Social media is a rich source of revenue for most businesses today. Instead of viewing a customer’s purchase as being the end goal, savvy marketers take a look at the metrics involved across the scope of a customer’s interactions with a brand. These metrics can be divided into four broad stages that allow companies to better focus their efforts and address the goals their social media audience hopes to attain.
Step 1: Attract.
As a top-of-the-funnel metric, content that attracts is engaging and interesting enough to be shared. There are a number of innovative ways to facilitate this delivery — many of which brands often do naturally.
- Be helpful by addressing the pain points a buyer persona experiences and creating content that leads them to solutions is one way to do so.
- Work with influencers, thought leaders and trendsetters to effortlessly increase the attractiveness of social media content.
- Adopt all social media channels — even when they don’t seem relevant. Expanding into Instagram, YouTube, Twitter and more provides a comprehensive strategy that attracts different demographics.
- Tap into relevant news to increase exposure and engagement.
Step 2: Convert.
Once the social media audience has been attracted to a brand’s social media content, it’s time to convert that interest into sales. Key elements of this stage are a brand’s demonstrated expertise and its ability to provide solutions for its audience.
- Offer a great resource — a webinar, free ebook, consultation or video, for example — that solves a pain point your buyer has in exchange for their contact information and/or email address.
- Pique interest with research. Inform other businesses and buyers of the latest in trending metrics that affect their target audience.
- Retarget to encourage followers and fans to reach a market with an event or offer that is personalized.
- Use live streams to connect with a social media audience across channels. Webinars are another good way to convert a person into a buyer.
Step 3: Close.
Once arriving at the close stage, a brand has built-in methods of communication with the members of its social media community. Promoting targeted deals that are built on strategy moves these buyers from the growth and engagement sector to the revenue stage.
- Feature the testimonials of satisfied customers to prompt others to make a purchase or learn more about a product and/or service.
- Be transparent about a product’s benefits and pricing so that the brand’s social media community can see firsthand how their problems will be solved.
- Take on a demonstrative air so the target audience can see the product or service in action. It’s also important for a brand to make it clear how their offerings will fit into their target market’s daily life.
- Entice with a freebie to get people to visit the preferred channel for closing the sale. Popular options are loyalty programs or a small percentage off a purchase of a certain amount.
Step 4: Delight.
In order to delight their customers, a brand must not only offer solutions to their problems, it must also answer questions and assist them in achieving their goals. While creating social content that effectively attracts and converts a customer forms the foundation of a great experience, the delight phase is the most important one.
- Be responsive and personal to customers who reach out via social media channels. Though it can be a challenge to offer a personalized response to each commenter, it’s vital for brands to try as social media is the preferred method of communication.
- Build loyalty by creating content that entertains and educates a brand’s current customers. Using the tools available on social media platforms, such as Facebook pixels, allows a brand to target visitors who already know their reputation.
- Provide education by offering creative and innovative ways to use a brand’s products and services that deepen their appreciation and delight.
- Be inspirational and infuse a brand’s audience with content that can be used throughout their daily lives.
Prospective customers engage with social media to solve problems and communicate issues. In order to be successful, a brand must tailor their approach at every stage of the funnel.