If your social media marketing strategy hasn’t evolved in recent years, now is the time to reassess your approach.
Many marketers have continued to depend heavily on organic reach, only to experience diminishing returns. Regardless of the platform, each is designed to prioritize paid content to profitability, making it increasingly difficult for organic posts to gain visibility.
That doesn’t mean organic content has lost its value—it remains an essential tool for building community, trust and brand credibility. However, to counter the decline in engagement, it’s important to reevaluate and adjust your social media marketing budget to strike a better balance between organic and paid strategies.
The Marketing Budget
When budgets tighten, marketing is often the first area where cuts are made. Yet even small expenditures on paid social media can elicit results. Meta is the most common space where brands will pay for boosts, and here you can pay $1 or less per click.
Even for smaller organizations, allocating a portion of the budget to paid social advertising can significantly improve reach and performance. The key is consistency—maintaining a regular paid strategy is far more effective than boosting posts only in response to declining engagement
Finessing Your Approach
While each organization’s objectives may vary, most paid social media marketing efforts typically focus on three key areas: retargeting, local awareness and lead generation.
The first step is to clearly define your targeting strategy, as imprecise campaigns generally underperform. Retargeting campaigns often deliver the highest ROI because they engage individuals already familiar with your brand, reinforcing the value you offer.
For brick-and-mortar businesses, local awareness campaigns can be particularly effective, concentrating on users within your immediate region. If the goal is to move inventory quickly, lead generation campaigns emphasizing special offers or discounts can drive meaningful results.
DIY or Professional Help?
You know your target audience, their needs and where you can provide value, which is why your organic content performed well in the past. Knowing where to put your paid social dollars and developing the right type of content can be more complex, so getting expert assistance can improve your ROI.
Contact us at SJC Marketing – we specialize in social media marketing strategy, content development and helping your brand shine.