Metrics that Matter: Capitalize On Organic Social Media

Written by Kelly Flynn

Organic social media marketing can often feel confusing and can feel like a large undertaking for small promotional product distributors. You post consistently, share products, and maybe even get a few likes. But is this working? Should I post more? Is my audience really seeing this? It's not always clear.  

But the reality is, organic social media does work. Maybe just not the way you expect it. When backed with a strategy and powerful messaging, it becomes a powerful tool for visibility, credibility, and long-term sales support. 

Read below for our quick guide on how to get the most out of your social media with no ad budget.  

What is Organic Social Media Marketing 

Organic social media marketing or organic social media content is simply any post, video or form of content you add to your social media platforms that is not boosted. Simply put, it is any post that was uploaded for free.  

Organic Social Media Marketing Works Best For: 

  • Brand Awareness 
  • Staying in your audience's feed 
  • Showcasing your expertise 

Organic Social Media Marketing Doesn’t Work For:  

  • An immediate lead generator 
  • A replacement for paid advertising or email marketing 

Not to say you can’t generate leads from organic social posts alone, (you can and will!) but your primary benefit is nurturing your customer base and building relationships. 

What Actually Performs 

High-performing organic content for promo distributors usually falls into these buckets: 

  • Education & Ideas 
  • Credibility to your audience 
  • Personality and what makes your business unique  
  • Real visuals do better than copy heavy posts  
  • Keep your message simple and a clear call to action 

Metrics That Actually Matter 

Don’t get caught up tracking number and focus your attention on:  

Impressions 

  • How many times your post was actually seen 
  • Tells you what in your post deck is preferred by the algorithm 

Engagement 

Engagement metrics can be scary and just because you’re not going “viral” doesn’t mean your post isn’t working. You should focus on:  

(Engagements ÷ Impressions) 

Why it Matters: Shows how compelling your content is relative to reach 

  • High engagement rate + low impressions = strong content, limited reach 
  • High impressions + low engagement = content seen, but not resonating 

Clicks 

As mentioned above, even your organic posts should have CTA. Your CTA doesn’t need to have a link all the time, but when you do include a link be sure to check your click rate.  

Click Rates are a signal that your efforts are working and developing an interest from your audience to find more information about your products.  

For more help on CTA writing, read our blog here. 

What Success Really Looks Like 

Success benchmarks vary by platform, but for most B2B distributors: 

Engagement rates between 2–5% are solid 

Follower growth is typically slow and steady 

Even two to five comments per post is excellent 

Next time you're feeling overwhelmed or discouraged by your social media, remember the reality is, organic social media posts are working and focus on your relationship building.  

Want to take your organic social media marketing to the next level? Reach out to the AIM sales team and ask about our monthly marketing program. 

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