Unit 2 Social Media Marketing 2.0

UNIT 2:
SOCIAL MEDIA
MARKETING
-Mrs. Ankita Agarwal
TOPICS
2.1 Social Media Marketing 2.0
2.2 Inbound Marketing and Lead Generation
2.3 Content Marketing

3
SOCIAL MEDIA
“Social media has become a primary tool for higher levels of fan
engagement, directly driving lead generation through interaction and
content sharing that is especially relevant to media companies. Social
Media Marketing: The Next Generation of Business Engagement
deconstructs the tools and techniques, showing you how to apply social
technology to your business.” —Johni Fisher, CEO, Looppa, Buenos
Aires.
4
WHAT IS THE INBOUND METHODOLOGY?
The inbound methodology is the method of growing your organization by

building meaningful, lasting relationships with consumers, prospects, and
customers. It’s about valuing and empowering these people to reach their
goals at any stage in their journey with you.
The inbound methodology can be applied in three ways:

• Attract: drawing in the right people with valuable content and
conversations that establish you as a trusted advisor with whom they
want to engage.
• Engage: presenting insights and solutions that align with their pain
points and goals so they are more likely to buy from you.
• Delight: providing help and support to empower your customers to find
success with their purchase.
5
WHAT IS THE FLYWHEEL?
The flywheel is a business model adopted by HubSpot to illustrate the momentum your
organization can gain by prioritizing and delivering exceptional customer experience. You can
spin and build momentum in your flywheel by investing in strategies that acquire and retain
customers — forces for your flywheel.
When your flywheel is based on the inbound methodology, your marketing, sales, and service
functions can add force and eliminate friction throughout the attract, engage, and delight
phases. All organizational functions are also responsible for removing friction from your
flywheel.
For example, in the attract phase, marketing will likely play the biggest role by doing things
like blogging, event marketing, and running paid ads, but your sales team can also add force by
engaging in social selling, and your customer service team can add force by making it easier for
current customers to make referrals.
Once you attain enough customers and engage and delight them, they can keep your flywheel
spinning by promoting your organization and bringing new customers to you. Over time, your
flywheel allows you to grow without continually investing in customer acquisition.
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INBOUND MARKETING STRATEGIES
• Attracting Strategies: Inbound marketing strategies that attract your target audience and buyer
personas are tied to content creation and development. To reach your audience, start by creating and
publishing content — such as blog articles, content offers, and social media — that provide value.
Examples include guides on how to use your products, information about how your solution can
solve their challenges, customer testimonials, and details about promotions or discounts.
• Engaging Strategies: When using inbound strategies to engage your audience, ensure you’re
communicating and dealing with leads and customers in a way that makes them want to build long-
term relationships with you. When using these engagement strategies, inject information about the
value your business will provide them with. Specific engagement strategies may include how you
handle and manage your inbound sales calls. Focus on how customer service representatives handle
calls from interested people and prospects.
• Delighting Strategies: Delighting inbound strategies ensure customers are happy, satisfied, and
supported long after they make a purchase. These strategies involve your team members becoming
advisors and experts who assist customers at any point in time. Incorporating thoughtful, well-
timed chatbots and surveys to assist, support, and request feedback from customers is a great way to
delight these people. Bots and surveys should be shared at specific points in time throughout the
customer’s journey to ensure they make sense and are of value. For example, chatbots may help
current customers set up a new technique or tactic you've started offering that they’d like to take
advantage of. Additionally, a satisfaction survey may be sent out six months after customers have
purchased your product or service to get their feedback and review ideas for improvement.
7
LEAD GENERATION
Lead generation is the process of getting people interested in your business and
gradually moving them through a pipeline to become paying customers. Some people
still have a perception of lead generation as big email blasts and pushy salespeople. But
today, these techniques are no longer successful. In the modern online marketplace,
both B2B and B2C consumers are overwhelmed by people vying for their attention.
There is a lot of noise for businesses to cut through.
Customers have become very good at blocking out approaches and messages that don’t
resonate with them or aren’t well-tailored to their needs, challenges, or opportunities.
So, in the world of lead generation, a reliance on one or two channels to blast a prospect
list and follow up with a phone call is the approach of yesterday.
Modern lead generation is more likely to consist of:

• 1:1 targeting
• Consistent messaging across multiple channels
• A focus on educating the customer
• Cultivating meaningful relationship
8
WHY IS LEAD GENERATION MARKETING IMPORTANT?
• Embracing lead generation is critical for all B2B businesses or any B2C
business that offers a considered high-involvement purchase. Market
Engage has seen that businesses that employ a mature, well-developed
lead generation process can achieve 133% greater revenue versus their
plan than average companies. So, there is a clear revenue generation
benefit.
• But a solid lead generation process that builds warm, well-qualified leads
can also help business morale and efficiency. A good lead generation
process can help your sales teams spend more time selling and less time
on prospecting and administrative work.
• Additionally, although the lead generation process is likely to involve
multiple departments, it often starts with marketing. If the marketing
team can be seen to be working collaboratively with sales to win more
customers, then it is visible that marketing is really helping the company
grow. This can help with the perception of marketing no longer being
seen as a cost centre but as a valuable part of the company that helps
make money
9
WHAT IS CONTENT MARKETING?

Traditional marketing is becoming less and less effective by the minute; as a forward-thinking
marketer, you know there has to be a better way. “Content marketing is a strategic marketing
approach focused on creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly defined audience — and, ultimately, to drive profitable customer
action.”
Content marketing is good for your bottom line — and your customers
Specifically, there are four key reasons – and benefits – for enterprises to use content
marketing:
• Increased sales
• Cost savings
• Better customers who have more loyalty
• Content as a profit centre.
10
11
THANK YOU

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UNIT 2:

2.1 Social Media Marketing 2.0

2.2 Inbound Marketing and Lead Generation

2.3 Content Marketing

WHAT IS THE INBOUND METHODOLOGY?

The inbound methodology is the method of growing your organization by

The inbound methodology can be applied in three ways:

WHAT IS THE FLYWHEEL?

Modern lead generation is more likely to consist of:

WHAT IS CONTENT MARKETING?

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