Stages in Building a Profitable Social Media Marketing Funnel

Stages in Building a Profitable Social Media Marketing Funnel

The tactics for achieving social media goals aren’t necessarily the same as the tactics in traditional marketing. We need a new version of the marketing funnel to account for social media. This updated sales funnel includes five stages:

  1. Awareness: making your target audience aware of your products or services as a solution to a specific problem
  2. Consideration: at this stage, they are considering your brand instead of your competitors
  3. Conversion: the customer makes a final purchase decision
  4. Engagement: staying top of mind with the customer post-purchase
  5. Advocacy: customers become brand advocates and recommend your services or products to others

Social media fuels a different customer journey than regular sales, and it doesn’t always follow a strict path. Organic efforts can guide audiences through these five stages to create awareness and build trust.

Stage 1: Awareness

The journey begins at the top of the funnel. It involves finding potential buyers and making them aware of your brand and offerings. Start by identifying a common pain point for your target audience and then describe how your product offers a solution. This stage is not about pitching your product line — it’s about establishing your brand in the buyer’s mind in a way that improves the odds of recall.

Stage 2: Consideration

After awareness, buyers transition to the consideration stage. At this point in the journey, buyers are researching your offerings and comparing them to competitors’ offerings. Providing detailed information about your products and features is the focal point of all the content you produce in this stage. Helpful, informative types of content include webinars, testimonials and product reviews. Social can drive registrations and downloads by addressing pain points and engaging with your audience directly.

Stage 3: Conversion

The conversion stage is when a buyer initiates and ideally completes a purchase. Promotions, product points of differentiation and retargeting are key at this stage across social channels. While discounts are not consistently employed in most marketing campaigns, slight markdowns or risk-free trial periods offered via social media can boost conversions in a pinch. Use social listening and customer feedback to address common hesitations that may arise during this time. 

Stage 4: Engagement

During the engagement stage, you can avoid buyer remorse by making sure the customer feels supported in product implementation. It’s common for brands to forget about buyers during this stage, which damages retention and limits repeat purchases. Consider how you can include the buyer in your online community. A great way to build engagement is through user-generated content (UGC) and a branded hashtag. This reassures buyers about the purchase they just made while allowing them to share their experience with their peers. For less visual products, community pages on LinkedIn and Twitter chats can create a similar sense of community. Both of these tactics help buyers feel heard and enable them to connect with other purchasers.

Stage 5: Advocacy

It’s paramount to take the marketing funnel one step further and consider the advocacy stage. During this stage, your goal is to turn every customer into a lifelong brand advocate. As customers voice their happiness about your brand, they influence their networks to trust you. Collecting reviews and testimonials is vital at this stage. 

Utilizing Multi-Channel Marketing

Utilizing Multi-Channel Marketing

Multi-channel marketing combines different distribution and promotional channels into a single, consolidated strategy to entice customers. This strategy efficiently and effectively communicates a product or service’s value using the unique strengths of specific marketing channels. 

These channels include but are not limited to, email, websites, social media, display adverts, retail storefront etc. Marketers may use several distribution channels so customers can procure products in their preferred way.

Combined Channels are More Effective

When marketers create a strategy that unites together campaigns from multiple media channels, it creates opportunities for more impactful messages that are attentive to the customer journey.

 Channels that can be combined for more effective campaigns

Social Media & Television – Nielsen Research found that campaigns with touchpoints across both television and Facebook experienced a 12 point lift in brand recall compared to campaigns that took place on a single channel. This is because social media helps strengthen marketing messages by reaching potential customers on a frequent, highly targeted basis.

Radio & Television – Radio adverts are proven to help consumers remember television advertisements. When these two channels are combined, brand recall for television advertisements has been shown to improve by 35 per cent. It is theorized that this effect occurs because it is very cost-effective to frequently expose consumers to short radio advertisements. Then, brands can solidify their image through more impactful and engaging television commercials. Etc. 

The Benefits of Multi-Channel Marketing

Marketers have lauded multi-channel marketing for decades, with one study claiming that multi-channel customers spend two to five times more than single-channel customers. Let’s illustrate why multichannel marketing strategies deserve this reputation.

Expanded Reach

When marketers expand their marketing efforts to new channels, they increase their reach among members of their potential audience. Many customers interact on a limited number of channels – so by expanding your campaigns to encompass more channels, it’s possible to find customers with untapped purchasing potential.

Increased Engagement

An increased number of channels often translates into a higher number of potential customer touchpoints. This doesn’t only give consumers more opportunities to engage with brands, it also opens up new channels of communication between the organization and the customer.

Reach Consumers on Their Preferred Channel

Consumers interact with a lot of different sources of media every day, instead of waiting for customers to find their brand, marketers need to uncover which channels these consumers prefer to use and meet them where they are. 

Your audience is online

Your audience is online

Knowing how to connect with your target audience online is critical for achieving your brand’s digital strategy. By producing and sharing relevant content for the right audiences, you can significantly boost customer engagement, generate higher quality sales leads and increase conversions.

5 Easy Tips to Reach Target Audience Online

A great starting point for reaching your target audience online is to understand your current audience base. Learn about their demographics, interests and requirements to gain insight about the individuals you should consider targeting online. Once you gather this data, you can begin to develop strategies for forging deeper connections with target audiences.

  1. Know Where Your Audience Spends Most of Its Time. Rather than forcing your audience to come to you, consider going to the places your audience currently spend time online. For example, join a conversation on Instagram to offer key insights about the industry, amplify social influence and establish your company as a thought leader.
  2. Create Content That Appeals to Your Audience. Segmenting your audience by role, industry and company size will help you understand what kind of information is most useful to your customers. Different content captures the attention of different audiences. Align white papers, blog posts, client testimonials and case studies with the right audiences to achieve desired outcomes.
  3. Incorporate Multimedia. Studies show that users retain information 65% better when text is accompanied by visual and audio content. Share impactful, high-quality information in your videos about why the information you’re sharing is relevant to your audiences and how it will help them improve their businesses. You can further connect with your target audience online by sharing videos directly in blog posts, tweets and status updates on LinkedIn, Instagram and Facebook.
  4. Make Content Mobile-Friendly. As you begin to incorporate different types of media into your online marketing campaign, your content needs to be accessible by audiences across every channel, especially mobile devices. According to Marketing Land, almost half of all global Internet users are now using mobile devices as the primary mechanism for surfing the Web. A responsive design for your website will improve SEO, combat high bounce rates and enhance the user experience.
  5. Stay Consistent. All of your communications and marketing assets should tell your brand’s story. Tell a consistent brand story across every channel to keep consumers conscious of your brand and message. Channel consistency helps build a brand that your leads and customers can count on and increases loyalty.

At Pickas Media, we routinely help SMEs reach their target audience online with digital solutions designed to generate measurable business results. For more information, contact 08055999428