marketing
ing strategies.
Abstract
The Vietnam agencies are the third party managing the marketing plans for their prospects.
In fact, intensely less of them leverage the Facebook page, which is the most popular ap-
proaching marketing tool, for their marketing project. This paper aims to persuade the au-
dience, especially Vietnam agencies, to optimize the Facebook page functions to create
more benefits through Inbound marketing. The thesis strives to prove the efficiencies of
Inbound marketing on the Facebook page to answer the research questions, which are:
"Why is an Inbound marketing Facebook page necessary for the Vietnam agencies?” and
“How can Inbound marketing develop a Facebook page to benefit businesses?”. This paper
applies the quantitative method to collect primary data for the hypothesis testing and the
qualitative data through open questions to provide participants' insights. The participants
are totally Vietnamese to give the most accurate perception of the Vietnam agencies field.
The literature review includes the existing theories, research, and examples relating to the
Inbound marketing application to remark the contrast difference from the traditional Face-
book post. From the difference, the questionnaires collect the results for further analysis
and proof of Inbound marketing's benefits for the Vietnam agencies Facebook page. In a
nutshell, the analysis from the quantitative data and explanation from the qualitative data
can be used to conclude the certain influence of Inbound marketing. However, the conclu-
sion cannot be applied to all situations or Facebook users because the experience and per-
sonal interest are different at different times and places.
Keywords: Inbound marketing, SEO, content, social media, agencies,
Vietnam, Facebook, marketing
1.2 Compliance with degree program theme and expected results .............................................. 8
1.3 Research questions: .......................................................................................................... 8
1.6 Structure ......................................................................................................................... 9
2 Theoretical Framework ........................................................................................ 11
2.1 Inbound Marketing ......................................................................................................... 11
3.6 Research Objects ........................................................................................................ 23
3.7 Hypothesis ................................................................................................................... 28
3.7.1 Satisfaction .......................................................................................................... 28
4.1.1 Age ........................................................................................................................... 31
4.1.2 Gender ...................................................................................................................... 32
4.3 Satisfaction score from the participants ............................................................................ 33
4.3.1 Research Object 1 ...................................................................................................... 33
4.3.2 Research Object 2 ...................................................................................................... 34
4.4 Conversion rate .............................................................................................................. 36
4.5 Returning rate ................................................................................................................ 38
4.6 Participants’ Perspective ................................................................................................. 41
5 Discussion ............................................................................................................ 43
5.3 Advantages from Inbound Marketing for the Agency ........................................................ 46
5.3.1 Awareness ................................................................................................................. 47
5.3.2 Converting ................................................................................................................ 47
5.5 Engagement ................................................................................................................... 49
6 CONCLUSION .................................................................................................... 49
List of Figures
Figure 2-2: Components of Inbound marketing (Sindlerhauser 2015) ............................................... 13
Figure 3-1: Simulated traditional Facebook Post ................................................................................ 25
Figure 3-2: Simulated Research Object 2 ........................................................................................... 27
Figure 4-1: Age of participants ........................................................................................................... 31
Figure 4-2: Gender of participants ...................................................................................................... 32
Figure 4-3: Participants’ expectation of content on Facebook ............................................................ 33
Figure 4-4: The bar graph of Research Object 1’s satisfaction score from the survey’s .................... 34
Figure 4-5: Related statistics of participants’ satisfaction on the Research Object 1 ......................... 34
Figure 4-6: The bar graph of the Research Object 2’s satisfaction score from the survey’s participants.
............................................................................................................................................................ 35
Figure 4-7: Related statistics of participants’ satisfaction on the Research Object 2 ......................... 35
Figure 4-8: The conversion rate of participants on the Research Object 1 ......................................... 36
Figure 4-9: Related statistics of the Research Object 1’s conversion rate ......................................... 36
Figure 4-10: The conversion rate of participants on the Research Object 1 ....................................... 37
Figure 4-11: Related statistics of the Research Object 2’s conversion rate ........................................ 37
Figure 4-12: The Returning rate of the participants from the survey of the Research Object 1 ......... 38
Figure 4-13: The related statistics of the Research Object 1’s returning rate ..................................... 39
Figure 4-14: The Returning rate of the participants from the survey of the Research Object 2 ......... 39
Figure 4-15: The related statistics of the Research Object 2’s returning rate .................................... 40
Figure 4-16: The pure feeling of participants about the Research Object 1 ........................................ 41
Figure 4-17: The suggested improvements from the participants for the Research Object 1 ............. 41
Figure 4-18: The pure feeling of participants about the Research Object 2 ........................................ 42
Figure 4-19: The suggested improvements from the participants for the Research Object 2 ............. 43
6
1 Introduction
Marketing has been changing through numerous recent decades. Thanks to the rocketing
development of technology such as the Internet, online platforms have been created
with a vast number and gained lots of attention worldwide. Therefore, digital marketing
is essential since the enormous number of people using the Internet nowadays.
According to Broadband search statistics (2020), approximately 4.79 billion people,
57% of the global population, use the Internet for different purposes. In more detail,
there are more than 2 billion people in Asia using the Internet, and more than 80% of
both America and Europe are using it daily. Even though people can use the Internet for
various purposes, entertaining is still on the top.
One of the most popular social media in the entertaining field is Facebook. There are
more than 2.5 billion users on Facebook in the second quarter of 2020, according to Sta-
tista (2020). It is undeniable that social media platforms have the most convenient and
fastest way to approach customers. Figuring out this value from these platforms, busi-
nesses strive to exploit and leverage these features to improve their marketing in order
to approach customers' attention. Strategies, tactics, and so on have been created for the
marketing war in the 4.0 era on social media. Furthermore, they are vigorously working
and bringing high proficiency for businesses through social media marketing.
Fan-page on Facebook is a virtual marketing platform for a wide range of businesses to
reach customers directly in digital marketing because it is free. The platform has large
numbers of users. Facebook is a free platform having an enormous number of users in
the marketing field. Therefore this platform is very suitable for startup businesses to
start their marketing projects for attracting awareness.
Precisely, every business nowadays is more likely to have its Facebook page to connect
with customers. The Facebook page allows companies to use different functions to at-
tract other users, such as posting videos, posts, images, Livestream, creating events, etc.
Therefore, the marketing environment on Facebook platforms is intensely competitive
between B2C (Business to Consumer) companies. However, based on the author's in-
ternship experience, the marketing in B2B (Business to Business) companies is not no-
ticeable, and especially in the agency companies.
