Organic Social: The Unsung Hero of Successful Marketing
The ROI of organic social media may not be as obvious as other avenues – and many brands de-prioritize it because of this. We’re here to say – DON’T be ‘other brands.’
We get it – organic social is a ‘slow burn’ – it takes time to build a trusting audience and gain momentum on the ever-changing algorithm. However, when done right, organic social media can replace antiquated and expensive brand awareness efforts that many brands pour their entire marketing budget into. It’s a money-saving strategy that many brands haven’t fully leveraged yet.
Our POV on Organic Social:
We believe that a strong organic strategy can lay the foundation of your brand, and raise awareness of who you are, and what you’re selling. Organic social media strategy is the key to increasing brand awareness, a metric that every brand should be focusing on in the digital age.
Higher awareness surrounding your brand will drive consumer intent and consideration to purchase, which, of course, leads to more sales. In a study performed on TikTok, higher awareness brands saw 2.86x the conversion rate of low awareness brands. Simply put, the more consumers see and recognize your brand, the more likely they are to purchase it.
Credit: The Awareness Advantage Report
From Awareness to Revenue
While you may not see your organic social efforts paying off overnight, this powerhouse awareness tool can work hard for your brand, and be a worthwhile long term investment.
Regular Visibility → Brand Recognition
Brand Recognition → Trust
Trust → Purchase Intent
Purchase Intent → Sales
Sales → Word-of-Mouth
Word-of-Mouth → More Sales
Each step compounds, creating a sustainable growth cycle that paid advertising alone can't match.
How Brand Awareness Drives Sales:
Increased Brand Recognition – Consistent visibility on social media platforms enhances brand recognition. When your brand continues to pop up on users’ social media feeds, they will recall you when ready to make a purchase. Being top-of-mind increases the likelihood of your product being selected over competitors.
Brand Trust is Built – Brand trust is more important now than ever. 79% of Gen Z prioritize trust in the brands they buy from – the highest % than ever before. When trust is built through brand awareness, your brand can develop repeat customers and long-term relationships.
Brand Education and Differentiation – Regular exposure and visibility into your brand on social media educates consumers about your offerings. Share unique selling points and brand values to set your brand apart from the competition – and give the user a reason to buy from you.
Word-of-Mouth Marketing - ‘He said- She said,’ but in a positive way. When people know and trust your brand, they’re more likely to share it as a recommendation to friends and family. It truly is the most cost-efficient form of marketing!
Bigger & Better Partnership Opportunities - You attract what you are – if your brand is well-established and respected, you’ll draw in brand collaborations and partnerships of the same level. Strategic partnerships can allow you access to a new audience, and the chance to engage potential new customers.
While we’ve made the case for focusing on brand awareness, that is only half the battle.
Contact us today and let’s build an organic social media strategy that can replace and outperform your expensive ad efforts.