How to Incorporate Social Media into Your Buyer Journey

What was once a place to connect with friends has become an integral part of any marketing toolkit. In 2023, spending on social media advertising is expected to reach $268.7 billion, and with good reason. From building brand awareness to fostering engagement, social media has proven to be a powerful part of the customer journey.

But social media is about more than just scheduling content and increasing your brand’s visibility. It’s about understanding your customer and their unique journey. By taking the time to anticipate their needs, you can position your product or service as the natural solution to their problems. 

Here’s how you can utilize the opportunities social media offers in each stage of the buyer journey and integrate social media conversion tracking into your ecommerce dashboard.

social media in buyer journey

Incorporating Social Media into Each Stage of the Buyer Journey

Awareness Stage 

Social media is proven to be a vital tool in driving brand awareness. By creating relevant and engaging content, your brand can capture the attention of potential customers while amplifying the reach of your other marketing efforts (such as public relations or content marketing). The goal here is to choose platforms where your audience is most likely to be found and then create awareness campaigns tailored to those platforms. Social listening on Facebook groups, for example, will give you insight into what topics your audience is most interested in and allows you to create content that resonates with them in a powerful way. Giveaways and competitions are also effective ways to get people engaging with your brand and build a following.

Consideration Stage 

By sharing product demos, customer testimonials, and reviews on your social media channels, you can provide potential customers in the consideration stage with the information they need to make an informed decision. In addition, you can utilize social media to answer any queries or concerns potential customers may have. Q&A live sessions, for example, are an excellent way to engage with your audience and provide real-time support. Unboxing videos and product reviews can also be highly effective in providing customers with the confidence and motivation they need to make a purchase. If you offer a guarantee, now is the time to promote it. But, always ensure that your promotional posts have an authentic and customer-centric tone. A direct-to-camera video, for example, can be a great way to make a personal connection with your audience and put a human face to your brand.

Conversion Stage / Decision Making

The power of social media lies in its ability to reach a massive audience, and businesses can leverage this to offer exclusive deals to their followers. By promoting offers, discounts, and other incentives on their social media channels, businesses can create a sense of urgency and drive customers to convert. Posting thought-leadership content and authority-building content at this stage in the journey is essential to position your business as a trustworthy leader in the market. Strong calls to action in captions and interactive videos where buyers can purchase directly through your video are great ways to leverage the power of social media to drive sales and increase conversions.

Retention Stage 

The sense of community that social media provides is invaluable in retaining customers. By fostering a two-way dialogue on social media, businesses can create meaningful relationships with their customers, boosting retention rates. This means posting consistently on whichever platforms you have chosen as your best fit, engaging with customers directly, and responding swiftly to their queries. Offering repeat buyer discounts or loyalty programs can also be a great way to encourage customers to come back and purchase with you again. Additionally, by tracking customer journeys on social media, businesses can better understand their purchasing habits and tailor relevant content to each individual. This ensures that customers feel appreciated, valued, and understood — critical factors in the customer experience.

Advocacy Stage

When businesses share user-generated content, such as customer reviews and testimonials, they can showcase their happy customers and create a ripple effect of positive sentiment. Ultimately, this can lead to increased customer loyalty and higher conversion rates. User-generated content is far more impactful than any other type of content as it is authentic, unbiased, and highly trusted by potential customers. One way to encourage user-generated content is to run competitions and reward customers who share your content on their own social media channels. Using a branded hashtag and motivating customers to mention your hashtag in posts is a great way to increase awareness of your brand and can be incredibly effective in increasing consumer engagement. Partnering with influencers and micro-influencers is also an excellent way to leverage social media for advocacy and generate positive sentiment around your brand. Well-chosen influencers can help to spread the word about your products and services, further exposing your brand to potential customers. 

Pro Tip:

By posting one of these above-mentioned content pieces daily, you’ll have enough content to post five times a week. This way, you can consistently and effectively reach the full spectrum of your buyers at different stages of their journey.

Measure the Impact of Social Media on Your Buyer Journey

Many social media platforms have built-in analytics tools that allow you to track your impressions and engagement. But what if you want more robust tools that integrate with your e-commerce site to track your conversion rate?

For many businesses, the challenge lies in translating advertising budgets into meaningful conversions. While brand engagement, sentiment, and reach are critical, they should be seen as a bridge from your social campaigns to your website. 

At Opentracker, we provide the essential tools you need to identify which marketing channels are driving the most traffic, along with key metrics such as page views, cart additions, and conversions that provide valuable insights into how customers interact with your site. This, in turn, allows you to improve everything from your checkout process to your user interface to streamline the customer experience.

Tap into the full potential of social media marketing with goal-oriented customer journey tracking! Click to book a discovery call today!

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