How to Use Social Media in Inbound Marketing
Social media encompasses a set of platforms, tools, and applications that brands can use not only to distribute their content through inbound marketing, but also to generate engagement and interaction. The social networks most frequently used by marketing professionals and target audiences are Facebook, Instagram, TikTok, Twitter, Linkedin, and YouTube. Social networks are a great way to disseminate content and connect with your audience. They can also be used within an inbound marketing strategy to generate leads and convert users in the later stages of the conversion funnel.
For many people, social networks are the place where they spend the majority of their time on the internet. Being present on the same platforms as your audience can help you increase brand awareness, promote engagement, and share news and offers.
All social media platforms have the option to share the content. In fact, many of the posts made by members of social networks are based on sharing and recommending. For brands, this is a great opportunity to promote their products or services through word of mouth, thus increasing their reach.
By working with influencers, you can not only connect with your target market but also grow your audience. People often trust the influencers that they follow, and are therefore more likely to take recommendations from them. Just be sure that any influencers you work with are aligned with your brand and have a good engagement rate.
Being present on social media will make you aware of new trends both in your industry and the on different social networks themselves. This allows you to anticipate consumption patterns.
Social networks are a great way to generate quality traffic to your website, which you can then capture and convert into leads.
Social media allows you to stay connected with your target audience and to get feedback from them in real time. This way, you can learn about their needs and preferences, and address their questions and concerns. This will help you improve your product or service which, in turn, will increase your sales.
Today, people are accustomed to getting what they are looking for quickly and conveniently, so they have a low tolerance for long wait times. Social networks provide a channel where customers can dialogue with brands in real time, so use this to improve your customer service operations.
Social media can create a community in the medium and long term. By following a brand, people establish a connection that can turn them into loyal customers.
On social networks, you can launch highly segmented ad campaigns. You can take advantage of all the information that each social network has about its users to target your campaigns at the exact audience you want to connect with.
You can get detailed, real-time statistics on how our content is doing in terms of social engagement. You can use this information to find out which content works best with your target audience, thus reinforcing your inbound marketing strategy.
Let's take a look at some of the different ways that you can apply social media to growing your brand.
Diffuse your content. Social networks are a very valuable channel to publicize branded content, which can range from text, images, videos, and even live videos. This will help reach a bigger audience, increase the number of qualified visits to your website, and incorporate new users into the conversion funnel.
Launch promotions and offers. In the later phases of the conversion process, you can encourage people to become customers by publishing promotions and discounts on social networks. You can also take advantage of the viral effect of social media to increase the impact of your campaigns.
Branding and brand awareness. Social networks allow you to connect with people all around the globe and spread your brand's message. However, it is useful to focus your efforts on the platforms that best align with your brand and target market. Make sure the channels you use and the materials you post fit with the aesthetics, tone, and values of your brand.
Create a community around the brand and its products or services. A company’s page on social networks can serve to create a community of followers. Interacting with these over time reinforces brand loyalty.
Customer contact. Social networks are an excellent channel to answer users questions and problems in real time, at a lower cost than traditional channels such as phone calls.
In addition to the organic use of social networks, you can also launch paid campaigns using social ads. These campaigns allow brands to target users on a specific social network, and can be integrated with the content or come in the form of display banners. Normally, advertising on social networks is organized through a cost-per-click or CPC model, where the advertiser only pays if people click on the ads.
Social ads platforms include multiple formats, as well as distribution and segmentation options, which allows you to adapt your advertising strategy to your objectives. These are just some example objectives for a successful inbound marketing strategy.
Dissemination of content. Thanks to resources such as promoted posts, you can make certain pieces of content reach more users.
Generation of qualified traffic to your website.
Lead generation. In some cases, you can have people leave you their contact information without leaving the social network. This is useful because it facilitates the conversion.
Increase in interactions with the brand.
There are many different types of social ads. As of today, these are the main platforms that are available.
Facebook and Instagram Ads. These two social networks are integrated into the same advertising platform, which allows you to launch coordinated campaigns on both of them. This makes them very useful because you can reach an enormous number of people and you have a lot of options in terms of ad formats and segmentation.
Twitter Ads. These give you the opportunity to create campaigns adapted to a wide variety of objectives: conversions, visits, app downloads, etc.
YouTube Ads. This platform is fantastic for launching video advertising, and has multiple creative options.
LinkedIn Ads. Very suitable for B2B brands focused on professional services.
With this information, you can better understand how social media works and how you can incorporate social networks into your inbound marketing strategy, through both organic and paid methods.
Now comes the most important step: designing and launching your own social media marketing plan. If you want to take advantage of the full potential of social networks to promote your brand, create a community, and generate leads and customers, we at Cyberclick would be happy to help you!