If your business is not yet on Social Media, you may be wondering why you should be. It’s likely something that you’ve been told. (As in, “Hey, are you on Facebook?”) but you’re not really sure what the point is.
After all, isn’t social media just full of cat videos and photos of what people had for dinner?
If you’ve been in the marketing world before, you may be familiar with the idea of a “sales funnel.” This is simply the process of “catching” potential customers and moving them through a process of meeting your brand, gaining their interest, and eventually having them buy your product.
Buying your product (and hopefully re-buying your products as a return customer!) is the end goal. But we have to start somewhere, and nowadays that’s on social media.
Have you ever looked at a certain brand, simply because you saw on social media that some of your friends were involved with it? You go to that brand’s page and check it out, because there MUST be some reason everyone likes it!
I think about my own experience with the company Stitch Fix. This is a clothing company that lets you set up a detailed clothing profile, full of your sizing and preferences. You can even link a Pinterest board of styles you like. A personal stylist then selects 5 items that would look great on you and send it in the mail. You keep what you like.
I had never heard of this company before. I was on Facebook, on one of my friend’s profiles, and saw that she liked Stitch Fix. They had a perfect tagline that caught my attention: “Stitch Fix is the personal style service for men and women that evolves with your tastes, needs and lifestyle.”
My friend liked them so it MUST be interesting, right? I clicked on their Facebook page. I immediately saw the amazing clothing and styles that customers were receiving from them. I saw the huge following that they had, which made them trustworthy in my mind. I saw that I could set up a profile for free. I decided to get a shipment and try it out.
I have been a customer ever since.
This is the role that social media plays in your marketing.
Now, not all people will turn into buyers as quickly as I did with Stitch Fix, but you get the idea.
The process looks similar to this:
- People who have never heard of your brand are on social media. You catch their attention – by having top notch photos, graphics and information up on your page.
- You make sure that the information about your company is clear, so that anyone visiting your page knows exactly what you do and how you can help them.
- You are there regularly, interacting with your audience and making yourself personable and able to be “known.”
- People enjoy your content and decide to give your product a try. You’ve earned their trust and they decide to go for it.
- You then give them a terrific experience in buying and using your product so that they will tell all of their friends on social media.
- Their FRIENDS all start out again at #1!
This is how your business grows.
This is where people are.
This is how you build credibility and trust in their eyes.
People want to know a brand before they buy. Putting your business on social media and running your pages well allows people to get to know your brand so that they feel comfortable buying your product.