How to use social media in your Inbound Marketing strategy

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In the face of this adaptation scenario, where companies and executives seek to keep up with the dynamism of the digital world, social networks emerge as a challenge that demands even more agility. With them, communication ceases to be unilateral and becomes a two-way street, turning everything that has been done for years upside down. The target audience (the so-called personas in the world of Inbound Marketing) discussed in company marketing meetings now has a voice, name, photo and much more. Companies and marketing agencies have adapted to social networks in fits and starts. However, they are not always able to use them correctly, especially when they start thinking about using Inbound Marketing (IM) as a strategy.








What does all this have to do with Inbound Marketing?

The concept of IM drives what many companies disdain or email list uk don’t know how to do: share what the public really wants to know, not what the company wants to talk about, usually about itself.



By understanding personas in depth, social networks help to enhance the reach of content, which should be focused on the stage of the purchasing journey of each visitor to your own content platform (usually a blog): awareness , consideration and decision , as already presented in our first ebook “Inbound Marketing: what your company needs to know” .

Remember that the role of personas is to gather personal and professional information from the potential visitor to your blog (who can become a lead), such as the problems you want to solve and details of their daily lives, including topics that were found in research and interviews conducted before the start of development.


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Knowing this, the persona creation stage should never be excluded from the IM strategy and, once it is ready, it becomes feasible to integrate blog communication with social networks, which also need to be chosen carefully, adapting them to your business.

We wrote an interesting post about the purchasing process, personas and inbound in "Digital Marketing: whether or not to join is no longer an option" .


What is the real purpose of social networks in the IM strategy?

Social media is essential in all stages of the funnel, especially in attraction and conversion. It helps to expose the content of the blog, landing pages or other media relevant to the personas.

The publication should be periodic and the topics of the texts focused on what the customers want to know, understand and/or buy. With this, positive results in engagement can become a reality, as long as the relationship strategy is involved in the process.

According to Social Media Examiner , 83% of marketers said that social media is important for their business.

The State of Inbound Marketing survey states that 62% of executives say that social media has become more important for marketing campaigns in the last six months. In other words, taking advantage of the dissemination power of social media to deliver attractive content is the key to success.

Finally, see the 7 best practices that we have selected below and reflect on whether you are already doing each of them strategically:

1. Respect the specificity of each network;
2. Include social media in your IM strategy;
3. Drive traffic from social networks to your blog;
4. Share your blog content on social networks;
5. Measure the results obtained;
6. Analyze the measured data to see if you are meeting the specific objectives of your strategy;
7. Keep the relationship active (CRM) and the content updated.