How social media is an integral part of your marketing funnel
When considering social media, your first thought is probably that it’s a way for people to connect online. And it is that, of course. But it’s so much more than a simple ‘meeting point’ for users to interact.
Social media has become an invaluable way for small business owners to connect with their customers. Moreover, it’s a place to build relationships with individual clients and start conversations with a wider audience. But most importantly, it can serve as a critical juncture in your marketing funnel – a way for customers to start their buying journey.
It all begins with a strategy
To build a marketing funnel that truly works the way you want it to, you need to know both its beginning and end. That is, you need to have a clear ‘end result’ in mind for what you want your customers to do.
Is social media merely a way for you to expand your audience and drive new visitors to your website? Or do you want an overarching content strategy that holds a customer’s hand through the entire sales process, guiding them from first contact through to conversion?
One you understand what it is you want out of your strategy, you’ll be able to build your marketing funnel around it.
Stick to a few platforms at first
It’s exciting jumping into a new strategy, but don’t get so invested that you try to do everything at once. Start small – just one or two social media platforms to begin with. And ensure they are the platforms your customers frequent the most often.
For example, a construction/building business would do well to use a platform like Instagram (where you can publish before-and-after photos of previous clients or showcase new builds). Something like Pinterest (where customers can click on something and immediately head to the purchase page) wouldn’t be an intelligent use of social media for this business.
If you find that your sales are improving, reinvest into those platforms and – if you have the budget and time – try out a couple of other channels as well.
Track the data
There’s nothing worse for a marketing strategy that leaving it to its own devices. Your marketing funnel should be a living, breathing entity that changes as and when needed.
So rather than a set-and-forget approach, pay attention to social media metrics. That means regularly reviewing your impressions and engagement stats, subscriber count, website visitors, cart abandonments and of course your overall conversion rate.
The metrics don’t lie. So if your current approach isn’t working, change up your strategy.
Let your social media marketing funnel evolve
Flexibility is key for any business owner when it comes to marketing. It’s rare that you’ll get it exactly right the first time, so don’t give up if things don’t go to plan. Your customers will follow their own sales journey unless you guide them along the way.
So go to the source and ask them what they like and dislike about your social profiles and your website. If there are holes in your marketing funnel, your customers will let you know – either with their words or by going with a competitor instead.
Struggling to create a marketing funnel that converts? Or do you simply not have enough time to dedicate to digital marketing? Contact the Brandalism team today to find out how our marketing experts can turn your potential customers into brand ambassadors.
You can also read more about content, social media and all things marketing at The Beat.