Organic social is a gold mine, That most people ignore, had a criminally negligent rate. Here’s how to use organic social so you’re paid ads can crush your competition & steal their market share
Market Research
Organic social is one of the easiest ways to conduct the most insightful customer & market research. Understanding consumer psychology, the motivation & pain points & inspiration for why you are target market makes decisions is absolutely fundamental to the successful & sustainable growth of any business.
Often brands will do this with post purchase surveys, or emails, or incentivized calls with customers. While all of these are really good resources to understand how people who have already bought from you feel about that purchase, that is also focusing on only your most leaned in customers to give you feedback that you have to either conduct work to decipher, or pay for. It’s also rarely as informative or real time or actionable for the acquisition of new customers, because you’re asking people who have already converted what they thought about it.
Organic social is a great place to understand what happens before that. You can get real time customer feedback. You can get real time market feedback. You can understand how people communicate to each other based on your products, offer, & marketing.
When you give folks the anonymity of a keyboard, & you are able to get honest feedback, in a way that is incredibly actionable. You just have to start looking at the comments & understand that this is what real people think in the real world, in real time, about your real business.
Another huge advantage of organic social, is looking at what your competitors are doing that is getting them attention. How are other people out earning you when it comes to the meritocracy of Engagement.
Instead of just looking at brands ads library, which can be helpful, why not look to what they’re doing when they’re not paying for attention & see what is earning the greatest mind share when money isn’t a thumb on the scale. This can be an incredibly valuable resource to understand what type of content you should be using, both organically & in paid ads.
It can also be a place where you can understand what type of content your customer base wants to see, why not use your best organic posts as the Creative for the ads that you’re running, the market is already told you they love it.
Growth Hacking
One of the beauties of organic social is that you don’t need to pay for attention. When you can focus on conquesting efforts to steal market share from your competitors, it becomes far more effective & easy to grow your business without them to pay for every single impression.
When you follow an account, it’s sort of like hanging a flyer on somebody’s door. Why not follow, or at least engage with, every account that is active on your competitors social media. Why not let your competitors invest in growing a qualified audience, & then focus on just giving those people an alternative option.
Don’t forget about the power of Chatbots & DMs. You don’t need to have a call center be the only touch point where you can understand why your customers are engaging with you. You can automate a tremendous amount of the work that goes into having conversation & extracting insight from feedback via direct messages.
Brand Launch Revenue
When launching a brand, using paid media is one of the least effective exchange rate on your investment you can possibly make. Far too many entrepreneurs rely on paid ads to see if a business will work. When you instead make the mental shift of using ads to amplify revenue streams are already proven to be affective, you ultimately are able to reliably scale a business.
We don’t have to focus on what’s the best performing ad to generate revenue so that we can stay in business. We can focus on what type of content earns attention that we can monetize. We can focus on the customer journey. We can focus on getting other platforms with a much more effective exchange rate on the investment, so that we have the operational finances to invest in paid growth.
For Example:
You can use Chatbot’s on live videos, to develop CRM lists that you can use to ultimately generate revenue via email. You can also use the conversations to validate marketing angles & product offers as well as ultimately develop relationships with a high lifetime value.
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