Why Is Social Media An Important Part Of Inbound Marketing

As a digital marketing consultant, I am often asked by clients why social media is such an integral part of an effective inbound marketing strategy. … As a digital marketing consultant, I am often asked by clients why social media is such an integral part of an effective inbound marketing strategy. T…

As a digital marketing consultant, I am often asked by clients why social media is such an integral part of an effective inbound marketing strategy.

The reasons are multifaceted, but in short, social media provides a platform to engage your target audience, build trust and authority, and ultimately drive more high-quality leads to your business.

With billions of people actively using social networks every day, there is an unprecedented opportunity to connect with your customers and prospects on the channels they frequent the most.

Curating and sharing valuable content on social media helps to educate your audience about your brand, products, and services while also demonstrating your expertise.

People want to do business with brands they know, like, and trust.

An active social media presence builds that familiarity and credibility over time through consistent engagement and value creation.

For these reasons and more, no inbound marketing campaign is complete without a strategic social media element.

In this article, I will explore several of the key ways social media marketing contributes to the success of an inbound strategy.

The benefits are real as long as you are willing to commit the time and resources to do it right.

What Is Social Media Marketing?

What Is Social Media Marketing?

Social media marketing refers to the process of gaining website traffic or attention through social media platforms.

As an inbound marketing strategy, social media aims to attract customers through sharing information and engaging on social networks like Facebook, Instagram, and Twitter.

For businesses, social media marketing offers several benefits:

  1. Increased Brand Awareness.

    Having an active social media presence increases visibility and helps establish your brand's identity.

    Posting regularly allows you to reach more potential customers.

  2. Improved SEO.

    Social media activity signals to search engines that your content is valuable and relevant.

    This can boost your rankings in search results.

    Mentions and shares of your content also increase links to your site, another factor in search engine optimization.

  3. Higher Conversion Rates.

    Social media is a platform for engaging your audience through likes, comments, and shares.

    This engagement builds trust and loyalty, making followers more likely to become customers.

  4. Valuable Insights.

    Social media provides data into how your audience interacts with your brand.

    You can see what content resonates most, peak times for engagement, and demographic info about your followers.

    These insights allow you to optimize your social strategy.

  5. Cost-Effective.

    Compared to traditional advertising, social media marketing is very budget-friendly.

    You can open social accounts for free and post at no cost.

    The only investment is the time required to create and share content.

In summary, social media should play an integral role in any inbound marketing strategy.

When leveraged effectively, social platforms are a way to raise brand visibility, improve search rankings, boost conversion rates, gain valuable insights, and reach new audiences at a low cost.

Social media marketing, used alongside content creation and SEO, can significantly impact lead generation and sales.

Why Social Media Matters for Inbound Marketing

Social media is crucial for inbound marketing success.

As an inbound marketer, I leverage social media in the following ways:

Build brand awareness

Social media expands your reach and helps establish your brand.

By posting engaging content, I can raise awareness of my company and the services we provide to new potential customers.

Consistent social posting also helps to strengthen our brand identity and connect with our target audience.

Drive website traffic

Sharing blog posts, resources, and other content on social media channels like LinkedIn, Twitter, and Facebook is an easy way to drive more visitors to my website.

When people find my content helpful or interesting, they often click through to learn more.

Over time, this additional traffic can result in more leads and customers.

Establish thought leadership

Publishing insightful content on social media helps to position myself as an industry expert.

When I share advice, opinions, and expertise related to my field, it demonstrates my knowledge and credibility.

This thought leadership can attract new followers and build trust in my brand.

Improve search engine optimization

Search engines factor social media into their algorithms and rankings.

By frequently posting on social sites, I can strengthen my search engine optimization and rankings in search results.

The more people that engage with my social content, the more weight search engines will give to my brand and website.

Build relationships

Social media allows me to directly interact with followers and customers.

By engaging with people that comment on or share my posts, I can build new relationships and strengthen existing ones.

These social interactions help to foster brand loyalty and word-of-mouth promotion.

Strong customer relationships are key to success with inbound marketing.

In summary, social media should be an integral part of any inbound marketing strategy.

