How to Create a High-Converting Social Media Marketing Funnel
Shakila Sherin
Marketers, Entrepreneurs, and Small Business Owners... DISCOVER THE #1 SALES FUNNEL MISTAKE ALMOST 98.6% OF PEOPLE MAKE DAILY! Strategic Sales Funnel Builder & Optimizer
In the past, companies managed without the presence of social media.
Not anymore.
Today, social media marketing is an integral part of the marketing portfolio.
Whether you’re a service-based brand or a B2B company, startup company, or a brick-and-mortar business, in 2021 and beyond, you can’t succeed without investing in social marketing.
When people spend significantly 2 hours and 24 minutes on social media, the stakes couldn’t be higher. Thus, smart brands create a social media marketing funnel alongside their sales to maximize growth.
In this article, we look at how to build a high-performing social media marketing funnel that generates traffic, leads, and sales.
We jump straight in.
Table Of Contents
What Is a Digital Marketing Funnel?
The marketing funnel is a preset path of the interconnected steps you’ve mapped out for your potential customers, so they move along it on their journey to become customers. It takes potential customers from a state where they are unaware of your brand, to the stage of awareness, consideration, purchase, and post-purchase, when the customer becomes a brand evangelist.
A social media marketing funnel has a social media bias.
These are the four stages of the buyer journey in brief and the social media activities best suited for each stage.
These are, in short, the four stages of a buyer trip and the social media functions that best suit for each stage.
1. Awareness Stage
A potential customer who previously had no idea who you are or what you are will notice the existence of your business, the problems you solve, and the services / products you offer. They may not even know they have a problem that needs to be solved.
Activities and tactics: Contests, Giveaways, Facebook & Twitter ads for content promotion, YouTube videos.
2. Consideration Stage
At this stage, the prospect is aware of their problem and the solutions at his disposal. He researches unique solutions and weighs his options based on the information in front of him.
Activities and tactics: Twitter Chats, LinkedIn Groups, Facebook Groups, IGTV, YouTube videos.
3. Purchase Stage
The potential customer ultimately decides which solution eliminates or alleviates his pain, and he becomes the purchasing customer. When all things are equal, the brand with the best unique sales proposition will generate sales.
Activities and tactics: Facebook, Instagram, and Twitter ads, Buyable pins on Pinterest, buy now buttons on Instagram and Facebook.
4. Post-purchase Stage
After the first purchase, the customer becomes a loyal, repeat buyer and brand advocate who can’t stop talking about your business. People need incentives at this point, so they continue to spread the word about your brand.
Activities and tactics: Giveaways, partnership, and affiliates, loyalty rewards program.
"Did you know With GetResponse, you can create conversion funnels using all the major channels - paid ads, landing pages, email campaigns, marketing automation, webinars, and social ads. There is no need to pay for extra tools."
Neal Taparia, former director of a public company and founder of Solitaired, which is starting brain training, explains:
“Matching the social media channel with the stages of the buyer’s journey ensures that the marketing message is relevant. It maximizes the chances of a conversion.
The choice of a channel depends on several factors. For example, the target audience, their preferred mode of communication, the cost involved, and the objective of the campaign.
Also, there are several content formats to choose from. For instance, videos create awareness about a new product or service. Blogs and white papers provide in-depth information about the product in the consideration stage. Case studies and comparison pages are used in the purchase stage to persuade the customers to make the buying decision.”
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Digital Marketing Funnel Example: The Factory Carpet Outlet
A social media company, Inspire To Thrive, helped their client The Factory Carpet carpet drive traffic to their site from their Facebook page.
They always had a much older audience from their previous print and TV commercials. Now they wanted to target a younger population online. Here's how they did it:
Using this strategy, they drove 81 clicks to their landing page at a reasonable $1.23 Cost Per Click (CPC).
They got new customers from the resulting conversions.
Similarly, my blogging friends from WPKube are taking advantage of Facebook lead ads to grow their lists and drive targeted traffic.
Facebook lead ads allow users to collect contact information, such as name, email address, phone number, etc., from people who may be interested in your products or services. For only $17.75, they were able to collect up to 80 leads at an amazingly low price of $0.22 per lead.
With lead ads, a potential customer is not redirected to the landing page, but stays on Facebook when his or her information is sent to the customer relationship management system.
Want to learn more? Find out how a company called InfoShare Academy, which offers intensive programming courses for beginners, managed to attract 1,200 new contacts in just one month using Facebook lead ads.
How to Build a Social Media Funnel in 6 Simple Steps
It’s time to uncover the main building blocks of the solid funnel. Remember that these fundamental steps cover every industry or niche.
Here we go.
Step #1: Define Your Goals
Clear goals must guide your social media marketing strategy.
What do you want to achieve?
Do you want to:
Without obvious goals to map the road, you’ll wander in circles and not achieve much.
Step #2: Revisit Your Customer Avatar
Before you get into action on social media platforms, it’s important to remember for yourself who you’re exactly targeting.
Regardless of your business model, the best way to do that is to go back to the customer’s avatar. Re-analyze your ideal customer. If you want to engage intelligently on social media, refresh your memory with your audience:
By looking at and talking to your existing customers, you’ll become more aware of what it is really that they value about your product or service.
Step #3: Research The Platform’s Slant
Because each social channel is different if you apply a blanket one-size-fits-all approach you will fail dismally.?
Study the platform where your audience spends time to find out:
Step #4: Work On Your Offers
If you want to attract customers step by step, you need to make irresistible offers to your audience. Your offerings must persuade potential customers to take on a set of micro-commitments that culminate in a sale.
