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Here, the explainer video is what has generated brand awareness and interest. > See a compelling explainer video > click through to the website > make a purchase. For a low-cost, low-importance purchase that can be made online, the entire funnel might take just two or three minutes: Not all marketing funnels are created equal…ĭepending on the nature of a product or service, the length of the marketing funnel, usually by way of time it takes to progress through it, can be wildly different. However, this means we’ll need to work out how to attract non-compliers back into the funnel at some point in the future. It might also be the case that the action is to not purchase, which is sad. However, if it results in an enquiry or sales meeting, the marketing funnel has done its job but the deal isn’t yet done! If an online purchase can be made, great – that’s a conversion.
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‘Action’ caters for a variety of outcomes.
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However, depending on your business, the end of the marketing funnel might not be as simple as someone completing an online purchase. This is essentially the end of the marketing funnel – hopefully, the point at which someone decides to become a customer. The consideration phase is very different depending on the nature of the product in question and may involve other factors that lie outside the remit of social media, but social media can undoubtedly affect this portion, especially for consumer brands. Other tactics such as creating urgency by offering a limited-time-only discount on products can get customers over the line. Features and benefits and social proof assets like testimonials and reviews can be shared to an engaged audience. Social media can be used to influence the decisions of customers in several ways. This is the part of the funnel that most closely represents the decision-making portion. Web traffic may occur at many points during the customer journey but it’s most often considered an element of the middle of the funnel as individuals learn more about a brand and what it offers. Being aware of a brand – its name, products and what it stands for is one thing – engaging with that brand and showing a serious interest in it is quite another. Social media gives rise to a significant element of the consumer-brand relationship and this sits between initial brand awareness and more serious consideration.
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The public nature of the social network along with the algorithmic approach to newsfeed population means brands can use the viral nature of platforms to increase reach. Paid brand awareness ads on Facebook are a great example of how thousands of people in a targeted audience can be reached for the very first time for a matter of cents or pennies. Virtually every social network can be used to get your brand’s content in front of new audiences to make them aware of what you’re doing. Okay, so as we’ve said, this is probably the most obvious use of social media. We’ll explain these in more detail below. We’ve also named the bottom of the funnel ‘action’ as opposed to ‘conversion’ or ‘sale’. You’ll notice that the main difference is that ours has four sections – the middle of the funnel has been split into two sections interest and engagement and consideration. You’ll see some funnels that have only three segments, which include variations of awareness, consideration and, conversion. Let’s take a close look at the stages of the marketing funnel. It is through various touchpoints and interactions that someone may consider making a purchase from a certain company. Once touted as primarily a brand awareness tool, social media has application at all stages of the funnel. Social media has the power to influence individuals and build a relationship with them online. In this post, we’re going to look at how social media is applied to the marketing funnel and how this should be fundamental to your digital strategy. There have been many attempts to modify the marketing funnel to account for various changes in technology and consumer behaviour but, to all intents and purposes, the core principles of the funnel have stood the test of time. The marketing funnel is an age-old visual tool for the journey of a would-be customer or ‘prospect’.