Integrate paid and organic social media strategy to effectively promote content and drive sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 18, 2020, 1:08 AM UTC

Automating workflows can help brands integrate paid and organic media.

Combining paid and organic social media into strategy allows brands to approach their marketing campaigns with a more holistic outlook and balance awareness with conversions. Craft compelling organic posts for the brand’s profile page or stories to generate buzz and support paid media efforts.

Marketers must promote their best-performing organic content and optimise all posts with A/B testing to create an integrated media strategy. Creating ads for lookalike audiences based on their best consumers can help brands attract new consumers from similar demographics.

Building retargeting ad campaigns can help brands convert consumers with abandoned carts and stay connected with organic audiences. Evaluating metrics from both paid and organic posts is suggested to effectively measure marketing efforts and create a clear ROI strategy.

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