Inbound marketing has really come into its own in the last few years. It’s now one of the go-to ways to convert visitors from strangers into customers. By offering interesting and engaging content to consumers, they start developing an organic connection to your brand. A sound inbound strategy, mapped out to the needs and requirements of your target audience, can generate consistent ROI without ever disrupting your customer journey.
A lot of that journey takes place in the digital ocean that is social media. Consumers find and share experiences through social media platforms like Facebook, Snapchat and Pinterest. If you want to be found, you need a strong social media presence.
A great environment for your inbound marketing campaign
Creating useful content is the basis of any sound inbound marketing strategy, but you need to make sure people are encouraged to read it. Social media is used regularly by an extremely large consumer base. As part of your strategy, you need to include paid, owned and earned social media in your planning.
A combination of the following will ensure you reach your target demographic:
- Targeted ads will appeal, and appear, to the right profiles.
- You’ll leverage the potential of your pre-existing base audience by pushing content through your own social media networks
- This same pre-existing base increases your reach as they share, like and interact with your content. In doing so, they spread your message to their own social media networks.
Finetune your understanding of your target audience
There is a lot of analytics data available through social media that can help you define who your inbound marketing campaign is reaching, what works well and what can be tweaked. If content is not resonating with your target audience as well as you had imagined, the metrics will give you an idea of where the problem lies. Most social media platform analytics give you a demographical and geographical breakdown of how your content is being interacted with. On top of that, you will get analytics feedback on the organic quality of your posts. This makes it possible to build upon your strengths based on factual analysis, allowing you to refine your content to reach your audience and optimise your campaign costs by dropping what isn’t working. Besides analytics, there are plenty of amazing social media marketing tools out there to help you stay on top of what’s happening with your content once it has been published.
Social media marketing is about relationships
Social media is a two-way street. For everything that you post, you are opening your brand to real-time feedback. When not handled properly, a social marketing misstep, misunderstanding or blunder can turn into a PR nightmare. And while you can recover, it takes time, effort and additional resources to right a wrong. Including positive interactions in your inbound marketing campaign, like championing organic brand advocates, will help your social media stock rise and increase consumer appreciation of your brand; this will, in turn, generate more inbound traffic.
Keeping your brand top of mind
There is a reason why almost 90% of brands include social media in their inbound marketing campaign strategy in some capacity—it works. A strong social media presence, bolstered by the right content and a scalable, flexible and adaptable strategy, keeps your brand top of mind with your target audience. Furthermore, it does so in a way that’s not intrusive and increases the chance of consumers finding your brand in an organic way. Compared to more hard-sale approaches, like banner advertising campaigns, this softer marketing strategy will lead to greater brand loyalty as consumers choose you because they like you and what you do on social media.
Lupo Digital specialises in inbound marketing campign services. We can help increase your leads by creating quality content that’s in line with your target audience’s needs, leveraging the power of your social media and other inbound platforms. Contact Lupo Digital for assistance with your social media marketing strategy or download the inbound marketing free guide today.