In Vietnam, Agency is often the third party or the integrated marketing company (IMC)
contracted to manage the events, workshops, marketing projects such as activation
events, and consultants. For events they are holding, they will use platforms to do com-
munication support for their partners. Vietnam agencies often use their Facebook page
to notify about their events, corporations instead of having a marketing strategy for de-
veloping their pages. Henceforth, their Facebook pages do not have an impressive reach
or interaction. Meanwhile, the values coming from the high reached page can give agen-
cies numerous advantages to compete in their field.
Inbound marketing is one leading type of marketing that has been used widely in digital
marketing. Facebook has a large number of users, so the content and information from
your company can reach lots of people as long as its content is interesting. Inbound mar-
keting is a new way of approaching customers; different from outbound marketing, In-
bound deliberately reach people through providing satisfied and quality content to attract
customers. Therefore, the customers will come to your page naturally. This paper con-
centrates studying on developing agencies' Facebook pages in the Vietnam market only.
The most suitable strategy is also described based on chiefly Inbound marketing.
1.1 Aims of thesis
The thesis aims to evaluate the efficiencies of using Facebook page as the small part of
the Inbound marketing strategy. This evaluation is based on the primary data collected
from research questionnaires and the secondary data collected from the existed theories,
diverse information sources such as online articles, and practical examples. The author
attempt to use these data to point out important features of applying Inbound marketing
to Facebook; hence agencies can improve their pages with a logical plan.
1.2 Compliance with degree program theme and expected results
Marketing on social media is intensely beneficial for businesses, but it is also competitive.
Therefore, every business should have a clear strategy to leverage Facebook features for
marketing. This thesis only uses marketing theories-especially Inbound marketing, to
prove the influence of digital marketing on the development of Vietnam agencies. The
expected results from research are the differences from the customers' perspectives when
the pages are applied to Inbound marketing. Especially the difference in the number of
participants' interaction to two simulated pages, favour, and conversion rate. The whole
study is only experienced with agencies in Vietnam.
1.3 Research questions:
This paper chiefly concentrates on the influence of using the Facebook page as the small
part of the Inbound marketing strategy for Vietnam agencies. It attempts to answer:
Why using Facebook as a small part of the Inbound marketing strategy is neces-
sary for the Vietnam agencies?
How can using Facebook as a small part of the Inbound marketing strategy pro-
vide benefits for the agency?
1.4 Limitations
The research object is applied in the Agency field in Vietnam since the limited practical
experience of the author. The paper concentrates on developing the content and appear-
ance of the products on that page since it is the core to develop sustainably, even the
organic Facebook or the paid ones.
1.5 Methods and material
The methods of this study are a combination of practical surveys and research documents
achieved through quantitative and qualitative methods. The detailed content of the prac-
tical surveys and referenced documents in order to collect the primary data and secondary
data is described in Section 3.
This paper is based on two main theories relating to content marketing in social media
and SEO in social media marketing, two strategies of Inbound marketing. The details of
these theories will be mentioned carefully in Section 3.
1.6 Structure
This paper is following mainly the IMRD-structure standing for Introduction, Methodol-
ogy, Results, and Discussion, respectively and additional Theoretical Framework in be-
tween Introduction and Methodology
Section 1, Introductions, illustrates the background and motivation of this paper and the
structure of this paper. Selected methods, expected results, and the topic aim is also in-
cluded and briefly explained.
Section 2, Theoretical Framework, introduces the related theories of inbound marketing
for the discussion part.
Section 3, Methods, is the place to indicate the detailed explanation of the selected meth-
odologies. Details of the questionnaires, content analysis, and materials are also described
in this section.
The Results, Section 4, interprets the research's details with specific statistics mixed with
the theories and literature of this topic. Theories and results are combined to create a
marketing strategy for the Facebook page of the Vietnam agencies.
The Discussion, Section 5, provides practical comments, explaining the meanings of the
results to answer this thesis's questions. The paper uses the results to prove the vital role
of theories. Furthermore, this section also indicates the current obstacles and limitations
as well as plans for future research.
The Conclusion, which is Section 6, summarizes the content of this study and the final
answers for the research questions of this study.
Moreover, the appendix part will supply the details of questionnaires and the practical
strategy for the Facebook page development of the Vietnam agencies.
1.7 Abbreviations and word explanation
SEO-Search Engine Optimization: According to Search Engine Land, SEO can be simply
defined as the process of increasing the reaching frequency of the topic to the searchers.
( Search Engine Land, 2020)
SERP-Search Engine Result Page: According to Wikipedia, SERP is the pages organized
by search engines such as Google, Facebook, Bing, etc. The mission of SERP is to display
the results relating to the searched keywords. (Wikipedia, 2020)
B2B- Business to Business: According to the Business News Daily, B2B can be simply
understood as the target customers of the company are the other company. ( Business
News Daily, 2020)
Conversion rate: According to Disruptive Advertising: the conversion rate can be defined
simply as the percentage of platform visitors who did the goals you set for your marketing.
Based on different purposes, the conversion can be different such as purchasing,
interacting, signing up, etc. Conversion rate is used to measure the performance of your
campaigns. (Disruptive Adevertising, 2020)
Bounce rate: According to BacklinkO, the Bounce Rate is defined as the percentage of
visitors leaving the page without any actions. It measures the curiosity satisfaction of the
visitors on the business platform. (BackLinkO, 2020)
Returning visitors: According to DBS Interactive, returning visitors is the measurement
of the visitors who come back to your site after the first time. (DBS, 2020)
2 Theoretical Framework
The theoretical framework introduces different theories having a big influence on boost-
ing the Facebook page for the agency. In this research, the mentioned theories will include
the Inbound marketing works and different parts of it in detail with role's explanation.
2.1 Inbound Marketing
Nowadays, the world has been changing drastically; The Internet has become indispen-
sable for updating news, shopping, learning, and entertaining. Therefore, the network be-
comes the wealthy field for businesses to market their products, services, and events to
approach the customers fastest; however, the users are stricter in receiving information
because of the speed of approaching and numerous businesses leveraging platforms ad-
vertisement, etc. According to Halligan and Shah (2014 p.21), traditional marketing or
outbound marketing are obsoleted recently. Outbound marketing is defined as the tradi-
tional way of approaching customers through sending messages, telemarketing, email ad-
vertisement, etc. Precisely, nowadays, customers receive a bunch of that advertising type
per day; hence, it is intensely hard for them to look at all advertisements and deliberately
care about the promotions.
With lots of promotions and advertisements are shown up on platforms, the customers
become stricter in filing the substance they want to read and care about. And it is an
excellent opportunity for Inbound marketing to prove that it is more effective to attract,
engage, and delight customers (e.g., Halligan and Shah 2014 p.24). Instead of pushing
the messages and advertisements to customers, Inbound marketing concentrates on per-
suading customers to come to the business themselves by supplying and attracting rele-
vant, interesting, useful, and outstanding content. Halligan and Shah (2014) call this is
the pulling.
