Transforming Your Paid Social Strategy with an Integrated Approach

As a marketer, it's easy to fall into the trap of thinking that paid and organic marketing are two distinct and separate entities. However, the truth is that these two strategies are more interrelated than most marketers realize. In this article, we'll explore why the typical approach to paid social is all wrong and how you can adopt a more holistic view that leverages both organic and paid strategies for maximum impact.

Organic vs. Paid: Two Sides of the Same Coin

The conventional wisdom in marketing is that organic marketing is all about building brand awareness and establishing credibility, while paid marketing is all about driving quick, direct sales. This black and white view of the world is not only oversimplified, it's also misguided.

In reality, organic and paid marketing both serve the same ultimate goal: to educate buyers, build brand awareness, and drive conversions. The key difference between the two is the delivery mechanism. Organic marketing relies on free channels, such as social media and search engines, to reach potential customers. Paid marketing, on the other hand, allows you to guarantee the distribution of your content to the people you want to reach by paying for the privilege.

A More Holistic View of Paid Social

So, what does this mean for your marketing strategy? It means that you should be thinking about paid social not as a standalone strategy, but as one piece of a larger puzzle. By adopting a more holistic view, you can use both organic and paid strategies to reach your target audience and drive conversions.

For example, let's say you're running a B2B company that sells software solutions. Your ultimate goal is to educate buyers, build brand awareness, and drive conversions. To achieve this goal, you might use a variety of tactics, such as writing blog posts, creating infographics, hosting webinars, and running Facebook ads.

Each of these tactics serves a different purpose and appeals to different types of buyers. Some may prefer to learn about your product through a blog post, while others may prefer a video demo. By offering a variety of options, you can reach more people and achieve your ultimate goal of educating buyers, building brand awareness, and driving conversions.

The Importance of Repackaging Your Message

One of the keys to successfully leveraging both organic and paid marketing is to repackage your message for each channel. For example, you might write a blog post that provides a deep dive into your product and its features. To reach the same audience through Facebook ads, you might create a shorter, more focused message that highlights the key benefits of your product.

By repackaging your message for different channels, you can make sure that your message resonates with your target audience, regardless of how they prefer to consume information. This will help you maximize the impact of your marketing efforts and achieve your ultimate goals.

When it comes to paid social, it's crucial to have the right mindset and approach. Many marketers make the mistake of thinking that paid social is only about short-term direct response, but that's not the case. Paid social is an opportunity to reach your target audience and educate them about your brand, product, or industry. When done correctly, it can be an effective tool to drive conversions and build brand awareness.

So, don't be afraid to think outside the box when it comes to paid social. Embrace the opportunity to use different delivery mechanisms and channels to get your message across. Just remember, it's all about the right mindset and approach.