At its best, social media is like being at a really great party: lots of interesting people with interesting perspectives to choose from and plenty of opportunity for conversation. But for marketers, social media can also be like a party where you don’t really know anyone and have a great conversation only to never see that person again.
However, harnessing the power of full-funnel social advertising takes those first meetings via Facebook, or other social platforms, and fosters lifelong relationships, helping customers see the long-term value of a business instead of letting the relationship drop after that initial meeting.
Full-funnel social advertising: building awareness in the upper funnel
Upper funnel advertising means reaching out to new audiences who might not even be aware of your brand. Social advertising is perfect for the awareness stage of the funnel, as most consumers are on social media, and most social media advertising solutions offer myriad options for targeting potential customers based on a wide range of targeting options.
According to the Pew Research Journey, 81 percent of American adults, ages 18-29 use Facebook, along with 78 percent of adults ages 30-49. What’s more, the same study reveals that 64 percent of adults between ages 18 and 29 are on Instagram and 40 percent of adults age 30 to 49. Advertising with Facebook, which also owns Instagram, means not just targeting these important age groups, but also using the company’s data and audience selection tools to serve ads based on audience gender, location, age, and interest.
So if you’d like hobbyist sewing enthusiasts within 40 miles to know more about your store, Facebook’s ad tools allow you to serve ads to just those audiences on both Facebook and Instagram, introducing a whole host of potential local customers to your business with just a few easy steps using Facebook for Business or Instagram for Business.
Full-funnel social advertising: making the most of the middle
And while social advertising is absolutely a game changer for top-of-funnel customers, a good full funnel social advertising strategy also includes those who are already familiar with your brand, namely, those who have already visited your website. Retargeting via social advertising is a great way to remind those who have recently connected via digital touchpoint of exactly what they were looking for when they visited your website, reminding audiences of items they browsed, searched, or added to carts and wishlists.
When adopting a full funnel social advertising strategy, the best way to capture those customers stuck in the middle of that funnel is by experimenting with dynamic product ads. These ads use machine learning to deliver a carousel of product offerings, including those audiences have already viewed either on your website, app, or via social, in order to encourage those users to take a second look. Dynamic product ads can also reach new audiences still in the discovery stage who have expressed interest in products similar to yours, making them a perfect solution for full funnel social advertising.
Full-funnel social advertising: driving to the bottom
Bottom of the funnel social advertising includes customers who are on the cusp of making a purchase, but also those who have already made their purchase. Encouraging customer loyalty is an often overlooked, but incredibly important aspect of full funnel social advertising. In addition to encouraging mid-funnel engagement, dynamic product ads can also be used to suggest items related to your target audience’s interest.
For example, if a customer is browsing tents, they might find it incredibly useful to know that generators are also on sale, or browse a selection of rainproof products. If a customer has made a purchase in the last month or so, reaching out via social with related (though not the same) products is an engaging way to prove your business’s value over time.
Another way to build customer loyalty is to use the lists of subscribers you’ve already generated and target them across social media with promo codes or special offers. According to a recent study out of the Center for Neuroeconomics Studies at Claremont Graduate University, receiving a special offer actually causes oxytocin levels to increase, and, hey, who doesn’t love a little boost of positive energy while browsing social media.
A full funnel social advertising strategy anticipates the needs and interests of your ideal customer from first introduction right up to a parting gift (possibly that vibe-boosting post-purchase promo code). And social advertising isn’t just about attracting new attention, it’s about earning and keeping the right buyers for your brand.
Have you mastered full-funnel social?
Skai helps marketers make the most of their social advertising programs across the funnel with innovative features to save time, reduce errors, build insights, and drive performance.
To learn more, schedule a quick demo to see Skai Social firsthand.
