A social media manager understands the importance of having social media as one of its marketing strategies. Social media is used heavily by brand for audience engagement by posting informative content that is related to the product that it sells as well as information in general about the industry that it belongs to.
Unfortunately, there are still a lot of social media marketers who believe that by just posting engaging content on social media; they can have a positive impact on their Return on investment (ROI).
While engaging with customers and fans on social media is one thing, converting them into paying customers can be a task in itself. This requires a marketing and sales funnel that can effectively function with social media channels.
What Is Marketing Funnel?
Marketing funnel is a journey that your customers travel from the stage of knowing or learning about your product up until the stage of a purchase.
According to Smart Insights, a marketing funnel works based on the popular framework known as AIDA model (Awareness, Interest, Desire, and Action). In This model explains the movement of the social media audience right from the first stage through each stages of the marketing funnel.
In almost all cases a marketing funnel starts when a potential customer faces a problem which your brand might be in a position to solve. The potential customers will start looking for solutions and this is the time when they might stumble upon your brand. You should hook your potential customers by providing informative and educative content about your products that will help in making decisions. When they start digging deeper by in-depth searches, they start travelling deeper into the marketing funnel and not before long they will reach the position of making a purchase.
How Does Social Media Fit Into Marketing Funnel?
Social media has become a vital component in your overall marketing strategy. Social media can be used as a marketing funnel to serve the same purpose of leading social media audience towards a conversion or sale.
Social media marketers are using social media to send targeted traffic to their landing pages by engaging with the social media audience. Many brands have been successful in generating sales by using social media.
When the content that you publish appeals to a set of people, there are high chances that they start following you on social media. With dedicated efforts you should continue to guide the potential customers with actions such as informative content, impressive videos, signing up newsletters, demos of your products, webinars and so on. With the information, the social media audience will eventually be able to make guided and informative decisions to finally make the purchase.
How To Nurture Your Social Media Marketing Funnel?
Social media is bridging the gap between the brands and the customers by offering information that can be used to make informed purchase decisions. Customers are being led from the first step of awareness about a product up until the final purchase decision by slowly exposing the product to the potential customer.
Here are 3 Steps to Nurturing Your Social Media Marketing Funnel:
STEP 1: Carefully Choose The Social Media Platform
Social media can be quite tricky when you are engrossed in running your day to day business activities. It is often very difficult and time consuming to remain active on social media. So, narrowing down your social media presence to a select few social media channels that suit best for your brand is the trick. This will allow you to focus on the networks that offer you the best returns for your investment.
You should go through three important steps to determine the right social media platform for your brand:
- Study the demographics
First step is to understand who your audience is so that you can match the audience with the social media channel. Identify who your customer will be what will be the age group, what is the gender of your target audience, which location is your audience likely to be in, etc.
- Identify goals
Social media can be used for a variety of reason. While some brands use it to improve sales, another brand used it for customer service and another might use it for brand awareness. Brainstorm the different ways in which social media can add value for your brand and make the final list of goals.
- Match Goals with Audience
When you are ready with the buyer persona and the goals of social media marketing, then the final step is to match both and start finding your audience on social media. Study the demographics of your target audience and compare it with the various social media platforms. For example, if you are interested in building awareness for your brand, then Twitter is a good platform. Whereas if your brand caters to female population, then Pinterest might be a good option since it is dominated by female users.
STEP 2: Develop A Social Media Strategy
The second stage of your social media marketing funnel is to develop a strong social media strategy. Social media strategy is no doubt the latest craze in marketing a product. Social media strategy assists your business to develop multiple-fold. By embracing social media, your brand can keep watch out for trending topics, increase the reach, connect and engage with social media users, advertise your brand and finally win more customers.
Developing a social media strategy can be a challenging task. You can use social media strategy for multiple purposes such as brand awareness, signups, and engagement and so on.
Crafting an excellent social media strategy has to go through 5 stages:
- Align social media goals with company goals
What is that you actually hope to achieve with your social media strategy?
The key to developing a great social media strategy is that it should fall within the ambit of the overall goals of the company such as product expansion, new release, and global market penetration.
- Audience engagement
Social media marketing is all about being able to talk and engage with the audience who will eventually convert into customers. But if you are not spending time in the first step of knowing your audience, then the succeeding steps can be a disaster. Understand your audience by knowing their interest, behavior, gender, age, location, etc.
- Study Competition
Competitors are key ingredients for the success of your social media marketing strategy. Research and know your competitors well so that you can keep a tab on their activities. Identify your key competitors and with tools such as Cloohawk and QuickSprout, you can observe your competitors and design content that can gather more attention on social media.
- Monitor metrics
Planning your social media marketing strategy, and having no ways to measure it, will mean that there is no way to determine the success of your social media campaigns. Identify the metrics that need to be monitored on continuous basis. Find analytical tools such as SocialClout that enables brands to plan the marketing strategies based on feedback from various social media platforms.
- Build a content plan
Social media gains greater strength with great content while your content is lifeless without social media. Hence brands should learn to use both of them together to reach greater heights. Content should include the variations such as text, images, infographics and videos. Include information, humor, emotions, urgency, product demos, and knowledge sharing in the content that you share with your audience.
With the help of tools such as Cloohawk, you can identify interesting content from your influencers and followers. You can also identify your evergreen content and repost it automatically at the best time.
STEP 3: Measure The Impact Of The Marketing Funnel
Business and brands who are into social media marketing can bring a lot of difference to their marketing strategies and tactics just by monitoring your social media.
Social media analytics or social media metrics, which is gaining huge importance with brands, is an exercise of monitoring and examining social media performance.
Brands are using it extensively to understand each action on social media such as likes, comments, tweets, retweets and of course to measure big social media campaigns.
Social media marketers are as good as the social media analytics they track and measure. They get a lot of data that can be analyzed to find the effectiveness of a lead generation funnel.
Brands are investing big time in social media analytics. This is surely due to the great benefits that it brings. Social media analytics helps to target customers better, to introduce marketing innovation, to gain competitive advantage, to learn from the behavior of your customers and to enhance your products offering.
A brand with a well-defined social media strategy combined with proper measurement will lead to business and marketing wins.
Social media marketing uses social media platforms such as Facebook, Twitter, LinkedIn, etc. to generate more traffic and more leads to your products and services. Though this type of marketing has been in existence for many years, still brands are shying away since they are unaware of the ways to integrate it into their marketing funnel. There are 3 steps in building an effective marketing funnel. You have to align your goals to the company goals and create a lot of activities to streamline the marketing process. The above tips will help you move in the right direction. If you want your social media marketing funnel to work, then carefully choose the right social media platform, develop a great social media strategy and measure your marketing funnel at regular intervals.