Is Social Media Inbound Or Outbound Marketing?
Social media is the most important element of digital marketing. But the question among most marketers arises: “Is Social Media Inbound Or Outbound Marketing?”. The answer is, obviously, social media is inbound marketing.
As a marketer, you should know the answer. As the core concept of social media marketing is promoting brands and services online. So customer engagement rises. Inbound Marketing mainly focuses on pulling customers, and social media works as the most effective tactic here.
Then why does the confusion arise? This is because many outbound marketers have also adopted social media as a tool, recently.
But how is social media related to outbound marketing? Why is social media inbound marketing, and what are the main effects? Or, a broad answer about, Is Social Media Inbound Or Outbound Marketing?
Today, we will be discussing all about social media inbound marketing. So you can know the importance and work for the progress of your business.
Social Media Inbound Or Outbound Marketing?
Social media is inbound marketing only by applying the right approach. Both of the marketing strategies have the same goal of engaging people with valuable content.
But with the growth of digital marketing, social media has become outbound marketing, too. The reason is paid ads, paid promotions, and other paid activities to reach more people.
For instance, brands are creating relevant content on different social media platforms to attract people, is inbound marketing. If you start paying for promotions or ads, this will be outbound marketing.
Both types of marketers are more deep-diving into social media, as 50% of consumers prefer social media for searching for new products. This is why social media is dominating the entire marketing day by day.
So, the main factor is how you utilize the strategy in your business.
When Social Media Becomes Outbound Marketing?
When the primary focus shifted from building relationships and sharing valuable content to only promotional ads and messages to a large audience, social media transitioned from inbound to outbound marketing.
This was not much before when marketers started using social media in their outbound marketing strategies. By doing this, there was a significant change in business growth in a positive way.
But the result of this kind of shifting is more one-way communication. Here pushing information outwards is more important than fostering meaningful conversations.
The reason is evident because 92.7% of active internet users use different social media platforms, and the rise is 3.2% over the years.
To achieve more profit in business, nothing can replace digital marketing. Hence, outbound marketers are diverting more to social media.
Here are some signs by which you can understand how social media becomes outbound marketing.
- Promotion over engagement
- High frequency of promotional posts
- Metrics focus
- Lack of personalization content or message
- Automated and scheduled posts
- Minimal interaction with followers
- Limited variation in content
Outbound Marketing Techniques
- Paid advertising: In 2007, Facebook launched its advertising platform, which brought a revolutionary change in digital marketing. Right after, other platforms started following the same. Now, they are running paid advertising, which is actually outbound marketing.
- Search Ads.
- Facebook Ads.
- Youtube Ads.
- Google Ads.
- Instagram Ads.
- Content marketing tools: Marketers now use content marketing tools for ads or promotions to engage potential customers.
- Social media influencer marketing: Businesses partner with social media influencers. Then pay them to promote their products or services to their followers.
Can You Use Inbound And Outbound Marketing Together For Social Media?
Yes, you can use inbound and outbound marketing strategies together for social media.
Rather than debating over social media inbound or outbound marketing. You should integrate both inbound and outbound marketing can be a wise decision to get the most success out of your business.
So, the argument should not be social media inbound or outbound marketing; it is actually both to some extent.
Marketers are mainly divided into either implementing inbound tactics or outbound. But, many businesses are adopting both approaches, which in return maximizes their company’s growth.
For instance, inbound marketing addresses prospects’ interests and needs. Thus making relevant content to attract them. If this can be appropriately integrated with outbound marketing, which focuses more on reaching consumers, it can generate more organic traffic.
Telemarketing can be an excellent example of integrating inbound and outbound marketing strategies.
Here are some ways you can apply to connect inbound and outbound marketing.
Content Creation with Promotion
Attractive, educative, and valuable content is the central concept of inbound marketing. But marketers do not reach people first, rather than wait. Also, inbound marketing only targets a segmented audience. But with the help of outbound marketing, use paid ads and paid promotions to boost the visibility of the content quickly to vast customers.
Engage and Retarget the Audience
With inbound marketing, engage the audience organically and encourage them to make content for you. They can share their thoughts or experiences. At the same time, you can participate in different groups or discussions and respond to the consumers.
Outbound retargeting ads here will help reach people who have engaged with your content but have yet to purchase or take the desired action.
Host Webinars, Events and Promote
Host webinars, Q&A sessions, or live events to provide information to your customers. Also, create polls and arrange surveys to get feedback and reviews. To boost registration or attendance, use paid advertising on social media.
Here, for online promotions, applying hyper-local social media marketing can be primarily effective. Because events or surveys are arranged locally online, which hyper-local marketing focuses on.
In addition to collaborating with influencers, consider expanding your outreach to micro-influencers and industry experts. These individuals may have smaller followings, but their engagement rates tend to be higher and their content is often more niche-specific. Offering them incentives, such as exclusive access to your products or services, can also help generate authentic content that resonates with their audiences. Remember, the key is to prioritize building genuine relationships with these individuals, rather than solely focusing on the number of followers they have.
Why Social Media Marketing Is An Inbound Form Of Marketing?
