While there’s no doubt that Facebook and LinkedIn paid ad targeting can help you to attract new audiences and broaden your reach, have you considered how organic targeting could help to re-engage existing audiences?
Organic targeting is simply the practice of presenting different messages to certain sections of your audience, segmented by demographics like:
- Age 👦👵
- Gender ♀️♂️
- Relationship status 💍
- Education 🎓
- Interests 🏊♂️
- Location 🎯
This is a particularly great social media engagement tactic for organisations that have lots of different audiences following just a handful of social media accounts. For instance, leisure organisations may find that within their audience they have some customers who have only expressed an interest in swimming while others might love exercise classes. The question is how do you create engaging content to please all?
This is where organic targeting comes in, allowing you to push certain messages to the relevant audience rather than all audiences. By working in this way, you can provide each of your audiences with the information they want and need but without spamming all of your followers with content that may be of no interest to them at all. Ultimately ensuring your content is relevant which is a key factor that the Facebook and LinkedIn algorithms both take into account when deciding whether your content is appropriate to share with your audiences.
Oh, and there’s also one other obvious bonus… It’s free!!
So, let’s look at some practical use cases for organic targeting that you could start applying to your social media content today:
Use Case #1: Testing social media campaigns before putting an ad spend behind them
Firstly, why not use organic targeting to test content out before you decide whether or not to run it as a paid ad. This can be a great way to test responses and gives an indication as to whether that content would indeed generate more engagement or whether it needs more work in order to appeal to your target audience.
In some cases, you may even find that your organically targeted campaign is successful enough on its own that you need not spend any additional budget on paid ads. However, you will only know by experimenting with organic targeting first!
Use Case #2: Recruitment through social media
Secondly, consider how your recruitment activity could be improved by directing certain job opportunities or careers information to the most appropriate audience for that specific position.
Generally, there will be some prerequisites associated with suitability for a role such as location, education and interests and so by taking these into account during your content creation process you are more likely to attract suitable candidates first time around.
A great example of this is recruiting for care workers in local government which are notoriously difficult positions to fill as the work can be very challenging. Most individuals that would be interested in your job are likely to already work in care or have a distinct interest in the sector. With this knowledge it's then possible to create tailored content, organically targeted to those individuals without potentially putting off other individuals looking for other job opportunities.
Use Case #3: Create tailored social media content
We know that when it comes to success on social media, audiences expect more and more personalised and relevant content. Organic targeting provides organisations with the perfect tool to help meet audience expectations, particularly when we know that you're likely to have lots of different audiences on each of your social media channels.
It's possible to push each of your messages to the most relevant section of your audience. This is already put into practice by many different police forces who will target updates about incidents or road closures to individuals living in post codes near to the accident. This is purely because they know that their audiences are only really interested in situations that could affect them! 🚓
Use Case #4: Better understand your social media audiences
Finally, organic targeting is a great opportunity to learn more about your audiences. By experimenting with segmenting your following you will quickly start to understand which are your most engaged demographics and which you may need to work harder to drive conversations with. 👥
Remember to save your targeting preferences into templates so that you can more easily spot trends and patterns in certain audiences. This then gives you a foundation from which to continuously improve templates to achieve results.
Tools like CrowdControlHQ can help to put these tactics into practice. You can select from organic targeting options or pick from saved templates to target different audiences, all as part of the streamlined CrowdControlHQ posting out process, ensuring this tactic is easily implemented. ✔️
Have you experimented with organic targeting on social media? We’d love to hear your thoughts and feedback @CrowdControlHQ!