From consciousness to acquisition: Making a content material funnel that converts
As social marketers, we spend a lot of time converting content marketing. This is how leadership measures results, even as marketers, we know that conversion is only the desired end result, and not the entire journey. To get to the finish line, we need to lead our audience from ignorance of our brand to awareness and from awareness to reflection. We need a full content funnel that is optimized for conversion at every stage.
Of course, a content marketing funnel is only as good as its ingredients. You need to put the right content in the right places at the right time. In this article, I’m going to discuss how marketers can create a social media content funnel to support three stages of the funnel: awareness, consideration, and conversion.
Everything starts with awareness.
Your audience cannot consider and convert your brand if they are not aware of it. Social marketers know this – according to the latest Sprout Social Index, 69% of marketers say their primary goal for social media is to increase brand awareness.
There are plenty of brands out there finding creative ways to differentiate themselves on social platforms, especially Twitter. The language learning app Fluent, for example, directly (and provocatively!) Named its competitor Duolingo as the number of people who want to learn a new language.
Obviously, not every brand is going to feel comfortable taking this bold approach, but social marketers can certainly use their own brand identity to get inspiration from content. In addition to showing off your brand’s personality, you should focus on:
- User generated content. User Generated Content (UGC) about your brand or industry is some of the most authentic content you can get. Using tools like Sprout, you can monitor mentions and tags to identify UGC worth tweeting / reprogramming, giving social love to your followers, and turning customers into loyal fans.
- Show. Ads get a bad rap sometimes, but the truth is, they can do a great job of building brand awareness. Make sure your content is accessible to the right people by targeting audiences with demographics and interest data pulled straight from platforms like Twitter.
- Consistency. This goes for any type of marketing and especially if you want to make sure your brand gets noticed on your audience’s social feed. To increase awareness, the look and feel of your content should be consistent from one post to the next. The more familiar your audience with the mood of your brand, the more familiar it becomes.
Track metrics like number of followers, impressions, and mentions of organic brands to make sure your awareness efforts are working. Impressions can help you understand your brand’s reach, while organic mentions give a better picture of the mood of the audience and depth of brand awareness. Don’t forget to track engagement per post. When you create high quality, engaging content, your Tweets are more likely to be seen by the communities you’re looking for.
Build trust with customers during the reflection phase.
Once your audience knows your brand, they can move the content funnel towards viewing. This is a confidence building phase. So you need to keep the wants, needs, and values of your ideal customers in mind to further solidify your brand’s voice and build an engaged community.
In the consideration phase, relevance is key. In the Sprout Social Index, 45% of consumers say they stop following brands on social media when they post irrelevant content. Know your audience; Talk to them and their interests directly. In this tweet, Mailchimp shows that they understand their end users’ vulnerabilities and offer a solution that they know will help their customers.
Do you want multichannel marketing that inspires customers to act? Combine emails, digital ads, landing pages and more. With these tips you can get started. https://t.co/uYW0POGclQ
– Mailchimp (@Mailchimp) May 28, 2020
If you keep moving consumers through the social media content funnel, the following types of content can help you meet your viewing stage goals:
- Thought guidance. This is an opportunity to demonstrate that your brand is always thinking about your customers and how you can support their lifestyle. For example, Glossier knows that its customers are looking for more than just beauty products – they look good and are functional. Glossier doesn’t have to return any data or politicize its product. Its functions and design directly appeal to the audience’s interest.
- Education. Social platforms offer brands an intimate glimpse into audience weaknesses and are the perfect stage to demonstrate how your products or services reduce them. People love learning new things about the products they buy and they feel smarter when they choose your brand. Use social data to inform educational content that directly solves a need or pain point your customer has.
- Customer service. People also want to know how you treat your customers, and social media gives customers a chance to chat with or tag your brand after an experience. Brands are increasingly using this opportunity to visibly demonstrate their excellent customer service. How you treat your current customers is important to your future customers. Don’t miss this opportunity to showcase and seal yourself.
Wondering how you can be sure things are working at this stage of the content funnel? Look for jobs with little effort such as likes and retweets as well as intensive engagements such as replies, retweets and approvals with comments. Of course, clicks on your website show a real interest from consumers in learning more about your brand.
Push buyers across the finish line with conversion content.
When your audience is aware of your brand and is considering doing business with them, the table for conversion is set. But what are you converting for? Are you looking for newsletter registrations? Purchases? Clicks on your website? These metrics affect your conversion. So it is important that you figure out what you want to convert for before doing anything else.
For example, in this Epic Games tweet, it is clear that the brand wants consumers to download a specific video game. In addition to a strong call to action, Epic Games created a sense of urgency by adding the word “free” to keep customers in the content funnel.
Once you’ve set your goals, you can add the following elements to your conversion content:
- Clear call to action. Tell your audience what to do! In the conversion phase, there shouldn’t be a question about what actions to take when people are ready to become customers or subscribers.
- Immediacy. The best time to get your audience to convert is when you have their attention. Create a timely reason for them to buy, sign up, or otherwise convert right away. People on Twitter are already used to moving quickly. So add phrases like “limited space” or “limited time offers” to get your audience moving.
- Aftercare. When asking your audience to act now, they need an idea of what to expect next and an assurance that if those expectations are not met, they will be looked after. What is your company’s right of return? Are customers billed automatically? Make it easier for customers to access frequently asked questions (FAQs) to drive conversion.
How you measure success depends heavily on your organization and industry. Bring your team together to decide which metrics are most important to you. Take into account metrics such as link clicks, time spent on site, filling out forms, and similar indicators to track your progress. Customize your content and approach to the different social networks your brand uses. How you measure conversion success largely depends on your goals. You can use your defined metrics to determine if you are on the right track.
Create a content funnel map for your trip.
Hopefully this post has inspired some branded content ideas for you, or at least given you an idea of where to start. The next step, of course, is to create a campaign and map out your content funnel strategy from start to finish. Remember to test your ratios. know the order of operations for your content; Write how your customers speak; and have fun with it. With relevant content and clear goals, brands can successfully pull their customers through all phases of the content marketing funnel.
To learn more about which metrics and goals support each stage of the content marketing funnel, check out the Sprout Social Social Media Metrics Map today.