You could ask them to:
In order for them to accept your offer, make sure it relates to a topic they have just used on social media. Also, make sure that it solves the annoying problem. Finally, make sure it’s a mouth-watering suggestion by using emotional force words.
Step #5: Optimize Your Landing Pages
Do you know the worst mistake you can make when you transition from social media to your site?
Taking warm traffic to your homepage.
Your homepage is a full, busy page with too many distractions. Visitors don’t end up taking the desired step on the buyer’s journey.
To succeed, design special landing pages to scroll the red carpet for your valuable guests. Enter for each campaign:
This simple step alone will hike your conversions significantly.
The reason??
We create landing pages to maximize conversions.
Step #6: Track, Test, And Tweak
Today, marketing is based on knowledge.
You don’t have to bark your way and hope for the best.
Take the guesswork out of your funnel strategy by improving your performance using A / B testing of social media data. Numerous native and third-party analytics tools allow you to easily analyze the effectiveness of your campaign.
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Key metrics to measure:
Top To Bottom Social Media Marketing Funnel Example: Consulting
Sam Ovens of Consulting has built a powerful $ 20 million business machine through a social funnel built around Facebook ads and webinars.
As you can see, the ad creates a huge engagement. It launches the customer’s journey, which eventually leads to sales.
Source: Devon Hennig
Notice how he uses Facebook ads in two ways:
Here are all the pieces of this insanely profitable funnel’s puzzle:
If this million-dollar funnel doesn’t inspire you, I don’t know what will.
Re-targeting: What It Is, How It Works, And Example
It’s something that happens all the time.
The person visits your website but clicks away before making a conversion. Some may even put the goods in the cart, but they will reject them.
With realignment, you won’t lose these leads forever. You can win them back.
Targeting is an advertising strategy where you track people who have left your website and place relevant ads in front of them as they browse social media or visit other websites. It links the ad to the last action on your site. For example, a few minutes ago I went to OkDork and then immediately jumped on Facebook and saw this:
I clicked the ad and landed on their squeeze page:
That’s re-targeting.
Straightforward, but powerful.
And you can learn more about this in this extensive Facebook Retargeting Guide.
OkDork used re-targeting or re-marketing and other digital marketing strategies to grow its email list exponentially to tens of thousands of subscribers.
Truelist published some appealing figures about re-targeting:
With realignment, you can feed your funnel into warm traffic, which produces better than cold traffic.
Goodness?
Everything is automated. You don't have to lift your finger. Potential customers will come back to your site to finish what they’ve done, whether it’s completing their subscription or subscribing to a newsletter.
Now that we’ve covered the steps behind building a marketing funnel, it’s time to go to the granular.
8 Questions to Ask When You Create a Custom Social Media Marketing Funnel
Here are 8 key questions to ask yourself as you build a custom social funnel.
1. How do my best customers move from a prospect to lead, first time buyer, repeat buyer, and brand advocate?
Conversely, plan the actions of your perfect customers as they passed through the sales funnel. Use insights to build a framework for your social marketing funnel.
2. Where is the biggest leak in my sales funnel?
If you attach the weakest link in the sales process, your funnel will convert more. Ask yourself how social media can close the gap you perceive.
3. How do most prospects normally find out about me and my business?
Optimize your funnel’s biggest entry point. You will set yourself up for your biggest wins.?
4. What are my target audience’s favorite social media channels?
Use the audience-first approach. Follow them to their darling platforms, where they are most engaged for the highest conversions.
5. What are my most popular content assets that resonate with my audience?
Get views on your proven content resource. They turn best and act as revolving doors and lead to opportunities from one stage to the next.
6. Which relevant info must I provide to persuade people to move to the next stage?
You can choose the right content resource to use by visiting the best customers. What kind of content did they consume when they became customers? Find similar trendy content and use content curating for better engagement.
7. What are my Key Performance Indicators (KPIs) for each stage of the funnel?
Identify and monitor the vital functions of each stage so you can double what works and improve or reject what doesn’t.
8. How are my competitors killing their social selling strategy?
Spy on your competitors to find hot tactics in their arsenals and to spot gaps you can take advantage of.
Social Media Marketing Funnel Scenarios
So how does all this happen in the real world?
Here are two funnel models for digital marketing from two different industries to help you imagine what a typical funnel would look like. Yes, every business is unique, but this will give you a good starting point and make it easier to build your own business.
Social Media Funnel For Coaches and Consultants
Social Media Funnel For Course Creators
Use these templates to inspire your funnel.
Digital Marketing Funnel Tools and Best Practices for Building Converting SMM Funnels
If you want to knit all of these intricate steps together into a stylish high-conversion funnel, you need numerous tools, right?
Wrong.
Not if you have GetResponse.
Because GetResponse is a massive all-in-one marketing machine, you can use it to build your entire funnel from top to bottom.
You can use it to:
Conversion Funnel in GetResponse.
In short, GetResponse includes everything you need to build a polished, profitable social marketing funnel and more. They will do all the heavy lifting for you.
Whether you use GetResponse or choose other tools to build your funnel, one thing is clear.
It's time to build your funnel now! You can no longer afford to leave money on the table.
If you want to build a modern marketing funnel, make sure you follow these best practices:
Supercharge Your Funnel with Social Media Marketing
Today’s customers are moving targets.
They do business on their terms, anytime, anywhere on any device. Social media is one of the most important stops they make on their complex journey to get customers. That’s why you need to set your social media marketing funnel as your main sales channel.
You convince more potential customers and clients to take the next step on the customer’s journey and accelerate results.
More conversions, anyone? ??
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