How (and why) to evolve your social media strategy for Inbound Marketing
When we talk about Inbound Marketing, social media is an essential part of a successful strategy. Understand and check out the tips we have separated on the subject!
Let’s start this post a little bit different than usual. Without stalling, Blue World City will immediately answer one of the two questions in the title: why is it important to fit your social media into the Inbound Marketing strategy?
Assertively, social media promote direct contact with your audience, personalized and, most importantly: humanized! It is there that you will perform that marketing that conquers, excites and, many times, retains – generating a good image of your brand and even attracting new ambassadors for it.
In the words of our Social Media Coordinator here at RD, Carolina Lima: “if it makes sense, it makes sense!” And that’s why it’s so important to optimize your networks so they fit into your inbound strategy and can deliver all of these benefits to your business.
The Digital in 2019 report, by We Are Social and Hootsuite, pointed out that 81% of Brazilians aged 13 and over are active on social networks, against 58% worldwide. Furthermore, in Brazil posts on Facebook have an engagement rate of 4.22%, while in the rest of the globe the average is 3.75%.
With all that in mind, there is now only one barrier between you and your networks’ success: the “how”. And that’s what we’re here for! Read on to learn how to evolve your social media strategy for Inbound Marketing.
Knowing (or remembering) the Inbound Marketing methodology
In a free translation, the term Inbound Marketing can be defined as attraction marketing. The main difference between traditional marketing – which we call Outbound Marketing – and Inbound is that, in the latter, the customer is looking for the company and not the other way around.
Therefore, this strategy came to attract the public’s interest in a more natural and organic way, through content that resolves pain and doubts about a certain subject and also about your product, what you do and what your brand promotes.
With that in mind, the inbound methodology has four stages:
- Attract visitors to your website (users);
- Convert them into contacts ( Leads );
- Turn them into customers;
- Engage these customers so that they become ambassadors for your brand.
But what about social media, where does it come in?
Social media can be present at all stages of the inbound methodology, however, they are essential at the time of attraction. Stop now and reflect on the number of people using social networks these days: it’s a lot of people, isn’t it? Everyone looking for information, exchanges, interaction and identification.
When creating rich material, for example – an eBook, spreadsheet, guide – or even a post for your blog, dissemination is an essential part for conversions to happen. And social media can fulfill that role with excellence, and in many ways. The “joke” can include:
- A meme that is on the rise to promote an eBook;
- A video to promote an infographic ;
- A poll with the subject of your last blogpost to generate engagement;
- Gifs with members of your own team (as we’ve done here in RD) and whatever else your creativity allows!
- In recent years social media features have been extensively explored and improved. Soon, innovative ways to promote your work will definitely not be lacking.
- However, in addition to disseminating your materials and building a good fan base and contacts, it is important to remember that on social media it is not possible to have full control of your audience. Also, you depend on the goodwill of the algorithm, which can change at any time.
- So, in order not to miss any opportunity and keep in touch with your followers, the ideal is that they are taken from the networks you use to your Leads base – where they can enter into nutrition streams and continue to know your product or service.
- And you’ll understand how to do this in practice in the next few lines. Comes!
First Steps: Inbound Marketing on Social Media in Practice
- We can’t take all of the social media, throw them in a bag and say they’re all the same. It would be too easy, right? That’s why the type of content, your language and even the images you use must first be aligned with the idea of the social network in question.
- From this – and also, of course, from the study of your company’s personas – you will know exactly which networks you need to be present in and which audience you want to reach: how they speak, which media they prefer, for what they are interested in.
- If you have a clothing e-commerce, for example, which is a more visual business, Instagram will probably be your flagship. If you sell Human Resources consultancies, LinkedIn can be the stage where your Social Media will shine. Facebook, taking into account its plurality and popularity, is usually unanimous among companies.
Frequency and planning
- Imagine that at Dona Aurora’s bakery, near her work, a wonderful chocolate cake is offered every Tuesday. You try the delicacy for the first time and love it, you are loyal. Next Tuesday, he’s one of the first in line. And next time. But on the last Tuesday of the month the cake doesn’t show up: the kitchen staff ran out of eggs and you’ll have to deal with your frustration – because yes, it’s definitely there.
- The same goes for your blog and social media. (Not in the same proportion, of course, after all we are talking about chocolate cake!).
- Once you create a regularity for your posts and a topic agenda, it’s normal that your users – once loyal to your excellent content – expect that. Therefore, for an ideal frequency of posts – and regularity is essential, by the way – planning is essential.
- The planning will help you understand the amount of posts that will be made, which topics will be covered – interspersed – so that all your personas are covered and how they will take shape.
- Here at RD, for example, the Content and Social Media teams work together: from the Content team’s agenda – which is responsible for rich materials, blogposts and similar – the Social Media team manages to assemble its planning and know which posts will derive from the contents already programmed.
- In addition, the Social Media team also creates its own independent actions. After all, social networks are not “just” for you to try to educate your audience or sell something indirectly.
Time to generate leads!
- Now that you know how to identify which social networks you need to be on and know the importance of post frequency and structured planning, it’s time to, uhul, generate Leads!
- How to take these followers from social networks, as mentioned above, to your official Leads base?
