Paid and Organic, Better Together: Why an Integrated Media Strategy is Better for Business - Letrecia Tippett, Hootsuite
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As discovered in Hootsuite’s Trends 2022 report, marketers are planning to spend more on social ads in 2022, and the key to this is finding the perfect balance between organic and paid to make the most out of your social presence. Organic and paid social play two very different (but equally important) roles in successful social strategies. An integrated social media strategy is not only efficient but also the most effective use of marketing spend as it enables you to connect with your audience and reach your business goals on social. Join our panel session with experts from LinkedIn and Hootsuite to learn how effectively combining paid and organic social strategies together helps you: Reach your business goals Connect with and convert your audience Demonstrate ROI your social strategy Maximise marketing resource efficiency
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Paid and Organic, Better Together: Why an Integrated Media Strategy is Better for Business - Letrecia Tippett, Hootsuite
- 1. Paid and Organic, Better Together: Why an Integrated Media Strategy is Better for Business PANEL SYDNEY, AUSTRALIA ~ MARCH 22 - 23, 2022 DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia Letrecia Tippett SENIOR DIRECTOR, ANZ HOOTSUITE Lexi Kuna CUSTOMER SUCCESS MANAGER HOOTSUITE Amanda Margariti SENIOR PARTNER MANAGER LINKEDIN
- 2. Paid and organic, better together Why an integrated media strategy is better for business
- 3. Speakers Letrecia Tippett Senior Director, ANZ Hootsuite Lexi Kuna Customer Success Manager Hootsuite Amanda Margariti Senior Partner Manager, ANZ LinkedIn
- 4. Build a compelling social presence: your organic reach amplifies your paid reach Measure, learn and optimise Boost your reach and engagement with paid ads. Invest in your best organic content Cultivate an integrated media strategy in 3 steps
- 5. STEP 1 Build a compelling social presence
- 6. Prep for Community Built Success 1. What are your community goals? ➡ Grow Followers ➡ Increase Brand Sentiment ➡ Advocacy 3. Is your organisation ready? ➡ Resources/Content 2. Understand Ideal Customer Profile ➡ Who do you want your community to be vs actual community
- 7. JAN 31 FEB 2 FEB 3 FEB 4 FEB 5 FEB 6 FEB 7 FEB 9 FEB 10 FEB 11 FEB 12 FEB 13 FEB 14 FEB 15 FEB 16 FEB 17 FEB 18 FEB 19 FEB 20 FEB 21 FEB 22 FEB 23 FEB 24 FEB 25 FEB 26 FEB 27 FEB 28 Consistency is Key! SUN MON TUE WED THUR FRI SAT FEB 8 FEB 1 JAN 31 FEB 2 FEB 3 FEB 4 FEB 5 FEB 6 FEB 7 FEB 9 FEB 10 FEB 11 FEB 12 FEB 13 FEB 14 FEB 15 FEB 16 FEB 17 FEB 18 FEB 19 FEB 20 FEB 21 FEB 22 FEB 23 FEB 24 FEB 25 FEB 26 FEB 27 FEB 28 SUN MON TUE WED THUR FRI SAT FEB 8 FEB 1 Do this! 👍 Not that. 👎
- 8. Boost your reach and engagement with paid ads STEP 2
- 9. Page Followers exposed to organic and paid content are 61% more likely to convert compared to those only exposed to paid media Likelihood of Conversion
- 10. Benefits of Paid vs.. Organic Social Media. Paid ● Reach a larger audience ● Target Ideal Customers ● Drive Leads and Conversions Organic ● Brand Awareness ● Customer Service ● Relationship Building Gain new customers and followers Promote Quality Content Research your target audience
- 11. Alternative Strategies to Boosting Remarketing Key link to integrating paid and organic. A great tool to leverage when transitioning from brand awareness to performance based campaigns. A/B Testing Optimise your paid campaigns. Look at digital assets, copy, audiences. Organic content can benefit from manual testing. Lookalike Audiences Reach new audiences with similar characteristics. Leverages existing information, such as demographics, interests and behaviours.
- 12. Three Ways to Reach your Organic and Paid Audience Your LinkedIn Page audience is already aware and relatively engaged with your brand. This could make them candidates for your paid messages. When you land on an organic post that is generating a good amount of engagement, boost it to turn it into a paid ad. This immediately extends its reach beyond your followers Members who have RSVP’d to your LinkedIn Event, showing interest in your brand and/or the event content, can be quickly turned into campaign audiences. 3. Retarget LinkedIn. event audiences. 2. Retarget your. organic community. 1. Boost High.Performing. Organic.Content.
- 13. Customer Advocacy Lead Generation Brand Building Customer Acquisition Customer Growth Customer Retention Social media is the golden thread through your customer’s journey
- 15. ➡ Brand Awareness Reach, views, and engagement are commonly associated with brand awareness and will not align to performance. ➡ Performance Action Based: link clicks, landing page views, sign ups, conversions ➡ Contextual Seasonality - time of year Audiences Measure,. Learn,. And. Optimise.
- 16. Track performance over time Cumulative Metrics Track metrics that matter most over time to understand the impact of any changes that might affect audiences See the performance of each post to understand the impact of your content or the audience it was shared with
- 17. Stay consistent with your posting and. utilise your existing pieces of content. Key. Takeaways. Your organic and paid audiences. don’t see your strategies as separate. Utilise your data to inform for future. campaigns. Align your goals to your overarching. business objectives.
- 18. Thank you