When using social media marketing for conversions, one needs to look into the digital marketing sales funnel. That’s because the increasing popularity of digital media has changed the way a customer purchases, and the overall customer journey too. And, with the current pandemic that we’re living with, more and more people are shifting to online purchasing rather than in-store. Looking at this scenario, businesses are also moving online, and those who are already present are improving their presence. This has made it very difficult to also sell products and services online, but not impossible. And, you know you have succeeded when users don’t scroll past your content on social media; rather they stop, take a look, and are compelled to go to your website to make a purchase. However, the sales process doesn’t end after a purchase is made. The online buyer’s journey begins from awareness, going through instigating an interest and making a purchase. But, there is a post purchase element too to the online buyer’s route.
It takes a good amount of time to build a reputation, a fanbase, and a following. You need to thus put in immense efforts to build new customers, and even more to maintain those relationships. But, maintaining relationships without a transaction is what drives repeat customers and brand loyalty. This is where social media advertising comes in handy, where users don’t necessarily need to like a Facebook page to see the page’s content; thus helping to boost posts. Nevertheless, if users start “liking” your page, there’s nothing better than that. That’s because the users who like your page are more likely to respond and engage with your posts and promotions. And, in order to do that, you can always take the advantage of a social media giveaway to help get attention for your profiles and products. Giveaways instruct participants to tag friends, and like or share a page to be entered. This way word of mouth increases, and helps increase brand awareness. So, you can gain more followers by showing your page to those outside of your follower circle. Increasing engagement and product interest is important to be able to make sales, and move people through the sales funnel. Now, once you have gained interest of many, you have a bigger audience, which means you need to put in more efforts to maintain them. And for that, you need content that can generate value and create buzz. Share informative blogs or customer testimonials, but don’t be too pushy with forcing your customers into buying something. Let them first find your product valuable before they plan on buying it.
Instigating an interest
How well your audience is responding to your pages is of prime importance. But, this does not mean you need to focus only on reach, because reach only depicts the number of people who have seen your post, but response depicts those who have taken an action after seeing the post. One way to determine this is through link clicks, which shows the number of people who have clicked the post to reach your website. But, link clicks aren’t always accurate, because it may be possible that customers click the link by accident and immediately close the page without waiting for it to load. So then, what can you do for accurate results? It’s your landing page. A landing page tells a lot about your brand, your business, your products, and your services. Checking how many people have come to your landing page can actually be accurate, because it indicates the number of people who actually waited for the website to load, to view it. However, it has been researched that it takes even less than 0.05 of a second to decide if people like your website or not, and whether they stay or leave. So, you must have a good website offering great user experience too. Next, there is the click through rate, which is calculated by the number of people who venture to your website over the total number of impressions generated. A high click through rate indicates that your ads are resonating with your audience, and the extent of interest yours ads are generating. However, this doesn’t guarantee conversions.
Finally, it’s the conversions, which can only be brought about by offering your customers an amazing shopping experience. Also, you must retain the customers who are able to generate brand loyalty and positive customer reviews to drive more purchases. In order to ensure conversions, there is a lot more that you need to do. One thing is retargeting, which is meant to recapture those customers that have exited the sales funnel before buying, and bring them back. This strategy is very effective in driving better results by reminding customers that they don’t want to miss out on the sale, or lose the items that they have added to their cart. You must give your customers a reason to come back! You can use new ad graphics, or have more than one sales pitch. Finally, you can build an email list of shoppers who have shopped from you before. Reaching out to them with new products and offers can bring their attention. You can also automate your emails to be sent out following a purchase.
It takes time to pull potential customers through each stage of the sales funnel, and filter out those who will actually be prospective customers. It will take a lot of work and patience, and money too, to bring the results. But, when you hire the , they’ll take care of everything to help your business reach more qualified leads, generate new customers, and make sales.