Do you want to be the Dollar Shave Club of B2B marketing on social media? In a market filled with countless razor companies, the brand found a way to stand out, building a strong online community and achieving significant growth without relying primarily on paid advertising.

Notice how I said “without relying primarily on paid advertising.” That’s because, while paid is a practical option, it should be used primarily to complement your organic strategy.

If you’re a savvy marketer, you’ve likely noticed how the majority of social platforms have become increasingly pay-to-play , reducing the reach of posts without the backing of funds. That doesn’t mean you need to jump straight into unloading your ad dollars.…