If you want to run a successful and lucrative social media marketing campaign, you can’t just upload a few videos and think people will just buy off you straight away. Sure, you might get some sales, but you are going to have much more success if you plan who is seeing your ads at what time and taking your customers on a journey.In short - you need to create a sales funnel that is suited to your specific product or service. This will work to guide your customers through their buying journey, right from creating awareness to becoming a brand advocateLet’s have a look at the buyer stages in a traditional sales funnel so you can decide what you should be using for each step in your marketing strategy.
The first stage of the sales funnel is the awareness stage. This is where potential customers first learn about your brand, products, or services. The primary goal at this stage is to generate interest, grab attention, and make your target audience curious about what you have to offer.For a paid social media marketing campaign, the best objectives to use here are the ones that will get you the lowest CPM - awareness, reach, video views etc. These paid ads target users based on their interests, demographics, and online behaviour, ensuring that you reach the right people.
Example:A fitness apparel company could create an eye-catching Instagram ad showcasing their latest collection. The ad might feature athletes or influencers wearing the apparel while engaging in various workouts. This visual appeal would grab the attention of potential customers who are interested in fitness or activewear.
Once your target audience is aware of your brand, the next stage in the sales funnel is the consideration stage. At this point, potential customers are evaluating different options and comparing your products or services to competitors. Your goal is to provide them with valuable content and information that sets you apart and positions you as the best choice.To achieve this in a paid social media marketing campaign, you want to make sure you are serving audiences who are already familiar with your brand, but haven’t really shown any buyer signs at this stage. This could include, people who have watched a certain % of your videos, follow you on social media, have visited your website etc.It’s important here to dive a bit deeper into the advantages of your product or service, but don’t overdo it on the selling. Share content that educates, informs, or entertains your audience. This can include blog posts, videos, case studies, or infographics.
Example:The fitness apparel company could create a blog post discussing the benefits of their fabric technology, explaining how it wicks sweat away, prevents odours, and provides UV protection.
At the conversion stage, potential customers have narrowed down their options and are ready to make a purchase. Your primary goal at this stage is to eliminate any lingering doubts or concerns and convince them to choose your product or service.In a paid social media marketing campaign, this can be achieved through retargeting ads that showcase special offers, limited-time promotions, or free trials. Testimonials, reviews, and case studies can also be used to build trust and credibility.Your key objective here is to commit them to make an action towards completing a transaction or to display a 'buying signal'. This could be adding a product to a cart or booking a consultation with a sales rep.
Example:The fitness apparel company could create a Facebook carousel ad featuring testimonials from satisfied customers, showcasing the benefits of their products. They could also offer a limited-time discount for new customers, creating a sense of urgency and encouraging them to make a purchase.
Once a potential customer decides to purchase your product or service, they enter the decision stage. The goal at this stage is to make the purchasing process as smooth and hassle-free as possible, ensuring a positive customer experience.In a paid social media marketing campaign, you can use ads to drive traffic to your website, landing page, or online store, where customers can complete their purchases. Ensure that your website is mobile-friendly and easy to navigate, with clear calls-to-action and a seamless checkout process.This could also be potentially done offline - either in communication with a sales representative or in store to make a physical purchase.
Example:The fitness apparel company could create a conversion-focused Instagram ad, directing users to their online store. The ad could highlight the ease of shopping on their website, with features like a user-friendly interface, secure payment options, and free shipping.
The final stage in the sales funnel is advocacy. At this point, your customers have made a purchase and experienced your product or service. Your goal now is to turn them into brand advocates who will not only continue to support your business but also promote it to their friends, family, and social networks.In a paid social media marketing campaign, you can encourage advocacy by creating targeted ads that ask for reviews, testimonials, or user-generated content. You can also use social media platforms to engage with your customers, address any concerns, answer questions, and provide outstanding customer service.
Example:The fitness apparel company could create a post-purchase Facebook ad, encouraging customers to share their experience with the brand by posting pictures of themselves wearing the apparel and using a branded hashtag. The company could also host a contest, offering a chance to win free products for customers who share their stories or write reviews.In conclusion, crafting the perfect sales funnel for your paid social media marketing campaign is a critical aspect of achieving success in today's competitive digital landscape.
By understanding and implementing the five stages of the sales funnel – awareness, consideration, decision, conversion, and advocacy – you can create a well-rounded marketing strategy that drives leads, conversions, and brand loyalty. By using targeted advertising, valuable content, and exceptional customer service, you'll not only attract new customers but also turn them into enthusiastic brand advocates who will help your business thrive.
Something to note - not every product or service needs to include every stage of this funnel. Generally, lower-priced products or services tend to require a smaller funnel than your bigger ticket items. For example, selling a $20 t-shirt is going to require far less convincing than someone selling a new car for $20,000. Make sure the funnel you create is specific and suitable to your business.
Remember, the key to success lies in constantly analyzing and refining your strategies. Don't be afraid to experiment with different approaches and keep an eye on your campaign's performance metrics to optimize your sales funnel for maximum results. With the right planning and execution, your paid social media marketing campaign can be a powerful tool for driving growth and success in your business.