Today’s customer has evolved undoubtedly. They have become knowledgeable, and skeptical, when it comes to purchasing products or services. It was necessary also, otherwise with the rise of digital technology, businesses could have fooled them also.
Nowadays, a buyer goes through a road that includes research and comparison of the products or service they wish to buy, it is called a buyer’s journey.
To lure these buyers towards their brand, marketers have started creating different marketing strategies and especially social media calendars that involve each stage of the buyer’s journey.
Social media marketers understand the importance of this journey and put their efforts in creating and scheduling the content in a way that matches with the journey of their buyer.
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This is a process where a buyer gets aware of the products or services you offer, evaluate & research about it and then ultimately purchase it. A marketer believes there are four stages of a buyer’s journey, they are -
Here marketers focus on attracting customers who are facing issues and searching for solutions. The goal here is to create, post and share the entertaining, engaging and quality content that entices your prospects
Some metrics that you can use to measure success -
You have to entertain your buyer in this stage as they have just visited your page and your only goal is to hold their attention.
Marketers can take help from industry influencers who are dealing in the same niche as yours. They have already built trust. They can uplift your brand’s image tremendously.
Now, that you have captured their attention, your next goal is to convert these potential leads into trusted customers. For this, you will have to create content that is especially designed for their issues. You can create excellent lead magnets.
In this step, you can metrics such as -
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It is one of the most difficult stages of a buyer's journey from a marketer’s point of view. This is the time where your leads must convert into clients.
You must try everything to convert these leads keeping their pain points in mind. Offer them a discount, prove that your solution is the best in your social media content and give free trials until they become due to choose you over others in the whole market.
You should use metrics like -
You can post explainer videos telling them about how your products or service can solve their issues efficiently and effectively.
Post-sale experience matters a lot in this new world. Now, customers not only demand good products or services but great customer support services too. Acquiring a new client is far more expensive than retaining an existing one.
In this context, social media plays an important part. You can engage with your customers on your social media pages. For example - Brands like Netflix on their twitter handle, interact daily with their audience by asking funny questions, suggesting them good movies or series, organising quizzes and directly replying to their follower’s tweet.
Most of your target is using social media platforms and if you are not leveraging this opportunity then you are making a big mistake. Facebook alone has more than 2.8 billion users, just think about having an account on all popular platforms.
Your work doesn’t stop after selling, having a bond with your buyer post-sales will give a greater buyer lifetime value.