Organic and Paid: A Match Made in Marketing Heaven

To create an all encompassing strategy to include paid and organic social media content.

Partners and some leadership want to diversify social posts. However anything that wasn't an epic landscape photo saw dramatically decreased engagement. Instead we give the content the users want for superior engagement rates, and use paid to push marketing messaging. Additionally, newer avenues like Instagram Stories allowed more diverse content, which proved beneficial to us and our partners. Paid strategy was taken from the agency and handled fully in house. 

• Facebook page had the highest engagement of any other page of its type in Oregon.
• Instagram Stories sent thousands of visitors to partner's profiles, a key conversion point.
• Last ad campaign before the pandemic averaged a 10% conversion rate, up 3% from prior campaigns that had much higher budgets. 

By aligning organic strategies with what the audience wanted and optimizing messaging for each channel, combined with hyper-targeted paid strategies, results were increased along with efficiencies.