Would you like to create impactful social media sales campaigns and are still looking for a suitable structure? Then the sales funnel is for you. This proven model allows you to structure your campaigns. Support your customers via social selling in their buying process and increase your ROI.
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. Consequently, sales campaigns via social media are a possibility to benefit from this boom. You don’t have to work for an online business because this also applies if your goal is to get more customers into your retail store, for example.
What is a sales funnel?
The sales funnel displays the sales process in the form of a funnel. In other words, it shows the journey of potential customers until the conclusion of the sale. This journey has different phases. The decisive factors for these phases are the contact points (touchpoints).
The simplest model of the sales funnel has three touchpoints: the awareness, consideration, and decision phase. There are also more complex sales funnel models. Yet, particularly for social selling purposes, the model limited to three phases is helpful to name and distinguish each step in your social media management.
Social selling using the sales funnel
In social selling, potential buyers are approached via social media, a relationship with them is built up and strengthened, with the aim of accompanying them in their purchase considerations. Thanks to the sales funnel, this goal can be easily visualized.
The audience is targeted with three types of social media ads. At the first touchpoint, in the awareness phase, their awareness of a specific problem or need is stimulated. At a second touchpoint in the consideration phase, the solution approach is promoted, and at the third and final touchpoint, the decision phase, the customer should be specifically motivated to buy, with clear communication of the product’s added value.
Awareness phase
In the awareness phase, the goal is to reach a new audience with the ad and establish initial contact. Start with an ad campaign on your desired social media platform, which is clearly marked with the first touchpoint. Naming each phase in your social media ad management according to the structure of the sales funnel will help you keep track and keep the objective clear in your mind.
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.
Consideration 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. In addition, you can also provide a free e-book to share your expertise.
Decision Phase
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.