What is a Social Media Sales Funnels?
Several abbreviations or infographics can explain a marketing funnel, but overall, it is made up of the steps that your customer follows on the path to completing their purchase. Therefore, marketing or sales funnels are strategies crafted to nurture the customer’s journey when buying your products or services. To visualise your sales funnel, think about the path that the customer travels before the conversion takes place. Generally, the funnel is separated into three categories: the top, the middle, and the bottom. Within these stages, the customer becomes aware of your business, develops an interest in your brand, forms a desire to purchase one of your products or services, and then converts.
Okay, so as we’ve said, this is probably the most obvious use of social media. Virtually every social network can be used to get your brand’s content in front of new audiences to make them aware of what you’re doing. Paid brand awareness ads on Facebook are a great example of how thousands of people in a targeted audience can be reached for the very first time for a matter of cents or pennies. The public nature of the social network along with the algorithmic approach to newsfeed population means brands can use the viral nature of platforms to increase reach.
Social media gives rise to a significant element of the consumer-brand relationship and this sits between initial brand awareness and more serious consideration. Being aware of a brand – its name, products and what it stands for is one thing – engaging with that brand and showing a serious interest in it is quite another.
Web traffic may occur at many points during the customer journey but it’s most often considered an element of the middle of the funnel as individuals learn more about a brand and what it offers.
This is the part of the funnel that most closely represents the decision-making portion. Social media can be used to influence the decisions of customers in several ways. Features and benefits and social proof assets like testimonials and reviews can be shared to an engaged audience. Other tactics such as creating urgency by offering a limited-time-only discount on products can get customers over the line. The consideration phase is very different depending on the nature of the product in question and may involve other factors that lie outside the remit of social media, but social media can undoubtedly affect this portion, especially for consumer brands.
This is essentially the end of the marketing funnel – hopefully, the point at which someone decides to become a customer. However, depending on your business, the end of the marketing funnel might not be as simple as someone completing an online purchase. ‘Action’ caters for a variety of outcomes. If an online purchase can be made, great – that’s a conversion. However, if it results in an enquiry or sales meeting, the marketing funnel has done its job but the deal isn’t yet done! It might also be the case that the action is to not purchase, which is sad. However, this means we’ll need to work out how to attract non-compliers back into the funnel at some point in the future.