A 'sales funnel' is a term widely used within marketing to define the process of getting a product to market. In it, potential opportunities are selected and qualified so that they become real and translate into money. However, since the advent of social networks, this initiative has gained even more weight today, becoming the most important within online marketing. Features of the sales funnel in social networksA study by Nail Patel says that 51e consumers are more likely to take a product home if they have previously heard good things about it on Facebook. Also, 68% show more purchase intent if they have read about the article on Twitter. Selling on social networks is generally a longer process than traditional online commerce.
Despite the fact that the speed of information propagation is very high and that it can go to unsuspected limits, the truth is that it usually gives results in the medium and long term. This is mainly due to the need to make the brand known, attract customers, create and optimise content, etc. In short, it is not enough to launch a message and hope that it bears fruit on its own: the construction of a sales funnel To create a good sales funnel that leads to great economic results, it is essential to use the AIDA sales process. However, instead of four parts as in traditional commerce, the sales funnel must be divided into five parts: Awareness. It is necessary to plan a content strategy that will attract as many quality followers as possible with the aim of creating brand awareness. This is the widest part of the funnel: Interest.
Once the group of followers has been obtained, it is time to offer real value and to carry out creative strategies to attract potential customers. Generating quality content, interacting with users or advertising the product are good options in this regard. The interest has already been generated, so it is time to make exclusive promotions and offers for followers who introduce the product to the market - Action or Conversion. Potential customers, commonly called 'leads', can be converted into real customers through calls to action or through a landing page. This is the narrower side of the funnel - Advocacy or Sharing. Sharing content through social networks can lead to a single customer becoming a brand ambassador.
After all, trust is a key element in online commerce. And there is nothing that generates more than the opinion of a satisfied customer. In short, the process of conversion from user or follower to customer can only be carried out if a sufficient dose of trust is generated. To achieve this, it is essential to follow each step of the sales funnel and, from there, generate a specific one for the company's conditions and apply it to social networks.