If you don’t think social media is a valuable marketing tool, think again. Facebook alone reports more than 2.2 billion monthly users. How many times have you checked out reviews or other posts on social media before you made a purchasing decision?
Social Media as Part of an Inbound Strategy
Social media is an important part of any inbound strategy. It can be used during any part of the buyer’s journey. Targeted ads and campaigns centered around engagement can be used to attract site traffic, and retargeting can help keep your brand at the top of people’s minds. Once a lead is captured, social media platforms can be used to nurture leads and later delight your customers with engaging and educational content.
Which social media platform do I need for my business?
Don’t make the mistake of trying to be everywhere at once. You could be wasting time and money trying to be where your customers aren’t. Be sure to research your target audience before you start that big Facebook ad campaign or putting every image you have on Pinterest.
Use if: You want to build brand awareness and have an easy way to connect with your customers.
- Be engaging. Facebook prioritizes posts with plenty of comments, likes, and shares, but penalizes posts that beg for them.
- Be consistent. A quiet Facebook page might suggest to your potential customers that you aren’t open for business!
- Be yourself. Facebook is a place to put a face and a voice to your company, so make sure you’re making a good first impression.
Use if: You’re a B2B company looking to reach businesses that need your product or service.
- Stay professional. This isn’t Facebook, so keep personal posts to a minimum.
- Optimize your company’s profile page with your logo, company description, and website URL.
- Network, network, network. Businesses of all shapes and sizes are ready to connect, engage, and provide referrals on LinkedIn, so don’t be afraid to reach out to someone new.
Use if: You have a product you want to show off! Jewelry, clothing, and household items are especially effective when presented through Pinterest.
- Use high-quality, vertically-aligned images that are eye catching and engaging.
- For products, lifestyle shots have a higher engagement rate than stock photos. Show your products in real world settings!
- Don’t skip the links! If a someone can’t find the item they’re seeing in your pin, they’ll move on to something else.
Use if: You’re a B2C company with a product or service you can showcase using visuals.
- Engage with your followers. Ask questions, respond to comments, and host giveaways and contests!
- Be generous with hashtags. Develop a branded hashtag just for you, and don’t forget to do your research!
- Encourage user-generated content (UGC) whenever possible. Ask followers to use your hashtag and show your products in action!
With so many people using social media on a daily basis, there are plenty of opportunities for companies of all types to use these platforms as part of their inbound marketing strategy to engage with their target audience, attract leads, and grow their business.