Consumers turn to social media when making a purchase — that much we know. They might search for information prior to purchasing and then again, post-purchase, for customer service and company updates.
Knowing this, it’s imperative that your company is there, providing them with the resources they need to choose your product over your competitor’s.
The best way to do this is to break down the customer lifecycle into four stages: Attract, Convert, Close, and Delight. This makes it much easier to create content according to each customer’s mindset. For example, you might focus on shareable, engaging content to attract new customers.
Social media is omnipresent in the buyer’s journey. Whether you’re focused on building an audience or working on getting sales directly from a social network, thinking about each stage of the buyer’s journey can help you create meaningful content that generates meaningful results. While you don’t have to create the same amount of social content for each stage (in fact, we’d suggest focusing more heavily on the attract, convert, and delight stages than the close stage), using the buyer’s journey to map out your content is a great strategy if you want to see more results.
The first stage of the social media funnel is to attract new followers and fans. Building your audience means creating and sharing remarkable content that compels and engages your target buyer persona.
When your target audience is perusing Twitter, LinkedIn, Facebook, Instagram, Pinterest, or Snapchat, they’re consuming content for entertainment or social networking, as opposed to looking for a product or service to purchase.
Think about what content appeals to your buyer persona on social. What are a few pain points that your product or service could help solve? What content does your buyer find entertaining and relevant to these challenges? And how does that match your brand with the content you’re creating and publishing on social media?
Connect with Your Influencers
One of the best ways to attract an audience is to leverage influencer marketing. By working with established industry thought leaders or celebrities, brands can amplify their social content immensely.
Experiment with Multichannel Multimedia
Focus on content that’s shareable and entertaining for people who may not be familiar with your brand. That way, when fans share the content to their circles, other potential customers will discover your company. One way to do that is to push beyond product and industry-related content and explore new territory.
Video content is highly engaging, especially if it’s about an interest that might be relevant to your audience’s lifestyle. Overall, the Summer Vibes video on YouTube, featuring 45 minutes of music, got 1.5 million views.
So, you’ve built and published social content that attracts potential buyers to the top of your funnel. The Convert stage is all about turning those fans and followers into leads. Brands can start doing that by offering premium content that lives behind a form.
This is the kind of content that helps your fans and followers solve the problems and challenges they face and shows your expertise.
When your social media audience fills out a form, this is your chance to prompt them to sign up for an email list and drive them to owned brand properties. That way, you can continue the conversation with them on different channels.
Create a Great Offer
One of the best ways to Convert your social audience is to create remarkable content that solves the problem your buyer is experiencing. By offering something like an ebook, Google Hangout, video, free course, webinar, consultation, or free giveaway in return for an email address or contact information, you can convert your social followers into interested leads that your product or service can help them with.
Intrigue with Exclusive Research
In B2B marketing campaigns, research means a lot. Businesses are constantly looking for the latest industry trends when it comes to the behavior of their target market. By creating Convert campaigns that preview premium content, you can entice people to learn more.
Think With Google, for example, is a division of Google that builds a lot of resources for digital marketers. The end goal is to get people to use Google Ads in their own campaigns. But before they introduce their product, they’ve built their email list by offering educational tips targeted toward people in the digital marketing fields.
Retarget with Relevant Events
Most marketers use retargeting to sell products. They’ll target website visitors by placing product ads next to search results. But you can use retargeting to target fans and followers. Try promoting a personalized offer or event to improve conversion.
Invite Your Audience to Webinars & Live Streams
Live streams are becoming a popular way to connect with your fans and followers across channels like Facebook and Twitter. Likewise, webinars, panels, and other digital events have always been a huge asset to brands because you can create a more interactive and immersive experience for potential customers.
To move your audience down the funnel into the Close stage, build targeted deals and promote them strategically. If some of your social media followers have passed through the Convert stage, you’ll have other ways to contact them, so when it’s time for a marketing campaign you can reach them across multiple channels.
At the end of the day, this is where you need to closely track the revenue from your efforts. While in the Attract and Convert stage you’ve been tracking growth and engagement, the Close stage is where you should track dollars spent and dollars earned.
You’ve built a social community during the Attract stage and nurtured them with great offers during Convert. In the Close stage, it’s time to put some dollars behind targeted posts and help your leads turn into customers.
Companies can create great targeted social ads if they feature current customers. By showcasing what your customers already love about your brand, you can help close the deal via social channels.
Put Your Price Upfront
A social ad in the Close stage should offer transparent pricing and product benefits that directly solve the problem your buyer is experiencing. That will narrow down who clicks to take the next step, in effect making sure that only truly interested customers go to the landing page.
Show the Product in Action.
Your content shouldn’t look like it came straight from a catalogue. Instead, focus on photos that show how your product can fit into the audience’s day-to-day lifestyle.