Tactics To Boost Your Organic Social Media Reach
There's no denying
that building a successful organic social media strategy has become more
difficult. However, it surely isn't impossible - and we're about to show you
why! Read on to discover some impactful ways to improve your organic social
media performance:
The demise of social media reach and effectiveness has recently been lamented by business owners and social media marketers alike.
But make no mistake, organic social media marketing is still an effective way to grow your brand awareness and, if you have a good organic social media strategy that’s even better. It removes barriers to purchase, informs people about how your product works, and answers customer service inquiries – all while building a community of engaged fans.
Brands can definitely achieve success with their organic strategies, and once you master how to grow social media organically, you can too! You just need to pay close attention to these essential tactics.
● Keep Your Audience Front and Center
If you only take in one of these essential tactics, it should be this one - you can’t succeed in the competition for organic attention if you’re not producing content tailor-made for your audience.
People use
social media to be entertained, educated and engaged, but, of course, the
details vary from audience to audience.
Know your audiences better
than they know themselves
You have to know who you’re trying to attract and craft your brand’s voice, style, personality and content to suit.
If your audience are moms who work 10am - 2pm, then pick up the kids, help with homework and rush to get something on the table for dinner - but ALSO love baking on the weekends, drinking Sauvignon Blanc while watching The Bachelor and scrolling Instagram - then THAT's who you need to appeal to.
I realize that’s very specific - but that’s the point - you should be as specific as you can. You can even give your audience persona a name if that helps, in this example, let's call her Tracey.
Work out what Tracey likes to see on her newsfeed, and what prompts her to engage. You know she’s sneaking away to check her phone in between work, raising children and running a household – so you need to understand how she uses social media.
Does she prefer video, what colors and styles of content will attract her?
If you're personally nothing like Tracey, understanding her can be tricky - so find a Tracey in real life and put yourself in her shoes to make sure your brand’s social media presence passes the audience test.
The purpose of your brand being on social media is for Tracey (and all the other Tracey’s) to recognize you're the brand for them and make an emotional connection - before they’ve even had time to think about it.
Think about your brand’s style and what it conveys to Tracey or whether your content is attractive or off-putting to them.
This affects how your content performs organically in the newsfeed. After all, the more personalized your posts, the higher the chance your audience will engage with them, which will increase your organic reach.
●
Stand
Out From the Crowd
Your brand is over your logo and tagline. A lot is communicated by the combination of your logo, brand elements, fonts and color palette which should marry perfectly with the realities of your brand experience.
Think about the last time you bought cereal. You can tell which brands are fancy, which ones are environmentally friendly, and which ones are budget, just from looking at the packaging. They all do the same thing, but something makes you buy one or the other. Your posts' initial job is to Stop The Scroll. You want your audience to stop scrolling for a second and check out your content.
But you first need to earn the attention of your target market before they can engage with you and each brand achieves this differently, which goes back to knowing your audience (remember Tracey?).
Beyond branding
Not only do you need to convey the traditional aspects of branding by sticking to your visual style, but you need to pay attention to your brand tone of voice too.
Social media branding is more than branding in the logo/colors sense. Every interaction with a user is part of your brand personality. Each review, every check-in, the private message replies – your whole presence down to the last detail says something about your business, and therefore your brand.
In a competitive market with savvy consumers who have unprecedented access to information – give them a reason to choose your business over your competitors.
●
Shift
Your Focus Away from Selling
One very common mistake on brand pages is people talking exclusively about themselves. Organic social media MUST be social, and no-one wants to talk to the guy who only talks about himself.
You can talk about your products, their features and how they make people’s lives better. You can post about your latest sale or promotion, but it must be broken up with other types of engaging content to provide value through variation.
Your organic
social media is a place to let your audience get to know and trust you as a
brand, where you can learn more about what they like. Don’t ruin that by
shoving your sales messages in their faces.
Organic social media is the same. It helps you establish a relationship with your audience, so you can nurture them towards purchasing with paid social media campaigns later.
The Takeaway
Organic
social media marketing is not dead.
That's why, if you’re blaming the algorithm for lack of
engagement, it might be time to stop and think about your audience, reconsider
your content and dive into your analytics. Sometimes going back to basics
really is the best way to improve your organic performance on social media.
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