- A strategy that we use a lot here at RD is the use of social media campaigns that direct people to our website/blog or to a specific Landing Page, where the user can make a conversion and, consequently, end up falling into our base. Leads.
- This can be done, for example, at the same time you publicize your materials – and without losing the humanized touch of the media!
- Have you thought about using a video so fun that it makes the user want to know more about the material and convert it on the Landing Page? Or in creating storytelling for a success case that can be followed weekly on social networks and, later, taken to your company’s website?
5 tips to pump your social media
Now is the moment everyone has been waiting for, here they come, the infamous social media tips and hacks! We separated some of the most important ones at that first moment, those to keep with you and always follow. Check out:
1. 70-20-10 Strategy
Coca-Cola has adopted a social media strategy known as “70-20-10”. The numbers are percentages that refer to the types of content, in terms of risk, that should be offered to the public.
The 70% refer to posts that are already consolidated, that is, that do not offer any risk. They are the ones that we are sure, from previous observations, that they will have follower engagement – with themes and formats that have good responses, keeping their profiles busy and captivating their recurring followers.
The following numbers are for those who can risk a little more. The 20% is content that requires a little more thought before being posted, while the 10% should make you think: “Should I really put this on the air?” Yes, a little panic, but that is inherent to anyone who wants to go viral really and consistently.
2. Actions that delight
Let’s take an example from the Arezzo&Co group:
A lady bought a white Arezzo sneaker with a zipper on the side. However, when he got home, he realized that the zipper was just an ornament – not an opening, in fact. She contacted the company requesting the return of the shoes. The reason? As a wheelchair user, she wanted more mobility to put on a shoe without needing anyone’s help.
The person who attended could have simply arranged the return – after all, it would have been the process. However, he sought the opportunity to go further and get out of the automatic. Together with his direct leader, he spoke with the brand’s engineering, which developed a similar sneaker with the zipper, now working – customized especially for the consumer. The shoes were sent with a letter in hand, as a surprise! Simple and wonderful.
We never know what the customer across the screen or line is going through. Sometimes, with a small or easily executable action, you can differentiate your company from others. But mostly, truly change a consumer’s life. And what brand doesn’t want that?
3. Don’t just post what you like
A golden rule of Content Marketing also applies to social networks: truly understand your audience. Many companies – and not just startups – make the mistake of talking only about what they “like”. This may come from the wrong perspective of what your followers expect of you. And, finally, scaring them away.
Observe the issues relevant to your market, in a broad way, and approach them from the point of view of your brand. This will insert your business into relevant discussions, generating value for those who follow your profiles.
It’s always good to be clear that your content must serve people. They’re the ones who will tell you whether you’re relevant or not, interesting or not, and, fundamentally, whether it’s worth following or not.
4. Know how to differentiate voice and tone
Many people still confuse voice and tone when it comes to brand identity. They are two different things, although they are complementary. The brand’s voice is unique to all social media and marketing actions. It must permeate all of your communication.
A tip to have it well defined is to list between 3 to 5 adjectives for your brand’s voice. These qualities are what you want your company to transmit and, above all, to be absorbed by your followers. Likewise, the list features that you don’t want your brand to design at all.
The tone can vary a lot, as long as it is adequate within the voice. A more humorous post, like a meme, requires a lighter tone, which makes people relax. Something aimed at contact with a seller usually asks for a more serious tone, which conveys security to the user.
5. Balance between business metrics and social media metrics
When we talk about social networks, engagement is often cited. Comments, mentions, ratings, actions that lead the user to dialogue with your business.
Imagine a Facebook post containing a link. From him, a percentage of engagement is expected, obtained through comments or likes. You can define, as a business metric, half that same percentage in link hits and conversions.
In this way, it is observed whether the public was properly reached. The challenge? Take him out of Facebook to another page. Therefore, several factors need to be taken into account when putting together an attractive post, such as:
- Social behaviour;
- Age group;
- Regionalities, among others.
In addition to exact metrics, there are also indirect actions by the audience. Not everyone affected by the campaign actually ends up reaching the action digitally.
The user may not take any action at the moment, but still keep the campaign in mind and share it later on – it could, for example, become a topic of conversation at the company’s barbecue. There is no way to measure everything. And everything is fine!
When we talk about reach metrics (ie: numbers of followers to generate return) the more you invest, the more you have. Inevitably, some expenses, even if only initial, will be expended. This way, you successively recover the chance to impact again the same person or that Lead who gave up on the purchase journey along the way.
Go beyond social media in Inbound Marketing
As we’ve shown in this post, social media is really a great way to attract customers. However, to obtain better results in Digital Marketing, it is necessary to invest in a more effective strategy, such as Inbound Marketing. And, as you’ve seen, it’s not about putting social media aside: it’s about using it more focused.
So you can start immersing yourself in this world, we have free material that brings you all the basics and the first actions to put into practice. It’s the Inbound Marketing eBook: everything you need to know. Fill out the form below to access it and generate more results on the internet!
When we talk about Inbound Marketing, social media is an essential part of a successful strategy. Understand and check out the tips we have separated on the subject! Let’s start this post a little bit different than usual. Without stalling, Blue World City will immediately answer one of the two questions in the title: why is it important…