With almost 83% of the UK population active on social media, there’s no reason for businesses to avoid this channel and miss out on engagement and enquiries.
Aside from WhatsApp, the largest social networks in the UK are Facebook and Instagram with a 73% and 60% share of the market, respectively. As such, you can be sure that at least some of your new and existing customers can be found – and therefore can find you – on social media.
With that in mind, there’s no doubt that your business should be active on social media – but what type of campaign is right for you? We’ve put together an overview of organic and paid campaigns so you can make the right decision. When you’re ready, or for expert advice tailored to you, contact our team online or call us on 02380 332 675.
(And yes, you can of course find us on social media as well!)
Paid Social Media Campaigns
Paid campaigns are a great way to reach new customers. Through Meta’s advertising dashboard, your business can reach customers on Facebook and Instagram based on your targeted demographics, age ranges, geographic locations and even specific interest levels. What’s more, you can retarget customers who have visited your website (down to a specific page), re-engage people who have interacted with your social media profiles and even those who started to convert via a specific advert but didn’t complete it for whatever reason.
Through paid social media campaigns, you can precisely target the customers who are most likely to convert. You won’t need to have accrued any kind of organic following online; it doesn’t matter if you have no followers, no friends – all you need is a target demographic, striking advert, clear incentive and irresistible call to action.
That’s where we come in. We have experience creating, optimising and refining effective, highly converting paid advertising campaigns for companies across a range of verticals from home improvement to marine and lots more in between. Whether you’re looking to create a series of adverts that tell the story of your brand and build trust to lead to a conversion, or you simply want one advert that has it all and generates leads, we can help.
Organic Social Media Campaigns
Organic campaigns help to build a relationship between your business and your customers, both new and existing. Many of us will likely have checked out a company’s Facebook or Instagram page to see if they’re active, or if they have any new product launches and promotions, or even to see if they are getting lots of negative comments from customers. That’s why maintaining a consistent, eye-catching, positive organic campaign is key.
Organically, businesses can effectively build long-term, long-lasting relationships with their customers. If people choose to follow your company on social media, they’re demonstrating their level of commitment to your brand and intent to buy. They might be waiting to see your new product, latest project, attention-grabbing promotion and similar, to encourage them to convert. That’s why you need to be posting quality content consistently.
In many cases, organic campaigns work in conjunction with paid campaigns. We mentioned above how you can retarget adverts based on your organic engagements so that you can reach those high-intent followers with a specific promotion, perhaps a bespoke offer. Additionally, reaching those new customers through paid could turn them into organic followers. If that’s the case, you’ll want to keep posting engaging content to keep them, so you don’t lose the investment you made to obtain them as followers.
Organic vs Paid – Which is Right for You?
Every business is different, and right now, only you will know whether paid or organic social media campaigns sound like the right choice for you. Do you already have plenty of followers online, but you’re just not posting engaging content regularly enough to turn them into leads? Or are you just starting out and looking to reach new customers without an existing foundation to build upon?
Perhaps it’s both – you need to keep your current customers engaged and get them interacting with your content while consistently expanding to reach audiences with targeted adverts that turn into tangible results.
Whatever you need from paid and organic social media campaigns, talk to the experts at ICAAL today. With years of experience under our belts and a proven track record of generating quality leads across Facebook, Instagram, X, LinkedIn, Pinterest and more, you can count on us to take your business to the next level.
(What About WhatsApp?)
We mentioned earlier that WhatsApp is the most popular social media platform in the country. While we can’t post organically or run paid campaigns on here like other social channels, we’ve got you covered with our WhatsApp Chat service.
Find out more about this here and get our WhatsApp functionality installed on your website. Obtain verified phone numbers from your customers and engage with them using our custom-made CRM. Once it’s live, congratulations – you just opened up your business to 79% of all social media users across the UK.
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