How Important Is Your Organic Social Media Content?

by | Oct 23, 2020

I’m still seeing lots of businesses who think the “cure” for a lack of enquiries is to post more often on their social media.

The conversation between a business owner and their marketing person goes something like this:

“Hey, Bob! I need to run a special offer this weekend! Do a post about it on Facebook!”

“Hey, Kate! We’ve got room for two more appointments tomorrow! Tweet about it!”

Unfortunately, social media for small to medium-sized businesses doesn’t work like that. Well, it may do but you’ll be lucky.

The fact is, if you want to sell something via social media or you have news that needs spreading far and wide, quickly… PAY FOR SOCIAL MEDIA ADS.

Here are the scary stats about organic social media content: 

A post on your Facebook Page will reach just 4 or 5% of your Facebook followers.

The lifespan of a tweet is just 18 minutes.

Which is why some businesses think the answer is to post more often. I can see the logic here but again it doesn’t work like that. 

Social media algorithms are smart. Let’s say you’re a car dealer trying to shift a specific car off your forecourt. You do a post about it on your Facebook Page in the morning. Then you post about it in the evening. Then the next day…. 

Facebook knows your audience is simply going to switch off. They don’t want to see the same shit over and over again, especially if it’s a sell. So they’ll strangle the reach of the posts. 

Even just £10 or £20 would put the car in front of exponentially more people. And, if you know what you’re doing, they’ll be TARGETED people and your ad copy will doing a decent job of CONVERTING them from viewer to enquirer.

So I’m not talking about simply pressing that tempting little button that says “boost post”. This is work you do in Facebook Ads Manager.

And the result for you will be much better. Spend nothing and have a 5% chance of success. Spend £20 and have a 50% chance of success. 

Here’s the key thing – if you’re a business rather than a celeb or influencer – organic social media content is there to SUPPLEMENT your paid-for marketing. People see your ads somewhere, hear you speak at an expo, get cold called, read some PR… whatever. 

They then go and check you out on social and see an informative and up-to-date account. Not a business that posts bland content or one that last posted two weeks ago.

Your organic social media makes the selling easier. It’s not there to do the selling for you.

Want to know more? Simply book your Discovery Call.

Stay safe, stay hungry.

Codebreak Marketing Assistant Emily

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