Using social media throughout the sales funnel
More and more businesses are using social media to raise brand awareness and to connect with their customers. But, did you know that you can use your social media to connect with customers at all stages of the sales funnel? Some people think that social media is only about driving cold traffic to your site. Traffic who may only be interested in a couple of your blog posts and nothing else. By understanding the sales funnel we could take a prospect from the awareness stage all the way to advocacy, just by using social media. Here’s how you can use social media throughout the sales funnel.
This is a no-brainer. Out of all the marketing tools out there, social media is brilliant at generating awareness. The best thing about social media is that you can find your customers, as well as them finding you. Platforms, like Twitter and LinkedIn, are a great way to find and engage with prospective customers. In return, they’ll notice your brand and from that point, it’s all about the content you are posting. If your content is targeting the right buyer personas and solving their problems, this will increase the likelihood of engagement. Of course, your content also needs to be visually appealing and have clear call to actions to inspire any engagement from your prospect. At this stage, you can also try running some Facebook ad campaigns or promoted tweets and so on to get the attention of your prospects.
Interest in the world of social media is when your prospect actually clicks the follow or like button on social media. The moment they opt-in, you know that they are interested in your content. At this point, you should try to reward their engagement by following back if appropriate or commenting on their posts and generally returning the favour. And don’t forget to continue posting interesting content for your prospects to engage in. Otherwise, they can easily unfollow your page too!
Now that you have a couple of interested prospects, it’s time to convert your audience into leads. A brilliant way to do this is by offering a freebie or special offer, which will encourage them to visit your site. This could be a free ebook, webinar or a discount on your services (which are also great ways to build your email list). Whatever your incentive, make sure it matches the interests of your social media followers to increase conversion rates.
Now comes the part that all social media marketers dread! It’s the purchase stage. Social media is notoriously known for having little impact at the purchase stage. In fact, only 14% of business tie social media to their sales level (webbiquity, 2016). So how can you get your social media followers to make a purchase? Well… the good news is that many platforms allow you to sell directly through social media, such as Facebook, Twitter and Pinterest all have a “Buy” buttons. Not to mention the use of Facebook dynamic ads to show prospects recommended products based on their interaction with your website. This is a brilliant way to make purchasing easy for your prospective customers.
At this stage, if you’re lucky some of your customers will become brand advocates. And these are the best kind of customers to have! As not only are they loyal towards your brand, but they also help drive more sales. To encourage more customers to become brand advocates, you need to stay active on the social media scene. This means offering real-time customer support through Twitter and stay connected with your customers via social media through regular engagement. You can even share your customer stories and testimonials through social media to show how brilliant and trustworthy your brand is!
Final thoughts on using social media throughout the sales funnel
Social media is more than just a way of generating awareness and cold leads. If used actively, social media can transform prospects into loyal customers. The key to using social media throughout the sales funnel is engagement. Without engagement, you will struggle to get past the interest stage of the sales funnel. Let us know your thoughts in the comments below or by sharing them on Twitter, Facebook and Linkedin.
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