Social media serves more functions than just keeping your customers up to date about your business. It is also a driving force for generating revenue by turning leads into sales. To first understand how this works, we need to understand the marketing funnel.

The marketing funnel is the process of converting a lead into a customer. It begins with lead generation, which is followed by nurturing and ends with a conversion.

At each of these stages, the lead will be in a different position. For example, they could be interested in your brand, but not sure if they want to make a purchase yet. Or the lead has decided that they want to purchase, but they are still evaluating your business’s offerings.

In the past, if a lead was in the sales stages, they would either be on a business’s website or they would be shopping at a physical store. Now that social media platforms, like Instagram and Facebook, have shopping capabilities built into their interface, social media is able to sustain customers through the entire marketing funnel.

Maximize the sales process with the right social media marketing strategy

What does all of this mean for your social media strategy? In addition to posting about your business, you need to create content that engages potential customers at whatever stage of the marketing funnel they are in.

Make every post count

This means that each post should have a different purpose. For example, brand posts serve to introduce your company to leads who are just now aware of your business. While a post that focuses on your product or services provides customers with valuable information that encourages them to consider your business.

Promotional posts with the main purpose of making a sale should always direct the lead right to your website or shop, where they will be more incentivized to make a purchase.

Get the mix just right

Lastly, beware of posting too many promotional posts targeted towards the sales stage. Consumers are especially wary of being sold to constantly. Your social media profiles should serve as a place for customers to get to know your brand and your business first and foremost.

We recommend that only 10% of your posts are promotional or sales-related, and 60% of your posts should be focused on educating your followers about your brand and building a relationship with them. The remaining 30% should be focused on informing followers about your business’s products and services.

Need help utilizing your social media to grow your business? Learn how our social media managers can help you maximize your social media presence and how our social media management software can help you save time and stay active.

About the author

Elizabeth has been on Madwire®’s social media management team since September 2020 and greatly enjoys sharing her expertise for all things social media and digital marketing. During her free time, she loves to craft, cook new foods and spend time with her family and friends!