Heather Porter has 15 years’ experience in digital marketing as a business owner, consultant and speaker. She is Founder of Website Love and has built over 600 websites that have on average at least doubled lead conversions for her clients.
Mapping the customer journey
Attracting leads on Facebook requires a mix of strategic thinking, creativity and genuine engagement.
To start things off, understanding and mapping out your customer journey is fundamental. The journey typically involves stages of awareness, consideration, conversion, loyalty and advocacy.
Businesses must guide their audience through these stages by delivering the right content at the right time:
- Awareness: At this stage, the goal is simply to get noticed. Content should be educational and value-driven. Think about informative blog posts, how-to videos, and engaging social media posts that answer frequently asked questions or provide useful tips.
- Consideration: Here, potential customers are weighing their options. Content that highlights why your product or service is the best choice is crucial. Case studies, testimonials, and comparison guides are effective for customers who are shopping around with a plan to buy.
- Conversion: Now, the focus is on turning interested individuals into paying customers. Offers, discounts, and clear calls to action (CTAs) are essential. Ensure your landing pages are optimised and your sales process is seamless.
- Loyalty: Post-purchase, it’s about retaining customers and encouraging repeat business. Exclusive deals, loyalty programmes and regular communication help maintain a strong relationship.
- Advocacy: Happy customers become brand advocates. Encourage user-generated content, ask for reviews and highlight customer success stories to build community trust and attract new leads.
“Success on social media is about more than just selling; it’s about connecting, educating and building a community.” – Heather Porter
Content pillars for social media success
Content is king, especially on social media. The key is to rotate through three main content pillars: Education, Community and Selling.
- Education: This pillar focuses on providing value and building awareness. Create how-to videos, product demos, and industry news updates. Answer common questions and simplify complex topics. For instance, filming short, informative clips on trending industry topics can position your brand as a thought leader.
- Community: Building trust through community engagement is crucial. Share behind-the-scenes content, customer testimonials, and user-generated content (UGC). Host interviews with satisfied clients or industry experts. Collaborations and shared content also strengthen community ties and credibility.
- Selling: Direct promotion of your products or services should not be overlooked. Highlight special offers, limited-time discounts, and new product launches. Make use of urgency and scarcity to drive conversions. For example, saying you have “limited spots available” or offering an exclusive 48-hour discount can prompt immediate action.
Case Studies: Real-world success stories
Real-world examples highlight the effectiveness of these strategies. Here are three case studies showcasing different approaches:
- Simple landing pages and casual videos: Entrepreneur Pete Liston, used a straightforward landing page and casual iPhone-filmed videos to attract new members to his Veterans’ Community Business Chamber. His authentic, relatable approach led to 300 new members in just six months. The key was simplicity and genuine engagement.
- Pattern interrupts and fun hooks: Another business saw success by using creative hooks in their videos and taking a playful approach to catch viewers’ attention. This increased engagement, demonstrating the power of standing out with unique content.
- Collaborative webinars: Collaborations can also be highly effective. One business partnered with a lawyer specialising in small business law to host a webinar. This joint effort not only provided valuable content to both audiences but also expanded reach and credibility.
Social media is a discovery platform where authenticity and value-driven content reign supreme. Consistently engage your audience with varied content, keep testing and measuring your strategies, and watch your leads grow.
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