Are you active on social media; posting regularly, engaging in the conversation, but not quite getting the results you were expecting?
If so, chances are that you don’t have an effective social media conversion funnel set up as part of your social media strategy.
This is a common issue amongst many businesses. That is why I have included a whole module on ‘Conversion’ as part of the Social Media Success online training program.
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You can watch a snippet from the introduction to the ‘Conversion’ module here:
Regardless of whether your goal is to get a certain number of people through the door, make a certain number of sales, launch a new product, return a specific profit or even gain supporters for your not-for-profit cause, you need to make sure that your social media efforts are going to help and not hinder achieving those goals. For this to occur, you need to ensure that your social media strategy includes details of your conversion funnel and the role that social media will play within it.
Social Media Is A 3-Step Process
- The first step is to recruit, engage and build trust with your community.
- The second step is to target your promotions to the people with whom you’ve built that relationship.
- The third is to do such an awesome job that your customers will become advocates for your business, amplifying positive messages about your business and creating a level of authenticity that you just can’t achieve on your own.
I have broken this down even further to demonstrate the social media conversion funnel.
To give you a general overview, the very top of the social media conversion funnel is generating awareness about your business and then attracting access to your ideal customers, usually first as a Follower. This is when someone Likes your Facebook Page, connects with you on LinkedIn, subscribes to your YouTube channel, follows one of your Boards on Pinterest or something similar.
You now have a method of communicating with them over time. Through social media you can now nurture them toward the sale. The next step in that nurture process should involve trying to convert you social media Followers into a targeted email subscriber. An email subscriber is far more valuable than a social media Follower for a number of reasons, which we will go into in more detail as part of the “Email” module within the Social Media Success online training program.
Once you have access to your audience, you then need to strengthen your affinity with them, strengthening your relationship and connecting on an emotional level where possible. You can do this through the content you share, positioning yourself as an authority and connecting around those issues that you stand for, as well as those that you stand against.
It is at this point that you become influential with your audience and can start assisting them into action that will assist you in achieving your overall business goals.
Provided you are awesome in all that you do, members of your social media communities will then become advocates for your business, amplifying your messages and generating more awareness about your business, therefore attracting more people to be interested in what you have to offer. Their authenticity of voice amongst their trusted connections will enable them to, in effect, do the marketing and potentially even sales on your behalf, returning a positive impact on your bottom line.
That is when the full power of social media really kicks in!
In the ‘Conversion’ module of Social Media Success, I will step you through the process of how social media can assist you in achieving your overall business goals via the social media conversion funnel that I have developed. I will step you through the stages of:
- Attract Access
- Affinity and Authority
- Assist Action
- Awesomeness (which is the most important part), and then how
- Amplification, Advocacy and Authenticity can allow you to leverage the true power of social media.
Click here to join the Social Media Success wait list (wait list special launching very soon).
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