{"id":1354,"date":"2017-04-07T15:59:55","date_gmt":"2017-04-07T15:59:55","guid":{"rendered":"http:\/\/www.engagedsmm.com\/?p=1354"},"modified":"2023-09-07T03:35:49","modified_gmt":"2023-09-07T03:35:49","slug":"social-media-marketing-funnel-build-one","status":"publish","type":"post","link":"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/","title":{"rendered":"How To Build A Social Media Marketing Funnel"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#What_is_a_Social_Media_Marketing_Funnel\" title=\"What is a Social Media Marketing Funnel?\">What is a Social Media Marketing Funnel?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#Awareness\" title=\"Awareness\">Awareness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#Interest\" title=\"Interest\">Interest<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#Engagement\" title=\"Engagement\">Engagement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#Action\" title=\"Action\">Action<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#Advocacy\" title=\"Advocacy\">Advocacy<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#What_part_of_the_funnel_is_social_media\" title=\"What part of the funnel is social media?\">What part of the funnel is social media?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#Ready_to_build_your_social_media_marketing_funnel\" title=\"Ready to build your social media marketing funnel? \u00a0\">Ready to build your social media marketing funnel? \u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#1_Start_With_A_Goal\" title=\"1. Start With A Goal\">1. Start With A Goal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#2_Create_A_Lead_Magnet\" title=\"2. \u00a0Create A Lead Magnet\">2. \u00a0Create A Lead Magnet<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#3_Create_A_Landing_Page_And_Contact_Capture_Form\" title=\"3. Create A Landing Page And Contact Capture Form\">3. Create A Landing Page And Contact Capture Form<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#4_Create_A_Follow-up_Sequence\" title=\"4. Create A Follow-up Sequence\">4. Create A Follow-up Sequence<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#5_Create_A_Content_Strategy\" title=\"5. Create A Content Strategy\">5. Create A Content Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/engageddigital.com\/social-media-marketing-funnel-build-one\/#6_Create_A_Post-Conversion_Strategy\" title=\"6. Create A Post-Conversion Strategy\">6. Create A Post-Conversion Strategy<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"What_is_a_Social_Media_Marketing_Funnel\"><\/span><b>What is a Social Media Marketing Funnel?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Like a traditional marketing funnel, a social media marketing funnel represents the steps a business\u2019 prospects may take to eventually become a customer. \u00a0The difference being that social media is woven into the process. Think of your funnel as a customer journey that starts with social media.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like a \u2018real-life\u2019 funnel, the <a href=\"https:\/\/engageddigital.com\/small-business-social-media-strategy\/\">social media marketing<\/a> funnel\u00a0is bigger at the top and it becomes smaller (has fewer prospects in it) as people move through the steps. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because funnels can and should be customized for individual companies and campaigns, there is a lot of confusion as to what a funnel should look like. \u00a0There are typically 4 stages of the social media <a href=\"https:\/\/engageddigital.com\/digital-marketing-funnel-a-step-by-step-guide-to-powering-your-strategy\/\">marketing funnel<\/a>, which are:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Awareness\"><\/span>Awareness<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"Interest\"><\/span>Interest<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"Engagement\"><\/span>Engagement<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"Action\"><\/span>Action<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"Advocacy\"><\/span>Advocacy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h2><span class=\"ez-toc-section\" id=\"What_part_of_the_funnel_is_social_media\"><\/span><b>What part of the funnel is social media?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">At first glance, it may seem like social media would be most useful at the top of the funnel (TOFU), to drive prospects into the funnel, yet social media\u2019s true power is realized when it is used throughout the entire funnel. \u00a0Furthermore, using social media in different ways at different stages will boost the chance of converting someone into a customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, here is what the 4 stages may look like in a social media marketing funnel:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><b>Awareness:<\/b><span style=\"font-weight: 400;\"> There are 2 parts to this for the prospect; they are aware of their own problem or challenge and they are made aware of your solution via published content, advertising or outreach, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Interest:<\/b><span style=\"font-weight: 400;\"> Prospects may express interest in a variety of ways:<\/span>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Click a link to visit your website<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Click a link to an article from your blog<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Send you a direct message, retweet content of yours, like or share your content with others<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Click a lead magnet link in a social media post<\/span><\/li>\n<li style=\"font-weight: 400;\">Participate in a contest<\/li>\n<li style=\"font-weight: 400;\">Add you to a list<\/li>\n<\/ol>\n<\/li>\n<li style=\"font-weight: 400;\"><b>Engagement:<\/b><span style=\"font-weight: 400;\">\u00a0This is a crucial stage in the marketing funnel and typically where a lot of people drop the ball. \u00a0You need to make sure you are engaging with your prospects and getting them to engage with you. Here are some typical engagement activities:<\/span>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Direct messages via social media channels.