Many industries have to face a complete ban or severe restrictions when it comes to paid social media advertising. These include industries like tobacco, alcohol, cannabis, pharmaceuticals, gambling, cryptocurrency and others.
If your business operates in these restricted industries, this means you have limited marketing opportunities. Even when promoting your business on Facebook and Twitter, you will have to devise content creation tips in both platforms that let you work around the restrictions.
The good news is that there are several ways to organically improve your social media reach and conversion. Following are some proven methods that can help you get better visibility for your products or services without essentially running paid ads.
Use Segmenting and Targeting
You can segment and customize the audience for your organic social media posts. Many businesses tend to overlook this. Segmentation lets you create unique pieces of content for different audience groups. The more specific the content is, the better you can target your audience.
Both Facebook and Twitter offer organic post targeting. To make the most of it, use content creation tips in both cases that help you develop unique posts for subsets of your audience.
Use Influencer Marketing
Federal and state laws restrict several industries and businesses from using paid online social ads. A quick and easy work around this is to look for influencers. Influencer marketing is on the rise and virtually every successful online marketing strategy utilizes it. For restrictive industries, this is a goldmine with a lot of potential.
It’s important to identify the right influencers who can target your desired audience. You can collaborate with these influencers to create organic content as well as to generate buzz. Use content creation tips in both areas that are relevant to your business, your influencers and the audience. Influencers can also help you build a more robust and loyal community around your brand.
Create Engaging and Evergreen Content
Social media content goals can be broadly categorized as follows: reach and conversion. Ultimately, both organic and paid social media content is focused on this.
When you can’t run paid ads on social media, it’s time to achieve these goals with organic approaches. Shortlist the most effective content creation tips in both areas. One of the best ways of improving reach and conversion is to publish evergreen content. This can be in the form of guides, tutorials, original research pieces, infographics, problem-solving bits, original humor and more.
Harness Related Topics and Trends
If you create content that speaks only about your products, your audience will get bored and move on. This is often true for restrictive industries. Because they can’t run social media ads, businesses in these industries tend to create organic content that is all about their offerings.
A far better approach is to create content that is of genuine interest to your readers. Two areas to consider are relevant topics and trends. Formulate content creation tips in both areas so that you can harness them to your advantage
For example, consider this scenario: you are a pharmaceutical offering a calcium supplement for stronger bones. There’s a major sports event going on. You can create a fun post about the sports event and talk about how better fitness and stronger bones win games. There’s a potential to tie this in with your own product.
Experiment with Video
Video content drives more engagement than other forms of content. In fact, 83% people are more likely to share video content that they find relevant. When focusing on organic content strategies, video should be at the top of the list. You can use similar video content creation tips in both Facebook and YouTube as consumption trends are more or less consistent.
Build a Community
Another excellent way of achieving organic reach is to tap into relevant communities. You can connect to these communities using Twitter hashtags and Facebook Groups. In fact, Facebook Groups are considered the best alternative to paid Facebook advertising. The best content creation tips in both cases is to use smart marketing campaigns and not push your offerings too obviously. Your community should develop an interest and ask for your product, instead of you telling them about it.
Personalize User Experience
A great way to make the most out of your organic content is to personalize the user experience. Instead of letting ads do the talking, let your social media presence be persuasive enough to start a conversation. An excellent tool to achieve this is a chatbot.
Chatbots have recently surged in popularity. They let you personalize the experience for any user that navigates to your online website or social media pages. When considering the best content creation tips in both Facebook and Twitter, you must consider the use of chatbots. The trick here is to make sure that a simulated conversation is relevant, personal and engaging. If done well, chatbots can translate simple visitors into followers and customers.
If your business or brand is barred from running social media ads, this means a lot of missed opportunities. However, with the right marketing strategy, you can turn this to your advantage and gain an edge over the competition. Use influencer marketing, evergreen content, better user experience, chatbots and community links to improve your social media reach and conversion.