The Customer Journey on Social Media
Many marketers and business owners are asking the same question. Can you use social media to sell your products or services? To answer this question, you need to know how the customer journey works on social media.
Awareness
The social media customer journey usually starts with customers being aware of your business. As I explained in my previous post, this can happen as a result of organic reach, paid ads or even earned media (WOMM) which means satisfied customers do free advertising for your business by freely sharing your content, recommending your business or even writing a review.
Interest
Each social media post comes with valuable insights such as reach, impressions or profile visits. This is how you can analyze which content performed the best and which one needs to be improved or changed. It’s very important to constantly analyze the insights to make sure you are on the right path with your campaign objectives.
Consideration
The best way to measure the rate of interest is by utilizing paid media. Each paid ad comes with insights regarding the call to action you opted for. If your campaign objective is website visits, the insights will provide you with the exact number of visitors that took that certain action.
Evaluation
The moment a customer evaluates whether to buy your product or your competitor’s product is happening under the evaluation step. Customers analyze the features, the price, the reviews, and even the alternatives.
Purchase
When customers decide to make a purchase, they are eager to satisfy their needs and also make a good deal. These factors are subjective to each customer but also make the difference between your business and the competitors. The purchase metric is the most important one because it’s the only one that brings revenue.
Loyalty
The loyal customers are usually the ones that re-purchased the products or services because they were satisfied with what the business has to offer. The majority of the businesses have a rewards/loyalty program in place so it’s much easier to count the number of loyal customers a business has. Re-purchasing is what businesses aim for. The studies have shown that it’s much cheaper to re-target a customer than to acquire a new one, therefore, marketers will use retargeting campaigns as often as they can.