We’ve reached that part of the year when we take stock of what we’ve accomplished in the past 6 months and prepare for the busiest time of the marketing year.

One of the things you should be asking is: Is my social media delivering the results that I want? If yes— what worked well? If not— what are you doing wrong?

Most of the time, it boils down to one thing: your social media strategy. You either don’t have one to begin with or you might be getting it wrong. What a lot of social media managers fail to educate their clients or bosses is that social media should sit in a specific place in your marketing funnel whilst, at the same time, your social media should fully encompass your marketing funnel.

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Social Media as an integral part of your Customer’s Journey

Whilst it is true that you can be found by your customers, you can engage and connect with them and they can purchase from you through social media, it is important to identify or define how involved social media would be in your customer’s journey. Doing so will allow you to:

• identify your SMART social media goals and the corresponding KPIs
• manage your expectations whenever you are evaluating your social media performance
• maximise the bang for your buck

For example, if your social media plays a significant role in brand discovery, you can determine whether your lead ratio from social media is healthy or not. If it isn’t, it may mean that your next step is to create more content that redirects people to your website. Alternatively, it can also mean that you need to work on your calls to action.

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‍Your Marketing Funnel addressed in your Social Media Strategy

Almost everyone of your customers are on social media and they are all at different stages of the customer journey. This means that your social media strategy should allow you to address each and every need for each stage of the funnel. When looking at your content at a monthly perspective, ask yourself if you’ve dedicated at least 1 to 2 posts for people who barely know you, a couple of posts for those who know you but need more nurturing, and some posts dedicated to the already converted fans.

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‍Why each Frameworks are different and why are the Codependent

Thinking of how to place social media in relation to the marketing funnel gives you a macro-level perspective. This point of view enables you to think of how other marketing channels will play a role and impact each other. Omni-channel marketing should always be a priority. You cannot simply rely on one channel to do the heavy lifting especially if you do not have the money nor an incredible amount of time to invest in it. For example, if you want to fully rely on social media for your brand, an agile social media team, heavy paid ads budget, a community manager and working with influencers or creators are needed. Even then, you still have to have an exceptional brand experience off-social to support your social media efforts.

On the other hand, thinking of how you communicate with your customers at every stage of their customer journey will give you the micro-level insight to decide which social media tactics to execute or what type of content to post.

Both ways of thinking are needed and both of them are parts of a successful social media strategy. The next time you think your social media is not giving you the results that you want to achieve, go back to your strategy and see how it all ties in to your expectations and your business or brand goals.

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Feeling stuck on socials? Let Maria help you unpack your social media challenges and provide you with the right mindset, strategies and tools to thrive. Find out more about her exclusive one-on-one strategy calls here.

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