It’s the (digital) age-old question – is it worth spending money to grow my audience online?
Annoyingly, the answer is: it depends!
Organic posts and content are great to help you build your brand voice and establish yourself as an expert in your field. We do have a bit of a mantra here at MRPR, though: Post with Purpose!
Absolutely share the behind-the-scenes insights of your process… but have an intent behind it. Are you highlighting the quality of your products or showing its unique benefits? Then yes! Post to your heart’s content! Depending on your brand, your office morning tea may even be appropriate (though probably not!).
Organic posts should help you deepen your connection with your customers. Whether you’re connecting about your product, or the people who create the product, make sure you’re sharing something of value to your customers.
Even with the best content, we’ve found that the organic-only approach to life isn’t enough (online - veggies are a different matter!). Accounts that rely only on organic are fighting an uphill battle, unless they have great partners to share their content consistently. Adding paid posts into the mix is an incredibly valuable way to take your business to the next level. With the targeting algorithms improving all the time, paid content can help you target people who are interested in products and services like yours, in areas you service.
You can create dedicated paid ads, or you may choose to boost an organic post that is already performing well. Boosting posts allows you to get more value out of your content – always a winner in our book!
In either case, the quality of the content is always going to be key. There are so many available formats and platforms for content these days, to cut through you may need to get outside your business’s comfort zone sometimes.
Not all content types are going to be appropriate for your business, but there’s always opportunities to branch out. While writing a whole eBook might be out of reach, a simple cheat sheet or buying guide might be achievable. A video of your team dancing might not get people engaged, but showing the intricacies of your process might.
If you’d like to brainstorm some new ideas for your content strategy, book a call with the MRPR team today!
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