Active and strategic social media presence is no longer just an option but a necessity, particularly for B2B enterprises. While some businesses still question the value of an active social media strategy, its benefits are undeniable, especially in an era where online engagement can significantly impact a company's success.
With two distinct marketing approaches (paid vs. organic) that businesses can utilise to target and engage audiences on social media, it's worth noting that consistency on social media really is the key to success when it comes to connecting with your audience. But before we get into the importance of consistent posting, let's quickly explore how paid marketing and organic marketing differ.
What is paid marketing?
Paid marketing involves sponsored content and advertisements
Offers precise targeting options based on demographics, interests, and behaviour
Yields immediate results and boosts visibility
Requires a specific budget for sustained campaigns
Provides measurable metrics for tracking ROI
Can be turned on / off at any given moment
What is organic marketing?
Organic marketing focuses on creating engaging, shareable content without direct advertising
Develops a loyal community and fosters trust and credibility
Requires consistent effort and patience for results
Enhances brand reputation through valuable and relevant content
Allows businesses to leverage user-generated content and build authentic relationships
Conversions: Organic marketing vs paid marketing
While paid marketing generally yields quicker results, organic traffic can significantly contribute to enhanced brand recognition. According to a recent Meetanshi report, organic search traffic boasts a notably higher conversion rate compared to paid traffic. These CRO (Conversion Rate Optimisation) statistics for 2023 reveal that organic traffic achieves an impressive conversion rate of 14.6%, in stark contrast to the 1.7% conversion rate observed for paid leads. This study highlights the dominance of organic leads, which generate over 90% of web traffic, making them a superior long-term investment for driving conversions and revenue.
It's clear to see how organic marketing can greatly benefit B2B businesses, but to emphasise how organic marketing can drive traffic and enhance visibility online, here’s a simple guide as to why businesses should utilise organic methods.
Organic marketing helps:
Improve brand recognition: Regular posting establishes brand consistency and familiarity among the target audience.
Enhance SEO performance: Relevant and keyword-optimised content on social media can contribute to better search engine rankings.
Increase website traffic: Compelling content shared on social platforms can drive users to visit the company's website for more information.
Build trust and credibility: Consistent valuable content demonstrates expertise and builds trust within the industry.
Deliver cost-effectiveness: Organic marketing can yield significant results without requiring a substantial financial investment.
Creating content that resonates with your target audience is so important; however, if you want to enhance engagement and drive traffic to your website, consider these ideas to help generate content ideas tailored to your specific audience.
Industry insights and trends: Share the latest industry developments and offer insights into how they impact your target audience.
Case studies and success stories: Highlight how your products or services have helped other businesses succeed.
Educational content: Provide tutorials, guides, and tips relevant to your industry.
User-Generated Content: Encourage clients to share their experiences and stories with your products or services.
Behind-the-scenes content: Showcase your company culture, events, and team to humanise your brand.
Identifying the best channels for your B2B business
Creating valuable contentconsistently is half the battle, but if it’s not reaching your desired audience, it won’t be truly effective. Understanding where your target audience is most active is essential if you really want to connect with them. Ways to successfully achieve this include:
Conduct market research: Utilise surveys and analytics tools to understand where your audience spends their time online.
Competitor analysis: Analyse where your competitors are active and identify gaps or opportunities in those spaces.
Test different platforms: Experiment with various social media platforms to identify where you receive the most engagement and traction.
Consistent posting on social media will help you stay relevant and allow businesses to:
Maintain top-of-mind awareness: Regular updates keep your brand fresh in the minds of your audience.
Foster relationships: Engagement through comments and shares helps in building lasting relationships with clients and prospects.
Showcase thought leadership: Consistent posting of valuable content establishes the business as an authority in its industry.
What are organic marketing channels?
Organic marketing channels refer to the various platforms and methods through which businesses can naturally and authentically engage with their target audience without relying on paid advertising.
These channels primarily include but are not limited to search engine optimisation (SEO), content marketing, social media engagement, email newsletters, and word-of-mouth referrals. Leveraging these channels, especially social media, enables businesses to foster genuine connections, build trust, and establish a strong online presence without the direct use of paid promotional strategies.
By leveraging organic marketing methods, generating tailored content, and identifying the right channels, businesses can significantly enhance their online visibility, engage their audience, and establish a strong brand presence.
If you're interested in learning how organic marketing can benefit your company, feel free to reach out to us at Together Digital. We can provide insights into digital marketing methods and their importance in B2B and in helping grow your business.