Business owners probably know that increasing organic reach or organic growth on social media is important, but they might not be entirely sure why. At Fort Lauderdale and Aspen-based public relations agency Durée & Company, we know that brands need to prioritize organic reach on social media to improve engagement, content visibility, and brand reputation.
Organic growth focuses on increasing a brand’s reach, engagement and following by building genuine relationships with an audience, establishing credibility and trust and cultivating a dedicated community of followers.
To amplify results, use an agency that understands how public relations and social media go hand in hand. Then, apply these methods to increase a brand’s reach on social media.
- Prioritize the Target Audience
Businesses should always understand their target audience(s) to customize their content based on preferences. Leveraging research and data analysis can help a brand adapt its approach to better meet the demographics, interests, and personal tastes of its audience.
In addition to the brand drawing attention to their ideal customer purposefully through social channels, there must be a welcoming vibe once the follower finds themselves on the social media page or website. Creating a community is beneficial for forming connections with consumers.
How can a brand accomplish that?
- Welcome new viewers and followers into discussions.
- Stay active and engaged with your followers by interacting with them.
- Share employee’s personal stories and encourage the community to tell theirs.
- Stay Consistent to Drive Results
When people talk about the importance of consistency in growing organic reach on social media, posting frequency often comes to mind. That is a critical component in growing an audience and revenue, but that’s only part of the success equation.
Make sure the brand’s social media team has brand guidelines to follow. If the company doesn’t have these, Durée & Company can help. Brand guidelines include logos, typography, brand color palettes, imagery, mission statements, tag lines, style guides, ideal audience information, as well as voice and tone.
Think about Wendy’s X feed which is known for being a bit “spicy.” If they had 10 different people running that one social media channel, their audiences shouldn’t be able to tell the difference. The tone and copy are consistent.
Alternatively, publishing content regularly on the brand’s website—whether that’s weekly, biweekly or monthly—will help your audience know that there’s content coming they will look forward to. It’ll also give the brand’s social media team more material to work with. Publishing new content on a website consistently benefits your SEO efforts. Increasing organic reach is a long game but posting on your site regularly—or updating old content— is a great way to appear higher on Google’s search results pages.
- Analyze and Pivot with Content Creation
By monitoring digital content performance, brands can keep track of the content that performs well and note what doesn’t. Use analytics tools to discover which topics are doing well in organic search, which content had high engagement on social media, and the content that tanked. This should inform the business’s next stages of content planning and execution.
For example, a brand might want to swap out static imagery on a blog post for designed graphics or videos to increase the “time on page” metric and keep readers engaged. Review website analytics in the following weeks and note any metric improvements.
- Experiment with Celebrity or Influencer Partnerships
Partnering with influencers who share a business’s target audience helps brands expand their network. Influencers allow business organizations to reach a broader audience that might otherwise be unattainable. A custom approach to influencer relations and marketing can grow a brand.
Like it or not, consumers rely on influencer recommendations, so when brands work with influencers, they are improving their relationship with audience members. By working with influencers, businesses strengthen their credibility. That “seal of approval” from certain influencers and celebrities goes a long way to expanding your social reach and turning followers into customers.
- Host Giveaways
Who loves free stuff? Everyone. That’s why giveaways are among the best things any business can do to drive engagement and draw new audiences to their brand for a relatively low cost.
This marketing strategy attracts new customers by allowing them to try a free product or service. They are also a great way for a brand to give back to their niche community and interact with their followers. Think of it as the company’s way of thanking them for being loyal.
Benefits of Investing in Giveaways:
- Increased visibility, authenticity, and credibility
- New audiences
- Cost-effectiveness
- Improved engagement
- Elevated social media presence
- Increased brand loyalty
- Opportunity for cross-promotion
Check out five inexpensive promotional items that actually work.
- Channel Distribution
Even if a business produces valuable content, it will be unsuccessful unless it’s presented to the right audience, through the right channel, at the right time. That’s why brands must identify which channels are the most effective for their content distribution.
For example, certain posts may perform better on Instagram than they do on LinkedIn or Twitter. Businesses have to monitor visibility and SEO traffic on every platform.
Distributing content through numerous outlets will allow a brand to engage with its audiences on the platforms the followers spend time on. This is another effective strategy in establishing brand consistency.
- Increase Exposure through Collaborations
A “Collab” post with another brand or an influencer on Instagram allows a brand to share content with its co-author’s followers. A running shoe company might team up with a fitness influencer who is well-known in running communities. The influencer might do an unboxing video of the product, show a video of training in the shoe, or share their testimonial. They could also host a Live Q&A on their channel with the shoe’s designer to talk details about how it was created.
The brand collab could be a paid sponsorship or, it could be as simple as giving the influencer the sample product. Each partnership will be unique.
The more a brand increases the number of eyeballs on its posts and attracts new followers of secondary audiences, the better it’ll be able to boost overall brand awareness and reach.
At Durée & Company, we offer creative, customized social media marketing and relations plans that reach audiences, create buzz, and drive results. Contact us today to get started.
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI), The Cannabis Marketing Association and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, X, YouTube and LinkedIn at @DureeCoPR.
