to deliver them down the conversion funnel. With a more tailored message reaching the right people, businesses can track their return of investment accurately.

The Impact On Social Communication

One of the cores of social media marketing for lead conversion is communication. Unlike other lead conversion campaign like SEO where consumers are limited to accessing the website to communicate; social media empowers a two-way communication in a fast and almost real-time manner. Social media platforms allow businesses to create a brand persona which prospect consumers would like to connect to. It is easier for businesses to convey a message, drive leads and convert them to sales.

Social Media Organic Campaign Encourage Communication

Social media listening or learning does not need to be paid. It is way easier to listen to what your market is saying about you or your products and services through a genuine organic communication. It is only through an organic campaign that you will be able to naturally and actively be part of a social community.

As a business, getting into paid campaign could only do more harm than good if you don’t actively participate in an organic communication. Get involved, interact with your audience and answer their concerns on a personal level.

The Seamless Way To Deliver Content

Content is the lifeblood of any kind of online marketing campaign. For social media, the engagement of consumers in your business relies on how your content is delivered to the right prospects. It is important that you understand the impact of your content to different kinds of people so you can simultaneously attract the right consumers and lead them down your funnel.

Paid Programs You Helps Target the Right Group Of Audience

Having your content consumed by the right people could be considered as the core of social media lead conversion. But as marketers, perhaps, you are already aware how difficult it is to deliver your content to different groups manually. This is when paid campaigns come in handy.

Paid campaigns strengthen your content as it is delivered to people who are really interested in your content. In other words, it amplifies your content by using paid advertising tools. It allows you to gather and utilize the right data to target the right group of audience.

For example, if you are marketing a certain beer brand, more likely your targets are beer drinkers, probably men at the age of age 25-50. Using a key content that is highly relevant to them, you can set a Facebook ads within your daily budget. Facebook bots will fetch all users under the set demographics and deliver your content to them through feeds, sidebars, etc. You can then measure the effect of your content to this set of audience.

Targeting is something that would be very difficult when done the natural way. While there is nothing wrong with sharing your content to your channels manually, it would take you a lot of effort and time to distribute them to a decent number of users under the same group. It would also be complicated to accurately measure the impact of your content to your audience.

But Organic Programs Strengthen Relationships

However, the successful and seamless delivery of content does not end when your target consumers have consumed your content. When you finally encourage them to engage with you, you need to reinforce your content with a genuine interaction that would strengthen your relationship with them. That’s one smart way to use social media. You don’t need to pay to build a strong connection with them. It doesn’t cost a penny to create highly-engaged social media followers that could potentially be converted into loyal customers.

Finding The Right Balance

Communication is considered the holy grail of social media marketing. Whether it is for website traffic or lead conversion, getting connected with your audience is imperative for a successful campaign. However, if you are not open for paid campaign to strengthen your brand or you neglect organic programs to nurture the relationship, you will probably end up with lots or criticisms rather than optimizing the flow of your sales funnel.

Balance is important. It is not a question of whether or not you need the paid or organic social programs. The important thing is that you will be able to utilize both for your business advantage. According to a survey, consumers would likely to spend up to 40% more when businesses engage and respond to their queries. And you can only engage effectively with your consumers if you find the right balance between paid and organic social media lead conversion campaign.

© 2017 Al Gomez

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