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Social Media’s Impact on Inbound Marketing

Inbound marketing using social media has become a very important element in a brand’s overall marketing strategy. Social media platforms have attracted more than 4.9 billion people worldwide. Studies show that 64.6 percent of the global population are regular internet users and only 5 percent have yet to join the ranks as active users. It is safe to say that social media platforms on the internet are where people are listening and joining in conversation.

Social media has become a powerful tool for marketing a business. Unlike traditional types of advertising, social media marketing is highly measurable, drives relevant traffic to the brand, can be a personalized method to communicate with a targeted audience, and can turn consumer leads into sales conversions. Unlike outbound marketing which uses a shotgun approach to attract potential customers to the brand, inbound marketing uses creative content that is designed to target specific audiences and engage them in long-term customer relationships.

Seven primary social media platforms provide opportunities for sellers to interface directly with potential consumers. The platforms are creating audiences that are evolutionary and increasingly dynamic when it comes to how and where they listen, making it imperative that brands remain sensitive to how each targeted consumer is using the platforms and avoid getting caught speaking the wrong language in an empty arena. Facebook, Instagram, Twitter (X), YouTube, Pinterest, LinkedIn, and TikTok each have specific demographic users where marketers can build brand awareness by utilizing personalized and authentic content to establish it as an authority in the field.

Regardless of the platform used, social media marketing is an effective and practical method that is easily measured and produces high returns on investment (ROI) for brands. Effective content engages prospects in a two-way conversation and delivers information that provides solutions to listeners and aids companies in discovering and identifying changing consumer trends. Informal and personalized content is establishing itself as essential, alongside short videos, for dominance in social media marketing this year. As consumers continue to favor shorter communications, getting to the point with the message will become more important. The best content is original, conversational in tone, and authentic. Well-written content can elevate a brand to an informed, capable, and even expert status among a targeted audience.

An effective digital strategy requires researching potential audiences, identifying the appropriate channels to connect with each specific target, and creating the tactics to achieve a predetermined goal and mission. Social media marketing is not a one-time, one size fits all approach. Ongoing postings will not only engage new listeners but will encourage loyal followers to become influencers and advocates with favorite brands.

Of all the advantages realized by digital marketing, the most valuable benefit may be the ability for marketers to eliminate some key unknowns concerning the effectiveness of marketing campaigns. Inbound marketing campaigns can be finely tuned and specifically targeted, personal, and authentic. The goals and objectives of measuring the effectiveness of campaigns should be routinely reviewed and modified to reflect the dynamics of a competitive marketplace. Social media analytics, the process of collecting and analyzing campaign data, can help determine how to improve the original strategy, increase the value of a marketing budget, improve customer experience, and understand what channels, touchpoints, strategies, and tactics are working best.

Junction Creative Solutions (Junction) offers a results-driven approach to building brand awareness, engagement, and revenue across social media platforms. Contact us at 678-686-1125 to learn more about how we can help you create a successful inbound marketing approach for your brand.