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The main feature that distinguishes social media from other marketing channels is that they can not only satisfy the customer demand but also to generate it. Today, we will tell how to apply a classic purchase funnel in social media.
So, let’s remember at first what the famous Lewis concept includes.
— Awareness. We increase the reach.
— Interest. We position and develop the brand in a way to quicken a consumer’s interest in your very product/service.
— Desire. We show competitive advantages of your product/service.
— Action. We stimulate conversions.
There is a lot of ways to attract attention of audience in social media. Please note now that even before formation of a social media marketing strategy we need to clearly understand what audience and what USP (unique selling point) we are going to work with.
At this stage, the more tools you will use, the higher your reach and, consequently, a chance that your potential clients will learn about you will be.
Among other tools in the digital market, social media marketing has the widest targeting opportunities. So, by means of functionality provided by that VKontakte, you can even target your ads at the competitors’ audience.
Apart from that, there are also services by means of which you can also collect data of the audience in social media that is of our interest for further ad launch. Here are examples of such services:
Besides, one should not forget about organic reach and its increase that will be ensured by:
To solve this task, content of good quality will help you on your social media accounts:
You must set up paid promotion of posts and monitor users’ reactions—what posts trigger more emotions, what ones eventually lead to queries and conversions—analyze indicators, and make adjustments to the content plan.
Make sure that you have enough reviews, themed information, and studies to prove your reliability to customers.
Use paid placement:
Potential clients need a push to make a purchase: stimulate conversions through discounts, coupons, and other special offers. Note that time-limited offers work best for social media.
Use paid promotion:
When setting up retargeting, we recommend NOT excluding subscribers to your group/account. Social media algorithms work against brands, and today it is almost impossible to get organic reach even having a high ER.
The purchase funnel does not sell—it controls sales. If the sales system in your company is not developed, the funnel will not help. Besides, one needs to understand that the purchase funnel is only part of a customer journey. At that, at every stage of the journey you can have several points of contact with a customer. Today in our blog, we only went through one of possible options to construe a purchase funnel with the use of a single channel—social media.
If you decided to get promoted in the Russian market and are looking for a comprehensive solution, RMAA Group experts will help you elaborate and implement a marketing strategy to conquer consumers in Russia and CIS countries.
Ready to partner with the specialists in Russian marketing and advertising?
About the Author
Head of Digital, editor-in-chief of the RMAA Agency Blog