What is Social Media Marketing Funnel? How does it works?

 

Social Media Marketing Funnel - Beginners Guide

The concept of marketing funnel was first developed by Elmo Lewis that organized a structure for customers' journeys.

This type of sales funnel is also referred to as "conversion funnel" "marketing funnel" "sales funnel" and "customer funnel".

This works as an AIDA which means Awareness - Interest - Desire - Action and everything goes on decreasing as the shape of a funnel.

1. AWARENESS

Awareness is important for any product or service you want to make a sale of in the market. In this, you get to learn the market potential that describes you the customer orientation; customers interested in your product. To which population our product or service will reach and who is its perspective. 

You need to know how large is the population interested to buy your service in a tentative number if your business is digital or local. We get to know the market potential when we approach towards awareness. It's important to judge and examine the market potential in awareness of your service to proceed further.

2. INTEREST

You created awareness after examining the market potential and so some of the interest is developed. The interested population is lower than what we found out in our awareness campaign as the population gets filtered out. 

Our targeted audience is filtered out in our awareness campaign itself. Let's call this interested population as the visited customers to our shop. Some of the visitors who come to our shop buy a product, and some of them do not as per their mindset.

3. DESIRE

In the desire phase comes to the audience that is agreed with your terms of service or work of your product. This population is again decreased as compared to the population that we achieved in interest. 

This also depends upon the type of quality and service that you are providing and in what budget. The selling price is also very important as per the selected population, locality and their finance.

4. ACTION

Finally, in this stage of your marketing funnel, the customers who want to make your sale are filtered. The population entering this phase is way too low than what we expected in our first awareness stage. 

The people who come to our this stage are the one who best suits their interest, work, budget, and satisfaction. The audience analyzes everything related to your service and then only they enter in this final phase.

For Example:

In our daily life when we see television ads we are more provoked to buy a new car or a new insurance policy. But not all who watch television ads buy a new car or insurance as the only those who are in need and interested go for it.

 

Social Media Marketing Funnel

There are 5 important aspects to follow in social media marketing.

1 Attention

2 Engagements

3 Seize

4 Nurture

5 Conversions

Let's take an example, in this case, to sell a social media marketing advertisement course using any one platform.

This is our main motive behind our every social media campaign and now we have to decide to set a social media marketing funnel. The target to reach is the potential and accurate customer who requires this course.

1. ATTENTION

The primary target of this campaign is to attract the customers towards our service. The attraction is pretty much like what we saw in the awareness campaign of the marketing funnel. 

The course we are trying to sell here is a paid course and selling at "x" price. But people should be aware of this and what we did is prepared a free and an initial version in the form of a free book that explains the basics of the course. 

You must have been through many advertisements claiming to get the free "thing" to use or download, etc.

The main course is always the paid course that comes in the detailed form and that explains everything with examples.

The free version usually explains what the key points and topics will be covered in the paid version. So now we started distributing the free version of the book that explains them well why should they buy or what’s the importance of the course as compared with its budget. 

The free version itself allows the customers to decide whether to go for the paid one or not. Usually, course sellers have to give 2 to 5 times what the budgeted price is expecting. Some of them give many features in the free version so when the customer starts earning they buy your paid version.

The audience at this stage pays attention to what the service you are providing and go for a free course as we all love free services.

2. SEIZE

For creating engagement between audiences it is very necessary to have a list of organic email addresses and phone numbers.

People usually, prepare content in the form of video or blog articles that will explain to you how to do something.

There they provide their paid version of the course. Now in this case what we will do is share our created content on as many social media platforms as possible. Social media sends the audience to our video channel or website and from here what we get is people interested in our free service with their emails and phone numbers.

Not all people from the attention phase engage with this program and the audience is filtered here. The filter in the attention phase is great in number and we get to collect information from interested customers.

3. ENGAGEMENT

In this phase, we have to provide information that is new and updated in the forms of emails. We have to be consistent with our customers that are learning our free course. So the information related to the articles related to the free course is usually indicated via emails. 

Here we also have to interact with the emails and social media platform comments section. Solving the problems and telling solutions to our customers plays a major part in this phase. 

Once the audience starts trusting you with all types of information you provided them, they get satisfied. Getting customer's attention by interacting with them plays a major part in this phase.

4. NURTURE

In this period people start asking to provide some other related sources that best make you’re another sub course that is free.

For example in YouTube videos, viewers usually interact with him and ask different questions and problems related to the topic.

Now the channel owner has to take care of his audience and he in turn releases another video that solves his subscriber’s problems. He has to constantly nurture his audience so a strong trust is developed between both. By the time you reach this level, you have to earn your customer's confidence as well as possible as people try to filter out if they are not satisfied.

Usually the graph in the social media marketing funnel is inverted as the number of customers who make your sales decrease.

5. CONVERSION

In this stage the filtering out of the audience is low and the loyalty of your customers with your products are more. In this case, we are able to convert the customers that are serious and need this social media marketing course that we are trying to sell.

Here what one needs to understand is how this social media marketing funnel works best in the form of a proper sequence. What people make a mistake is to start selling the services at the time of awareness itself that does not work or works very less.

This is not beneficial for the long term as he missed the important 3 stages before he made a sale.

In short awareness plays a major and important role in social media marketing and once you are prepared for selling the product can start awareness. Awareness can be done through advertising on different social media platforms that best suit your product.

 

So the Bottom Line is:

Before starting a campaign remember to give information and free courses to your audience.

To make a start, awareness is important which comes through paid advertising.

Collect information of people interested in your service like emails, etc.

Try to solve problems and give a proper solution that your users will appreciate and develop trust.

Customers that fall in the conversions funnel are loyal and no filter of the audience takes place in this phase.

 

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