Substance and Style

We hear a lot about the stages of a social media marketing funnel (awareness, consideration, conversion, loyalty, advocacy), but very little about what specific types of content we should be providing for each stage. Done properly, each stage will end with a question that, when answered, will move your customers to the next stage. Here are some specific things you can do to move people through your funnel with social media posts:

1. Awareness. The first step is building awareness. Your content at this stage needs to be high value and not related to sales. This is where you talk about the problem you’re trying to solve, and position yourself as an expert. Blog posts, video tutorials, presentations, tips, hacks, etc. are all wonderful content for this stage. Your goal is to provide information valuable enough that when someone needs to solve the same kind of problem later, they will think of you. You should continue to produce this kind of content throughout the entire funnel. This content should answer the question of who you are.
   
2. Consideration. Consideration is the stage where people are thinking about making a purchase. This is where you want to stand out from the competition. Focus this content on people who are already aware of you and have shown some degree of engagement with your brand. Your goal is to show how you help people and what kind of results you get. Testimonials, infographics, statistics, etc. are good content types for this stage. This content should answer the question of what sets you apart from your competition.
   
3. Conversion. Conversion is where sales actually happen. This is where you want to invite people to become customers or clients. The content at this stage should be geared toward people who have already gone through the previous two stages and are already engaged with your brand. Links to landing pages, special offers, and calls to action are all appropriate at this stage. This content should answer the question of why someone should buy from you and how to do so.
   
4. Loyalty. This is where you turn customers into repeat customers and fans of your brand. Thank them, give them shout outs, keep in touch, provide good customer service, reply to comments, and continue to build trust by producing more of the content from step one. This content should answer the question of why someone should recommend you to others.
   
5. Advocacy. In this stage, loyal customers recommend you to others. You have successfully brought someone through your funnel. Make sure to ask for testimonials and thank your brand ambassadors profusely.