The Effectiveness of Social Media in an Inbound Marketing Strategy


In today's business climate, having an online presence is a must. Ideally, a company should have a website, maintain a blog, and have an assiduous presence on social networks. The ultimate goal is to make profits, so it's important to measure the return on investment, whether it's on a website or on social networks.

Social Networks Are Levers

In short, investing in social networks for a brand means having a satisfactory sympathy capital (i.e. having an impeccable e-reputation) in order to increase its community. The bigger and more qualified the community is, the more likely the brand is to generate future prospects and therefore to have an additional factor for making profits. But to succeed on social networks, you need to know what works. That's why it's important to take into account certain metrics.

Page Statistics

1. The Reach:

The first aspect to consider is the success of the publications and, as a result, their reach.

Reach is defined as the number of unique persons (no duplicates) who have seen a piece of content. The reach of the publications is determined by the quality of the publication, the number of responses and shares, and also by the Facebook algorithm (which determines what appears or does not appear in the news feed of the profiles).

2. Performance of Publications:

You can evaluate the optimal times to post information under the “Publications” page. You will also be able to discover the best-performing publications on this category, which you may eventually sponsor for optimum results.

3. Identifying Users:

In the "People" tab, you may identify the major people who visit your page based on their age, gender, geography and language. This information will be extremely beneficial for future advertisement targeting.

Facebook Ads

1. Audience Targeting:

Gathering fan data takes time, especially if you don't promote. However, if you want to speed your efforts and attract qualified consumers, it is worthwhile to engage in sponsored marketing. 

Overall, there are various benefits to using Facebook advertising:
-Accurate user targeting.
-Relatively inexpensive admission cost (1$ per day minimum).
-Each campaign's precise outcomes (reach, clicks, cost, etc.).

You may (re)adjust the targeting based on the findings, which must correlate to your Persona (if you want to convert users afterwards).

2. The Pixel, the Ultimate Conversion Tool for Facebook:

The Facebook Pixel is a highly useful feature given by Facebook that can be embedded on all of the website’s pages. It is a piece of html code that we place on our website that “captures” data and delivers it to our Facebook advertising account.

You use the Facebook Pixel to improve your advertisements and track user behaviors. You may, for example, follow a customer's purchasing route to see if they go to checkout or quit their cart. You may also target your website visits for Facebook advertising.

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