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The Social Media Funnel

The funnel has been used as a long time. You will often hear the terms like “purchase funnel” or “sales funnel” being used to show the different layers of behaviors people go through when making a purchase This has proven to be a very effective model for internet marketing because it allows you to tailor your sales strategies to people at different stages in the purchase funnel.

In the web analytics tools, Google Analytics provides a conversion funnel that allows users to visualize the user behaviors. This is a very good visualization tool clickfunnels discount 55 off.

With the emergence of social media, marketers have struggled to find ways to calculate such granular details as can be done with Google Analytics There were lots of conversations that goes on in the media, but it is very difficult to evaluate the ROI of these conversations toward the final goal conversion, and it is even harder to know how to take action against people. the different social properties

Especially in 2010, CMO’s realize that “engagement” alone can not justify the value of social media, and there needs to be clear understanding of return. This is where the funnel analysis really helps to get out of social media analytics. You can use the same funnel model as in the traditional purchase funnel. The social media channels become different “touch-points” that can potentially turn conversations into leads to your website that can eventually turn into goal conversions.

The different layers of behaviors in the funnel are:

Awareness
Subscribers
Engagement
Advocacy
Leads
Conversion
Loyalty
Each of those represent very specific behaviors within the various social media properties on the internet, and the different behaviors can be summarized in order to calculate the flow of the activities at various funnel of the social funnel.

For example, subscriptions on Twitter means to “follow”, while on Facebook it means “Like”. Similarly, engagement on Twitter may mean a “@” reply or a retweet, and on Facebook it is represented by people on the posting or liking specific posts.

Just like how it’s super important to listen closely to its social networks, it is just as important to listen to the different paths in the funnel through the crosses, and analyze whether they make it all the way to conversion stage

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