In today’s digital landscape, social media has become an essential tool for businesses to reach and engage with their target audience. However, simply having a presence on social media is not enough. To effectively leverage social media for marketing, businesses need to build a social media funnel that guides potential customers from awareness to advocacy. In this article, we will explore the key phases of a social media marketing funnel and how to incorporate social media into each stage to drive conversions and build brand loyalty.
What is a Social Media Marketing Funnel?
Before we delve into the specific phases of a social media marketing funnel, let’s first define what it is. A social media marketing funnel is a strategic framework that outlines the customer journey from initial awareness of your brand to becoming a loyal advocate. It encompasses the various stages a potential customer goes through, and each stage requires a specific set of actions to move them closer to conversion.
The Five Phases of a Social Media Marketing Funnel
While the terminology and structure of marketing funnels may differ across industries and experts, the most common framework consists of five phases:
- Awareness – Attracting new people who are currently unaware of your brand
- Consideration – Standing out among your competition and providing detailed information to potential customers.
- Action – Compelling your audience to take action and make a purchase.
- Engagement – Staying top-of-mind and keeping your audience engaged after they’ve made a purchase.
- Advocacy – Building trust with your audience and turning them into brand advocates who recommend you to others.
Now, let’s explore how social media fits into each of these phases and how you can optimize your strategy to drive conversions.
1. Awareness
The first phase of the social media marketing funnel is awareness. This is where you introduce your brand to potential customers who may not be familiar with your products or services. During this stage, it’s crucial to provide value and support rather than making a hard pitch.
To attract new users organically, focus on creating valuable content such as blogs, videos, guides, and webinars. Answer the questions your audience is searching for and position yourself as a trusted resource in your industry. Implement SEO and content marketing strategies to improve your organic reach and visibility in search engine results.
Paid advertising can also be effective in increasing brand awareness. Target a specific audience or interest group that may be dealing with the problem your brand aims to solve. Utilize platforms like Facebook or Instagram to create visually engaging ads or promote your content to a wider audience.
For example, Canva does a great job of targeting key phrases their audience is searching for and creating value-based content around those topics. They also promote their blog posts on their Twitter profile, further increasing their reach and engagement.
2. Consideration
Once potential customers are aware of your brand, they enter the consideration phase. In this stage, they are actively researching and comparing different options before making a purchase decision. Your goal is to provide them with the right information to guide them towards choosing your brand over your competitors.
To stand out during the consideration phase, focus on providing detailed information such as case studies, webinars, or product demonstrations. This will help build trust and showcase the unique value your brand offers. Utilize platforms like Facebook Ads to retarget users who have interacted with your website or content, reminding them of your brand’s benefits and capabilities.
For B2C companies, customer testimonial campaigns, in-depth product tutorials, or product reviews on your social media profiles can be effective in influencing potential customers. Take inspiration from makeup brand The Quick Flick, who uses their Instagram business profile to share makeup tutorials showcasing their product being used in an everyday makeup routine.
3. Action
The action phase is where potential customers are ready to make a purchase. They have moved from being aware of your brand to actively considering it. At this stage, it’s crucial to provide a seamless and convenient experience that encourages them to convert.
Utilize a social media management platform like Sprout Social to streamline your efforts during this phase. Sprout’s analytics and reporting features allow you to track engagement and measure the effectiveness of your paid social media ads. By analyzing the data, you can optimize your strategy and ensure you’re reaching your goals.
Trust that your audience has made it this far through the funnel and create a sense of urgency or offer incentives to encourage them to take the leap and make a purchase. Discounts, limited-time offers, or free shipping can be effective in driving conversions. Use remarketing campaigns to target users who have shown interest by engaging with your previous funnel stages.
Casetify, a phone case brand, effectively uses discounts and holiday promotions to incentivize shoppers. They promote these offers through Instagram ads, targeting users who have previously interacted with their brand.
4. Engagement
Once a customer has made a purchase, it’s important not to forget about them. The engagement phase is often overlooked, but it’s crucial in building long-term brand loyalty. Your goal is to nurture the relationship and make customers feel like they are part of your brand community.
Create social media content that supports your customers based on their purchase. Encourage them to share their experiences and interact with your brand through user-generated content campaigns. Hashtag campaigns, like Essie’s #essielove, can create a sense of community and encourage customers to share their content with your brand.
For less visual brands, consider organizing Twitter chats or creating private Facebook groups where users can connect with your brand and each other. SEMrush conducts weekly #SEMchats on Twitter, engaging their users and fostering a community within the digital marketing space.
5. Advocacy
The final phase of the social media marketing funnel is advocacy. At this stage, your goal is to turn your customers into brand advocates who willingly recommend your brand to others. Show gratitude to your customers and reward them for spreading the word about your brand.
Collect customer testimonials and reviews to showcase social proof. Make it easy for customers to share their stories and advocate for your brand on your website or social media profiles. Consider partnering with existing customers or power users to create content that highlights their success stories and experiences with your brand.
Shopify, an e-commerce platform, works with users to create blog posts that share their stories of how they use the site. This type of content acts as a case study and positions the user as an advocate of the brand.
Conclusion
Building a social media marketing funnel that converts requires a strategic approach at each stage of the customer journey. By incorporating social media into each phase – awareness, consideration, action, engagement, and advocacy – you can effectively guide potential customers towards conversion and build long-term brand loyalty.
Remember, it’s essential to provide value, build trust, and nurture customer relationships throughout the funnel. Utilize various content formats, leverage social media advertising, and analyze data to optimize your strategy and drive meaningful results.
By implementing these strategies and staying committed to delivering exceptional customer experiences, you can create a social media funnel that not only converts but also builds a loyal fan base for your brand.
For more information on how to level up your social media marketing strategy in 2020, check out our free social media toolkit. It includes templates and guides that will help you turn social data into actionable insights to use in your 2020 marketing strategy.