When leveraged effectively, social platforms can drive business results by increasing brand awareness, website traffic, thought leadership, search rankings, and customer relationships.

An active social presence has become essential for connecting with today's digital audiences.

Driving Website Traffic With Social Media

Driving traffic to your website through social media is crucial for inbound marketing success.

As an inbound marketer, I utilize various social media platforms to increase brand awareness and connect with my target audience.

Connecting With Your Audience

Social media allows me to engage directly with my followers and build relationships.

By posting valuable and relevant content, responding to comments and messages, and liking and sharing follower posts, I am able to foster connections and gain trust.

These social interactions convert followers into potential customers and brand advocates.

Increasing Brand Awareness

With billions of people using social media every day, these platforms are ideal for raising brand visibility.

When I post eye-catching images, share blog posts, promote products, and engage with followers on social media, more people become exposed to my brand.

The more people see the brand, the more familiar and recognizable it becomes.

Familiarity leads to liking and trusting the brand.

Driving Traffic to Your Website

The ultimate goal of social media marketing is to drive traffic back to my website.

I achieve this by optimizing my social media profiles to prominently display my website URL, linking to my latest blog posts and content, promoting products and services, and including strong calls-to-action that direct people to my website.

Interested followers will click the links, visit my website, and potentially convert into customers.

Measuring the traffic and conversions from social media is essential for determining the effectiveness of my social media marketing efforts.

I use analytics tools to see which social networks and posts are driving the most traffic to my website so I can focus my efforts on the high-performing platforms and content types.

With a data-driven social media strategy tailored to your target audience, social media can become a primary source of website traffic and new customers.

Building Brand Awareness on Social Platforms

As an inbound marketer, social media platforms are invaluable for building brand awareness and connecting with your target audience.

By establishing a presence on major social networks, I can increase exposure for my brand and the services I offer.

Connecting with Customers

On social media, I have the opportunity to engage directly with current and potential customers.

By posting helpful content, answering questions, and addressing any concerns, I can build rapport and trust in my brand.

Social platforms also allow customers to contact me easily with any questions or issues, so I can provide good customer service and support.

Increasing Visibility

With regular posting on social media channels like Facebook, Instagram, and LinkedIn, I increase the visibility of my brand.

The more people see my content in their feeds, the more familiar they become with my brand and the more likely they are to choose my services.

Posting on multiple platforms also helps me reach different audiences and gain more exposure.

Driving Traffic

By including links to my website and blog posts in my social media updates, I can drive more traffic to my site.

When people find my content helpful or interesting on social media, they may click through to learn more about my services.

This additional traffic from social media can lead to more lead generation and sales.

Staying Top of Mind

With frequent posting on social platforms, I keep my brand and services at the top of customers’ minds.

Even when people aren’t in need of my services right away, staying active in their social media feeds helps ensure that I’m the first company they think of when they do have a need.

Consistency and persistence on social media are key to maintaining strong brand recall.

In summary, social media plays an integral role in inbound marketing by allowing me to build relationships, increase visibility, drive traffic, and stay top of mind with my target audience.

With regular interaction and helpful content on platforms where my customers spend time, I can organically nurture leads and boost brand awareness.

By making social media a consistent part of my inbound strategy, I open up more opportunities to connect with customers and grow my business.

Engaging Your Target Audience on Social Media

As an inbound marketer, social media is one of the most powerful tools in my arsenal.

Social networks like Facebook, Twitter, LinkedIn, and Instagram provide an unparalleled opportunity to connect with my target audience.

By engaging with followers on social media, I can build relationships, establish trust, and ultimately drive traffic and leads to my company’s website.

Post Valuable and Relevant Content

The key to success on social media is consistently posting content that provides value to my followers.

This includes blog posts, images, video, surveys, news articles, infographics, tips, statistics, and more.

All content should be tailored to the interests of my target audience on each network.

Posting valuable and relevant content is the best way to keep followers engaged and coming back to my social profiles.

Start a Conversation

Simply posting content is not enough.

I need to actively engage with followers by replying to their comments, tagging them in posts, and starting discussions around trending industry topics.

