If Your Social Media Feels Hollow, Here’s How to Post with Purpose

February 1, 2023 Erick Zajac

Sometimes our social pages feel like a big jumble of targeting and scrambling for engagement.

This is stressful.

We all need organization and structure to get our campaign back on track, and a social media marketing funnel may be exactly what you need.

Categorizing your posts in your social media content calendar may be the key to bringing some diversity back into your page. These categories should be based on where in the marketing funnel your audience is at.

Here’s how to do it:

Social Media Marketing Funnel Stages

#1. Awareness

The first step in the funnel is to raise awareness about your brand and products.

This can be done by creating engaging content, such as videos, images, and blog posts, that will attract the attention of potential customers. Utilize your social media platforms to share this content and reach a wider audience and focus on content that’s eye-catching.

THE GOAL: At this stage, there’s no need to focus on actually converting your audience because you’re simply putting your name out there. Post anything about your industry that might catch the eye of passers-by (or scrollers-by).

Once your name is there, you can focus on…

#2. Interest

Once you’ve captured the attention of potential customers, the next step is to generate interest in your brand and products.

This can be done by providing more in-depth information about your products or services, and by highlighting the benefits of using them.

THE GOAL: Instead of just posting intriguing content, now you can focus on what you have to offer.

You can also use social media ads or influencer marketing to reach a targeted audience who is more likely to be interested in your products. A proper retargeting campaign can make your advertising feel much more natural (thanks to the awareness from before).

Now that you’ve shown off what you have to offer, it’s time to create…

#3. Desire

The next step is to create a desire for your products.

This can be done by showing the potential customer how your product can solve a problem they have or how it can improve their life. Use customer testimonials, and case studies, and create a sense of scarcity to build up desire.

THE GOAL: Your content should now take the consumers’ knowledge of your products and it’s benefits, and show that its a life changer.

Once you’ve got their mouths watering, it's time to encourage…

#4. Action

The final step is to encourage potential customers to take action and make a purchase.

This can be done by providing a clear call-to-action, such as “Shop Now” or “Sign Up”, on your website or social media pages. You can also use retargeting ads to remind potential customers of their interest in your products.

THE GOAL: Create content that makes purchasing a no-brainer. It should be completely obvious and direct what the consumer should do — BUY NOW!

But once that’s done, you need to shift focus to…

#5. Retention

Once a customer has made a purchase, it’s important to keep them engaged and coming back for more.

This can be done by providing excellent customer service, offering discounts or promotions, and creating a sense of community through social media groups or forums.

You don’t want to just forget about a customer once you have their money. It’s extremely important to build out the core value of every successful business — otherwise, you put all of that effort into one transaction.

Conclusion

Overall, building a social media marketing funnel requires a combination of creativity and strategy. By understanding the different stages of the funnel and how to effectively communicate with potential customers at each stage, you can increase your chances of turning leads into loyal customers.

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