Inbound marketing provides information, an improved customer experience and builds trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social media platforms.
Marketing strategist David Meerman Scott says that inbound marketing allows marketers to “earn their way” into a customer’s awareness rather than invading their awareness through paid advertisements.
Compared with outbound marketing, inbound reverses the relationship between company and customer. In fact, while outbound marketing is going to push the product through various channels, inbound marketing creates awareness, attracts and helps new customers with channels like blogs, social media, etc.
The purpose of Inbound Marketing is that the person finds the brand from the process of Awareness (knowledge) and continues with it during the entire purchase process until it becomes a client.
In the Inbound Marketing methodology, social networks are an essential channel to achieve the results. The role of these media within marketing is synthesized in converting, visualizing, providing customer service and improving the reputation and image of the brand.
The success of social networks consists of taking the need of the human being to socialize, create communities and be connected to the world today; the digital and the internet.
Currently, there are many social networks, although the most famous are Facebook, Instagram, and Twitter.
Social networks are fundamental in different actions of the Inbound Marketing methodology.
70% of active Internet users use some type of social network according to the latest report from the Gartner consultancy. It is undoubtedly a fundamental pillar and an essential tool.
The traffic that exists in social networks allows to attract users and interact in a more friendly and human way with leads and customers since it allows us to create long-term relationships with our clients through the person-to-person dialogue. By doing this you can achieve reach, a better opening rate, a direct conversation, personal and bi-directional.
Did you know that 77% of consumers do not buy online if they do not have the possibility to chat with someone? (First person). Through social networks you can provide immediate communication. The average response is 42 seconds according to Zen Desk.
The combination of an Inbound Marketing methodology and social networks allows creating conversations that build lasting relationships. Although to achieve it you need creativity and knowledge, as well as community management tools, such as CRM, design, analytics, etc.
Hubspot, for example, gives a series of guidelines to integrate Inbound Marketing into Social Networks:
In all stages of the Inbound Marketing methodology, you can integrate social networks to move them in each stage and have buyers or users back.
The blog, mailing or SEO is not enough, but there is an integration of social networks to the Inbound strategy. It is the means that allows the diffusion and allows improving the position in search engines. The more content, more quality and more interactivity, the better results.
Inbound Marketing and social networks have an inseparable friendship, and that is why they must walk together with a plan and a vision that leads companies to take off. Today’s digital marketing recommends it, but the public is the one who sets the tone and demands it.
With social media, you can reach your ideal audience members where they’re already participating in conversations relevant to your business. You can feed your sales funnel with relevant prospects, build an audience, nurture relationships, establish trust and boost awareness of your brand by sharing the wisdom that speaks most directly to your unique value proposition. Doing this well over a long time can result in customer advocacy and brand authority.