How to Build a Social Media Funnel That Drives Sales

When discussing social media marketing strategies, we typically think of content creation, campaign orchestration, and audience engagement. While these tactics are vital for brand visibility, there seems to be a gap in seamlessly guiding potential customers from brand discovery to loyal advocacy.

This article aims to address this gap by examining the main stages of the social media marketing funnel. By exploring the specific role of social media in each stage, we can learn how to turn casual observers into loyal brand advocates and repeat customers.

What is a Social Media Funnel?

A social media funnel, also known as a social media sales funnel, is a strategic framework that guides potential customers through various stages of the buying process, from initial awareness to brand advocacy. It involves attracting prospects, engaging with them, and nurturing leads until they become paying customers.

The main stages of a social funnel typically include:

• Awareness. The initial goal is to attract the attention of potential customers and make them aware of your brand, products, services, or solutions. 
• Interest. Once prospects are aware of your brand, the next step is to pique their interest and encourage them to learn more. 
• Consideration. Prospects evaluate their options during this stage and decide whether your product or service is the right fit for their needs. 
• Conversion. This is where prospects take the desired action, whether it's making a purchase, signing up for a trial, or requesting more information. 

• Retention. Even after converting, the journey isn't over. Retaining customers and fostering long-term relationships is the key to driving repeat sales and fostering brand loyalty.

• Advocacy. The final stage involves turning satisfied customers into advocates for your brand, driving word-of-mouth referrals.

Building an Effective Social Media Funnel

Let’s move on to the key steps and strategies for building a social media sales funnel. Remember that each stage plays a crucial role in nurturing leads and driving sales, with social media serving as a powerful tool at every step of the way.

1. Awareness

How do you attract the attention of prospects who are not yet familiar with your brand?

Focus on strategies like creating engaging content to capture attention and sharing informative posts to establish expertise. Social media platforms such as LinkedIn offer opportunities to showcase thought leadership through industry insights, case studies, and informative blog posts. 

For example, a marketing agency might share a LinkedIn post discussing successful B2B marketing strategies, attracting the attention of business professionals seeking expert guidance.

2. Interest

How do you generate interest and curiosity among potential customers?

Once prospects are aware of your brand, the focus shifts to nurturing their interest and encouraging further exploration. Social media can be leveraged to share in-depth content, whitepapers, and webinars that address specific pain points or industry challenges.

A software company specializing in project management tools, for example, might host a live webinar on Twitter, showcasing the latest trends in agile project management methodologies and offering practical insights to engage their audience and demonstrate the value of their solutions.

2. Consideration

How do you differentiate yourself and showcase your unique value proposition?

During the consideration stage, prospects evaluate different options. Social media plays a crucial role in providing valuable information, building trust, and influencing purchasing decisions. Engaging with your followers through comments and messages, sharing customer testimonials, and offering special promotions can help move leads closer to conversion. 

For example, a skincare brand can create a series of Instagram posts showcasing before and after photos of customers who have used their products, along with a discount code for first-time buyers.

3. Conversion

How do you encourage customers to make a purchase or convert immediately?

The conversion stage is where prospects take the desired action, such as scheduling a demo, requesting a proposal, or signing a contract. Social media can facilitate conversions through personalized messaging, targeted advertising, and strategic engagement. 

For example, a software company may utilize LinkedIn's InMail feature to send personalized messages to key decision-makers of target companies, offering a free trial of their product or inviting them to attend a demo webinar.

4. Retention

How do you keep customers engaged and coming back for repeat purchases?

Retaining customers on social media involves maintaining engagement through regular updates, personalized communication, loyalty programs, and customer service support. Encouraging repeat purchases, gathering feedback through polls or surveys, and providing value-added content such as tips, sneak peeks, or behind-the-scenes access can help foster long-term relationships with customers.

For instance, a digital marketing agency may create a private LinkedIn Group for their clients, where they share industry insights, best practices, and exclusive resources to help clients stay ahead of trends and optimize their marketing efforts.

5. Advocacy

How do you turn satisfied clients into enthusiastic advocates for your brand?

As customers transition into advocates, it is essential to empower them to share their positive experiences and recommend your brand to others. A key strategy in the advocacy stage is to encourage user-generated content, testimonials, and reviews on social media platforms. By encouraging customers to share their positive experiences, businesses can build trust and credibility with a wider audience

Aside from customers, your employees can also play a significant role in amplifying brand advocacy. Encouraging employees to share their experiences, insights, and pride in working for your company on their personal social media profiles can humanize the brand and showcase a positive company culture. By motivating your employees to be brand ambassadors, whether through sharing behind-the-scenes glimpses, participating in industry discussions, or promoting company events, you can leverage your internal advocates to reach a broader audience and attract top talent. 

This dual approach of fostering both customer and employee advocacy can create a powerful synergy that strengthens brand reputation, increases visibility, and cultivates a loyal community of supporters who actively promote your brand's values and offerings.