Post a mix of paid and organic content on social media to drive prospects down the marketing funnel

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 21, 2020, 4:37 PM UTC

But brands should refrain from sales messages in organic content to avoid aggravating audiences.

This piece suggests brands should use both organic and paid social content to build awareness and trust. Marketers can post organic content to communicate about the internal culture of their organisations to their audience. Publishing culture posts can help businesses generate comments and likes.

Businesses can also schedule posts that establish brand authority and are shareable to fill in the gaps between their brand personality posts. It can not only help marketers draw prospects’ attention but also instil trust within their leads.

Marketers can further leverage paid posts and include calls to action for specific conversion goals to interact with customers at their various buying stages. Marketers should also create customised advertisements for repeat customers based on their previous purchases.

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