I used to tell my 11th grade English students that writing a paragraph in an essay looks like a funnel. You start with a big idea and get more specific as you write the paragraph. At the end of the paragraph, you have the most specific concept you can attain for the subject of that paragraph.
A social media funnel is really similar. At the top, you have a big concept…the idea of your brand. The idea is to engage customers a bit more on each level so they buy your product/service at the end of the funnel.
“Social media allows for companies to keep up with the ever shifting priorities of consumers. By maintaining constant contact and deepening connections with consumers, businesses can drive their brands forward. Customers won’t sit at the top of the funnel with their feet dangling in, they’ll dive to the bottom.”
While the idea of a funnel is really simple to understand, executing each level becomes more and more difficult. Also, as you can imagine, each level leaves less room for error than the level before.
Obviously, the top of the funnel is where you let people know you exist. Did you know that it can take between 1 and 6 months for a search engine to find your website? You have to be proactive.
Now that the customers know you exist, you have to engage them. If you’ll recall, on a previous post, we discussed that each like, share, retweet, and comment is an engagement. It’s during this step that you solve a problem the customer is having.
Now it’s the customer’s turn to do something. You have to implement a Call to Action (CTA). Do you want them to visit your website, sign up for a newsletter, message you, or make an appointment.
Now that you have your new customer, don’t abandon them. The funnel images I have on this article end at sales. Always be thinking about the concept of customers for life. You don’t want one and done customers.