Inbound marketing refers to the type of marketing used to draw a visitor in as opposed to marketers going out to get prospects’ attention. The goal of inbound marketing is to drive visitors to a website and convert those visitors into loyal customers.
The stages of the inbound marketing methodology focuses on attracting users and cultivating relationships to help sustain those relationships over time, which creates brand loyalty and promoters.
As you may not know, social media is a huge part of inbound marketing strategy. Social media networks allow us as marketers to draw target consumers in through engaging content in an effort to convert those visitors into leads and close them into customers.
But what are some inbound marketing techniques that we can use for social media and how can we implement them? In this blog, we’ll show you inbounding marketing techniques for social media that you should be using.
Landing Pages - 'The 10-4-1 Rule'
While most of your social posts will be valuable external content and articles relevant to the needs of your persona, a small fraction of posts will directly address your solution and provide a link to a landing page.
The number of 'landing page posts' to aim for is 10-4-1. This means that for every 15 social posts your company makes:
- 10 posts should be useful external contenr
- 4 should be links to your own company blog articles
- and 1 should link to a landing page.
Whenever you use social media content to gain visitors and leads, you need to create an effective landing page that addresses the issue raised in the post, and provides further action items. Otherwise, you may send your visitors and loyal followers off to other websites that you won’t get credit for.
Beware: linking to your homepage from a social media post may not work as effectively as you might think. Sure, your visitor may find content that addresses the issue raised by the post, but most likely it come along with a lot of other distracting information and menu links.
By creating a distinct landing page free from website navigation links, you’re sending the visitor to a page built to function only to address the need of the post they were interested in. This page is designed to provide a way for your visitor to convert into a lead, such as a form in exchange for an eBook, free consultation, discount, or any other type of goal you wish to establish!
Use Social Media Publishing Tools
Social platforms like Hootsuite and Facebook allow you to schedule posts far in advance so you can focus creating engaging, meaningful content that will actually interest your visitor persona.
Social media content publishing tools also help us to keep up the practice of posting on a regular basis. This way when our fans expect to hear from us, we have a post scheduled in advance.
Scheduling at least a few days in advance will save us a lot of time!
Use Social Media Monitoring
While some social platforms like Facebook and Twitter provide us with analytics tools that give us a better understanding of who our fan base is, they do not provide us with the personalization that social monitoring does.
Social monitoring allows us to see what posts and updates our fans are particularly interested in and how they are engaging with that content.
For example, creating a hashtag for a particular event will help show you how fans are engaging with your products or services and how they feel about it.
Use Social Media Analytics Tools
Inbounding marketing for social media is extremely important. And one of the most important components of social media marketing is analytics.
Major social media channels provide analytics tools that allow us to analyze our engagement rate and performance. Tools like these give us raw data about our activity on that specific platform. This data helps us to get a better of idea of who is engaging with our content, what posts they are engaging with, and what’s working and what’s not.
When using inbound marketing techniques for your social media practices, use the above 4 methods to make sure you are performing as best you can on each social platform.
What is quality content? Quality content creates curiosity, captures imaginations, compels actions, describes possibilities, ignites new modes of thinking and challenges old ones.
So, how can a small business generate, not just run-of-the-mill content, but truly killer content? Check out this helpful eBook: