Here are a few items to consider when thinking about crafting a well-rounded, current organic social media strategy!
UTM tracking for organic social posts
Track how all social posts (every tweet, Instagram link, etc.) interact with your website and goals set up in Google Analytics. Properly tracking organic social is a powerful way to see how organic vs paid social efforts complement each other and roll up into business goals and objectives.
Custom reports:
- Create custom reports to analyze specific metrics related to your social media traffic, such as engagement rate, bounce rate, and conversions.
GA4 differences:
- If using Google Analytics 4, the process is largely similar, but the interface might look slightly different
Leveraging AI for your social advantage
How are you doing with social listening? Do you have a pulse on the current trends and what the conversations look like around your brand across social media? Leveraging AI in conjunction with DRA reporting and insights can help escalate organic social:
- Content creation: AI can help with writing captions, composing ads, and researching content
- Social media listening: AI can analyze social media conversations and identify trends
- Ad targeting: AI can create personalized ads based on a user’s browsing history, location, age, and gender
- Audience engagement: AI can help track user behavior to create relevant content
- Analytics: AI can provide insights into performance, such as audience engagement rates, ROI, and ad campaign success
Why YouTube is a no-brainer for marketers
YouTube functions as a search engine, with an astonishing 3 billion daily searches. This makes it a prime platform for people actively seeking solutions to their problems. Unlike platforms where users passively scroll through content, YouTube viewers often have a specific purpose when searching for videos. This means that the leads generated through YouTube are typically warmer, more engaged, and more interested in what you have to offer.
- Identify Your Ideal Viewer and Their Pain Points
- Utilize SEO and long-form keyword research to find what content people are searching for and create videos around these searches. (use YouTube’s search bar to type in questions your ideal client might ask. The autocomplete suggestions that appear can provide valuable topic ideas)
Your goal should be to create content that directly addresses the needs and concerns of your ideal viewer.
Create content that speaks to pain points
Use AI to generate lists of potential fears, pain points, and challenges your ideal viewer might face. This can help you identify topics that resonate deeply with your target audience. While it may seem counter-intuitive, create videos that are bottom-of-funnel specific. These videos target a very specific audience with high intent, which is more valuable than a high view count with low intent.
