You need an organic social strategy – Here’s why

30 Jun 2023

Social media

Hannah Wilde

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If you want to reap all the benefits of social media marketing, an organic social media strategy is a must. As an experienced social media agency, we know all about the importance of creating and implementing a data-driven strategy for all digital marketing efforts. Just one of the benefits of working with a social media agency is the expert knowledge we hold, so we thought we would impart some of that knowledge to you. 

Continue reading as we discuss what an organic social strategy is, the benefits of organic social, paid social vs organic social, and how you can create your own organic social media strategy.

What is an organic social media strategy?

instagram and facebook apps

An organic social media strategy involves the use of “organic” (that is, non-promoted) social content designed to engage with and grow audiences. The key to a successful organic strategy is to create and share content that’s relevant, valuable and interesting to your target audience, with the goal of building brand awareness, increasing engagement, and fostering positive relationships with your followers. 

What are the benefits of organic social media?

An organic social media strategy is the key to taking your business to the next level. But don’t just take our word for it – here are eight benefits of organic social media marketing.

1. It gets you in front of your audience

whiteboard with audience written on it

Effective targeting on social media allows you to reach your customers in a whole new way. Through organic social, you can have real conversations with your audience, whether they’re potential customers or loyal repeat buyers. It’s like bonding over coffee but with emojis and likes. Not only does your audience see your content online, but they’re also able to interact and create a meaningful relationship with your brand and its voice.

An organic social media strategy encompasses multiple social media platforms – anything from LinkedIn to TikTok. So, with the right strategy, you can promote a cohesive brand image across multiple channels, allowing you to reach different audiences on a much wider level. Think of the exposure gained by iconic British adverts on TV – only social media is interactive and (for the most part) completely free! This leads us to our next point…

2. It’s cost-effective

plant pot filled with coins

Don’t get us wrong, there’s a lot of time and resources invested into creating top-quality organic social content. But when compared to paid social or PPC campaigns, organic social media campaigns are incredibly cost-effective to publicise. You don’t have to pay for advertising or clicks, and social media platforms are all free to join as a business account. This is why so many small businesses can benefit from an organic social strategy, as it keeps costs low whilst still being incredibly rewarding.

3. It provides valuable insights

social media insights on computer

Through your organic social, you can gain valuable insights into your audience’s preferences, interests and behaviours. This information can help you better tailor your overall marketing and business strategies to drive engagement, clicks and conversions. A social media agency will use specialist tools such as Google Analytics to find detailed and actionable insights about your audiences. These analytical tools can show who is interacting with your content the most, so you can tailor it towards the demographics most invested in your business. 

Plus, simply looking at social media likes, shares and comments can let you know which types of content perform best. You may find that videos get the most shares or that audiences love a certain colour scheme, so just seeing how well your posts are received can give you plenty of helpful information!

4. It helps you discover new audiences

sign saying 'follow me'

Ready to take your brand to new heights? Organic social media is the key to reaching a broader audience and making yourself known to new customers. With every comment, repost and share, your content is spread across the internet and has the chance to pop up on anyone’s screen. You can reach your customers’ family members, friends, colleagues – whoever they have as a friend on social media! Without the need for paid advertising, your products and campaigns can be easily shared with mass audiences all over the world. 

5. It aids with brand awareness

city full of billboards advertising brands

What business doesn’t want to build a reputable brand? A quality organic social strategy helps you to position your brand as a leading expert in your industry, acting as the go-to resource for insights and advice on all sorts of interesting matters. There’s no better way to build trust and establish your business as a reliable, trustworthy establishment. 

Besides, social media isn’t just about friends and funny cat videos (although we’re still definitely a fan of those too). It’s a place where you can connect with industry influencers, partners, and like-minded businesses. By engaging with them organically, you’ll expand your network, make meaningful connections, and open doors to exciting collaborations and new opportunities. All of these things will create a positive image of your brand across national and even global networks.

6. You could go viral

people excited by social media viral post

We can’t guarantee you’ll break the internet, but going viral on social media is something every business can strive for. Picture your posts being shared by thousands or even millions of people around the world. With a deliberate organic social strategy, you can monitor trends and the kind of content your audience loves, and then strike when the iron is hot to bring in tons of likes, comments and shares – similarly to a digital PR technique known as newsjacking

Whilst going viral is unpredictable, creating original and highly shareable content increases your chances of hitting that viral sweet spot. Learn more about viral marketing in our insightful blog post, including tips on how to make a social media campaign go viral.

7. It drives more traffic to your website

effects of organic social strategy driving traffic to website

Your website is something to be proud of, especially if you have spent lots of time perfecting website development and SEO. Well, organic social media can be like your personal traffic director, guiding people straight to your online home. By sharing blog posts, product updates, and special offers, you’ll entice users to click that link and land on your website – it’s essentially a free promo. More visits mean more chances to convert those visitors into loyal customers.

Organic vs Paid social – which should I focus on?

You’ve seen the many benefits of an organic social media strategy, but what about paid social? In case you didn’t know, paid social media involves all social media efforts that require payment to boost posts and place advertisements. It can be done on a budget, however, paid social does need you to set aside some funds in order to reap the benefits of this method.

So, what are some of the things that set apart organic and paid social media?

Algorithms

All social media platforms show content to users based on a bespoke algorithm of what they normally interact with. But what if you want to reach users who don’t normally show an interest in your niche? Say, for example, you sell fridges. Most people don’t tend to follow accounts called fridge_lover123 (but hey, no judgement if you do!). Paid social media ads mean that you can target people shopping for a fridge even if they don’t tend to interact with daily fridge content, meaning they are not limited by the algorithms. Organic social media on the other hand, whilst great for reaching relevant audiences, can sometimes limit you to certain online spaces and communities.