According to HubSpot (2020), Inbound marketing includes three stages of the iterative
process: Attract, Engage, and Delight. According to HubSpot (2020), the flywheel is the
iterative process; it will keep spinning from the attract stage to engage and Delight, then
it starts again. Different parts of the organization are responsible for each stage. HubSpot
imagines that the misunderstanding and weak connection between these parts is the fric-
tion becoming hurdles of the wheel. Therefore, they suggest different parts of the organ-
ization should support each other enthusiastically. This process changes the strangers to
customers with different tools. The attract stage is the way to direct people's attention to
your content by creating the interesting, useful, and what people intensely want to know
about. In the engage stage, the marketers introduce insights and solutions to help custom-
ers achieve their expected goals. And the last stage, which is a delight, provides practical
assistance and support. However, in the context of an agency, this paper concentrates on
the first stage, which is a weakness of Vietnam agencies. HubSpot suggests that in the
first stage of Inbound marketing, the business must pay lots of attention to creating con-
tent and optimize the SEO strategy. According to HubSpot (2020), the first stage attracts
the audience, and personas are interested in the published content. HubSpot believes that
the articles, content offers, posts, and social media can provide value for the business by
concentrating on content. In the deeper stage of the process, the business should have a
clear SEO strategy to raise the popularity of the content and the page.
Figure 2-1: Inbound marketing flywheel (HubSpot 2020)
According to Sindlhauser (2015), Inbound marketing is contributed by three main pil-
lars: Content, SEO standing for Search Engine Optimization, and Social Media. These
components are intensely capital in creating and retaining the efficiency of Inbound
marketing to attract new consumers.
Figure 2-2: Components of Inbound marketing (Sindlerhauser 2015)
2.2 Content
Content is described as the verbal and visual expression on media through speech, writ-
ing, or artworks (Hammond 2016 p.6). Content targets to transmit the relevant, interest-
ing, and valuable substance, which can attract their audience to direct customers for the
desired action. Based on different situations, the content will be displayed in different
types; however, it still follows the mission. Nowadays, content can be seen in different
formats, such as blogs, posts, photos, videos, etc. Precisely, content is the most im-
portant component in the contribution of Inbound marketing; great content is the core
dimension to achieve audience attraction. According to Hammond (2016 p.9-10), con-
tent marketing can bring lots of benefits to boost up your business:
1. Content can be repurposed.
2. It is free and long-lasting as long as the online platforms still exist; in this case,
it is totally correct with Facebook.
3. The information you want to transmit is more visible.
4. Improve the interaction and relationship between your page and followers
5. Raise the authority of the page
Since Facebook has a large audience, the content must be prepared strictly and thor-
oughly. According to Hammond (2016 p.10), the content requires the right message the
business desires to transmit; this message uses the writing style to be suitable for the
right people to approach accurately.
The title needs to be unique and impressive to achieve the attraction of customers from
the first glance. However, the content needs to stand out through the title; people often
consider reading or ignoring it when they see the title. And make your content high-
quality to be sharable to increase popularity. The visual and the content also need to be
compatible with different devices and platforms; hence, it can approach more users.
The interesting and valuable content not only attracts a new audience but also retains the
existing followers. The number of followers on the Facebook page is higher, meaning
that the page's authority is also getting higher.
2.3 Social Media
According to Sindlhauser (2015), social media is a combination of "social" and "media".
Media is defined as the tool to transmit the information to the passive audience; it can be
radio, TV, books, etc. "Social" creates a difference for media; it indicates the connection
and interaction between the recipients and the received information. With social media,
the audience can express their feeling and perception about the information through func-
tions such as comment, like, and share. Thanks to the interaction, the business can under-
stand the users' insight.
As mentioned in the Introduction, Facebook is the most popular social media platform
with a wealthy user source. Therefore, Facebook is a great platform to create content and
approaching an enormous number of users for free and long-lasting based on Facebook
development. Additionally, Facebook created a business page for easier tracking and an-
alytics. According to VietNam News (2018), more than 60 million users online Facebook
for more than 3 hours every day; hence the possibility of Facebook post approaching is
higher. Moreover, with this convenient platform, the agency can check the reach rate of
their posts directly through the business analytics functions on Facebook and users' inter-
action with the posts. This platform allows users to connect with each other; users can
share publically the post they want, tag their friends, share in the message, etc. In other
words, these functions can seem like digital word-of-mouth, which is the fastest way of
spreading reputation.
The enormous growth of the social media page can lead to the development of the busi-
ness website. According to Pandey (2015 p.157), the more people share your content on
social media, the higher the possibility users connect to the main website of that business.
Therefore, the traffic of the website can raise and boost up the ranking position on SERP
standing for Search Engine Research Pages.
Besides the website of that business, in the context of the agency, high-quality content
can attract the audience can also direct their attention to the project/event that the agency
is doing. Henceforth, the awareness of our partner will also be raised strongly. Hence-
forth, it brings the larger intangible benefit that the partner unexpected.
According to Hammond (2016 p.23), the business cannot always believe in their content
and retain that style without changing. Content marketers should follow and understand
their competitors and rivals. Copycat and plagiarism are not allowed in marketing; how-
ever, the content creators should understand their competitors' topics and got enormous
interaction. The surpassed dimension of the competitors can be the writing style- which
is hilarious, good images, or beautiful attached song in videos. Therefore, they should
also read the comments and the sharing caption to figure out and understand customers'
insights.
Besides understanding posts and contents in the same field, the content marketer can share
those content to create a good relationship with the high-authority page. The connection
is intensely important for the low-interaction page. The good relationship can help that
page get a backlink from the page which you content marketer often share.
Hashtag on social media is also great keywords raising the appearing time on the research
page. The content creator uses the "#" before the important keywords, hot keywords,
brand name at the end of the post. Therefore, the post can be listed to the content, includ-
ing that keyword. When the users using the hashtag to find their demands, if you have
that hashtag in your post, the post can appear on the SERP of the social media platform.
Moreover, the hashtag is also a trendy sign for teenagers and adolescents nowadays.
2.4 SEO
SEO is standing for Search Engine Optimization. It is a combination of various methods,
which help improve and develop the ranking position of the website on the SERP standing
for Search Engine Research Pages- commonly is Google Additionally. The ranking of the
whole website is judged mainly based on the authority of the content. When users are
looking for something on Google through keywords, they often choose to see the top of
the results. It means the low position on SERP cannot be approaching to customers, which
is evaluated as reliable and quality. Therefore, SEO is playing a vital role in Inbound
marketing and helps businesses reach their prospects. Henceforth, business needs to lev-
erage different SEO methods to optimize their content for an easier approach. The created
content must match the users' demands, credible and various, achieve high positions by
applying different SEO methods.