Asking open-ended questions is an easy way to spur conversation and get people talking.

Participating in these social discussions helps to build a personal connection with followers and strengthen my brand’s authority in the market.

Promote Your Content

One of the major benefits of social media is the opportunity to promote my latest content, products, services, and offers.

I can post links to new blog posts, promote an upcoming webinar, announce a sale or coupon code, and more.

Promoting across multiple social networks expands the reach and visibility of all marketing campaigns.

It also provides another chance to engage with followers by starting a discussion around the promoted content or offer.

Track, Analyze and Optimize

To maximize the return on my time and effort spent on social media, I need to closely monitor the performance of my social profiles and posts.

Built-in analytics tools on networks like Facebook, Twitter, and LinkedIn provide insights into impressions, reach, engagement, clicks, and more.

By analyzing these metrics, I can see what types of content and strategies are most effective for engaging my target audience.

I can then optimize my approach to improve results over time.

Continuous tracking, testing, and optimization is key to success with social media marketing.

Generating Leads From Social Media Content

As an inbound marketer, I leverage social media platforms to generate leads for my business.

Social media is crucial for lead generation for several reasons:

Building Authority and Trust

By creating and sharing valuable content on social media, I am able to build authority and establish trust with my target audience.

Consistently providing helpful information and resources positions me as a thought leader in my industry.

When the time comes for someone to make a purchase or hire a service, they will likely think of me first.

Increasing Brand Awareness

Social media expands the reach of my brand and helps more people discover who I am and what I offer.

Every post, share, and interaction on social media increases my brand's visibility.

The more people exposed to my brand, the greater the chance of converting new leads.

Engaging with My Audience

Social media allows me to engage directly with both current and potential customers.

I can join conversations, answer questions, provide support, and build personal connections.

By interacting with people in this way, I gain valuable insights into their needs and interests.

I can then create content and offers tailored to them, which leads to increased interest and lead generation.

Promoting Valuable Content

When I publish a new blog post, video, resource, or lead magnet, social media is the perfect place to promote it.

I share the content on all of my social channels, which exposes it to thousands of people and drives traffic back to my website.

A percentage of that traffic will then convert into leads by opting into my email list or contacting me for more information.

In summary, social media should be a key part of any inbound marketing strategy.

Generating leads from social media requires creating a consistent presence, building authority, increasing brand awareness, engaging your audience, and promoting valuable content.

By focusing your efforts on these core areas, social media can become a powerful channel for turning connections into customers.

Enhancing SEO With Social Media Optimization

As an inbound marketer, I utilize social media as an integral part of my search engine optimization (SEO) strategy.

Social media optimization (SMO) enhances SEO in several key ways:

Increasing Backlinks

Sharing my content on various social platforms like Twitter, Facebook, and LinkedIn results in more backlinks to my website.

These backlinks signal to search engines like Google that my content is valuable and trustworthy, which can improve my rankings in search results.

Building Authority

By consistently publishing high-quality content and engaging with followers on social media, I establish myself as an authority in my industry.

This expertise and influence can boost my domain authority and page authority, two metrics used by Moz and other SEO tools to determine search rankings.

The more authority I build, the higher I can rank in SERPs (search engine results pages).

Improving Click-Through Rate

When I share my content on social media, I have the opportunity to craft an attention-grabbing headline and use an eye-catching image.

This can pique interest in my content and result in a higher click-through rate (CTR) when people see my posts in their social feeds.

A high CTR is a signal to search engines that my content is relevant and valuable to users, which positively impacts search rankings.

Increasing Shares and Mentions

The more people share, like, comment on and mention my social media posts, the more search engines will view my content as important and useful.

This engagement shows that I have an active, interested audience and community around my content and brand.

The popularity and reach of my social shares and mentions are metrics used by search engines to determine how prominently to display my content in search results.

By making social media optimization a key part of my inbound marketing strategy, I can enhance my SEO in meaningful ways and rank higher in search engines like Google.

The benefits of improved backlinks, authority, click-through rate, shares and mentions ultimately allow me to gain greater visibility and drive more organic traffic to my website.

