Are you looking for a better structure of your social media sales campaigns? Then the sales funnel is the tool for you. Learn how you can support your customers in their buying decision via social media.
The market share of online retail is growing steadily every year. In the United States, it grew over 30 percent in 2020 compared to 2019. According to a study from Germany, this development will continue. Sales campaigns via social media are a way to benefit from this boom. You don’t have to be an online business. Use the sales funnel to increase your ROI.
What is a sales funnel?
The sales funnel displays the sales process in the form of a funnel. It shows the journey of potential customers until the conclusion of the sale. This journey is divided into different phases. The decisive factors for these phases are the contact points (touchpoints).
The simplest model of the sales funnel can be divided into three touchpoints: the awareness, consideration, and decision phase. There are more detailed sales funnel models. However, particularly for social selling purposes, the model that is limited to three phases is helpful in order to be able to name and distinguish them clearly in your social media management.
Social selling using the sales funnel
Social selling means approaching potential customers via social media and to establish and strengthen relationships with them. The goal is to accompany the customers in their purchase considerations. Thanks to the model of the sales funnel in three phases — this goal is easy to achieve. Let’s get started.
The awareness phase is about reaching a new audience with a social ad. Start with an ad campaign on your desired social media platform that is clearly named after the awareness phase, or “Touchpoint 1”. Naming each phase in your social media ad management according to the structure of the sales funnel will help you keep the overview.
Optimize the campaign in the awareness phase for reach, traffic or video views.
Think about the audience you want to address. Demographic details such as age and location, but also matching interests, need to be defined.
For example: if a company wants to promote its solar panel offer, then the target audience could be 35- to 45-year-old homeowners who are interested in sustainable topics. It’s best to try different attributes to compare the performance of each group. You can use A/B testing to determine which audience works best.
Make the ad content as visually appealing as possible. Focus on the audience’s pain point. What needs will you satisfy with your offer? Videos are a good option to reach the audience. Tell an engaging story. Arouse emotions. One more reason, why videos are perfect for the first step of your social selling campaign: you can target the audience who clicks on your videos in the next phase.
Great, now you have raised awareness with the first social media campaign and the prospects have heard of your product. In the second touchpoint, the consideration phase, you can narrow your audience down and create a retargeting campaign. Reach out to prospects who clicked on your video or visited your homepage. Maybe your retargeting audience has already inquired about your offer on the Internet and compared different options. How will your prospects feel if they purchase your product? In the second phase, you can reach your audience emotionally as well. However, focus on the problem-solving aspect.
You can use visuals like images or carousel ads in the second phase. The message can be simpler than at the first touchpoint, because your audience knows you already. Set the campaign goal to traffic, lead generation (from a form) or engagement.
Insert a call-to-action (CTA). You could use “sign up”, “download” or “learn more”. That way, you will engage your audience in the second phase of your social selling campaign. A free trial is a great way to showcase your offer. You can also provide a free e-book to share your expertise.
Wonderful, you made it to the end of the sales funnel. You have generated interest and offered your solution. In the decision phase, the final task is to convert potential customers into paying leads.
Create a campaign with the goal of “conversions” to a retargeting audience in touchpoint 3. Guide visitors to your homepage, or a specific landing page. Include those who have already had your product in their shopping cart.
Communicate your goal and your added value clearly and understandably. Make your offer irresistible. Use a CTA that targets a direct sale, but also at an appointment or a visit to the store.
Congratulations. You have successfully gained customers through your sales funnel via social selling campaigns. Now it’s time to focus on their loyalty and after-sales service. They will be thrilled with your business.