Turning social media audiences into customers
With app-store, social media, content, growth, offline, on-premise, and lots of other marketing activities with fruity names, it can become difficult to know which one serves what purpose. We like to break it down into two major categories: brand-building and growth marketing. One is aimed at making your brand and its services/products, the other one is aimed at turning your audiences (social media and others) into customers.
Let’s look at why need both and how they complement each other.
Your target’s thought process from awareness to sale
For your client to buy your services/products, there’s an unconscious mental checklist they have to go through:
As you can see, the customer needs to have a lot of awareness about your brand, its services/products, their benefits, pricing, and availability. That clearly means you need to deliver this information to your target audience, and that’s brand-building, but you also need a system to tailor your marketing to your customers’ readiness to buy. That will ensure that every time you launch a campaign, it successfully take your audience down the funnel one step closer to buying and that’s where growth marketing comes into play.
Your thought process from idea to campaign
Taking your audience down the funnel means that you know at what stage they already are. How do you do that? Segmentation and follow-up campaigns.
Before you address a specific audience, you need to segment your targets.
Example: Mothers between 25 and 40 in the Greater Beirut area.
If, for instance, you’re targeting these women on Facebook, Instagram, and Adwords, you can create remarketing lists out of your website visitors to retarget them if they don’t convert.
Once your target has heard about you and visited your website, you can then launch a remarketing campaign which mean it will only serve ads to the people who visited your website. Now that they’re familiar with you you can send them to a landing page and prompt them for their email and/or phone number. Now you have a customer file. You can launch campaigns directly aimed at them, track their behavior on your website, call or market to them over email.
If they come back on your second try and give up some data, great! You can send them offers or start tailoring your content to their preferences. If they come back on your second try but don’t give up information, you can build a new remarketing list and create a separate campaign for people who have seen your ads twice but have not converted into leads. And it goes on and on.
Today, everyone has a social media marketing in place, but how many actually have a full plan? Very few, so if you want your marketing investment to yield return, start thinking of the whole customer journey, what to tell them at what stage, and how to reach them at the right moment.