Often, brand owners, particularly small businesses, rely heavily on organic social media strategies to reach new customers and grow their business. This usually involves creating and sharing content and using influencers on social media platforms like Facebook, Instagram, and TikTok, with the goal of attracting new followers, engagement and ideally driving revenue. Typically this is the case where business owners either fear investing money into marketing or they have not set funds aside for marketing to grow their business. While organic social media strategies can be effective in building a strong brand and engaging with customers, they alone won’t see your brand scaling to new heights. It can also burn you out trying to keep up with content requirements and algorithm changes while not seeing the results you hoped for.
One of the main reasons why organic social media strategies alone won’t enable small business owners to scale their brand is that they are limited by the size of their existing audience. Organic social media strategies rely on organic reach, which is the number of people who see your content without any paid promotion. The problem is that organic reach on social media platforms has been decreasing over time. This means that even with a large following, your content may not be seen by a significant portion of your audience.
Another limitation of organic social media strategies is that they don’t allow for targeted advertising. Targeted advertising is when you can reach specific groups of people based on factors like demographics, interests, and behaviours. It also allows you to importantly marry your message to the discrete audience. Without targeted advertising, it can be difficult to reach new customers who are interested in your products or services. This is especially true for small businesses that sell niche products or services, as their target audience is often more specific.
This aside, reliance on a sole channel such as organic social media, won’t bring in the bacon. Multi-channel marketing strategy is important and to understand why you need to consider the buying journey. Customers more often than not, interact with multiple channels and touchpoints before making a purchase.This increases the more your product or service costs (time or money). Have you ever seen a Facebook Ad that prompted you to check out the website but you weren’t ready to buy so you joined their socials or signed up to their mailing list then later googled them and bought…that is a multi-channel buying process. By having a presence across multiple channels, businesses can engage with customers at various stages of the buying journey, from awareness and consideration to purchase and post-purchase follow-up, and with targeting messaging. This helps to create a seamless and cohesive experience for the customer, which can increase their likelihood of converting and becoming a loyal customer. Additionally, by understanding the customer journey across different channels, businesses can optimise their marketing efforts and ensure that they are delivering the right message, at the right time, and through the right channels to drive customer engagement and enable scale.
In order to scale a small business, a balance of channels both paid and organic, is crucial. Organic social media strategies provide a strong foundation for building a brand, engaging with customers, and attracting new followers. Reliance on organic social media only may drive some revenue, but it will be difficult to scale a business solely with this channel.
If you are looking to move away from an exclusive organic social media channel approach, then reach out to the team. We can offer a complimentary 20 minute consultation to chat through how you might do this.