Mastering the Social Media Funnel

Last week we went over the fundamentals of a funnel and how you can start to look at everything you’re doing in your business as a means to create better, more meaningful relationships and connections.

Social media is no different.  We’re starting here because it’s perhaps the most common funnel that you’ll implement within your marketing strategy.

On the surface, the social media funnel can be broken down into its requisite components:

1. Top of Funnel - Reels

2. Middle of Funnel - Posts/ Carousels

3. Bottom of Funnel - Stories

Reels are the top of the funnel for one simple reason - they are preferentially shown to non-followers vs. followers.  So, with the goal of top of funnel being to make more people aware of you, Reels are going to be the best tool for the job.

Getting more eyes requires you to be entertaining and evoke emotion.  We need to get people’s attention in the first 3-5 seconds with a hook that gets them to stop and hopefully engage with the post in some way.  They will either want to like it, share it, save it or all of the above while then affirming and/or fighting you in the comments… the latter being the ideal scenario.  Reels get the most views and are most likely to lead to an expansion of your audience.

Now that more people are aware of you and you’ve convinced them to follow you, you can hit them with the posts and carousels.  This is where you showcase what makes you special, the results you’re getting and how you help people.  No one will buy from you unless they know you, like you and trust you - getting them to that point is called the nurture process.  You nurture your audience through your content that gets preferentially shown to the people already invested in you.

Picture it this way - when someone follows you, they’re giving you permission to educate them.  Prior to that, they know nothing about you, so they have no investment in that type of content.  That like button is them saying “I want to learn from this person.”  So, now that they follow you, give them what they’re asking for.  Posts and carousels will preferentially be shown only to the people that have given you that permission.

Lastly, we have the bottom of the funnel - stories.  Stories are only shown to the people who engage with your content the most.  These people are the most likely to know, like and trust you already - they just need to be called to action.  Stories are where you start conversations, encourage interactions and where you should post links to your coaching and other service offerings.  You’re going to have a lot more success selling to people furthest down the funnel.

There you have it - the funnel of social media explained.

These topics and more get discussed every week in my 1on1 Mentorship, the Coaches Corner U PhD.  If you’re interested, go to https://mentorship.coachescorneru.com/ and book your call with me.  I’d love to help!

Keep Raising the Bar,

Paul Oneid MS, MS, CSCS