Just a few years ago, inbound marketing was demeaned as a “buzz word.” Not many marketers knew what it meant to go inbound, instead using it to adorn their more traditional digital marketing methods with a fancy new name.
But much has changed in the last couple of years. Today, inbound marketing is an important concept for any digital marketer. Restrictive budgets along with an increasing emphasis on putting the consumer first has changed the focus to lead-generating methods. Of course, social media networks are paying attention, and are now offering their own lead-generating tools that help marketers engage in inbound marketing. Here are a couple of examples from the most popular networks:
Facebook’s Conversion Pixels
Central to any inbound marketing campaign is a landing page. SEO, blogging and social media guide consumers to that page, where they are enticed by the prospect of content or a product offer to leave their information. That’s how they become leads in a marketer’s database, available for further marketing messages.
The social media giant Facebook has recognized the importance of landing pages, and now offers an easy way to track conversions (i.e. sign-ups) in its ad. By placing a single pixel on the page users are redirected to after hitting the “submit” button on your landing page, you can track just how many of those leads where a result of your Facebook advertising – and how much you have paid for each lead. Facebook offers a detailed tutorial of its conversion tracking here.
Twitter’s Lead-Gen Cards
In addition to offering its own version of conversion tracking (check out its tutorial here), Twitter goes a step further than Facebook. The network allows advertisers to attach so-called “Twitter Cards” to their promoted Tweets, expandable fields that allow marketers to give information (and even calls to action) beyond the 140 character restrictions.
Most cards are optimized for simple goals such as Tweet engagement and website click. But one stands out: the Lead Generation Card, which prompts users to “sign up” for newsletters, offers, etc. The kicker: unlike a landing page, where users actively have to fill in their name and email address, Twitter’s Lead-Gen Cards fill in that information automatically, using the user’s Twitter info. That, in turn, makes users more likely to sign up, as they feel like they’ve given up less information to the marketer.
In short, inbound marketing is here to stay – and both Twitter and Facebook, realizing that this is the case, are beginning to offer options for inbound-focused marketers to make advertising on their platforms easier and better integrated. Contact us for more tips and tricks on inbound marketing!