October 15, 2024
For B2B marketers, organic social is ever-present. Whether it’s X in accounting or Y in HR, there is constant badgering for departments to share content on social to promote their activities. Unfortunately, this is screaming into the void at the expense of better spent time and resources.
There’s the adage of ‘if it’s too good to be true, then it probably is’ – and organic social is just that for brands. Building up organically takes a lot of time and patience, but that is often forgotten, and the platforms used by brands are often there to justify one’s role – or to try and persuade customers of business success. But organic only tends to be seen by around 10% of your followers…and when you consider your followers are mostly your staff – well, the success levels aren’t hard to work out.
Social is pay-to-play. Organic is a good supplement that fattens out your profile and shows you are ‘active’. Is it key for the end of the 5% buyer journey? Yes, it could have a part to play – but solely it’s not driving leads or engagements how you want it to.
Visibility comes in the way of paid targeting – and whether it’s LinkedIn, Facebook or Instagram you’ve got the tools to get in front of those key personas – and it doesn’t cost the world! For all the hours spent by someone drawing up a basic graphic that shows they were at an event, then waiting for rounds of approvals before posting – hours have been burned for a post that will only get minimal visibility. That’s costly!
Why is paid better for reaching an audience than organic?
- Enables laser-focused targeting: Paid social lets you zero in on the exact people you want—think decision-makers, industry leaders, and company insiders, all with a few clicks!
- Brand visibility boost: Want to make some noise? Paid social puts your brand in front of the right eyes, building awareness in all the right places.
- Lead magnet: Platforms like LinkedIn and Facebook make it easy to collect high-quality leads, right from your ads. LinkedIn may be the B2B bread and butter, but don’t neglect Meta.
- Bang for your buck: Stretch that marketing budget! Paid social is usually more affordable than traditional channels and gets your message directly to the right people.
- Instant scalability: Want to go bigger? Paid social campaigns can scale fast and adapt on the fly, so you’re always in control of the budget and the results.
- ABM superpowers: LinkedIn is perfect for account-based marketing (ABM), letting you target the exact companies you’re dying to work with.
- Remarketing magic: Keep the conversation going by retargeting your website visitors or leads with tailored ads, keeping your brand top of mind.
- Data-driven decisions: With paid social, you’ve got all the data you need to see what’s working (and what’s not), so you can fine-tune your campaigns.
- Funnel-friendly: whether it’s top-of-the-funnel awareness or bottom-of-the-funnel conversions, paid social lets you craft ads that work at every stage of the buyer’s journey.
- Content spotlight: Got killer content? Use paid social to promote your whitepapers, webinars, or case studies and reach a bigger (but still super relevant) audience.
Convinced?
If you want more advice – or need help getting started – contact us today.