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Social media marketing funnel that converts!

What is the marketing funnel?

A marketing funnel can be defined as the process of casting a broad net to capture as many leads as possible and then nurturing them into prospective customers by narrowing them down through several stages in this funnel.

It can also be defined as a path that your customers will travel. The initial stages when a user learns about your business, to the purchasing stage. The marketing funnels map routes to conversion and beyond.

 

Social Media Marketing Funnels

Social media marketing funnel concentrates on activities that you must do to influence your consumers. The social media marketing funnel initiates when they become aware of your brand over any of the social media channels of your preference and continues until and after the event of a conversion. The main aim of the social media marketing funnel is to turn your consumer into a true advocate of your brand.

There are no standardized versions of a funnel. Some funnels would have a lot of stages while others would have very few with different names and actions. Regardless of what we call these phases, there is a basic framework that is followed that ultimately results in a conversion and long-term brand advocacy. The most common social media marketing funnel includes the following stages:

 

Brand Awareness

People usually want to be aware about businesses or brands that solves a common problem that exists in their day to day lives. So, this is the time when you create content around the solution of the problem instead of hard selling the product itself.

In this phase you attract as many users as you can to your brand by making them aware of your brand and making them aware that you exist. The channels could be any form of social media channels like, Facebook, Instagram, Snapchat, LinkedIn, Pinterest, Twitter, Google, Online community groups, etc.  

Through media buying, you can reach the very specific audience that would be interested in the content that you are creating by targeting the audience that might be facing the issues to which your brand is providing solutions.

 

Consideration

Once your audience is aware about your brand, you must now create content around the reasons why the potential customers trust your brand more than your competitor. You could create tutorials about how your products can provide your potential customers the solutions that they have been looking for.

For a makeup brand, it could be videos of people using their products and showing how safe it is to use them. Or, for a baking institute, it could be creating videos about what their potential customers would learn at their baking institute and how their end product will look.

 

Perform Action

If you have been successful in creating awareness and making a strong consideration, this is the time to create content that gently pushes in, purchase offers with a definitive call to action, that would make potential customer to convert into making a purchase.

Retargeting your action content to the audience that has interacted with your brand in the first two stages  is the right way to make sure that the conversions will take place.

 

Customer Engagement

Most brands don’t concentrate enough on this phase and end up losing on repeat purchases from their already converted customers. It is extremely important not to forget your customers once they have made a purchase. May brands misunderstand one time purchase as a lifetime loyal customer, but this is not the case. Your brand must continue to always engage with your customers for brand recall.

A brand must stay connected with the customers to make them feel that they are part of a community. Some brands create private Facebook pages to let their customers connect with each other. While some brands send timely communications about the updates on their products. Some brands create content around their loyal customers to acknowledge them amongst a vast community.

 

Advocacy

Once you have made a sale and managed to keep the engagement with your customers active, its time to make your customers into your brand advocates. Nothing drives people towards a brand like word of mouth. This is the reason why User generated content (UGC) generates more conversions than a brand created content.

Many brands run offers and reward their customers with purchase offers or discounts or freebies if they share their reviews online or tag their friends on their posts online. This makes people believe the brand and generates more conversions.

By continuously nurturing relationship with your customers, your customers will turn into brand ambassadors that will organically influence their friends and family to trust your brand as they did.

 

Social media marketing funnels engages with your audience and builds trust and creates an authentic fanbase of your brand. The key is to stay away from very hard lined product sales content and concentrate more towards engaging with the audience with the right message.

Through this funnel you will not create a customer list. You will create a fan base.

 

Ricky Khatwani, Head of Performance at McCollins Media