According to Pandey (2020 p.85), SEO and social media marketing have a strong con-
nection of complementing each other. Both of them need to use high-quality content to
attract the audience. Moreover, besides the authority of posts, the social media profile can
raise the ranking position of the business on top of SERP. Therefore, social media profiles
can also create a difference in SERP's position.
The first method in SEO, which is a backlink, is essential. It is calculated based on the
number of times the website is linked to other posts or recommend by the other website.
The strong backlink is based on the authority of the website link your posts. Backlinks
are the signal for Google that your content is high quality and high credible that people
want to reference. Hence, Google measures your ranking chiefly by backlinks. Link build-
ing is intensely important to increase the number of acquired backlinks; it is a process of
encouraging other websites to link your site from theirs. Building links effectively is com-
plementing, creating great content manually. Henceforth, the agency should concentrate
on creating high-quality content to attract the audience and the other credible website.
Moreover, in the social media platform, the backlink can be identified as the sharing
times; it also means your post is credible that the audience desire to spread out.
According to Pandey (2020), it is intensely important to attach vivid and high-quality
visualization to your content, such as images, videos, or infographics. Especially, photos
and images are the most eye-catching dimensions directing the customers' attention to
your posts on social media. The Facebook posts, which includes images, gain more 53%
likes than the average and more than 104% comments (Hubspot, 2017). Precisely, the
interaction between recipients with your posts can increase your posts' popularity and
authority.
According to Pandey (2015 p.201), social media is also identified as the Search Engines.
Like Google, Facebook also ranks the page based on the profile; the authority of post-
which has high interaction with the users, etc. Therefore, the created content is not only
for the position of that page on ranking position on SERP. But on Facebook, that post
also has a ranking position. Therefore, it is intensely important to optimize the SEO on
the social media page. The business should concentrate on using hot and relating key-
words to make the site more visible (Pandey, 2015 p.202).
According to HubSpot (2020), the keywords and phrases related to the project and events
of the agency can approach the audience easier. Therefore, the business should select the
most popular relating keywords to raise the possibility of searching results.
3 Methodology
This section explains the methodology of this research, including the procedure to collect
primary and secondary data and the approaches to analyse collected data to answer the
research questions as well as prove the efficiencies of using Facebook as a part of the
Inbound marketing on the Facebook page for the Vietnam agency.
Facebook pages of Vietnam agencies are mainly used for communication support pur-
poses such as to notify activation events, TVC, etc., in their projects. Basically, the Face-
book page does not give the agency profits, but it plays a vital role in advertising the
project and raising its reputation. The more awareness the Facebook page gets, the more
people will pay attention to the activities and projects. Therefore, the theoretical frame-
works concentrate on theory developing the marketing competitiveness of the Facebook
page, especially applying Inbound marketing. The strategy is also planned in detail ac-
cording to three main stages (which are attracted, engage, and delight) of Inbound mar-
keting. Noticeably, the strategy is purely the recommendation for Vietnam agencies to
illustrate Inbound marketing in social media. The secondary data, which is about Inbound
marketing and Facebook marketing, will be collected through pieces of evidence, docu-
ments, theses, and theories. This research's main idea is about the influence of Inbound
marketing and the Facebook page on the development of the Vietnam agency from cus-
tomers' perspectives.
3.1 Research material
This thesis uses the primary data and the secondary data for further analysis in the Result
section, hypothesis tests, and discussion. The answers to the questionnaires collect pri-
mary data, and the secondary data is collected through the textbooks, online materials,
and practical Vietnam Facebook agency page.
The survey's participants are selected following the critical steps of a simple random sam-
pling method. There were approximately one hundred participants, who are Vietnamese
Facebook users. The informants must be Vietnamese to ensure the insight relating to the
researching market.
Inbound marketing, SEO, visual marketing are also included to consolidate the stage of
the strategy. The primary data is gained through surveys. The participants for the primary
data are randomly from the Vietnamese community with a limited age range. The selec-
tion of participants is random to avoid a biased perspective.
The accessible population is Vietnamese Facebook users who have a good insight into
the research field. Additionally, the target population is simply Facebook users who can
give general views about the research objects.
The sample is applied the randomization method to ensure the general opinions from the
populations. The sampling process is divided into two ways of collecting data and in-
formants:
1. Relationship: the survey is sent to the people of the author's relationship circle
2. Media: the survey is uploaded on the Facebook group for survey and writing the-
sis.
This thesis uses two aforementioned types of data to prove that using Facebook page as
a part of Inbound marketing can gain more attractions and retain higher traffic than the
traditional ones.
a. Primary data:
The first part of the primary data is collected through a survey. This survey
contains 18-questions, which are presented in Appendix 1. The survey's
questions aim to collect the participants' feelings and opinions about the
two of Facebook posts, which are the normal Facebook page and one is a
part of the Inbound marketing strategy, to see its influence on the Face-
book post.
The secondary data is accumulated by references to textbooks, articles
about Inbound marketing, SEO on social media, and visual social market-
ing. This data is used to extract the main features to assess the performance
of gaining customers’ awareness and engagement. The content of the sur-
vey mentioned above is created based on this secondary data on purposes
to get the needed features.
The second part of the secondary data is collected from two explicit ex-
amples of two Vietnamese agencies. One of those agencies applies In-
bound marketing mind-set, and the other one does not apply. This practical
example provides a practical view on real subjects.
This paper focuses on three types of target information from the survey: informant's back-
grounds, favour/tendency, and personal perception.
3.2 Research approach
The survey uses two simulated Facebook posts as a Vietnamese agency Facebook page's
posts as the research objects. The first version is the traditional Facebook post, simply
notifying the activities of the organization. The second version is applied as a part of
Inbound marketing, which uses content marketing to attract customers through words and
SEO -Search Engine Optimization to raise the posts' appearing frequency and position on
SERP-Search Engine Result. Furthermore, visual communication is applied to the second
version to make the post more vivid and attractive. All the participants need to answer the
same 18-questions for each simulated post to retain results' consistency.
This paper uses two different subjects to remark the contrast version of the Facebook
page. Therefore, the comparative design method is the most suitable research design to
compare the two versions of the Facebook page. According to the Business research
method (2011 p.63), comparative design can embody the logic in comparison and help
understand the social tendency/ phenomena. Especially this design can be applied by the
quantitative and qualitative methods. Following the comparative design's core regulation,
the thesis uses the same nine questionnaires for each simulated version of Facebook posts
in the Vietnamese agency context at the same survey.
