Let’s face it. Even if your product/service is the best on the market, it’s hard to sell without a strong strategy behind. And even when you create it, from Awareness to Conversion is a long hard way. But you need to take it step by step and make sure make the best out of it.
Let’s start with the social media marketing funnel. What is it and how can it help you? Basically, a marketing funnel is a path that your customers travel through, from seeing your brand to buying it, building loyalty and in the end, advocacy. It starts in the moment they become aware of your brand and continues until after they make a purchase.
Here are many types of social media sales funnel framework, but we like a particular one. It consists of five phases:
It’s crucial to incorporate social posts into each stage of the funnel, depending on the platforms you use. If you implement them together, the five phases will help you create a stunning a social media marketing funnel and strengthened bonds between the business and your customers.
Let’s start with Awareness
Even if we speak about a new brand or even a well-known one, the first thing you should focus on is Awareness. This is the way potential customers find your brand and become aware of your presence on the market. Have in mind, if you provide relevant information, your business will appear legitimate and trustworthy.
When it comes to engagement, don’t limit it to the content only. Think about your social media landing page and include all the necessary contact information and, so very important, a strong call to action.
If we speak about a new brand, you should consider focusing on Awareness for at least the first 6 months, in parallel with the other tactics we are going to present bellow. And after those months, creating content that builds awareness should occupy a strong place in your strategy.
At this stage you should present interesting yet useful information, without trying to directly promote your products or services. People need to see you, to know about you, and giving them cool useful information will help you do it easier.
Next is Consideration
When we speak about Consideration, we refer to that moment when a potential customer begin to look for more specific information and considering whether to buy into your product or service.
This is the moment when you slowly and softly introduce your brand and provide more detailed information to guide potential customers into the action phase.
You can build on Consideration with retargeting users who have interacted with your website or content, with product reviews or testimonials, webinars, e-books and many more.
Here comes the Action
You made it! You delivered the message, people related to it and now they are going to buy your products. They saw it, they liked it and so your passive audience transformed into costumers. Probably you used a strong call to action telling them what you’d like them to do and what you are willing to offer or simply offered an incentive. You should think this is the end, don’t you? But be sure it’s not.
They are now you costumers, but you should work to transforming them into a community.
Don’t forget about Engagement
Once you’ve made the sale, it’s important to keep them close. They trust you, and it’s important to continue hearing from you. Stray connected to them and make them feel like part of your community. You can do this by developing social media content that supports them based on the purchase they made, sending useful newsletter, asking them for feedback regarding their orders and so on. Just keep them close to you and make them feel like part of a big family.
Advocacy is the real goal
Yep! This is true. You may wish for acquisitions, but long term, Advocacy is the real goal. Your costumers are not only buying your services/products, they are joining a community they can develop or destroy. Just remember, how many possible crises were driven off by the active members of the community, the advocates? How many mean comments were combated, explanations given or recommendations offered by the people who really love and trust your brands. If the answer is many, you are doing the right thing. This will encourage recurring purchases and creates an additional strong referral that emphasises trust in your product.
For this, give them the possibility to share their stories and advocate for your product. Allow them to share feedbacks, reviews or testimonials so their voice can be heard. When the feedback is not so good anymore, learn from it and make sure you do better next time.