Social media has a very large number of users and is therefore an excellent showcase for companies. In this way, producing content for social media is an important action for the success of the Inbound Marketing strategy, especially at the stage of attracting and generating leads.
Therefore, institutions that use content marketing and combine social media strategies with efficient inbound marketing achieve great results and stand out in the market.
Now, understand the importance of combining social media and inbound marketing strategies and learn 5 tips on how to apply these actions in your institution to achieve incredible results. Read to the end and find out everything you need!
Social media are platforms that offer a great opportunity for companies to establish contact with a large audience. What's more, on social media, it's possible to establish a humanized relationship that brings the persona closer to the company. That's why it's important to use this resource to generate a good brand image and attract loyal customers who engage with your content.
Recently, social networks have 5.41 billion users (65.7% of the world's population), which confirms their reach for discovery and consideration.
At the same time, almost half of consumers say they make at least one purchase a month because of the influence of creators, a clear sign that social impacts revenue. In addition, recent reports show that paid media on social networks is among the channels with the best ROI in B2B and B2C.
When this reach is integrated with well-structured inbound, the combination multiplies qualified traffic and lead generation.
After looking at these statistics, it's clear to see how a brand's presence on Instagram, Facebook, X (formerly Twitter) and LinkedIn, for example, can provide incredible results when aligned with content marketing and inbound marketing. After all, since inbound marketing is a strategy that uses the production of content with the aim of attracting customers, disseminating this content on social networks is a great way of achieving the desired results.
That's why it's important to apply the inbound marketing and content marketing methodology to social media in order to reap the rewards and stand out in the market.
Now that you've understood why it's so important for a brand to be present on social media using the inbound methodology, you can also find out which are the best tips for you to apply to your institution's social media and inbound marketing strategy. Read on!
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One thing is certain: content is a strategy. Therefore, nothing on your institution's social media should be there by chance or without a clear objective for the marketing team.
So learn how to act strategically, using the inbound methodology on social media to achieve excellent results.
Each social media works in a different way, caters to a different audience and has a different purpose. For example, X is essentially a network for short, snappy texts, while Instagram focuses more on images and videos. Another important factor to take into account is the difference in algorithm between the networks.
Each platform has evolved. X prioritizes real-time conversations and current affairs; Instagram and TikTok have accelerated the consumption of short videos; and YouTube remains among the social channels with the highest ROI for brands.
In addition, the way audiences consume content and news varies by network, for example, 59% of X users say they get their news there. Understanding these nuances avoids generic content and guides your agenda by objective (reach, consideration, conversion) and format.
Therefore, in order to correctly apply a good inbound marketing and content marketing strategy on social media, you need to understand how each platform works in order to produce the right content according to the specifics of each one. What's more, it's essential to know your institution's persona in depth and which social networks they use, as well as which content they most like to interact with (videos, memes, gifs, texts, polls, stories, etc.).
Content is a strategy, and no strategy is effective without planning. It is therefore essential to have a group of qualified professionals to draw up and execute an intelligent plan for marketing actions on digital platforms.
Another important factor for successful social media marketing is the frequency of posts. This is because, without frequency and constancy, audience engagement is much lower and it is difficult to achieve good lead generation.
Therefore, planning is important to maintain the necessary frequency and achieve the desired goals.
Image: Social Media and Inbound Marketing Strategies to Increase Engagement and Reach.
For efficient lead generation, it is essential to guide your persona to your website, blog or landing page. This is because, on social media, the public is dispersed and your content is being competed for with many others, but on a page that is only about your company, the user's attention will be focused solely on your content.
Apart from that, it's important to increase traffic to your website, blog or landing page, as it's there that the visitor will become a lead by offering their contact information.
Therefore, bet on calls to action (CTA) and direct your audience to content outside of social networks.
Even with the advance of social commerce, owned media remains central to inbound. In B2B, website, blog and SEO lead the ROI; in B2C, email and paid social are among the best performing channels.
Use networks to arouse interest and take the user to pages you control (post, landing page, newsletter), where conversion happens and first-party data stays with your brand, an approach in line with the latest recommendations on owned media strategy.
As has been said, each social media has its own particularities and each offers different resources. So get to know all the possibilities for producing content, find out what is generating the most engagement, stay on top of trends and explore all the alternatives.
To increase engagement, prioritize edutainment, content that educates and entertains. In 2024, two thirds of users pointed to this format as the most engaging on the networks.
Combine it with native resources (Reels, Shorts, Lives, polls) and A/B CTA testing to find out what really drives clicks and conversions on each platform. This approach tends to increase retention, watch time and propensity to share.
With these good practices, it is possible to produce content that is relevant to your persona, capable of providing engagement and increasing lead generation, bringing various benefits to your institution through the integrated inbound methodology applied to social media strategies.
It is now clear how important it is to combine inbound marketing with the production of content for social networks, as well as the 5 best tips for applying this strategy to your institution's marketing actions. From this, you can reach a large audience to bring more traffic to your company's website, generate more leads and better results.
Summary: Integrating social media with inbound marketing increases reach, qualified traffic and lead generation, taking advantage of an audience of 5.41 billion users and the influential power of creators and paid ads, which are among the channels with the highest ROI in B2B and B2C. Aligning content to the particularities of each platform - such as X for current affairs, Instagram and TikTok for short videos and YouTube for high return - and directing users via CTAs to the website, blog or landing page guarantees conversions and first-party data capture. With strategic planning, consistent frequency and the use of native resources such as Reels, Shorts, Lives and polls, as well as edutainment formats and A/B tests, it is possible to increase engagement, viewing time and conversions, strengthening the digital presence and consolidating the brand in the market.
Learn about other ways to optimize your lead capture!
Social media allows companies to reach a wide audience and create a humanized relationship with their audience, strengthening their brand image and attracting loyal customers. With more than 5.41 billion users worldwide, they are essential channels for discovery, consideration and conversion.
Inbound marketing uses the production of content to attract customers, and social networks work as channels for disseminating this content. When integrated, the two strategies increase qualified traffic and lead generation.
Each platform has different characteristics, audiences and algorithms. Understanding these particularities helps to produce content in the right format and with the greatest potential for engagement, avoiding generic approaches.
You need qualified professionals to define the objectives, formats and frequency of posts. A well-structured plan maintains consistency and ensures that the strategy achieves the expected results.
Publishing regularly keeps your audience engaged and increases the chances of generating leads. Without frequency, the public tends to lose interest and interaction decreases.
Use calls to action (CTAs) that encourage clicking through to your own pages, such as blogs and landing pages. On these pages, the visitor's attention is focused solely on the brand's content, increasing the chances of conversion.
Features such as Reels, Shorts, lives, polls and other native formats increase engagement and retention. Testing different formats and CTAs helps you discover what generates the most interaction and conversions.
Edutainment combines educational content with entertainment, keeping the audience's attention and encouraging sharing. This format was identified by two thirds of users as the most engaging on the networks.
Understand the platforms, know the persona, plan content with clear objectives, maintain frequency, direct traffic to your own channels and explore varied formats to maximize reach and conversion.