Wednesday, December 18, 2019
As a business owner, you’re likely aware of the sales funnel – Awareness>Engagement>Conversion>Advocacy. But do you know what kind of social media advertising works best to move your customers through the sales funnel?
Tourism Nova Scotia’s digital marketing advisors and marketing agency recently hosted a workshop for our Digital Content Marketing and World-class Experience EXCELLerator program partners focused on creating content for social media that gets the kind of engagement you’re looking for. Here are some of the strategies shared for developing your social media content for each stage in the customer journey.
Awareness – The first stage of the customer journey or sales funnel is for potential customers to learn about your business or service. At this stage, the objective is to get your content in front of the customers you are trying to attract. Static photos and videos that showcase your business can help build awareness on social media. You can measure your performance at this stage by the number of impressions or completed video views on your post.
Engagement – At the engagement stage, potential customers start to interact with your brand. This is when you want to provide your followers with information and encourage them to ask questions and respond to your posts. A video, photo album or photo carousel can help encourage interaction with your social media posts. At this stage, you’ll want to track engagements (likes, clicks, and comments).
Conversion – The conversion stage is when customers are ready to make a purchase or booking. Your strategy at this stage is to close the sale. To help encourage your audience to take action, use photos with embedded links to your webpage, e-mail sign-up, etc. At this point, you’ll be tracking website purchases, file downloads or subscriptions to your e-newsletter.
Advocacy – In the final stage, your customers become your advocates or ambassadors and provide valuable word-of-mouth promotion. At this stage, your strategy is to enable positive conversations about your business. Your social media content should include a call to action to share your posts. At the advocacy stage, you will want to track how many times your content is shared.
The workshop also provided some general suggestions for creating quality social media content that apply regardless of your objectives.
Are you interested in working with Tourism Nova Scotia to learn more about how to reach potential customers online, create engaging content, and deliver effective digital marketing campaigns? Apply now to participate in the 2020-21 Digital Content Marketing Program. Partners benefit from access to workshops like this, hands-on coaching from our marketing experts, high-quality photos and video, and customized marketing campaigns targeting travellers in Quebec, Ontario, and Northeastern US.
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