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There is no single social media strategy. In this book, we discuss three social media strategies
that are widely used, but there are more. Which strategy you use depends on the situation.
We know three social media strategies:

The inbound strategy
The social selling strategy
The branding strategy

1.4.3 The inbound strategy
Inbound" means "coming in". This strategy is aimed at getting visitors to the website. All posts
have one goal: to increase website traffic. It does not matter whether they are posts in the
form of texts, images or videos. In the following image we see an overview of the possibilities.

The inbound strategy can be a part of the previously discussed website strategy. The teaching
method "Social media for MBO" elaborates on the social media strategy with its sub-strategies.

Limitations of social media
Social media have limitations when it comes to providing information. You can usually only
post short texts or a few images. Convincing your potential customers of your product or brand
through social media is therefore not always possible. On a website, you have plenty of room.
You could create one or more pages for each target group, and you can do that for all your
products or services.

White papers

SEO E-mail marketing Infographics
Forums
Nieuws-media-pr

INBOUND MARKETING Webinars
Podcasting
Direct/Referring links

Q & A Sites
Social Media
Mond-op-mond

Bloggen Online video

The inbound strategy is all about generating traffic to the website.
The more touchpoints the more effective the inbound strategy can be.
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1.4.4 The social selling strategy
The social selling strategy is not about direct sales via social media, but about stimulating sales
and generating sales leads (potential customers).

1: Touchpoints: Contact moments where the customer is confronted with the product, brand or company.

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