How to use social networks at every stage of the sales funnel

Social media marketing is differ from the usual marketing methods likes SEO and PPC. SMM not only meet the demand, but also to create it. In this article we will discuss how to effectively use the SMM at all levels of the sales funnel.

Reaching and engaging

The upper level of the funnel – is the formation of supply and to ensure maximum coverage of the target audience.  Social media marketing has the most ample opportunities for targeting among other tools available on the digital market. You can target your ads even competitors audience.

Interest based targeting works because you can use your competitor as the interest being targeted. If you type in a competitor name, Facebook is going to populate it with an audience that has expressed an interest in or liked pages related to that competitor. Then find the intersection and make retargeting specifically to those users. The cost of the transition will turn up, but traffic will be more targeted and the conversion may also be higher.

Employing targeted advertising, sowing in thematic communities, worked with celebrities and bloggers, you reach the maximum possible number of users who match your target audience. This is a higher-level hopper.

What track: overall coverage, views and user visits?

Involvement

Among all the surveyed users will be those who are interested in your product or service and who clicked on the ad. Such users can be divided into those as soon as possible ready to make a purchase, and those who are not yet ripe for it.

The first category – it is hot, the conversion audience. Bring it is not difficult, if you just send users to selling Landing or landing page on the site, where they can leave the application or to make a purchase. Another option – to bring a client into the group, where he will be able to consult on emerging issues. It is advisable to do when the product or service is complex and expensive.

The second category – people who are potentially interested in your product / service, but not yet ready to make a purchase. They must first be motivated to join the group. To this end, it is important to:

According to the community once it was clear what benefits it can bring and what you can find there. This will help the creation of menus and the use of short enticing slogan. For example, if we want to promote the group, where you can buy elite tea of some well-known brand, format suitable slogan “brand name – your online boutique of elite tea.” Immediately clear that the group is devoted to tea, he elite and popular, and that you can buy right here and now;

To the shares in the group were published. Perhaps now the user is a pity to spend money on a product / service, but if there is an appropriate action, he buys it. And with a group of the subscriber does not have all the time to visit the site and check the best deals – when they are published (and you promote such positions), he will see it in your stream or in an advertising block;

 that the community was an interesting and popular content Note that the user will not be far scroll down, he will evaluate the positions in the first couple of spins and the number of likes, comments and repost them;

To entry created a feeling of privilege. To do this, you can give bonuses and discounts for subscribing to a group, free samples, and hold contests for the participants, and soon.

What track: transitions from advertising, targeted action (entry, application and sales – more on that below), the rate of involvement (ER * must not be lower than 0.3%).

* ER (engagement rate) – the degree of involvement, showing the percentage of the community that are active in the publications (huskies, repost, comments).

 

Conversion

If the client has matured not because of some kind of action by clicking on the direct link in your post, and just like that (for example, he had a real need, and he has made a choice in your favor, because the brand is constantly on the mind and warmed up interest in its proposal), it is unlikely that will take it into account in the conversion, you think on social networks.

Due to the fact that the majority of sales has delayed effect, to assess the impact of all SMM them practically impossible (hence the myth that sales through SMM is not). But, of course, monitor the effectiveness of the channel at this stage is necessary. Opportunities to do so are growing along with the expansion of social networks advertising formats. So with Facebook and Instagram («Classmates” I do not consider, since they have a relatively modest advertising potential) are constantly working on the implementation of the conversion elements.

Conversion

 

If the client has matured not because of some kind of action by clicking on the direct link in your post, and just like that (for example, he had a real need, and he has made a choice in your favor, because the brand is constantly on the mind and warmed up interest in its proposal), it is unlikely that will take it into account in the conversion, you think on social networks.

Due to the fact that the majority of sales has delayed effect, to assess the impact of all SMM them practically impossible (hence the myth that sales through SMM is not). But, of course, monitor the effectiveness of the channel at this stage is necessary. Opportunities to do so are growing along with the expansion of social networks advertising formats. So, with Facebook and Instagram («Classmates” I do not consider, since they have a relatively modest advertising potential) are constantly working on the implementation of the conversion elements.

 

This post format, containing the key to the target action. Right on to the Facebook page (even without entering into an advertising office), we see the number of surveyed users and the number of people who clicked on the link.

What track: Transitions and displays targeted advertising, and conversion of leads are sales (via wired to each tags and the correct settings in the statistical systems of objectives), cost per customer.

 

Work with a reputation

It is difficult to relate this point to any particular stage – increase brand loyalty runs through the entire sales funnel. Your customers are divided, again, roughly into two general types: those who remain satisfied or neutral (on consumer behavior in the community, I joined them in roughly the same category), and those who have a claim. Let’s look at both groups.

Customer satisfied or neutral. Even if the client was satisfied with the purchase, it is likely that he from the group, as was everything you need to select a product / service. But it is possible to keep the content interesting and the opportunity to “live” in a comfortable environment – that is, get in the community after-sales service.

A striking example of such cooperation – a group of car dealers. If they carry out not only pre-sales consulting, but also provide support after can be formed around the brand loyal and active community. The buyer will be sure to you, if he does not have to because every extra sound from under the hood to run dealership consult with the master. People who are constantly online, it is much easier to describe your problem directly in the community and know that it will respond to them quickly.

The customer is dissatisfied. Because he already knows about your group, with high probability it will be the first place where he will go to ask questions or express their negativity. And it’s a great opportunity to find out what actually care about your client.

Many companies consider it a minus, because in this case the bulk of the negative will be concentrated in one place. But do not be afraid. A situation where the claim is not – it is a utopia. And users can also understand this: the complete absence of negative reviews more suspicious than trust. For subscribers and occasional visitors importantly, how quickly you respond to negative.

Often there are situations when immediately after handling user gone to private messages. I cannot say that it is completely the right approach. For the specialist it is important to consider each case individually and some situations in public. Agree, if every call displeased him gone in personal correspondence, all the rest is a feeling that from them something to conceal.

It may sound corny, but in conflict situations importantly sincerely empathize with the client in his problem and try to come to a compromise. Caring about customers will not only help keep valuable audience, but also to increase its brand loyalty. Ignoring this simple rule, you automatically reduce the effectiveness of their SMM.

 

What to monitor: the value is not so much the number of negative and positive in the group, as their ratio. For the “positive” group portrait is desirable that the positive reviews were about two-thirds.

But in reality, such a situation – a rarity, because consumers are more willing to express negative than positive experience sharing. Therefore, over the positive image should always work: time to respond to the negative and to neutralize it, to encourage customers to leave a positive opinion, to raise brand advocates.

Hold and return

To learn how to motivate repeat purchases a group of subscribers, we have already talked (to work with them on, to advise, and assist). And how to make so that consumers who do not yet know about the existence of your community (or did not want to immediately enter into it) still were in it?

It is very important synergy advertising offline and online. When buying, you should inform your customers that you have a group in social networks, where you can get the most relevant, useful and interesting information. In any POS-materials and documents (price lists, warranty documents, etc.) it is important to insert the QR-code, hashtags, or references to your group.

In addition to these measures, and hold back potential customers will help to retargeting visitors and customer base (by id users, e-mail, and telephone numbers).

Conclusion

SMM – one of the most versatile tools in the hands of online marketers, the possibility of which in practice greatly underestimated. With the help of social networks can not only create, but also to meet the demand, attract the targeted users, constantly be in touch with their audience and to work with a reputation.

Of course, the SMM is not a panacea in itself a channel in the short term will not give sales commensurate with the context and SEO. But in combination with other tools of his clever use can significantly reduce the cost of customer acquisition and return on online marketing in general.