The Social Media Strategy in Inbound Marketing

Social Media Strategy in Digital Marketing

Today we all know that we are at a time when the consumer is hyper-informed. And not only that, in addition to being informed, he likes to share his experiences, so his level of demand is higher than ever.

But do not spread panic. This does not have to be considered as something negative, quite the opposite. The fact that consumers are more demanding means that we have to work harder to find content that is really attractive and relevant to customers.

To meet this level of demand, good management of Social Networks is essential; even more so within an Inbound Marketing strategy. It is essential that the content on Social Networks and our publications accompany the client throughout their process with our brand.

Social Networks will help us create and strengthen a link between our brand and customers. Beyond the image and tone of communication, which must be aligned with our position in the market and which are paramount, we need to build our Social Media strategy on solid foundations. These keys are:

Advanced Social Strategies for Social Media Marketing Management

1. Listen to your audience on social media

listen to your audience for success in social media strategyBefore carrying out any action on your social networks, it is important that you give the attention they deserve to those people who are dedicating their time to you. Many times, we take for granted that we know what they want from us. Error. Therefore, listen and create content according to what your target audience wants, so you will generate conversations and create a relationship with your client.

Do you know that active listening is part of the mbudo method ?

2. Maintain your specialization and meet expectations

Look for topics that you feel comfortable writing about and that your brand has experience with. It must also bring something new to consumers, not simply repeat the same trends that already exist in the market. What is your Unique Value Proposition ? Your brand needs to stand out from the rest to resonate strongly with potential customers.

Above all, keep your specialization. If you try to go too far beyond that, your audience may realize you’re out of your depth and you risk losing engaged followers. On social media, you just want to share what you do best.Remember, all content must add value and depend on certain emotions that you want to generate in potential customers; It doesn’t work to simply post a large number of posts.


3. Patience is a virtue in social media strategy

Do not expect that overnight your accounts are going to have a spectacular impact, the only thing you are going to take away is a good “disappointment”. It’s worth waiting to gradually build a quality community that goes beyond the number of likes and followers.

You have the recipe: publish the right content. Reply to people who comment. Mention potential accounts that could share your content. Participate in forums and specialized groups. Respond to questions and concerns as quickly as possible. Post relevant third-party content. Mix and match your strategy until you find the right combination. It takes a lot of trial and error, but it will pay off in the end.

4. Be daring when choosing social channels

There are many digital platforms and tools that you can use. Don’t be afraid to try new channels like Snapchat, Tik Tok , and Instagram Stories and established formats like Facebook, Twitter, and Account Based Marketing . The important thing is that you adjust the content of your customers to the appropriate channels. You can use different tools in your social networks to make what you want to transmit more attractive, for example, infographics, videos, surveys and more. 

Social media Digital marketing Media strategy, social media, text, label,  logo png | PNGWing

5. Establish and measure social media KPIs

KPI is the abbreviation for “Key Performance Indicators”, or also called key performance indicator or key performance indicator. It is a quantifiable measure that allows us to evaluate the success of an organization, employee or project according to previously set objectives. Let’s remember that these goals must be SMART: specific,  measurable, achievable, realistic and temporary.

And why are KPIs so important in an organization?

They allow us to rigorously monitor actions and measure and quantify their success . In addition, they help us to make a diagnosis of the current situation of our company and to be able to communicate and report on it. Thanks to this, we will be able to make the most appropriate decisions to improve our efficiency and productivity.

We can classify 4 main types of KPI for Social Networks:

KPI #1: Reach

The objective is to develop the visibility of your brand or product on the internet and social networks. It consists of determining how many people receive your messages.

 Some examples of scope indicators that you should be aware of are:

  • Number of Impressions: number of times a message (article or post) had the opportunity to be seen and impact the Internet user.
  • Mentions of your brand.
  • “Share of voice”: how many people are talking about your brand compared to your competition.

KPI #2: Engagement

These KPIS determine how many people take action after receiving your message. 

the goal of your social media KPIs is customer satisfactionSome engagement KPIs are:

  • Number of interactions on posts (“likes”, favorites, comments, retweets)
  • Number of links clicked .
  • Rating and reviews received about your brand or product.

It should be remembered that it is essential that your followers interact with the brand, if not, no matter how many followers your brand has, you will have created the wrong KPI. 

And don’t forget about hot trends, like Snapchat, Tik Tok, Instagram Stories and ABM . 


It could be defined as the return on investment made in social networks. This data allows us to know what the performance of our work has been in terms of the objectives set .

Some indicators to keep in mind are:

  • Direct sales income .
  • Conversion of social media leads into leads qualified by the sales team.

KPI #4: Customer satisfaction and loyalty

The objective is to improve the perception of the brand and the satisfaction towards your products and services.

The most important performance indicators are:

  • Brand perception : are the feelings associated with the brand and the percentage of positive feelings with respect to the competition.
  • Resolveability – The time it takes to resolve customer issues.
  • Degree of customer satisfaction : analysis of ratings and reviews.

The needs of each client are different but these keys are common for any type of company. For this reason, it is important that you become aware of the need to first create a Social Media strategy , within your content marketing strategy , before carrying out any action, remember that one of the aspects that should interest you the most is reputation. of your company in social networks.

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