m i l k y w a y a g e n c y


What are your social media goals for this year? Think of the first ones that come to mind! Most of us have quite a long list, from increasing brand awareness, to consideration and sales, and the list goes on…

Here at milkyway*, we’re convinced that whatever those are, all of them are achievable by combining organic and paid media efforts, and as long as you work with professionals who are experienced in social media and content creation services. The key is to understand the importance of this and put it into practice. Take note:

1. Impacting all funnel stages

Although paid and organic content play different roles in social media strategies, they are both equally important.

Organic posts are key to building a social presence and give us the chance to interact with potential and existing customers. However, paid media is important for building brand awareness, reaching new audiences, driving conversions, and increasing sales.

Both of these efforts contribute to the customer journey on their own and in unique ways, and all of the above mentioned goals are part of any good networking strategy. Neglecting any of them would be a mistake.

2. Reaching wider audiences

Over the past year, most platforms have been playing with their algorithms and to be honest, the organic reach for brands nowadays is close to zero!

If your goal is to reach new and wider audiences (and to get your content out to your existing followers), advertising is a must. Bear in mind that we’re not underestimating the value of organic content. Of course, this also has a great impact on the success across any social platform, but much more when combined with ads.

3. Understanding the audiences’ preferences

Organic posts should help one understand what kind of content resonates with the audience better. This is where tracking data such as profile views, engagement, audience demographics, and more come into play!

Such information gives us context about what type of content to promote, who to target, and which ad formats to choose within each platform to generate the best results.

4. Increasing the ROAS (Return on Ad Spend)

When brands merge their paid and organic strategies, they are in a better place to show the stakeholders the impact their efforts generate. This can be very useful to justify a higher budget, plan future networking activities or simply demonstrate that these initiatives are working towards achieving the company’s objectives.

5. Positively impacting other areas of the company

Companies that go for both strategies recognize the advantages and possibilities of integration at multiple levels. They understand that organic content works better when paired with paid media, and that social media as a whole works best when combined with other marketing activities, like sales and customer service. Clearly, these brands are forward-thinking by nature and value cross-departmental collaboration because they know it can lead to positive results that ripple throughout their entire organization.

Overall, paid and organic campaigns complement each other to drive results, meaning that brands which don’t combine these strategies run the risk of losing new customers, generating less leads, and missing chances to increase sales.

If you are not sure how to implement paid campaigns across social or how to merge them with your organic efforts, don’t hesitate to get in touch through this page. At milkyway*, we’ll be more than happy to help you!

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