The main methods are quantitative and qualitative research to collect primary data for
further analysis and evaluation. The quantitative data is collected through informants'
background, rating questions, and yes/no questions. The thesis leverages the quantitative
research method to discover how effective Inbound marketing mindset on a Facebook
post according to the customers' reactions to the simulated posts, such as interesting ratio,
conversion rate, and bounce rate. This method is a fast tool to collect data with rich an-
swers. Moreover, data from the quantitative method can generalize the picture of Face-
book users in the context of background, favor, and tendency.
The qualitative data is collected through open questions for informants. The open ques-
tions are related to psychology, the reason for customers' reaction to the research object.
This data cannot prove any statement or answer research questions. However, it provides
information for the explanation and discussion through participants' pure feeling and
practical view. Therefore, this paper can provide customers' perceptions of Research Ob-
ject 1s and Research Object 2s.
3.3 Data collection
The survey uses simulated posts instead of actual posts to maintain the pure feeling of
informants. Henceforth, the author can avoid bias when some participants may already
know about the pages if real posts and pages were involved in the questionnaires.
Google form is used to host all survey questionnaires since Google forms a well-known
and easy-to-use tool to approach more participants. The questions, which is written in
English, are described in detail in Appendix 1. This method pays attention to three kinds
of variables.
1. Background variables providing the quantitative data are the personal infor-
mation of participants, collected from three first questions, like age, surfing in-
ternet time. This variable provides the information to cluster participants into
groups.
2. Dependent variables, which give quantitative data, are the customers' responses
to the simulated posts and indicated by rating score on the better version or satis-
faction score. These variables indicate the tendency information of participants.
3. Independent variables are personal perception and feeling on the simulated
posts. These variables, which are achieved through the open questions, indicate
the insight to develop the marketing plan for the Facebook page. These variables
give the qualitative data.
Diagrams and graphs illustrate quantitative data collected via the survey through SPSS
application in order to indicate the differences between two simulated Facebook page
versions briefly. Moreover, the differences also express the influence of Inbound mar-
keting on the thesis's subjects. Additionally, the survey includes questions on many cri-
teria, which can be used as the hypothesis testing hypothesis parameters. Meanwhile,
the qualitative data collected through the open questions in the research surveys is short-
ened as keywords, which can generalize the answer's whole idea. Then, these keywords
are summed up and indicated as words cloud.
3.4 Data Analysis
This paper uses different analysis methods for different variables to prove the influence
of Inbound marketing mindset on the Facebook page. The analysis results are used to
answer the research questions and provide a clear general picture of participants' per-
ceptions.
To be more precise, the background variables are researched by the quantitative
method; hence these data are easily illustrated by SPSS graphs to generalize the partici-
pant groups. The graphs provide an understanding of the informants, which is about
gender, age range, and frequency of using Facebook that Inbound marketing influences.
The collected data of dependent variables are sorted into different types based on their
illustration. This paper uses the statistical hypothesis testing methods on many features
to prove that Facebook users are more interested in using Facebook page as a part of the
Inbound marketing strategy; Henceforth, the Inbound marketing application's influence
can answer the first research question: the reason agency should leverage Inbound mar-
keting. Three dependent variables, which are numerically surveyed in range score from
1 to 5, provide three hypothesis parameters: Satisfaction, Interaction, Conversion rate-
people will come back to the page. Three corresponding hypothesizes to those parame-
ters are:
a. The Satisfaction on Research Object 2s is higher than that measurement on Research
Object 1s,
b. The Interaction on Research Object 2s is higher than that measurement on Research
Object 1s,
c. The Conversion rate on Research Object 2s is higher than that measurement on Re-
search Object 1s
The independent variables focus on the pure feeling of respondents through participants'
experience of reading the research objects. Therefore, this paper applies the narrative
analysis in the qualitative analysis method. According to the Business research method
(2011 p.531-533), the narrative analysis explores the participants' feelings and thoughts
from their own experiences by answering questionnaires.
3.5 Validity and reliability
This paper collects primary data based on the personal participants' reaction and perspec-
tive; the reaction and the standpoint from participants are totally different because it de-
pends on the experience, tendency, and external effect. Therefore, the consistency of the
survey's data is not strong because the data cannot generalize the whole perspective of
Facebook users in Vietnam.
However, the validity of the data is intensely strong. This paper's hypothesis test tries to
prove the influence of using Facebook page as a part of Inbound marketing strategy on
users. Moreover, the qualitative data collected from open questions can provide the prac-
tical insight and values for the research and data evaluation based on their survey experi-
ence.
3.6 Research Objects
Vietnam agencies often share or notify Facebook about their upcoming or happening pro-
ject and events to support communication for the customer business. There is no point in
notifying about the project, but none of their followers care about it. By applying an In-
bound marketing mindset, the post aims to attract and call upon their followers to join the
project practically through the attractive content. Henceforth, the project that they are
doing for the partner can gain more popularity for the co-operator. The research objects
are simulated based on the experience from the internship of the author, the first research
object is the same style of writing, appearance, visual engagement of the author’s intern-
ship place, but it is translated into English. Meanwhile, the second research object is from
a competitor in the same Vietnam agency field, which is also translated into English.
More information about these two agencies is attached in the Bibliography part.
3.6.1 Research Object 1
The first research object is the traditional type of Vietnam agency post. This Facebook
post is simulated based precisely on the practical subject to collect accurate answers from
the participants. The content and the title are not outstanding. In other words, this agency
uses the Facebook post as a notification to the followers that they are doing this project.
Figure 3-1: Simulated traditional Facebook Post
3.6.2 Research Object 2
This research object can be explained simply that the Facebook post is used as the tool
for the Inbound marketing strategy with different features such as visual, SEO, content
writing, etc. to attract and encourage visitors engage with the post by the content. This
simulated post is created based on the criteria, components of Inbound marketing aiming
to attract the audience. The expected results of this post is getting a more positive answer
than the traditional one to prove the efficiencies of Inbound marketing.
Firstly, this post using keywords making impressive and attractive to the audience at first
glances, such as “Hot News”, “Last Chance”, or “First Time”. These keywords can stim-
ulate the curiosity of the audience.
According to the Literature Review section, the content should be attached with high-
quality images to make the post more interesting. Therefore, the simulated posts using
the relevant pictures with good eye-catching to attract the audience. The content is written
structurally and used a descriptive and attractive writing style.
Moreover, the post also encourages the audience to share the posts with their friends to
help them know about the promotion also. The hashtag is also important to be on top
searching of social media and trending also.
