A subject that arises almost every day here at the agency, and is also a constant questioning of our clients: Does the organic range still make sense? With so many paid media campaigns (Ads) dominating the social networks and algorithms trained by AI trying to find the right customer, at the right time, it is important to understand that investments in organic should not be abandoned, but rather viewed as a complement to their strategy. That's what I'm going to explain in this article.
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ToggleWhat is organic reach
Organic reach is the visibility that your content gains naturally, without spending on ads. It's that spontaneous interaction that comes when you post something and people like it, share it and comment because they really liked what they saw. It can also be identified by views to blogs, websites and landing pages.
When users demonstrate spontaneous interest in their business, it can be considered the biggest indication that organic is working together with the strategies applied in campaigns and actions. However, to have a strong digital presence without investing in paid advertising, the challenge is even greater, requiring more creative, quality and volume content.
The decline in organic reach has been a recurring theme, especially on social networks for some years. Studies conducted in 2023 showed that the average engagement rate of an organic Facebook post ranged from 2.58% to only 1.52%. And it was Meta herself, who owned Facebook that acted strongly to do this, because it reduced the delivery of organic posts to favor ads and invoice with online advertising.
But hold on! Organic marketing for social media is far from over. However, the way companies think about this strategy needs to change. The incorporation of Artificial Intelligence and Machine Learning into algorithms in networks creates new opportunities to reach users beyond their existing audience.
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Why invest in organic reach
Investing in organic reach brings benefits and contributes to building a solid and reliable foundation for your brand or company. With this, it is possible to achieve some market results that ultimately help in the search for prospects and sales.
Creditability and Trust
When its content appears organically to the user, it generates more value. People tend to trust more in a brand that doesn't need to pay to be seen. A content that is shared, commented and spontaneously enjoyed by users shows that the brand has authority and relevance
Cost-Benefit
Investing in organic reach is an even-economic way to promote your brand. Of course, it takes time and dedication to produce quality content and maintain an active presence on social networks. However, a successful organic posting can reach thousands of people without you needing to spend anything on paid ads, which results in savings in the cashier.
Powerful SEO
Quality content is directly linked to good SEO (Search Engine Optimization). When you create relevant and valuable content, they tend to be more shared and commented, which increases the visibility of your site or blog in search engines. A good SEO leads to better positioning on the results pages, bringing more organic traffic and further qualifying your audience.
Tips to Improve your Organic Reach
As you have seen so far, standing out and winning your target audience engagement is important for business success today if you don't want to spend on ads. I've separated some tips to provide you with the tools and strategies necessary to boost your organic reach.
High relevance content and unbeatable quality
Prioritise the creation of relevant, informative content and solve your target audience problems. Become a valuable guide, doubt solver or master of high quality entertainment.
The example of Digital Results
Digital Results (RD Station) is a practical example of how creating high-relevant and quality content can increase the organic reach of a company in Brazil. Focused on digital marketing and marketing automation, RD Station uses a robust content strategy to attract, engage and convert its target audience.
The RD Station blog is a reference in the Brazilian market, offering a wide range of articles, eBooks, webinars, infographics and case studies covering various aspects of digital marketing. The company invests in creating content that addresses the main pains and challenges of marketing professionals, providing valuable practical solutions and insights.
One of the highlights of RD Station's content is the production of educational materials such as “RD University”, where it offers free courses and payments on digital marketing, sales and marketing automation. In addition, the company holds events such as RD Summit, which is one of the largest marketing and sales events in Latin America, attracting thousands of participants and generating a huge amount of relevant content.
Diversity of formats that attracts
Embed a variety of formats into your editorial calendar, including informative posts, tutorials, engaging videos, interactive polls and dynamic lives to keep the audience involved and promote a sense of “I want more”!
Impeccable quality
Invest in high-resolution images and videos that hold the attention of the public and raise the user experience. Unfunny and blurry content does not generate engagement.
Keywords: in search of ranking on Google
The search to get well positioned on Google has to be strategic, no achismos. Use tools like Google Trends and Ubersuggest to identify the relevant keywords your audience searches for in search engines and social networks.
Promote a natural injection in your strategies, incorporating the keywords in a natural and strategic way in the titles, meta descriptions, text of the content and hashtags, always cherishing for fluidity and legibility.
Hashtags should be optimized. Choose relevant and specific hashtags to increase the range of your content and attract new followers to your platforms. But attention: avoid excessive and unnecessary use of hashtags.
Bet on engagement to build long-lasting relationships
Remember that interaction with your audience needs to be authentic: Answer comments, short, ask instigating questions, and encourage genuine debates to build lasting relationships with those you have following your brand or product. Show real interest in your doubts and opinions!
Strategic competitions and promotions should be part of the actions, so create planned and attractive contests and promotions to boost engagement, increase reach and attract new followers to your platforms.
Your community needs to be vibrant. Cultivate a strong and committed sense of community around your brand. Encourage interaction between your followers and customers, promoting a welcoming and inclusive environment.
Consistency is the basis for continuous growth!
When you think about improving the organic reach of your digital strategies, having a plan is something indispensable. Set a realistic and consistent posting schedule and follow it to the letter. Publish regularly to keep your audience engaged and eagerly waiting for your new content.
Create a comprehensive editorial calendar to organize your ideas and posts, ensure the quality and variety of content to avoid unforeseen events and invest in campaigns your target audience expects to achieve, working on valuable content.
Automating processes helps a lot in your company's productivity or business. Use reliable post scheduling tools to optimize your time, facilitate organization and ensure punctual publication of your content.
SEO to boost organic traffic
The key word in the case of leveraging organic reach is “Detailed Optimization”: Apply SEO techniques on your website and product pages to make them easily found by search engines and attract qualified organic traffic.
The titles and Meta Descriptions have to be attractive, so create clear, concise and informative titles and meta descriptions that arouse the public curiosity and invite them to explore their content.
Optimised and relevant content is crucial. Use the relevant keywords in a natural and strategic way in your texts and products, ensuring the relevance and value of your content for search engines.
Keep an eye on the internal and external links. Create a cohesive and effective internal link structure between your pages and search for authority sites backlinks in your niche to increase the relevance and reliability of your website.
Conclusion
Nothing I have described in this article will make sense if you do not organize or neglect continuous analysis and adaptation to reach your customer organically. Take it as a journey to the unceasing improvement of your brand.
Therefore, monitoring what is being invested in organic actions for reach must be rigorous. Follow the performance metrics of your content carefully to identify what works, what needs to be adjusted and what new strategies can be applied.
If only organic doesn't work for your business model, try balancing with advertising campaigns by adapting strategies, nothing is written in stone and marketing is renewed every moment.
