Your Social Media Audience Isn't Ready To Buy From You Yet
Your social media audience isn't ready to buy from you yet. Connect with them first.
Business owners often go directly to the bottom of the funnel when marketing their products or services on social media.
This approach avoids critical steps in the customer's decision-making process. It's similar to walking onto a used car lot and the salesperson running up and telling you how great this 1990 Honda Civic is before they even know who you are.
To simplify things, we'll be looking at the marketing funnel in three general phases:
Phase 1: TOFU - Top of Funnel
How would you describe your business to someone who has never heard of it? What do you do, what do you value, who are you?
Phase 2: MOFU - Middle of Funnel
How would you describe your product or service to someone who’s heard of you but is unclear about what you could do for them? What value are you providing?
Phase 3: BOFU - Bottom of Funnel
Why would someone choose your product or service over the competitors? What’s special about your product or service, what deal can you offer, what incentive does the customer have to choose you?
Phase 1: Awareness
The top of the funnel (TOFU) is where prospects become aware of your brand and engage with it for the first time.
They might not know much about your product or service yet, so this stage focuses on content and marketing material that promotes brand awareness:
Share a post on social media highlighting your staff, services, or the things you value as a business.
Phase 2: Consideration
Potential customers enter the middle of the funnel (MOFU) once they've engaged with your brand in a meaningful way:
Maybe they've subscribed to an email list, are following you on social media, or have signed up for a webinar.
Use this stage to engage with prospects—to earn their trust and set your brand apart:
Write a blog post that provides value to your customers without asking for anything in return. For example, if you're a mechanic shop, write an article about general maintenance people can perform to prevent significant damages.
Phase 3: Conversion
The bottom of the funnel (BOFU) is the last place prospective customers go before converting.
You've gotten their attention, built trust, and developed a relationship with them.
Use this stage to convert prospects—give them specific reasons to choose your brand over your competitors. This stage is where you ask for the sale.
Share a discount code on social and create a sense of urgency when asking for the sale.
Want to learn more about how you can connect with your audience and make an impact? Check out our Creating Community on Social Media blog.