The benefits of social media are incredible and there are thousands of strategies you can use to build your social media marketing strategy. These strategies can help you with social media community management, content ideas for social media videos, build social media engagement and create amazing creative campaigns.
However, when using social media to build a customer journey that takes those just discovering your brand to loyal customers and brand advocates, there tends to be a gap. We’ve broken down how you can build a social media marketing funnel to ensure you understand how social media fits into your overall sales strategy.
What is a social media funnel?
A social media funnel, or social media sales funnel, is a path your customers follow from the initial discovery phase, through to the purchasing stage, and funnelling out to repeat customers and brand advocates.
A social media funnel will help you discover the steps required for your company to influence consumers at the different purchasing stages. Each industry has its own phases of a social media funnel, but there is still a basic framework to a customer journey that results in sales and long-term brand advocacy and loyalty. Setting up a social media funnel can be tricky, so working with a social agency can help you get started.
A social media sales funnel is a five-step process that begins with attracting leads and ends with converting them into brand advocates.
The first step in the funnel is to raise awareness and attract leads by publishing engaging content that will capture their attention. You need to publish content that will make them want to learn more about your brand or product.
Show the value of your business through content, such as blogs, videos, guides and webinars; answer the questions your audience is searching for will bring potential leads to your website, where you’ll have the opportunity to build more awareness and trust.
The second step is consideration—you want to stand out from your competition to make sure consumers remember you, and the best way to do that is to be different from everyone else.
Here, you need to provide more detailed information to guide potential customers into the action phase. Providing potential customers with the right information such as case studies or webinars can help build more trust during this phase.
The third step is action; you want to convert leads into customers by providing them with valuable information and offering them incentives to buy. You need to provide your audience with the information they need to make a purchase and give them a reason to buy from you.
You can gently nudge your customers to take the leap and make a purchase by offering incentives like a new customer discount or free shipping; about 67% of consumers said they would most likely engage with discounts or offers.
The fourth step is engagement. You want to retain customers by providing them with excellent customer service and continuing to provide them with valuable content. You need to make sure your customers are happy with their purchase and give them a reason to come back to your brand.
Stay connected with your customers and make them feel like they are a part of your brand community online. To do this, create social media content that supports them based on the purchase they made—you can make a branded hashtag that customers can share user generated content to.
The final step is advocacy. You need to continue to build customer trust with your audience to create long-lasting relationships. When customers are happy with your product, they’ll be more likely to advocate for your brand on social media.
Continue to nurture the relationships and turn your customers from fans to brand ambassadors who will organically influence their friends and family to trust your brand as well. Make sure you continue to publish valuable content to nurture existing customer relationships.
If you follow these tips, you’ll be able to create a social media funnel for your business that will help you attract leads and convert them into customers.
What is the first phase of the social media funnel?
The first phase of the social media funnel is awareness. This is where consumers first discover your brand, products or services. To raise awareness, you need to be publishing engaging and valuable content that captures your target audience’s attention.
How do you build a social media sales funnel that sells?
To create a social media sales funnel that works, make sure you follow the 5-step process:
- Build awareness
- Encourage consideration
- Encourage action
- Nurture engagement
- Create brand advocates
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