Are you considering the marketing funnel when creating social media campaigns?

“What is my ideal outcome?”. This should be one of the first questions businesses ask themselves when looking to use or promote on social media.


It would be foolish to assume that a brand’s primary goal for using social media is to just ‘get more business’. There are many beneficial reasons for being online and interacting with your customers, but simply aiming to get more work, clients, or money just isn’t a good enough one.


When building a social media strategy, it’s important to consider the type of people you’re trying to target, and where they might be with regards to the marketing funnel.

The traditional marketing funnel looks at:

Stage 1: Building awareness of the brand/product/service.

At this stage, you must consider building trust and understanding with your customer. Trust can be gained by letting customers know who your brand is, what your brand’s beliefs and ideologies are. You should also be explaining the benefits of your service/product


Stage 2: Increasing the opportunity to consider your brand

Once your new customer is more aware of your brand and what you are offering, they now need to consider purchasing. Customers are more likely to consider purchasing when they know that they are getting value. Value isn’t always about money or how much someone could save financially, it can be focused on where customers are most likely to see the return on their investment in your service or product - this might be opportunities to retain more business, generate more leads, increase their audience etc.


Stage 3: Optimising the opportunity to convert sales

At this stage you need to start creating campaigns that promote what your current customers think of you, and by doing this, potential customers will be able to see your brand’s credibility. Testimonials or case studies are a useful for sharing ‘real customer experiences’ with potential ones. Incentives are also an effective way of encouraging undecided buyers to make the sale.


Stage 4: Maintaining customer loyalty

Once you have obtained a new customer, it’s important to retain them. Ensure you keep in contact with your new customer; which can be done through various activities i.e. social media content, building opportunities for them to receive email updates or mail updates. Being at the forefront of your customers mind is paramount and will improve the chance of a repeat purchase/ increase in your service offering.


So where does social media come into the marketing funnel?

Each stage of the marketing funnel can be applied and utilised when building a social media campaign. It would be a waste of time to create an interesting piece of content, and share with the masses, without any consideration of who your brand is actually trying to speak to. You would be wasting time spent on the activity, as well as money!


So, go back to the first question: “what is my ideal outcome?”. But this time, consider the stage in the marketing funnel you will be working from. If you want an entirely new customer or want to break into a new demographic, you’ll be targeting at the top of the funnel. If you have a good-sized audience already aware of your brand, now is the time to make them consider you over your competitors - this strategy would focus on where your brand can provide better value. Or you could create limited discounts or offers to give buyers an extra nudge when they’re at the checkout.


No matter what content you decide to create, the over-arching intention of your social media should be centered around where your customer is in the funnel. If you apply this and don’t get the results you want right away, REMEMBER; testing and measuring your activity is the best way you can get a true understanding of what your audience is doing (or not doing) with the content you are sharing, and know where you can make improvements.


Need a refresher on ‘testing and measuring’? We have a blog post for that!

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