Figure 3-2: Simulated Research Object 2
3.7 Hypothesis
There are three created hypotheses to compare two aforementioned of the Facebook
page/post and prove the Inbound marketing brings the agency's influence from the visi-
tors. Three hypotheses are created based on the average score of the satisfaction, conver-
sion rate, and return rate of the survey participants.
3.7.1 Satisfaction
The satisfaction hypothesis is created to prove that Inbound marketing has a big influence
on the feeling of the visitors about the content they reached on the internet. Precisely,
satisfaction plays an important role in the other statistics and depicts the visitors' interest
in the post. Therefore, the difference between satisfactions can indicate the difference in
the proficiency of the Inbound marketing.
Null Hypothesis: the Null Hypothesis proves the influence of using Facebook page as a
part of the Inbound marketing strategy on the visitors' satisfaction is higher than the tra-
ditional one. The formulation is set based on the average score from the survey. In the
short term, the satisfaction score of the Research Object 1 is called S1, and the opposite
is S2.
Hypothesis: the Hypothesis proves the traditional on the visitors' satisfaction is higher
than the influence of the using Facebook page as a part of the Inbound marketing strategy.
H1: S2-S1<0
3.7.2 Conversion rate
The conversion hypothesis is created to prove that Inbound marketing has a big influence
on the feeling of the visitors about the content they reached on the internet. Precisely,
conversion plays an important role in the marketing strategy, campaign, or even tactics.
It shows how effectively the strategy works on their tasks to get the customers to reach
the business's aims. The higher the conversion rate, the closer business can get to the
target. Therefore, the difference between conversions can indicate the difference in the
proficiency of Inbound marketing.
Null Hypothesis: the Null Hypothesis proves the influence of the using Facebook page as
a part of the Inbound marketing strategy on the conversion rate is higher than the tradi-
tional one. The formulation is set based on the average score from the survey. In the short
term, the satisfaction score of the Research Object 1 is called C1, and the opposite is C2.
H0: C2-C1>0
Hypothesis: the Hypothesis proves the traditional page/post's conversion rate is higher
than the influence of using Facebook page as a part of the Inbound marketing strategy.
H1: C2-C1<0
3.7.3 Returning rate
The returning hypothesis is created to prove that Inbound marketing has a big influence
on the feeling of the visitors about the content they reached on the internet. Significantly,
returning rate plays a vital role in the marketing strategy, campaign, or even tactics. Ad-
ditionally, the returning rate contributes strongly to the mentioned competency of the
agency, the more visitors return back, the more reputation the Facebook page/post can
get. Moreover, it's also a chance to change the visitors into leads and customers of our
partners' events. Therefore, the agency can be more competitive when more customers
can notice its organized events.
Null Hypothesis: the Null Hypothesis proves the influence of using Facebook page as a
part of the Inbound marketing strategy on the returning rate is higher than the traditional
one. The formulation is set based on the average score from the survey. In the short term,
the satisfaction score of the Research Object 1 is called R1, and the opposite is r2.
H0: C2-C1>0
Hypothesis: the Hypothesis proves the traditional page/post's returning rate is higher than
the influence of using Facebook page as a part of the Inbound marketing strategy.
H1: C2-C1<0
The results from the survey are divided into two parts:
1. The quantitative data will be analyzed by SPSS to display the most precise sta-
tistics providing a better understanding in the discussion and analyzing part.
2. The qualitative data, which most of them are the feeling, perspective, and sug-
gestion from the participants, will be displayed under word cloud format. The
size of the word displayed in the word cloud is based on that word's frequency
above 100 answers.
Figure 4-1: Age of participants
The data of participants' age is pretty different from the teenagers to adults. However,
the most age group is approximately from 19 to 28; this participant age group is pretty
appropriate with the research since the trending and users on the Internet mostly come
from this group. Based on the analysis of SPSS, the mean age is approximately 23,
which is a good age group providing a trendy insight into social media; hence the results
are more reliable in drawing conclusions about young adults-who connect to the Face-
book mostly.
4.1.2 Gender
Figure 4-2: Gender of participants
The participants are divided quite balance into mainly two gendesr between 44% of male
and 49% of female. Fortunately, there are more various opinions and the results are not
so biased or difference because of the gender gap.
4.2 Expectation from participants
Figure 4-3: Participants’ expectation of content on Facebook
The word cloud sums up the information from the participants' expectations about the
content they want to read on their Facebook. According to the frequency, the participants
mostly desire to see news, funny content, and nice visual works.
4.3 Satisfaction score from the participants
The data of this part provides an understanding of how the post is accepted and satisfied
the participant. Participants rated from 1 to 5 for their satisfaction about the certain re-
search objects, 1 for the lowest, and 5 for the highest.
4.3.1 Research Object 1
Figure 4-4: The bar graph of Research Object 1’s satisfaction score from the survey’s
participants.
Figure 4-5: Related statistics of participants’ satisfaction on the Research Object 1
Precisely, the participants were not satisfied with the contents of the Research Object 1
approaching them. The score is mostly from 1 to 2, which is intensely low, affecting badly
to the marketing strategy. It's approximately 70 participants among 100 rate 1 and 2 for
the traditional content and appearance of the post. The mean and median score is about
2, which is nearly the lowest in scale. Most of the participants rated 2, hence the mode
score is 2.
4.3.2 Research Object 2
Figure 4-6: The bar graph of the Research Object 2’s satisfaction score from the survey’s par-
ticipants.
Figure 4-7: Related statistics of participants’ satisfaction on the Research Object 2
The second research object has more positive results from the participants of the survey.
The participants hardly feel unsatisfied about the whole Research Object 2; they rated
mostly on 3 to 5, which depicts the good approach of the post to the users. Significantly,
the total number of participants who rated 4 and 5 is more than 50% among the whole
participants. The mentioned post is rated mostly at four and averagely at 3.76.
4.4 Conversion rate
The aim of the post is to get the attention and interaction of the participants as much as
possible; Therefore, the agency can raise awareness about the event which they are or-
ganizing better. The more participants are willing to react to the post based on their inter-
est, the higher the conversion rate the post can get. The scale is from 1 to 5 based on how
willing the participants react to the post.
4.4.1 Research Object 1
Figure 4-8: The conversion rate of participants on the Research Object 1
Figure 4-9: Related statistics of the Research Object 1’s conversion rate
Undeniably, the satisfaction score depicts the conversion rate of the post partly. The sat-
isfaction score of the Research Object 1 from the previous part is not high; precisely, the
conversion rate of the mentioned post is pretty low also. Nearly 50% of the participants
rated one on five how willing they react to the post, which almost half of all of them will
ignore; hence, the mode score is precisely 1. The mean and median score is also approx-
imately two, which is lower than the average.
