Last week presented at the Recruitment Expo, Birmingham, NEC on ‘The Social Media Sales Funnel: 5 Steps to Success’. In this presentation we went through the 5 steps in detail looking at both personal social channels and brand social channels.
What are the 5 steps to social media success?
[Image from @KtjHale]
Step 1: Identifying your target audience
As with all marketing activity, you have to understand who you’re trying to target! You may say “well it’s everyone!”, in which case you need to work a little bit harder and segment ‘everyone’ into easy to manage groups. This stage is part of the ‘research’ element of the marketing pyramid.
Once you know who you’re trying to target and have their names, business details etc – you can move on to stop 2!
Step 2: What makes them tick
Now you know who you would like to work with, you need to understand what makes them tick. For this – think outside the box. It may well be that if they’re a Marketing Manager they want to hear about the latest industry news, but what about what this particular person likes to do in their spare time?
For example, if the potential client/candidate you want to work with is on Twitter, you’ll be able to see what conversations they have, who they follow etc. Use their ‘social media footprint’ to understand them a bit better.
The next part to this is to then create content or send relevant links connecting to their interests. This is where a lot more time and effort is required as you will need to create a blog post.
This is easier if you focus on the industry they are in, so for example – if you’re trying to work with a Market Manager in the retail sector, create a blog post which looks at the key trends for 2018.
You may not have the time to write a blog post, but this is crucial now to make you stand out from the competition. You could even go one step further and create video content!
Step 3: Right message at the right time
Once you have created the content or found the right content you would like to share, it’s time to send a message which is useful and insightful. DO NOT send over a generic message which looks like you’ve copied and pasted across several clients. You want to make sure that this ‘contact’ is of good quality, authentic and relevant.
[Image courtesy of @MadeByWave]
You may wish to send this through on Twitter or perhaps as a DM on LinkedIn. Whatever you decide to do, make sure you have enough space to communicate your message and it’s the most active platform you can reach the prospect on.
Prior to this you want to make sure you send ‘social nudges’ to your ideal client. Perhaps a like or a RT. Again, make sure this is relevant and not random!
Step 4: Give back
You may not get anything back after sending this message, but this doesn’t mean that they haven’t registered who you are! So make sure you continue to give those ‘social nudges’.
In relation to the marketing pyramid step 1 is not included in the traditional marketing pyramid which consists of awareness, engagement and then sales.
Step 2 is where you create content to make the prospect/client aware of who you are and step 3 and 4 is about the engagement.
It takes 30 ‘touches’ i.e. 30 times for someone to see messages from your brand before you may be considered.
Step 5: Next step
This is the final stage. After you’ve sent through relevant content and you’ve been engaging on social – sending occasional ‘social nudges’, you can then ask them for a coffee or perhaps suggest an event that they must go to and you can meet them there!
After this, it’s just a case of rinse and repeat. You may not get the results straight away, but with some patience and persistence, you will get there!
If you would like to find out more about the social media sales funnel and how this could apply to you and your business, or you would like a copy of the presentation, please don’t hesitate to get in touch on firstname.lastname@example.org.
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