You’ve heard that social media is important – but with dozens of channels, unlimited content types and a new normal, knowing where to start can be tough, especially when the meat industry has experienced so much change. This blog will give you some tips on how to leverage social media within our current landscape, where adaptability is essential. Here’s some helpful industry insight from our social team:
The Social Media Marketing Funnel Explained – Michael Craddock
To truly understand social media marketing, you need to be familiar with the marketing funnel, which sounds a lot more complex than it is. With any content marketing (social media, blogs, emails, etc.), you need to consider the journey your audience will go on with you: how will they buy from you if they don’t know you? How can they engage with you if they’ve never heard of you? You must get inside the head of your target in order to connect with them. This year alone has shown marketers and meat companies that understanding your target audience is vital to ensuring success. People want to know where their meat comes from, how it’s packaged, etc. The answers to those questions help your customers make more informed purchase decisions.
To help them choose your products, you need to better understand their journey. So, let’s explore the marketing funnel, which usually follows the pathway of Awareness, Interest, Engagement and Action. If you can bring Awareness to your brand, then the next order of business is Interest. Consider a blend of visual and written content to evoke Interest and make audiences want to learn more about your brand. Next up is the tricky task of Engagement – people like being heard and feeling connected! If you can successfully tackle engagement by addressing audience questions, the Action (also known as conversion) is simply moving them from comments, likes and shares to direct messages, purchases and emails for more information. Just remember:
Social media is a place for people to escape so make sure the funnel you use for your social media audience takes people to new places of discovery.