4.4.2 Research Object 2
Figure 4-10: The conversion rate of participants on the Research Object 1
Figure 4-11: Related statistics of the Research Object 2’s conversion rate
The satisfaction score of the Research Object 2 from the previous part is higher than the
traditional one; precisely, the conversion rate of the mentioned post is also improved.
Nearly 50% of the participants rated four and five on the scale of five how willing they
react to the post, which almost half of all of them do not hesitate to interact with that
agency. The mode score is precisely 5, but the mean and median score is also approxi-
mately 3.5 to 4, which is a little higher than the average.
4.5 Returning rate
As mentioned, the returning rate of visitors has a big influence on the way creating ben-
efits and competencies of the agency Facebook page. It contributes strongly to the sus-
tainable followers and interaction of the page; the agency's activities will also be noticed
by more leads, prospects, and customers. It is also the chance for the agency to turn the
followers into leads and prospects for the partners of that agency.
4.5.1 Research Object 1
Figure 4-12: The Returning rate of the participants from the survey of the Research Object 1
Figure 4-13: The related statistics of the Research Object 1’s returning rate
The returning score of the Research Object 1 from 100 participants' opinions retains pretty
low as two precious factors. More than half of the participants rated two of the lowest
score on how willing they come back to see more content on the Traditional page. Pre-
cisely the mean and median score is sustainably on two above five. They almost do not
want to come back since the mode score is one only.
4.5.2 Research Object 2
Figure 4-14: The Returning rate of the participants from the survey of the Research Object 2
Figure 4-15: The related statistics of the Research Object 2’s returning rate
Precisely, the satisfaction score and conversion rate have influenced the returning rate of
using Facebook page as a part of the Inbound marketing strategy; hence the returning
score of this research object is pretty higher than the traditional one. The mean and median
score is approximately from 3.6 to 4, which can help the page get a certain number of
visitors and followers.
4.6 Participants’ Perspective
4.6.1 Research Object 1
Figure 4-16: The pure feeling of participants about the Research Object 1
Figure 4-17: The suggested improvements from the participants for the Research Object 1
Even though the scores from the survey are pretty low, there are some people who feel
interested in this post. However, that is the only positive comment about the Research
Object 1; Meanwhile, numerous negative comments about the feeling when they were
reading this post, such as lame, boring, simple, etc., have also appeared with high fre-
quency. The participants precisely require more improvements on the Research Object 1;
the suggested enhancement is around the photos, contents, and information of the events
in the post.
4.6.2 Research Object 2
Figure 4-18: The pure feeling of participants about the Research Object 2
Figure 4-19: The suggested improvements from the participants for the Research Object 2
The Research Object 2 influences the customers by applying different techniques such as
SEO, visual works, title setting, hashtag, etc. In the middle of the participants' feeling
word cloud, the highest frequency is "better"; Furthermore, there are many positive com-
ments with the high-frequency appearance, such as interesting, professional, funny, catch-
ing, etc. However, the improvement is also required to have more specific changes such
as structuring, better visual engagement, videos, and minimallistically.
5 Discussion
5.1 Hypothesis check
The aim of the thesis is to prove using Facebook page as a part of the Inbound marketing
strategy can bring more advantages for the agencies in Vietnam. Therefore, the null hy-
pothesis will be considered to prove that statement.
5.1.1 Satisfaction
Null hypothesis: S2-S1>0 with S2 is the average satisfaction score from participants in
the Research Object 2, and S1 is the mean satisfaction score from participants in the Re-
search Object 1.
Base on the SPSS analysis, S2 is 3.76, and S1 is 2.22.
S2-S1= 3.76-2.22= 1.54 >0
Null hypothesis is correct
5.1.2 Conversion rate
Null hypothesis: S2-S1>0 with S2 is the average conversion score from participants in
the Research Object 2, and S1 is the mean conversion score from participants in the Re-
search Object 1.
Base on the SPSS analysis, S2 is 3.69, and S1 is 2.05.
S2-S1= 3.69-2.05= 1.64 >0
Null hypothesis is correct
5.1.3 Returning rate
Null hypothesis: S2-S1>0 with S2 is the average returning score from participants in the
Research Object 2, and S1 is the mean returning score from participants in the Research
Object 1.
Base on the SPSS analysis, S2 is 3.63, and S1 is 2.
S2-S1= 3.63-2= 1.63 >0
Null hypothesis is correct
5.2 Proficiency of the Inbound Marketing application
As mentioned, the Research Object 2 has used different methods to catch the visitors'
attention easier. The Research Object 2 used the better photos with a clear vision of the
workshop's appearance with a bright tone and smile of customers; meanwhile, the photos
of the Research Object 1 used a worse quality photo without retouch, dark tone, and un-
clear content inside the image. Precisely, the visual works are really important in ap-
proaching the customers, the perspective of participants in improvements and feeling sur-
veys also mention the visual with high frequency. Therefore, the Research Object 2 can
easily get more attention from participants than the traditional one.
The information plays an important role in the visitors' satisfaction; they want to have an
insight and understanding about what they are reading, lack of information can create an
annoying feeling and time-wasting for the readers. The difference between the Research
Object 1 and the Research Object 2 is also the amount of information; the second post is
created with more information about the event, which helps the visitors understand clearly
about that activity. Precisely, the perspective from the participants about the Research
Object 1 includes lack of information which is highly suggested to improve.
Moreover, the information must be attractively transferred to the readers. The writing
style plays an important role in approaching, attracting, and simulating the readers to con-
tinue reading, improving their interest and feeling. Additionally, the structure of the post
must also be considered thoroughly; the spacing between paragraphs and sentences must
be pondered to avoid the overwhelming feeling of the readers. In the improvement sug-
gestions of the participants for the Research Object 2, they recommend having more space
because of the overwhelming feeling since the post is quite wordy. Meanwhile, the Re-
search Object 1 is suggested to improve their writing style to be funnier and more attrac-
tive.
The title plays a vital role in creating the first impression to the visitors. According to
Halligan. B and Shah, in the developing world and especially in the 4.0 era, a lot of in-
formation, articles, and posts appear on the Internet every second. Therefore, Halligan
and Shah believe that the post or article should capture visitors' attention or web surfers
in a couple of seconds, and the title is the best tool for that task (2014 chapter 5 p.14). In
the answers of improvement and pure feeling of participants, they also mentioned that the
title of using Facebook page as a part of the Inbound marketing strategy is trendier and
caught their eyes; this is a piece of great evidence to prove the thinking of Halligan. B
and Shah.