Social media is a kind of subset of inbound marketing. The primary concept of social media marketing is the ultimate goal of inbound marketing. We can say the whole idea is more likely inbound social media marketing.
It is an inbound marketing tool that is customer-centric or client-based.
Creating attractive content like videos, reels, infographics, stats, and images and reaching out to those who actually need the specific product. Study customer’s demographics, preferences, and behaviors. Customers can share their reviews through chat or want to know more, and it is all about social media marketing.
At the same time, Inbound marketing wants to get potential customers from a specific locality through content. Businesses get feedback by applying personal chats or inbound email marketing strategies.
Mainly, Social Media Marketing is considered an inbound form of marketing. Due to its fundamental characteristics and the way it interacts with consumers. Here’s why:
- Engagement and Interaction
- Content Sharing
- Customer-Centric Approach
- Building Trust and Authority
- Long-Term Relationships
Overall, social media marketing amplifies the principles of inbound marketing by focusing on creating valuable and relevant content to engage with customers in a customer-centric and non-intrusive manner.
Why Is Social Media An Important Part Of Inbound Marketing?
Social media is inseparable from inbound marketing. Inbound social media marketing works powerfully for the growth of business.
As a marketer and reviewing today’s craze for social media, you know how important social media is for marketing. The fact is not, social media is inbound or outbound marketing. The main point is businesses can grow more through this strategy.
There are many facts that can prove how important social media is for inbound marketing.
Between April 2022 and April 2023, social media users increased to 150 million people. Among them, there are 2 billion Instagram, 2.989 billion Facebook and 353.9 million Twitter monthly users.
Also, people spend at least two hours daily on social media. A vast majority engage on different platforms on a daily basis. Also, most of the buyers’ buying journey starts from social media in today’s time.
Ignoring these massive users it would be the most foolish decision for a successful business. Social media can help businesses to grow more.
At the same time, for small businesses, it can prove cost-efficient. Since it is not about paying someone, you can easily promote your product. Along with Facebook, many other platforms allow free promotion on feeds.
Challenges with Social Media Inbound Marketing
Though social is undeniably the most effective tool in inbound marketing. There can still be some common issues with social media marketing plan.
You must be aware of the challenges and be pre-prepared to get the most out of your efforts.
Here, we have highlighted 7 challenges you may face while working with social media inbound marketing.
- Poor content quality, not using visual content much, and lack of friendly tone.
- Choosing the wrong platform.
- It is challenging to keep up with changing social trends.
- Standing out against established social competitors.
- Falling engagement rates, fewer post-interactions.
- Ignoring negative feedback.
- Irregular updates about new products, and posting schedules.
Case Studies: Successful Integration of Inbound Social Media
In today’s business world, there are numerous stories about the successful integration of inbound social media marketing. Large brands like Starbucks, Oreo, and Nike use social media inbound marketing, which returns them a handsome profit.
“In 2017 so far, we’ve attracted 500 applicants via social media and hired 25 – in Brazil alone. In Latin America for Q2, we received a 153% increase in apply clicks… Those are the tangible results that leaders care about, and we are delivering largely because of Avature.”
Said Dalhia Rodriguez, Employer Brand, and Social Media lead, Dell. This statement proves how significantly social media influences total Dell growth.
In 2006, when Dell encountered some changes through social media, it turned into the most positive way. It was one of Dell’s best decisions.
Dalhia Rodriguez again said, “A lot has changed since 2006, and these changes have paid off handsomely for Dell – especially for its B2B business. “
According to Dell, both in B2B and B2C business, it faced colossal growth. Here, using social media marketing, to maximize customer interaction and sales was the ultimate intent.
Initially, they started with five call centers proactively to find and contact Dell users. This is more likely outbound marketing, but it later focuses more on inbound social media marketing.
Alone in Texas, it became the sixth-largest company by total revenue. Also one of the largest computer manufacturer companies globally.
However, Twitter brought the most significant success for Dell in June 2007. After 18 months, in December 2008, Twitter showed a significant change in revenue of $6.5. The revenue increased to $1 million via Twitter, with sale alerts.
Besides Twitter, Dell has 4 million followers on Facebook. And millions of followers on Linkedin, YouTube, Instagram, and other platforms. They are using these media very cleverly to engage more customers.
Dell has adopted three core concepts of inbound marketing. Attracting the audience through content, making them leads, and turning them into sales. For example, people following Dell on Twitter get a notification if there is any discount.
It also launched its “Social Media Listening Command Center”. This proved very effective which increased customer satisfaction.
One point to be noted is that Dell used social media marketing both for inbound and outbound marketing. This helped it to become popular globally. So, instead of debating social media inbound or outbound marketing, it should be appropriately implemented to be the most successful.
The main concern should not be “Is Social Media Inbound Or Outbound Marketing?”. Rather, marketers should focus more on how to implement the strategy.
Today, to get the highest success, no one can ignore social media marketing, as the number of users is massive. People are diverting more into online shopping. Applying the right approach to inbound social media marketing can be very productive.
But outbound marketers are also utilizing social media marketing too. This is why the confusion becomes more critical day by day.
No matter how effectively outbound marketers use social media, it will always be a form of inbound marketing.