The marketing funnel stages may look a little different for each business, but the goals are the same: to attract the attention of potential customers, tell them about your business, turn them into buyers and make them come back to you all the time.
With more than 3.4 billion users worldwide, social networks have become a powerful way to attract new people and lead them through the funnel. And it works in tandem with your other marketing efforts, which makes SMM a valuable component of your integrated marketing strategy.
Here's how social networks can help you build and maintain relationships with your audience.
The first stage of the marketing funnel is informing as many people as possible. Because potential customers are familiar with your business, they are more likely to remember about you when they need the products or services you provide.
• Spread information about your business by sharing links to your website on Twitter, Facebook, Instagram and other places where your potential customers may be - and encourage your subscribers to do the same.
• Create personalized ads on Facebook and Instagram that target your audience based on demographics, location, or interests, to tell your story, introduce people to your brand, and drive more traffic to your site.
Show the value of your product or service
As soon as a potential customer finds out about your business, he will go to the next stage of the funnel: consideration. He has already shown interest, so this is a great opportunity to demonstrate the value of your product and turn just interested in the client.
• Ads help people get to know your site, but there is no guarantee that people will become customers the first time they visit it. Fortunately, it’s easy to create retargeting ads that will return them when they are ready to purchase. To do this, collect site visitors to a separate Facebook or Vkontakte audience. Connect the pixels of these social networks to your site!
• Organic content, such as reviews, ratings and customer reviews, can also help you find new people on social networks. A recent study found that consumers should read an average of 7 reviews and reviews before starting to trust a business.
Train your clients
Social networks are also a great place to provide educational content to your audience, regardless of whether they are under consideration or have already become buyers.
• Develop how-to videos and share them on social networks so that potential customers can see how easy it is to use your product or how effective your services can be. And do not forget about people who have already made a purchase; Videos containing assembly instructions and usage tips can help customers get the information they need to get the most out of your products.
• As the popularity of social networks grows, so does the need for customer support through your social channels. Facebook, Vkontakte and Twitter are often the first places that people visit when they have questions or comments, and it is important to solve them as they arise. You will not only help people with answers to their questions, but also show potential customers that you are responding to the reviews and quickly resolve any problems that may arise.
The path to the client does not end when someone makes a purchase and learns to use your products. Social networks will help you push customers to the next phase of the funnel — retaining and getting closer to becoming frequent buyers or advocates for the brand.
• Create and share organic content (such as articles, blog posts, images, or tips) on social networks to reach your audience. As you learn more about their preferences, you can increase the relevance of your content and encourage people to visit more often. your page and interact with it.
• Create a sense of community on your social pages with content that encourages audience engagement. You can create a group on Facebook, post chats on Twitter, or even create a Pinterest board to share your product images in action. A strong social community will humanize your business and make your customers feel that they are part of something special. And it can also increase the profitability of your business: research has shown that LTV * from customers who feel an emotional connection with the brand is 306% more, and these customers are more likely to recommend your brand to others.
* LTV (Lifetime Value) - this is the total profit of the company received from one client for all the time of cooperation with him.
Futureinapps company is engaged in SMM business promotion, including not only setting up advertising on social networks, but also generating any media content. Turn to the professionals!