Why the focus on organic social Pete

Had someone ask me why I'm focusing on organic social.

Look, ads are still my preferred method if we're being honest. They scale and, if you lock in the economics, give you insane reach for no real downside.

So, why am I focusing on growing a better social presence right now?

Technically, I'm not.

Ads are still the focus, organic social is there to do 2 things that complement my ads.

First, it's about perceived authority.

People see your ads and check your socials.

If all they see is a post from 2 years back with 40 views, does it build that percevied authority and trust?

No.

Constant posting with real value helps overcome that.

But, really, it's about creative testing and matching user intent. Here's what I mean.

Years back, I helped a performance marketing agency scale to about $2M / year in revenue.

Their business model was generating leads for things like insurance companies.

And the simple approach that worked for us was...

• Ads on native advertising platforms (mainly news sites)
• Advertorial page as the bridge
• Opt-in page for lead gen

Super simple stuff.

But, for this to work, we had to make the whole thing not feel like an ad. If people feel like they're being pitched to, the walls go up and they ignore the ad. So what we did was...

... Made the ad look like another news story aimed at a specific cohort
... Made the advertorial page read like a normal news story

That built enough desire for the user to want to take the lead gen action.

But we only got there because those first two steps matched their intent, and didn't feel like an ad.

This is what's missing in a lot of social ads now. They feel like ads from the get-go.

You're scrolling Insta looking at cats or whatever, and then a talking head comes on with a strong sales pitch. What do you do?

Keep on scrolling.

But if that post feels like a normal organic post with the right kind of hook, you stay and watch.

And if the ad is done well, it builds enough desire to get the click to the bridge asset.

Which builds enough desire in the action you want them to take.

I've found the best way to find the things that perform like organic posts, is to publish them as organic posts.

Let the algo and the organic user tell you what gets their attention and spurs their action.

Then simply put money behind it as an ad to get even better results.

You're no longer paying to test, you're paying to boost what's already proven.

Organic social becomes the creative testing ground for your next batch of ads, and it costs no extra money to get those initial results in.

I've been leaning on my new social virality radar to help me identify the kind of posts that have the potential to do well on Insta and then also as ads.

It's actually helped me find one that took my ~100-follower Insta account to 150 followers, dozens of engagements, and a handful of clicks overnight.

I'll show you that one tomorrow and also what I then did with it.

And if you want to use the viral radar, you get access included within GM+. See what else you get in GM+ here.​

Speak soon

Pete "Am I an influencer now?" Boyle