By Alex White

Do you want to be the Dollar Shave Club of B2B marketing on social media? In a market filled with countless razor companies, the brand found a way to stand out, building a strong online community and achieving significant growth without relying primarily on paid advertising. 

Notice how I said “without relying primarily on paid advertising.” That’s because, while paid is a practical option, it should be used primarily to complement your organic strategy. 

If you’re a savvy marketer, you’ve likely noticed how the majority of social platforms have become increasingly pay-to-play, reducing the reach of posts without the backing of funds. That doesn’t mean you need to jump straight into unloading your ad dollars. Instead, you should consider taking an approach similar to the B2C brand above, and create a strategy that’s data-driven, innovative, and most importantly, differentiated. 

What is organic social media marketing and why is it important?

Organic social media marketing uses unpaid strategies to build and engage with an audience on social media platforms. Simply put, you’re leveraging social media platforms to interact with and reach your audience without spending any money.

Anyone can advertise on social media (have you seen these wacky ads on X?), but not everyone will find success – at least not in the long-term, and not without a well thought out plan of action for organic social media.  

This plan should focus on creating authentic interactions and meaningful engagement, and showcasing your brand’s unique perspective. If you invest time in building the foundation of your organic strategy, your brand will flourish and reach its KPIs (key performance indicators). 

How to build an organic social media strategy

1. Define your goals and objectives

What do you want to achieve on social media? Your social media objectives should match up with your business goals. 

For example, if you want to increase brand awareness, your social media goal might be to increase followers and increase reach and engagement. Be sure to get specific with the goals you want your social media effort to help you achieve, like improving brand loyalty, generating leads, or increasing the number of users who visit your website. 

Once you’ve defined your goals, you’ll want to decide how you’re going to measure them. We recommend using the SMART framework: (Specific, Measurable, Achievable, Relevant, and Time-bound). Adhering to these criteria will ensure clarity, focus, and measurable outcomes, which will in turn improve accountability and resource allocation. 

2. Identify and understand your target audience

Who is your target audience? We’re talking about the folks who are most likely interested in your products or services. 

For example, a company like Ben and Jerry’s is likely targeting those who identify as sweet tooth enthusiasts over highly cost-conscious consumers (let it be known that I’m a fan of …read more

Source:: Top Rank Blog

Author: Aaron