As technology advances, people increasingly use the tools the internet offers to communicate with different people in different parts of the world, whether to talk with friends or family, meet new people or even build fraternal bonds with people from other places and, why not, do business with different types of people and companies. We give this medium its own name: “Social Media.”
According to the latest report from the consulting firm Gartner, 70% of active internet users are using some type of social network.
That means something very important: out there, a huge number of potential customers are waiting to be reached by your brand. Inbound Marketing is precisely the way to reach them, whether so they get to know your product/service or so they are ready to buy.
A study conducted only in the United States produced the following data:
- 38 million Americans between the ages of 13 and 80 said their purchases are influenced by social media.
- 70% of people who are active on social media shop online.
- 81% of shoppers said their friends' posts impacted their purchase decisions.
- 30% of shoppers respond better to offers when they are reposted by a friend.
- 4 out of 10 people who are active on social media buy a product after having interacted with a post.
Now, with this data, we can see how important social media is, not only in Inbound Marketing but in general. Let's look at 4 vital points for knowing how to implement your Inbound Marketing strategy on social media:
Consumer Behavior
Knowing how your target market and customers behave on social media will be the starting point for your strategy. Likewise, knowing which social networks are their favorites, what type of posts they publish, at what times, how they interact, on which device, what content they share and who they share it with will give us a clear idea for our next point.
Smart Content
Once you have the information about consumer behavior, you will know what type of content you should create. It is not just a matter of blogs; in this case, since we are talking about social media, it is about what type of posts, frequency and even design you are going to create. Be careful not to get carried away with jokes or to overuse something that is working for you. It all comes down to something simple: your customers and target market love content that helps them learn more, that answers their questions and, above all, information that is useful to their friends.
Consumer Interests
It is important to know not only how your consumer behaves on social media but also their interests. This will allow us to run successful paid advertising campaigns, because if we know their interests, this information will let us set up those campaigns better and the response will be faster.
In addition, knowing their interests also helps you create content, because it can give you an idea of what they use your product for, under what circumstances, whether they are simple observers or potential customers, and what motivates them to make the purchase.
Virality
Your own consumers are the ones who will lead others through the different stages of inbound marketing. In other words, if you hook them and turn them into promoters of your brand, they will take care of spreading awareness, consideration and decision content, and because they are in love with your product, they will gladly share your blog articles, posts, etc.
As we saw in the numbers I presented at the beginning, these are the ones who will convert the most, since a friend's recommendation has an enormous influence on the purchase decision.
Consider these points before implementing your inbound strategy so that it delivers the conversion results you expect for your brand.
