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In this episode of The Marketing Factory, host Marisa Candy emphasizes the importance of organic social media content as a critical component of modern marketing strategies. Marisa illustrates how social media feeds serve as the first impression for potential customers, highlighting that people trust genuine voices over traditional ads. She discusses the pitfalls brands face when they neglect organic content, comparing it to awkwardly promoting oneself at a dinner party with ads. The episode provides a comprehensive breakdown of organic social strategies, covering why they matter, what types of content to post, behaviors to avoid, and methods to measure effectiveness.
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Timestamps:
00:00:00 - Introduction
00:00:31 - Welcome to The Marketing Factory
00:00:52 - The Importance of Organic Social Media
00:01:46 - Defining Organic Social Media
00:02:50 - Why Organic Social Media Still Matters
00:04:16 - Effective Organic Social Media Strategies
00:05:30 - Content Ideas for Organic Posts
00:06:13 - Measuring Success in Organic Social Media
00:07:07 - Common Pitfalls to Avoid
00:08:02 - Localizing Your Content
00:08:12 - The Long-Term Value of Organic Social Media
00:08:45 - Final Takeaways and Closing Remarks
In today's world, your social media feed is your first
Speaker:impression. Before they hit your website, people check your Insta.
Speaker:Before they call, they scroll your TikTok. Think of your
Speaker:feed as your shop front. If a new customer lands there, what
Speaker:do they see? People don't trust ads, they trust people. Organic
Speaker:content shows your voice, your values, your vibe, and
Speaker:it's where people get to know the real you. Here's where people mess
Speaker:it up. Inconsistent. Welcome to the Marketing Factory, where we
Speaker:don't blend in. I'm Marisa Candy, founder and award-winning marketer.
Speaker:And for over two decades, I've helped businesses think differently about
Speaker:their marketing and achieve powerful results. In this podcast,
Speaker:I'll share proven strategies so that you can create profitable marketing
Speaker:campaigns that drive real impact, for your business. Ready
Speaker:to turn clarity into action? Let's get started. Imagine rocking
Speaker:up to a dinner party and talking about yourself, loudly,
Speaker:with paid ads pinned to your jacket. If that sounds
Speaker:awkward, that's exactly what most brands are doing when
Speaker:they ignore organic social. Today, we're flipping the
Speaker:script. Paid ads, absolutely. They
Speaker:get results, fast ones. But if you're not backing that
Speaker:up with organic content, that builds trust, shows
Speaker:personality, and gives your audience a reason to stick
Speaker:around. You're leaving money, relationships, and
Speaker:most importantly, that long-term brand equity on
Speaker:the table. So in this episode, I'm giving you the full organic
Speaker:social strategy breakdown. We're going to talk about why it matters, what
Speaker:to post, what to stop doing and how to actually
Speaker:measure if it's working. So whether you're running a
Speaker:bricks and mortar business in Brisbane or a startup in Sydney,
Speaker:this one's for you. Let's get into it. So what
Speaker:even is organic social media anyway? Let's break it
Speaker:down. Organic social media is everything you
Speaker:post on your social platforms without paying to
Speaker:boost it. So we're talking posts, stories, reels,
Speaker:live, polls, even the weird comments your receptionist accidentally
Speaker:left on your competitor's post. Don't worry, we've all
Speaker:been there. The point is, this is where your brand lives
Speaker:and breathes every day. While paid is
Speaker:for reach, organic is for relationship. And
Speaker:here's the reality. People don't trust ads. They
Speaker:trust people. Organic content shows your voice, your
Speaker:values, your vibe. And it's where people get
Speaker:to know the real you, not the filtered version your ad
Speaker:budget built. Especially here in Australia, where
Speaker:we can sniff out inauthenticity from a mile away.
Speaker:That genuine connection is what gets people clicking, sticking,
Speaker:and eventually buying. So, let's
Speaker:talk about why organic still matters. Yes, I know it's
Speaker:2025, but let's talk about those benefits. Organic content is
Speaker:not just free marketing. It's strategic. It's
Speaker:powerful. Because here we go, it builds an
Speaker:authentic brand presence. Think of your feed as
Speaker:your shop front. If a new customer lands there, what do
Speaker:they see? If it's just product promotions, they'll
Speaker:bounce. But if they see your people, your values, your
Speaker:culture, now we're talking. It creates an always on
Speaker:presence. Even when you're not running ads, your brand
Speaker:is still alive. Posting regularly shows that you're active,
Speaker:relevant, and you know, still in business. It
Speaker:supports the full customer journey. Your organic
Speaker:content should educate, entertain, reassure and
Speaker:reward. It's like a digital concierge guiding people
Speaker:from the first impression into loyal customers. And
Speaker:in today's world, your social media feed is your
Speaker:first impression. Before they hit your website, people
Speaker:check your Insta. Before they call, they scroll your
Speaker:TikTok. If your feed is dusty, inconsistent or
Speaker:worse, non-existent. You're losing customers before you
Speaker:even knew they were looking. A great organic
Speaker:strategy says, hey, we're here, we're active, and we've
Speaker:got something worth sticking around for. And that makes
Speaker:your paid campaigns way more effective as well.