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Likes and\/or sharing content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mentions in posts or comments<\/span><\/li>\n<li style=\"font-weight: 400;\">Add to List or Group and communication through these channels<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email &#8211; If they have provided their contact information, you should be sending personalized and customized emails related to the solutions your product or service can provide.<\/span><\/li>\n<li style=\"font-weight: 400;\">Webinars<\/li>\n<li style=\"font-weight: 400;\">Demos<\/li>\n<\/ol>\n<\/li>\n<li style=\"font-weight: 400;\"><b>Action:<\/b><span style=\"font-weight: 400;\">\u00a0Conversion &#8211; They become a customer. \u00a0You must continue to communicate with them and provide value beyond the purchase of your product or service. Here&#8217;s how:<\/span>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email marketing\/drip campaigns<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Share relevant articles with them via social channels<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Create a private Facebook Group or LinkedIn Group and provide additional information to your members.<\/span><\/li>\n<li style=\"font-weight: 400;\">Create a channel for them to be and advocate for your products or services<\/li>\n<\/ol>\n<\/li>\n<li><strong>Advocacy:<\/strong> This is the stage where you could see a prospect become an advocate for your product or services; someone who will be willing to share their experience with others. This is done through:\n<ol>\n<li>Reviews<\/li>\n<li>Recommendations<\/li>\n<li>Sharing content<\/li>\n<li>Participating in discussions and\/or Q&amp;A sessions on social media channels<\/li>\n<li>Hosting virtual events<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"Ready_to_build_your_social_media_marketing_funnel\"><\/span>Ready to build your social media marketing funnel?<span style=\"font-weight: 400;\"> \u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are 6 steps you need to take. \u00a0First though, let\u2019s go ahead and flip your funnel over and start with the end in mind.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Start_With_A_Goal\"><\/span><b>1. Start With A Goal<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Before you can build out a good social media marketing funnel, you need to establish what you want to get out of it. For your goal, be as specific as you can. Merely stating that you want to get more subscribers to your list will not be good enough. \u00a0You need to dig a little deeper and specify the types of subscribers (qualified leads) you\u2019d like to get, the amount your want to convert, as well as the overall number of clicks and page visits. \u00a0Use the S.M.A.R.T. goal system to establish your goals. \u00a0Tracking this type of data over time will help you fine tune this and future campaigns.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Create_A_Lead_Magnet\"><\/span><b>2. \u00a0Create A Lead Magnet<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A lead magnet can be many things depending on your business and your goals. \u00a0What you should look to produce is something that will help attract the right type of person and something of high value that you can offer for free. \u00a0Lead magnets, such as ebooks, checklists, etc. are highly effective items that can be used to attract potential clients. \u00a0Content in the form of articles, videos, newsletters, and infographics can also be used, but just make sure you include a call to action (CTA) with these types of assets, so you can drive them to a signup form. \u00a0Remember, you are looking to get their contact information.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Create_A_Landing_Page_And_Contact_Capture_Form\"><\/span><b>3. Create A Landing Page And Contact Capture Form<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">What I am referring to here is a &#8216;squeeze page&#8217; that your prospects land on. \u00a0The content on this \u2018landing page\u2019 should focus on your ideal prospects and you should include the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A Signup form &#8211; the more information you request, the less likely they are to provide it and hit submit, so keep it simple and short<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A list of your target\u2019s pain points and challenges that you can solve<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">No website menu or links that would take them away from your page. \u00a0Remember, there is one reason you want them on your page and that\u2019s to fill out your form.<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"4_Create_A_Follow-up_Sequence\"><\/span><b>4. Create A Follow-up Sequence<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">After you get prospects to your landing page and provide you with their contact information, you don\u2019t want to leave them hanging\u2026.you need to have a follow-up process in place. \u00a0On average, it takes about 7 touches with a lead before they convert to a customer. \u00a0This \u2018lead nurturing\u2019 process should be designed to build trust and provide value. \u00a0Start off with a soft touch and move towards your sales message. \u00a0There are many marketing automation\/email marketing tools available to help with this. \u00a0Here are some of our favorites:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"http:\/\/go.ontraport.net\/t?orid=553869&amp;opid=259\"><span style=\"font-weight: 400;\">Ontraport<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; All in one tool that includes email marketing, marketing automation, landing pages and signup forms.