Three Reasons to Encourage Organic Facebook Growth
Are both organic and paid social part of your strategy?
There are many things that simply work better together – pen and paper, student and teacher and in this instance, paid and organic social growth.
A ‘pay to play’ marketplace, Facebook has made it increasingly easier for education providers to generate awareness for their brands through paid activity.
And despite new Facebook changes resulting in only about 4% of organic content being shown, simply paying for social presence doesn’t always translate into campaign success.
Along with our 2 Key Pillars for Improving Paid Facebook Performance, maintaining your organic Facebook growth is the other key factor that plays into positive campaign performance.
Why driving organic Facebook growth still matters.
If paid growth drives conversions by finding the right students, organic growth is the factor that builds affinities with these prospective students, keeping them interested in learning more about your brand, establishing long term relationships and encouraging loyalty.
1) A Cost-Effective Way to Reduce Ad Spend
Building an organic social presence may seem daunting and slow in the beginning, but a solid organic base both increase the effectiveness of your ads, as well as contributing towards reducing the costs of conversions.
Facebook provides marketers with a wealth of data readily available at their hands, including access to audience insights, demographics and most importantly – statistics that measure organic reactions and engagement with posts. Using these metrics, you can filter out the content that evokes a strong organic response from your audience and pair it with paid campaign activity.
Doing this increases the chances of conversions, as you are identifying content that resonates with the audience, thereby increasing the chances of clicks. Identifying these audiences that are willing to interact and continuously return to engage with your content reduces the technical efforts on Facebook’s part to find these viewers, ultimately reducing your overall Ad Spend and Cost per Acquisition (CPA).
2) Increase Business Value Through Social Proof
Perhaps one of the most important benefits of organic social media advertising is the ability to showcase your brand value. With more and more content being published daily, Facebook has slowly altered the way it decides to show posts to its viewers.
Advertisers are now required to create more engaging content that encourages audiences to initiate conversation, mimicking the same effect that would ensue if friends or family were to get together and have a chat. From an advertising standpoint, simply placing a budget behind a piece of content no longer guarantees property space on the Facebook feed. Before you pay to share, you need an audience to share with first.
Here’s where organic social presence is important because users enjoy interacting with businesses that provide value and where they can be part of a community that shares similar ideologies.
Valuable factors that translate how your posts rank on the feed and indicate how well your audience is responding to your content:
Nearly half (46%) of social media users are using social platforms while thinking of making a purchase
– Smartinsights, 2019
Posts with generous organic social value are amplified when paired with paid activity because people generally enjoy being involved in thriving conversations or share content that is interesting to them. In addition, it is also much easier to gain audience trust through posts that have high engagement value, making it easier for audiences to make a decision; whether it be to work with a business, purchase a product or sign up to study a new course.
3) Increase Visibility by Building Better Custom Audiences
We all pursue paid campaigns in hopes to capture leads, but how does a prospective client make their decision if they don’t know your brand or what the values you stand for?
Facebook provides users with the option to target audience traits when creating paid campaigns. This can often be a hit and miss, especially if it is based off what you ‘think’ versus what you actually know about your audience interests. Maintaining organic growth and engagement on your Facebook page allows you to build a community of individuals where you can clearly identify traits, behaviours and interests and eliminate blind targeting.
Knowing these key factors about your audience enables you to amplify your visibility by creating successful campaigns that are composed of proven traits derived from a real community of people. Along with this, building custom and lookalike audiences also become much easier once a clear audience niche has been identified.
With the Facebook algorithm continually evolving and changing the way that content is shared, it is often easy to fall into a cycle of simply paying the Facebook platform in hopes that it will reach the right audience. When instead, with a little bit of nurturing and smart community management, these audiences could be right in front of you.
That being said, one should not outweigh the other as both paid and organic social growth should play an equal part in the development of a strong digital marketing strategy.