We will consider SMM as an integral part of the so-called Inbound marketing strategy, according to which the task of a business is to properly set up social media channels that attract and retain consumer attention.
How does Inbound Marketing work and what is it?
Inbound Marketing (from English inbound - incoming) is a way to promote through useful, relevant or just interesting content. According to the form of submission, the content can be presented in the form of blog articles, illustrations, videos, answers to questions on forums, podcasts.
The main goal of inbound marketing is to gain the interest of the audience, as well as to attract their voluntary attention. Yes, the effect will not be visible immediately, but the obvious “plus” will be a loyal audience, plus the saved budget for expensive advertising. In addition, a loyal customer, satisfied with the quality of the service / product purchased, is more likely to recommend the brand to friends and thus provoke a word-of-mouth or word of mouth promotion method.
A well-developed Inbound Marketing strategy accompanies a potential buyer at all stages of interaction with the brand:
Stage Attract. At this stage, it is necessary to find out who the potential consumer is, who is interested in specific goods or services, and offer exactly the content that will find a deep personal response from the target audience. It is necessary to find out what ideas attract the target audience, what difficulties they face in order to carefully think over the marketing strategy and promote the business with the help of advertising campaigns, blogs, social networks, etc.
Engage stage . It is usually characterized by the growing interest of the potential consumer in the proposed content. It is imperative to maintain this interest by using, for example, support via chatbots; a simple and clear UX of the site plays a significant role. The challenge for a business is to communicate with customers through the channels they prefer.
Delight stage . A good marketing strategy will allow you to not only meet the needs of your customers, but also exceed their expectations. It is necessary to provide high-quality and useful content that can amaze consumers and conduct an ongoing dialogue with them, considering their complaints and positive reviews - and all this information should be regularly processed.
What is the role of SMM services in the overall marketing strategy? Of course, it all starts with quality content, so Social Media or Content Marketing becomes the “voice” and “ears” of the brand, and is responsible for the effective presence of the company in social networks and the Internet space in general (this can be a corporate website / blog).
The main business tasks that SMM is designed to solve:
- Increasing brand awareness (Brand Awareness). SMM allows marketers to quantify their brand’s online presence.
Metrics can be used to measure brand awareness:
- the number of followers (followers) is the reach of the audience that the brand can reach;
- penetration of SMM posts - the number of users who will read the post;
- reposts (shares) - the number of users who talk about the brand and repost on social networks.
- Increasing brand engagement. Social media engagement improves brand perception, increases consumer loyalty and promotes word of mouth recommendations.
This indicator is also subject to measurement using two criteria:
- Likes, reposts, comments on a post - all of the above indicates how many people interact with published posts on social networks;
- Mentions and Responses - Indicators of the number of people mentioning a brand and the frequency with which the brand responds to mentions.
- Increase in traffic (traffic) of the targeted site. The presence of the brand on social networks makes it possible to attract an additional audience to the site / blog.
The main metrics are:
- social network traffic, reflecting the number of visitors - users of social networks;
- share of total traffic - the percentage of social media users in total traffic;
- bounce rate of social media traffic, which shows the quality of social media traffic;
- clicks on social media posts showing how effective social media post posts are.
- Lead generation. This is the name of a way to attract potential customers in order to encourage them to make a purchase. Lead is a person interested in a product / service who directly contacted the company (called or sent a message) or left his contact details for further communication.
Several metrics allow you to measure lead generation:
- personal information (usually email) received from social networks, it measures the number of leads collected through social networks / website;
- downloading gated content available to registered users - shows how many people have visited the site and downloaded gated content;
- participation in competitions - the number of participants in any competition or events in social networks who have shared their personal information;
- clicks on lead-generating SMM posts - speaks of the effectiveness of posts on social networks;
- Finally, Lead Conversion, which shows how quality leads are coming from social media.
- Increase in income. This implies an increase in income by increasing paid subscriptions or sales.
This indicator can be measured by the following criteria:
- registration / income, displaying the number of registrations and income from channels in social networks, respectively;
- advertising revenue (excluding costs).
- Building a community around the brand / proof of expertise. In this case, we mean the creation of a closed community / chat for the exchange of exclusive and valuable content. Potential metrics include:
- Twitter / Telegram / Slack Chats: The number of members and posts or tweets per member is the number of people in the chats and the degree of their activity.
- The number of daily active users, which shows how many people are actively participating in your gated community.
- Convenient customer service on social networks. Social media customer service drives revenue growth by increasing the CSAT (Customer Satisfaction Score) and customer retention rates.
- the number of support calls is a marker of demand for a service or functionality;
- average response time is a metric of the brand’s response rate to processing incoming reviews;
- average CSAT identified through surveys / feedback collection.
- Influential Marketing. Recently in India one can hear the word “influencer” more and more often, which means “opinion leader”, and such a method of PR strategy of building an expert image as mentioning a brand or a person (for example, a company’s CEO) in the press and various media is gaining special popularity.
- reposts and mentions will show exactly how many people are talking about the brand in social networks;
- influencers - you need to know how many experts are talking about a brand;
- Outreach is the number of journalists who ask questions about a brand.
In the article, we were able to consider the stages of building Inbound Marketing and explore the tasks that SMM performs. The review clearly demonstrates the complexity of the SMM strategy and the variety of metrics that allow you to measure certain indicators.