<\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.activecampaign.com\/?_r=1MD1A878\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">ActiveCampaign<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; Another all in one tool that includes a visual, drag and drop campaign builder.<\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/mailshake.com\/\"><span style=\"font-weight: 400;\">Mailshake<\/span><\/a><span style=\"font-weight: 400;\">\u00a0&#8211; A powerful cold email marketing tool with a low entry cost. <\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.nimble.com\/register\/business_trial\/?lead_source=partner&amp;lead_source_id=engagedsmm\"><span style=\"font-weight: 400;\">Nimble CRM<\/span><\/a><span style=\"font-weight: 400;\"> (free trial) &#8211; Nimble is a social CRM tool that allows for bulk emailing, as well as messaging via social media channels.<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"5_Create_A_Content_Strategy\"><\/span><b>5. Create A Content Strategy<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You now have the bulk of your social media marketing funnel set up, but how do you get people into it? \u00a0If you are posting regularly to your social media accounts, start including posts to promote your lead magnet(s). \u00a0Create multiple versions and test to see which ones are working the best. \u00a0This can be tracked with the use of <\/span><a href=\"https:\/\/ga-dev-tools.appspot.com\/campaign-url-builder\/\"><span style=\"font-weight: 400;\">UTM codes<\/span><\/a><span style=\"font-weight: 400;\"> and A\/B testing. \u00a0Over time, you can fine tune your message to get better results. \u00a0Here are additional steps you should take:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pin your promotional post to your Facebook and Twitter pages and use an enticing image to improve the results. \u00a0Make sure you use the correct image size for each social network, as well.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">This is more of a manual process, but reach out to prospects via direct messages on Twitter, Facebook, and LinkedIn. \u00a0This will take a little more time, but you can be more specific with your targets and should be able to get a higher conversion rate for these people.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Run ads on your selected social channels. \u00a0If your targets are on Facebook, you are lucky, as Facebook is the king in this space. \u00a0Running ads on Facebook won\u2019t break your bank either. \u00a0Test out a couple of other social channels where your targets are active and see which one gets the most traction.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Social lead generation, along with some automation, is another option for driving potential customers to your landing page. \u00a0I&#8217;ll save the details of social lead generation for another article, but it can make a huge difference in your campaigns. \u00a0At a minimum, you should be connecting with your targets&#8217; social accounts a couple of times each week. \u00a0Feel free to reach out if you would like to discuss this in more detail with me.<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"6_Create_A_Post-Conversion_Strategy\"><\/span><b>6. Create A Post-Conversion Strategy<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your funnel should not end with a sale or conversion. \u00a0You need to think about retention and upselling. \u00a0Social media can be used for this as well. \u00a0For many businesses, it makes sense to create a Twitter support account or a Facebook Group for customers. \u00a0These types of pages allow you to stay in touch with clients on a larger scale and\u00a0give you another channel to upsell and provide special offers. \u00a0Making customers feel \u2018special\u2019 by adding them to your group will lead to referrals and long-term business relationships.<\/span><\/p>\n<p>In conclusion, using social media throughout your marketing and sales process will enhance the overall experience for your leads and it will help improve your conversion rates at a low cost. \u00a0Everyone&#8217;s business is a little different, so make sure you customize your social media marketing funnel and add the right actions to the right stage of your buyer&#8217;s journey.<\/p>\n<p>By the way, if you are unsure how to do this or are open to outsourcing this process, please get in touch with us by email at <a href=\"mailto:info@engageddigital.com\">info@engageddigital.com<\/a>. \u00a0You can also jump into our funnel by filling out this form: <a href=\"https:\/\/engageddigital.com\/contact-us\/\">Contact Us<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creating a social media marketing funnel is a major step get understanding the ROI of social media.  Using social media throughout your marketing and sales process will enhance the overall experience for your leads and it will help improve your conversion rate.  Everyone&#8217;s business is a little different, so make sure you customize your funnel and add the right social media actions at the right stage of your buyer&#8217;s journey.<\/p>\n","protected":false},"author":1,"featured_media":230183,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"How To Build A Social Media Marketing Funnel","_seopress_titles_desc":"Build a social media marketing funnel and weave social media into your sales and marketing process. 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