Are you confused what to post on social media?
Social media is a great tool to help move potential customers through their buying journey. There are stages a potential customer needs to move through – awareness, consideration and decision, prior to deciding whether they will use your product/service.
In this blog I will take a look at how social media can a great channel to include in your marketing mix to help you achieve your marketing objectives.
What can social media be used for?
Social media can be used to assist your business with:
- Building brand awareness
- Building an engaged and loving community
- As a way to distribute your content
- To generate leads for your business
- And to deliver customer support to your existing customer base.
Social media is a key tool in attracting new customers. Your potential client will turn to social media when they are considering purchasing a product or service, and also once they have made their purchase, they will check back to view a brands social account regularly.
This highlights the need to have a strong social media presence. But turning social media to sales doesn’t happen on its own.
And you need to know which social media channels your ideal client are using. You can find this out via your Google Analytics, this will show which social channels drive traffic to your website.
4 stages in the customer journey on social media
The customer journey via social media can be broken into four distinct stages, and once you understand each of these, it’s easier to craft more effective social media content – and measure the impact of your investment in social media.
With this in mind, let’s take a look at the four stages of social media to guide your potential clients from browser to buyer.
1. Attract fans and followers to your social accounts
This critical first stage sees your business attract new followers and fans on social media. But it’s a crowded market out there in social media land – content marketing output is rising by around 35% annually. So your message needs to stand out in all of this noise. The best way to do this is through quality, compelling content that keeps readers coming back to your pages.
Examples of content in the attract stage would be:
- Educational videos on Facebook, IGTV and YouTube
- Sharing educational content you write across Facebook, Twitter, LinkedIn etc.
- Publishing LinkedIn articles and videos on this platform too.
2. Convert followers into leads for your business
To transform followers into leads for your business, you will need to product high quality content that demonstrates that you can solve their problems.
So you need to know what their problems are. Research and understand your ideal client.
Don’t be afraid to experiment with different multimedia channels.
Examples of content at the convert stage would be:
- Offer a great deal that they can avail of
- Offer unique research, a quiz or an eBook in exchange for an email address
- Invite your followers to a podcast, live stream or webinar by subscribing via email.
3. Turn leads into customers
At this stage in the buyers journey you really want to be sharing content that demonstrates your brand’s proposition in a clear way.
To move potential clients down through to this stage you can offer targeted deals and promote them across different social media channels.
Examples of content at the close stage would be:
- Feature client video testimonials
- Show your product/service in use/action by your customers
- Show a special offer in a paid Facebook/Instagram ad
- Offer a free version of your product/service for a limited time.
The close stage is where you invest in an ad spend with your content. Use Facebook Ads, Instagram Ads, YouTube Ads or LinkedIn Ads depending on where your audience is spending their time.
4. Delight your customers into becoming raving fans of your business
You often hear that it costs six times more to attract a new customer than it does to retain an existing customer.
That’s why it’s so critical to continue to delight your customers long after the initial sale.
Creating a great customer experience involves building social media content that is transparent. Yes, customers may let you know if they’ve had a poor experience by commenting on Facebook, Instagram or Twitter.
But many will also provide positive comments. This gives you an opportunity to build an honest, open – and long term relationship.
Examples of content at the delight phase would be:
- Always respond to your customers comments on your social posts
- Using re-targeting ads to offer a new deal/product/service to existing customers
- Educational content on how to get the most out of your product/service
- Send a video to new customers welcoming them as a client.
Your social content is your customers experience and you want your content to resonate, and provide an amazing customers experience!
iStock Image Credit: Teerawat Winyarat