Measuring Your Social Media Marketing ROI

Social media marketing allows me to reach current and potential customers, build brand awareness, and boost website traffic and search rankings.

However, to determine if my social media efforts are effective, I need to measure the return on investment (ROI).

ROI refers to the financial benefits obtained as a result of a business investment.

There are several metrics I use to calculate the ROI of my social media marketing campaigns:


The level of likes, comments, shares, and click-throughs on social media posts indicates how well my content resonates with followers.

Higher engagement shows my messages are interesting and valuable to my audience.

I aim for 1-5% engagement per post as a good target.


I use Google Analytics to track how much website traffic comes from social media.

An upward trend in traffic from social media sites means my social strategies are working to drive more visitors.

I try to get 10-30% of total traffic from social media.


The ultimate goal of social media marketing is to convert followers into customers or subscribers.

I monitor how many people click social media links to my product pages or sign-up forms.

An increase in conversions, like online purchases or email signups, demonstrates a solid ROI.

Even a small percentage, like 2-5%, can be a win.

Brand Mentions

I search for my brand name, username, products, and other keywords on social media to see how often others mention or tag me.

More frequent mentions indicate growing brand visibility and a higher social media ROI.

I aim for at least 1-5 brand mentions per week.

By consistently tracking these key metrics, I can gain valuable insights into what's working, make data-driven improvements, and continue focusing my efforts on social media activities that provide the highest returns.

Calculating my social media ROI helps ensure that the time and money I invest are well spent.

FAQ: Answering Common Social Media Marketing Questions

In recent years, social media has become an integral part of inbound marketing strategies.

As an inbound marketer, social media is crucial for driving traffic, building brand awareness, and engaging your target audience.

Here are some of the most frequently asked questions I receive about social media marketing:

What social media platforms should I use?

The major social media platforms for inbound marketing are Facebook, Instagram, Twitter, LinkedIn, and Pinterest.

The platforms you choose depend on your target audience and business goals.

I would recommend starting with 2-3 platforms and build from there.

Focus on the platforms where your audience is most active and engage with them consistently.

How much time should I spend on social media?

As an inbound marketer, aim for posting 2-3 times per day on each platform to stay top of mind with your followers without overposting.

Engage with followers, like and comment on other posts, and share relevant content from influencers in your industry.

In total, you should spend 3-5 hours per week on social media to manage profiles, post, engage and analyze insights.

The key is to be consistent and provide value to your followers.

What type of content should I post?

Post a mix of content like blog posts, images, video, polls and questions to keep your followers engaged.

Share a combination of original content you have created, curated content from industry influencers, and user-generated content from customers or followers.

Posts should be relevant, provide value, and align with your brand messaging and business goals.

A good rule of thumb is the 80/20 rule: 80% of posts should provide value to followers, while 20% can directly promote your product or service.

How do I measure the success of my social media efforts?

Track key metrics like impressions, reach, engagement rate, clicks, and conversions to determine the success of your social media marketing.

Look for trends over time to see what's working and make adjustments to your strategy.

Some metrics I analyze weekly include:

  • Impressions and reach: How many people saw my posts?

  • Engagement rate: What percent of people interacted with my posts?

  • Link clicks: How many clicks did posts with links receive?

  • Mentions and shares: How many people mentioned or shared my profile or posts?

  • Leads and customers: How many leads or customers came from social media?

Social media marketing, when done right, can be a highly effective tactic for inbound marketing.

Consistently provide valuable and engaging content to your followers, build relationships, and analyze your metrics to maximize success.

Let me know if you have any other questions!


In conclusion, social media is an essential part of any inbound marketing strategy today.

By establishing a strong social media presence, brands can connect directly with their target audiences, engage with their communities, build brand awareness, and drive more traffic to their websites.

The key is to post valuable and relevant content consistently across channels to keep followers engaged.

Social media also provides an opportunity for two-way communication between brands and their customers which can help strengthen customer relationships and boost brand loyalty.

For these reasons, no inbound marketing campaign today is complete without a well-developed social media marketing plan.

Brands that fail to utilize social media as part of their inbound marketing risk missing out on a huge opportunity to reach and connect with their audiences.

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