Social media is an integral part of our daily lives. We use it to connect with friends and family, stay updated on current events, watch videos, and discover new products and services. However, social media has transformed into a powerful marketing tool. Businesses around the world are leveraging social media advertising to connect with their target audience and influence the customer journey. Let’s we’ll explore the role of social media advertising in the customer journey and reveal the power of digital influence.
The Awareness Stage: Catching the Eye
The customer journey typically begins with the awareness stage, where people become aware of a problem or a need they have. Social media platforms play an important role in this stage. Now businesses have the potential to reach a huge audience and increase brand awareness. Through targeted ads, companies can showcase their products or services to specific audiences based on factors such as age, location, interests, and online behavior.
Take this for instance: You’re scrolling through your favorite social media platform, and suddenly, an eye-catching ad for the latest sneakers appears. It gets you to stop scrolling because you’ve been thinking of getting a new pair. Now, you’re aware of the brand and the product, and are likely to want to learn more about it.
Whether it’s a sponsored post, a video ad, or an influencer endorsement, social media ads have the power to capture your attention and make you aware of a brand or a solution you didn’t know existed.
The Consideration Stage: Building Trust and Engagement
Once a potential customer becomes aware of a brand or product, they enter the consideration stage. Here they decide whether a particular offering meets their needs. Social media advertising plays a crucial role in this stage by building trust and engagement.
Influencer marketing, a popular form of social media advertising, has gained significant traction. These internet rockstars, with their established online presence and loyal followers, can share authentic reviews and recommendations of a product or service, helping consumers make informed decisions. By collaborating with them, brands can tap into their audience’s trust because followers perceive their endorsements as genuine and trustworthy.
Social media platforms let businesses engage directly with their audience. Through comments, direct messages, and interactive features, brands can answer questions, offer personalized recommendations, and share updates. This helps build trust and establishes a connection between the brand and the potential customer, further influencing their decision-making process.
The Conversion Stage: Driving Action
The ultimate goal of any marketing effort is turning browsers into buyers, or, conversion. Through precise targeting, businesses can tailor their messages to resonate with the interests, demographics, and behaviors of their desired audience, maximizing the chances of driving action.
Compelling call-to-actions can create a sense of urgency or a value proposition that motivates potential customers to take the desired action. Whether it’s a carousel ad, lead generation ads, or shoppable post, potential customers are encouraged to make a purchase, sign up for a newsletter, or schedule a demo.
The Retention Stage: Nurturing Relationships
Once a customer has taken action, social media ads are still beneficial because they can foster brand loyalty and nurture relationships. Through targeted ads, brands can upsell (the offering of an additional or supplementary product) or cross-sell (offer a totally different product) products or services to existing customers based on their past behavior and preferences.
It’s also a great way to stay connected with their customers by sharing valuable content, updates, and exclusive promotions. By consistently engaging with customers after they’ve taken action, brands can create a loyal community and encourage repeat purchases.
Social media advertising has transformed the customer journey by gving businesses a powerful tool to capture attention, build trust, drive action, and nurture relationships.
So, the next time you scroll through your social media feed, think about your own journey as a customer. And as an upsell, (see what we did there?) you can start your own effective and influential social media campaign with TWLV20. Just give us a call or DM us on our socials.