Is Social Media Marketing Free?

TL;DR

Is social media marketing free?

Core Definition: Organic social media marketing is the practice of using free tools and features on social media platforms to build a community, increase brand awareness, and drive website traffic without paid promotion. It includes all non-paid activities, such as posting updates, engaging with followers through comments and messages, and sharing valuable content to grow your audience naturally.

For startups and businesses on a tight budget, social media marketing is an essential tool that doesn't have to break the bank. While paid advertising has its place, a strong organic strategy can deliver significant results. The key is understanding that while it may not cost money, it requires a strategic investment of time and effort.

Reach a massive global audience, as nearly half the world's population uses social media.
Influence purchase decisions, with 37% of consumers finding inspiration for buys on social platforms.
Build brand trust and loyalty, as 21% of people are more likely to buy from brands with an engaging social presence.
Boost your website's SEO, since search engines like Google factor in a brand's social media activity and authority.
Drive targeted traffic directly to your website by sharing links to blog posts, product pages, and other key content.

You're getting started; we get it. Distractions abound in your world. It's expected that some things will inevitably fall through the proverbial cracks. We're not judging. We would like to gently bring your attention to one of those things we see falling all too often and help you see why it would be a great idea to put some time into it, social media marketing, to attract more social media followers.

We also understand you're likely a bit short on cash right now. Whether you're bootstrapping it or have finalized first-round funding, most of your available budget is already spoken for. Not to worry, there are plenty of ways to reap the benefits of social media marketing without digging into the coffer.

Did we just give away the ending? OK, the short answer to our headline question is Yes...with an asterisk. And that asterisk says "to an extent."

Why Does Social Media Matter?

Before we dive into free ways to do social media, we'd like to make sure you have the facts. These facts are the reasons behind the "why" section that follows.

Over 45% of the world's population uses at least one social media channel.

No matter who makes up your target audience. No matter if you have multiple distinct audiences. It doesn't matter—you can reach anyone on social media. Yes, platforms matter, but the bottom line is they're here. You just need to create a brand presence, so they know you're here, too.

37% of those polled found purchase inspiration on social media.

Not only are they here, but they're also buying. People increasingly turn to their favorite social media channels for inspiration or to see what their friends buy. They're also using social media for research, so monitoring what people say about you can pay off big time.

21% are more likely to buy from a company with an active, engaging social presence.

And lastly, a growing contingent of the public has begun seeing an active social media presence as a prerequisite for brands they give their business. Engaging with your audience on social shows them that you value their time. They're already on these platforms, so when you show up and share interesting facts, make special offers, and generally engage with them, it shows people that you're willing to go that extra mile.

SERVICE B2B Organic Social Media Services: Build Authentic Communities

Paid vs. Organic Social Media Marketing

The dichotomy of paid vs. organic is often misunderstood. Just because it's called "Paid" doesn't mean you have to spend a fortune, and just because the other one is called "Organic" doesn't mean it's always free. Let me explain.

Paid social media marketing

Simply put, this is any post on any social media platform you spend money on. That Facebook update you posted this morning? Not paid. Your announcement about an upcoming special offer you boosted to reach a wider audience... paid.

Trending FAQ: What should I include in my LinkedIn profile summary? Popular

You don't have to spend much here to see a good ROI. Boosting a post extends your reach outside of your follower list. And for using the platform's algorithms to determine who to show your post to, they charge anywhere from a few pennies to many dollars. It's up to you how much to spend and how far to expand that reach.

Organic social media marketing

Unlike sponsored or boosted posts, organic social media is everything you post. Every time you engage with a follower by responding to their post or posting a general company update that people like, you're conducting social media marketing. Because everything you do that raises brand awareness is marketing. And all these posts cost is the time you spend composing and posting.

Trending FAQ: Which social media platform is best for B2B advertising? Popular

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Social Media Marketing: The Why

Now that we're all on the same page, let's discuss why this is so important for your startup. Unless you have a large personal contact list, you will need to reach out to people to learn about your new company. And the more of them you can reach quickly, the better, right?

Brand recognition

Key #1 to marketing a startup is gaining brand recognition as early as possible. You don't have to be anywhere near ready for the market for this to pay off. The more someone sees your brand, the more likely they are to remember you.

And the more engaging your social media presence, the more likely they are to follow you and receive all your product/service updates as soon as you post them. This is where having a set of brand guidelines will come in handy, as you'll want to ensure that, no matter what platform someone discovers you on, they receive the same messaging, brand voice, and brand personality.

Driving traffic to your website

From a purely numbers-and-metrics angle, your brand recognition activities on social media drive clicks to your website. And when it comes to the next item, SEO, this is crucial. Post about your products and include a link to the product page. Then, tweet links to your latest blog post. Then post an industry update that links to a pillar page showcasing thought leadership in that industry.

SEO juice

Google loves an active social media presence. That's the bottom line here. You need to keep SEO in mind, no matter what web activity you're undertaking in the name of your new company. Google's latest algorithm heavily emphasizes what they call "domain authority." While they aren't known for releasing details about their algorithms, we know that Google combines all activity under your brand name into account. This includes mentions on the big social platforms, mentions on authoritative sites, and content that places you as a trusted source of information in your sector.

So...is it Free or Not?

TL;DR— No.

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But the better choice depends on what you can "afford" in terms of time and energy. Can you conduct a full-function social media marketing campaign without spending a dollar of your VC funding? Yes. Can you hire an outside agency and drop thousands on that same campaign? Yes. Which will return better results? That's not for us to say.

What we can say is this—If you put in the time and effort to create brand accounts on the social networks your audience is using and set up some automation software to ensure that you post frequently and consistently, you can reap all the benefits of an active social media presence without dropping the big bucks.

So, it's not really free; it costs someone's effort. Invest it wisely! 😉

Social Media Marketing for Startups FAQ

Is social media marketing for startups truly free?

Popular

No, it is not truly free. While organic social media marketing avoids direct monetary costs, it requires a substantial investment of time and effort for content creation and engagement. This time is a valuable resource, making it a cost to your startup.

Why is social media marketing important for a new business?

Popular

Yes, it's vital for growth. Social media helps build brand recognition and drive website traffic, which boosts SEO. With over 45% of the world on social platforms, it’s a key channel to reach your audience where they find purchase inspiration.

What is the difference between paid and organic social media?

Organic social media is all unpaid content you post, while paid social involves spending money to boost posts or run ads. The evidence is in the reach; paid extends it beyond your followers, while organic relies on existing connections and shares.

How does an active social media presence improve SEO?

Yes, it positively impacts SEO. Google's algorithm views social media activity and brand mentions as signals of domain authority. This engagement drives traffic to your site, indicating to search engines that your content is valuable and relevant.

Can social media marketing actually lead to more sales?

Yes, it directly influences sales. Evidence shows 37% of consumers find purchase inspiration on social media. An active, engaging presence builds trust and credibility, making followers more likely to convert into paying customers for your business.

How does social media help with brand recognition for startups?

It's a key tool for building brand recognition. By consistently posting engaging content, you increase your visibility with a target audience. This repeated exposure makes your brand more memorable, establishing your presence in the market from day one.

Social Media Marketing Startup Marketing

Written By Jesse

Jesse hails from Seattle, WA. When he's not creating great content or staring at his laptop screen waiting for inspiration, he's probably walking in the trees somewhere in the foothills of the nearby Cascade Mountains.