If you’re reading this blog, you already know that social media is critical to online marketing.
It’s unfathomable to imagine a world where you can’t share information at a moments’ notice, see what your friends are up to in a consolidated newsfeed, and build relationships through something as subtle as a ‘like’ button.
What does this (dramatically different) landscape mean for brands that are looking to reach new audiences and build critical customer relationships? We’ve found 3 amazing visuals that answer these critical questions. Here goes:
1. Social Meets the Conversion Funnel
Paths to sales are complex. Rather than taking one, two, or even three steps to becoming paying customers, they’re taking their space. Today’s consumers are extremely research-oriented, and by the time they reach out to your brand, they’ve already done their due diligence and researched your brand. That’s why it’s so important to be at the front lines of your users’ communities and conversations — to help build thought leadership around your brand.
Conversion funnels will follow five steps:
- Awareness – Audiences encounter your product or service for the first time.
- Consideration – People contemplate buying your product.
- Engagement – People share your blog posts on social media.
- Conversion – Sale.
- Retention – First time customers become repeat buyers. Awesome.
To understand the role of social media in the marketing ecosystem, you need to understand the conversion funnel. The following infographic from SmartInsights provides an excellent crash course:
2. The New Four Ps of Customer Behavior
“Why aren’t my users engaging with my brand on social media?!”
This question drive brands crazy, and rightfully so. The challenge with social media is that it isn’t a cookie-cutter, one-size-fits-all engine. It’s complex, highly nuanced, and must be tailored to your audience to yield an impact. The biggest reason why social media falls flat is misalignment with your audience. Here’s why:
3. How to Deal with Social Media Complainers
When we talk about social media, we tend to focus on the things that make us excited as marketers — brand engagement, sharing, customer communication. What about the flip-side to the equation, when people get annoyed or have a complaint. These scenarios have the potential to be transformed into high-impact positives.
It’s an understatement to say that social media is nuanced, complex, and ever-evolving. What have been the biggest (less-than-obvious) shifts that you’ve observed in the social media landscape? Share your thoughts in the comments section below.