Speaker:So what are we going to actually post? What are we going to do with all
Speaker:this posting without losing your mind? Now this
Speaker:is where people freeze. What do I post every week?
Speaker:I've got some good news for you. I've got a formula and I'm going to share it
Speaker:with you now. Let's mix and match from a
Speaker:couple of these categories. I want you to find something that is relevant to
Speaker:you, that's comfortable for you. You know, don't try to
Speaker:copy what another business isn't doing if it doesn't feel authentically
Speaker:you. Behind the scenes, people love seeing how
Speaker:the sausage is made, figuratively or literally. Share
Speaker:customer wins, real stories, not just polished testimonials.
Speaker:They love educational content. Any tips, industry
Speaker:myths, frequently asked questions, be useful,
Speaker:help them out. Put together and get
Speaker:together some user-generated content, the UGC.
Speaker:If your customers are tagging you, show it off, share
Speaker:it on your stories. And of course, timely updates,
Speaker:local events like public holidays or yes, state
Speaker:of origin. Let me be blunt, boring brands don't get
Speaker:followed. Your organic feed isn't a catalogue. It's
Speaker:a conversation. Show your team. Share your wins.
Speaker:Educate your audience. React to what's happening locally. And
Speaker:please, don't just post happy Friday with
Speaker:a stock photo of a coffee cup. That's not content. That's
Speaker:digital white noise. Give people a reason to stop scrolling.
Speaker:Make it human. Make it real. Make it you. Use
Speaker:a content calendar. Stay consistent and remember, Done
Speaker:is better than perfect. Showing up matters
Speaker:more than nailing every caption. All
Speaker:right, now we're gonna move on and talk about how to measure success and
Speaker:avoid the common pitfalls, because now it's time to
Speaker:talk metrics, because organic success doesn't always
Speaker:scream in your notifications. You need to track
Speaker:these things, engagement rates, through your likes, comments,
Speaker:and shares, reach and impressions, follower growth,
Speaker:click-throughs to your website, and most
Speaker:importantly, what are people saying back to you? And yes, you
Speaker:can track this with Instagram Insights, Facebook, Business
Speaker:Suite, or some other tools like Metricool or Sprout. Now
Speaker:here's where people mess it up. Inconsistent posting.
Speaker:Ghosting your audience. Overselling. Even
Speaker:if a post sounds like an ad, you'll be ignored. Ignoring
Speaker:your DMs. Customer service lives in your
Speaker:inbox. You've got to get back to them. You've got to get back to them quickly. Okay.
Speaker:If you can't, find someone else in your business or outsource it
Speaker:so you can. Chasing trends with no strategy. That's a
Speaker:dance that not might fit your law firm. Okay. And
Speaker:posting the same thing everywhere. I
Speaker:know it's very tempting, but In 2025, your
Speaker:comments section is your new customer service desk.
Speaker:If someone asks you a question and you don't answer, it's the same
Speaker:as ignoring them in store. And if someone complains, don't
Speaker:delete. This is your chance to show your character. The
Speaker:brands winning on social aren't the loudest. They're the most responsive. So
Speaker:be human, be helpful. That's what builds loyalty.
Speaker:And hey, don't forget, keep it local. Australian
Speaker:spelling, Australian time zones, cultural references. Yes,
Speaker:it all adds up. And yes, it does make a difference. It
Speaker:shows you real and not just repurposing content from a
Speaker:U.S. marketing agency's dusty Dropbox. So
Speaker:here is the takeaway. Organic social might
Speaker:not give you that instant dopamine hit like paid ads,
Speaker:but it builds something way more valuable. Brand
Speaker:trust, community, and long-term loyalty. It's
Speaker:your digital handshake, your shopfront, your
Speaker:story. And in a noisy online world, that
Speaker:kind of connection is rare and priceless. So
Speaker:keep showing up, keep it real, mix up your
Speaker:content, track your progress, And most of all,
Speaker:talk to your audience like people, not data. We'd
Speaker:love to see what you're building online. And if you need help
Speaker:with a strategy that connects and converts and keeps customers
Speaker:coming back, you know where to find us. Bye for now. Thanks
Speaker:for tuning into The Marketing Factory. If today's episode helped
Speaker:bring clarity to your marketing strategy, please leave a five-star
Speaker:review on Apple Podcasts or Spotify. And don't forget to
Speaker:subscribe on your favorite platform. Stay connected with us
Speaker:on the socials at The Marketing Factory or at
Speaker:The Marketing Factory AUS, and let's keep turning clarity