Cost

As we mentioned before, organic social media is completely free. It’s a great option for smaller businesses who don’t have a large budget to dedicate towards their digital marketing, but who still want to harness the power of social media. Paid social can cost you a pretty penny, but the results are certainly worth it in terms of conversions. It all comes down to your business’ budget and what you wish to achieve through social media marketing.

Targeting

One thing that paid social offers is precise targeting based on demographics like age and location. You can use audience targeting to show ads to customers who live near your stores or are part of your local community, reaching the exact target audience that you desire. Although you can create tailored organic social content to be shared by your target audience, paid social is a surefire way of reaching the best users. 

Customer interaction

Whilst paid social can attract more users to your pages and website, organic social media is where customers can interact with you as a brand. Organic social media lets customers DM and comment with queries and feedback, adding a level of interactivity to your content. Paid social typically functions more as an ad, however, there is still the option for users to drop a comment on your post. However, you’ll need someone running your organic social strategy to reply to DMs and keep up with comments. 

So, what’s the verdict?

judge's gavel hitting keyboard, deciding the verdict between paid and organic social

We’re not here to tell you which is best between organic and paid social. In fact, we think the two work best together – they’re the bread and butter of digital marketing. Where paid social can break limits and reach mass audiences, driving sales and conversions, organic social helps brands build a community and relationships with customers. The two work just fine individually, but if you want to maximise your social media marketing, you simply can’t have one without the other.

How to create an organic social media strategy – in a nutshell

After hearing us rave about the perks of an organic social strategy, we’re sure you’re raring to get started. Well, we won’t keep you – here is how to create an organic social media strategy in seven easy steps.

1. Pick your social platforms

different social media platform icons

What are your goals for implementing an organic social strategy? Do you want to improve your LinkedIn presence, or simply create amazing Instagram captions that sell? The platforms you choose matter, with different demographics tending to flock to different platforms. For example, you’re more likely to reach younger audiences on TikTok rather than Facebook.

When developing your organic social strategy, you need to be constantly up to date with new apps and trends. For example, why should marketers care about BeReal? This new(ish) social media platform sparked a trend in candid, unfiltered content, which marketers should be aware of. 

2. Make it easy for customers to find you

magnifying glass

Customers don’t want to search to find you – it’s inconvenient, and they’ll probably give up after just a few seconds. So how can you guarantee that any interested customers can find your pages? Firstly, usernames are important. Try to keep the same username across all platforms, and make sure it is professional and relevant to your brand. Simple is best – just your business name will do. 

Another helpful way to ensure customers can find you is by adding social media icons and links to your website and emails. This means users can easily jump from your website to your social media pages without having to conduct a search. 

3. Identify your content pillars

content pillars for making an organic social strategy

Content pillars are key topics or themes that guide your social media content strategy. They help you stay focused, consistent, and organised in delivering content that aligns with your brand and resonates with your target audience. Hey, you can’t post about everything, so it’s best to stick to a few relevant topics.

For example, TAL Agency focus our social content around brand updates and achievements, Google algorithm and other relevant updates, plus insightful posts to help others understand the world of digital marketing. 

4. Plan content with a social content calendar

social media content calendar for organic strategy

Organisation is key when it comes to an organic social media strategy. You absolutely need to create a social content calendar that lets you know what to post and when. This can help you keep on top with consistent posting and updates, as well as ensuring you always have interesting content ready to post.

There may also be certain special events coming up, so a calendar lets you plan ahead and get content ready for such occasions. For example, in the run-up to mental health awareness week, multiple team members took the time to speak about the importance of mental health in the workplace, resulting in great video content for our Instagram.

 

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5. Balance the type of content you post

balanced level

Variety is the spice of life, so don’t let your social media hit the same note over and over again. Try to incorporate a range of video, text and image content, as well as switching up the topics you discuss. Let’s face it, sharing four technical SEO blogs in a row isn’t the most riveting content for our followers, so that’s why we incorporate lighthearted Reels and memes alongside our usual informational content.

Sourcing a variety of different content can be difficult, but there are lots of tools on hand to help. Sites like Canva are great for creating custom graphics, and there are plenty of websites out there that help you find royalty-free images for use on your website and socials.

6. Don’t neglect community engagement

community engagement showing people hugging

Organic social strategy requires more than just uploading and scheduling posts. As a very interactive form of marketing, organic social strategists need to counter time spent replying to and interacting with customers on their pages. Think of Duolingo, who is a huge hit online due to their frequent, hilarious comments on random TikToks completely unrelated to their brand. This approach may not be suitable for all brands, but it is important to repost and interact with customers who try to engage with you online.

Community engagement also covers getting involved in your online community. Like and share other accounts’ posts, uplift your peers, and jump on board relevant trends to show that you’re proactive and ahead of the curve. 

7. Measure your performance regularly

pile of tape measures

Regular posting and engagement amount to little if you aren’t keeping track of your performance across social media channels. In order to adapt and optimise your organic social strategy, it’s essential to consistently measure performance and see what performs well with your audience. If you notice that certain topics or formats aren’t quite working, this gives you the valuable opportunity to regroup and try something new. 

Get started with organic social media

Right, that’s enough chatting. We hope you’re ready to get started with your own organic social media strategy and grow your business like never before! We’re certainly ready to help with any questions, advice or help you may need to improve your social media marketing. No matter how big or small your business, get in touch with us today to see how we can help.

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