7 Ways to Combine Organic and Paid Social Media Strategy

January 11, 2021

You already understand the importance of both organic and paid social media. But unless you’re strategically integrating the two, you’re missing out on a powerful combination that can accelerate your brand’s growth.

Here’s a blueprint that you can use right now to put paid and organic content to work for your brand.

For even more details, examples, and advice from top brands like the Portland Trail Blazers, download our whitepaper 10 Underused Strategies to Get Paid & Organic Content to Play Well Together.

1. Apply organic wins to paid strategy

Creating a consistent look and feel between paid and organic content offers consumers a more positive experience. To make this happen, apply the elements that generate the best engagement in your organic content—such as post topics and image types—to your paid posts as well. 

2. Leverage paid social to retarget inbound traffic

Build content around low-competition keywords to attract traffic to your blog, then use calls to action to send these visitors to key pages on your site. Next, retarget the visitors who spend the most time on these pages with paid social content. The upshot: you spend on only the hottest prospects, saving money while improving results.

3. Start with the ad

Most brands’ M.O. is to produce organic content and then promote it if it does well. But some brands are flipping the order with excellent results. To do this, simply create an ad, A/B test different elements, and then use the winning techniques in your organic content.

4. Use paid content to inform organic SEO

You may already be using SEO to strengthen your paid strategy. Why not also use the SEO data you’re collecting from paid content to build or reoptimize your organic content around the most successful search terms? This is a cost-effective way to ensure that your organic content is filled with search terms you know will generate results.

5. Analyze behavior to choose paid vs. organic

Investigate behaviors that have lower motivations for paid social and behaviors that have higher motivations for organic social—and then use the insights to leverage paid strategies in the most  useful, cost-effective way. For example, if an organic video post has high engagement but a low completion rate, try shortening that video for your paid ads.

6. Combine organic and paid KPIs

Seeing the way organic and paid content KPIs interact with one another can give you deeper insights into the effectiveness of your campaigns—and even the overall health of your brand. So be sure to look at reach, total views, and other KPIs for both content types together.

7. Learn from the pros

Want to get more out of your organic and paid social content? In our new whitepaper 10 Underused Strategies to Get Paid & Organic Content to Play Well Together, we reveal social strategy secrets from experts at the Portland Trail Blazers, Wolf Entertainment, Learfield IMG College, and Conviva.

For any additional questions, reach out to one of our social specialists at Conviva using the VivaBot in the bottom right corner of this page or submit a request here.