According to the hypothesis check, the null hypothesis is correct in three factors: satis-
faction, conversion, and returning rate. Therefore, Inbound marketing has been proved
that it can create more proficiency and benefits for the Facebook page. Satisfaction is
purely the feeling of the visitors about their demands, curiosity, and interest, but it is the
important foundation for the conversion rate and the returning rate. The conversion rate,
in this case, is the interactions of visitors such as like, share, and comments on the post.
The aim seems quite simple, but it brings huge benefits for the post and the page. The
interactions of visitors can bring more credit to that post and that page, as the same work-
ing operation with SERP-Google, SERP-Facebook also push the most credit content re-
lating to keywords on the top. Moreover, the SEO application can boost the position of
the post higher since Facebook is currently the Search Engine. Therefore, the content of
the page will be known by more and more people. Inbound marketing enhances the sat-
isfaction of the visitors. Hence it can develop the page sustainably to attract visitors return
back.
5.3 Advantages from Inbound Marketing for the Agency
The aforementioned difference between using Facebook page as a part of the Inbound
marketing strategy and the Research Object 2 has proved the advantages from the Inbound
marketing application. The advantages are a foundation for the Vietnam agency to utilize
to create competency and benefits for their business and their partners. By getting a high
conversion rate and returning rate thanks to the Inbound marketing, the agency can have
a certain number of followers on their Facebook page.
5.3.1 Awareness
The rising number of followers and interaction brings the chance of raising awareness for
every activity of the agency. As mentioned, the agency in Vietnam is doing the marketing
campaign, events, workshop, activation, POSM, etc., which requires lots of attention from
leads and prospects. The other business hires the agency to do these projects for them.
Precisely, the agency will have a pre-advantage to compete with the other agency if they
raise more awareness for the partners' marketing campaigns.
5.3.2 Converting
Besides having more followers and awareness from the visitors, it is also a chance for the
agency to help their partners turn the existing leads on their pages to the prospects and
from prospects to customers. According to Halligan and Shah, Facebook is the potential
field to reach a large number of leads and prospects by engaging them in your community
(2014 chapter 7 p.16). Moreover, they also believe that conversion is the best tool to
encourage visitors to engage in the business. The research proved the efficiency of In-
bound marketing in creating a high conversion rate (2014 chapter 10 p.20).
5.4 Future Suggestion
This section will suggest different ways to boost the agency Facebook significantly,
especially how to get the visitors and viewers engage to the page and the post.
5.4.1 Content and structure
The business must understand that the post, substance, photos, etc., don't come to the
viewers directly. It appears on the newsfeed of the personal Facebook account. Hence it
will have to compete with the other post of other people, pages, etc. The content that
comes from the business must be outstanding and interesting enough to attract the viewers
to keep their eyes on. And Inbound marketing is about using the substance to attract
visitors and encourage them to engage deliberately.
Structure
According to Diamond.S and Haymond.J (2018 chapter 7 p.13), most of the time, view-
ers never look for the whole post with lots of words. Instead, they are mostly scanning
quickly six parts before deciding to continue engaging:
1. The title
4. First paragraph
5. Last paragraph
6. Visual works
The aforementioned order gives you the priority parts that need to pay more attention
respectively in your post. Additionally, this order also influences the way the business
structure the substance in their post. As mentioned, the viewers scan quickly through 6
parts, so these parts must be significantly outstanding and attractive to catch their eyes
from their quick glance. Precisely, research object 2 has a clear and specific title to at-
tract customers. Moreover, it uses a better image, and the whole post has a better struc-
ture. Additionally, the end of the paragraph includes different hashtags, which can gen-
eralize the whole content of the post.
Segmenting
According to Diamond and Haydon (2018 chapter p.13), before writing down the content
or an official post, the business must understand its audience. The business shouldn't write
about what they like, and the substance must relate to the viewers' demands, interests, or
concerns.
Collecting the visitors' information, which is to understand the mentioned feature for the
content's preparation, can be collected through giving survey, checking the existing
contents having high interaction, etc.
The insight about the page's audience and visitors can narrow down the content that your
page should head to. Moreover, the segmentation brings more information to identify the
trend, writing style, photos vibe for your post.
5.5 Engagement
Engagement is the combination of publishing interesting content to attract viewers and
understand your viewers' interests ( Diamond and Haydon 2018 chapter 9 p.15).
Additionally, Diamond and Haydon listed various activities relating to the visitors'
engagement to the Facebook page:
-Like Fanpage: this action shows visitors interesting in your content and want to follow
for the coming post.
-Interactions/ Reactions: the reactions showing their interest in your content from the
visitors includes like, share, comments, or tag on your post.
Diamond and Haydon also believe that if the business desire to encourage the followers
to continue engaging, they should have specific actions interacting with their visitors.
There are numerous ways to encourage the visitors to keep following the page:
-Replying to comments: you can express gratefulness to their attraction, share more
information, notify a little interesting detail about the coming update.
-Reacting to comments: Facebook allows users to react with different friendly emojis,
which is easy but effective to boost the feeling of visitors.
-Replying to inbox or post on page: Show your attention in supporting visitors.
6 CONCLUSION
In a nutshell, to develop a good Facebook post sustainably, nevertheless the organic or
paid one, the agency should pay attention to every single part of the post. Inbound mar-
keting is a suitable mindset for the business in this case. Based on the practical survey,
the business should concentrate on the visual engagement of the Facebook page and post
with high quality and clear vision. Moreover, the content should be collected and checked
thoroughly before transferring it into words with a catchy writing style. The whole post
should also be concentrated on the structure to avoid the overwhelming wordy post. Ad-
ditionally, the title should be able to catch the attention at first glance, using hashtags and
hot keywords in that field is also necessary.
Using Facebook page as a part of the Inbound marketing strategy, the agency is able to
have certain advantages such as satisfaction, conversion rate, and returning rate of their
visitors. However, the agency should also understand these advantages as the foundation
to create their competency. They should leverage the foundation to compete with their
opponents and enhance their partners.
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Questionnaire, which is written in English, is designed for Vietnamese Facebook
users.
The survey is relating to the pure feeling of participants in the subjects. The first subject
is the Facebook post without applying Inbound marketing. The second one is applied
Inbound marketing to create differences. Participants need to have a look before
answering questions.
3. How often do you use Facebook?
4. What content do you expect to see or be interested in on Facebook?
5. How much the above Facebook post satisfy you?
6. Will you interact with this post by like, comment, or share?
7. Will you come back to this page to read more content?
8. What is your pure feeling about the post?
9. What do you expect more from the post?