Social media funnel using Personal branding
When you post on social media, whether it is Instagram or Facebook, your post has a very short lifespan with very limited viewability. Only about 3% of your audience see your posts, so if you have 100 followers on Facebook/Instagram only 3 will see it. Then within a day or two, it’s gone in the vast ocean of other posts and content.
Obviously, there are ways around this, if one of those 3 comments or likes your post it creates engagement which will help to show it to more audience. This is why the number of followers you have doesn’t matter, it’s the engagement that does.
The best way to battle this is to build up a social media funnel using Personal branding. Take your audience on a journey, then nurture them to a point that they will become your most loyal advocate.
The first step you must do is to choose your main platform. Is it a Facebook group, podcast or video? This platform would be the bottom of your funnel. Then you use as many other social networks to bring your audience down towards your main platform.
The reason you want a main platform, is that this is where you nurture your audience. You give them constant value. You build up the trust, know and like factor. You gain the connection you need to be able to roll them into whatever it is that you are selling.
[quote]A social media funnel would be using all the social networks you can and point them to the bottom of your funnel.[/quote]
Let’s say your main platform is a podcast. Your final goal is to sign your client up for a coaching program. So, your funnel would look something like this:
You stick to a consistent schedule where you put out valuable posts with great content. Then once a week you give a snipped of your podcast with a link to the full version.
You write articles on various topics showing your expertise. Then your CTA (call to action) would point to your podcast.
You put your podcast link towards the top of your website. Invite them right there.
You pin topics related to your expertise, and of course pins to your podcast. Then you will join a group board where you can grow your audience and pin to your podcast.
You post on regular basis great content and use it to network with other influencers in your industry. This will hopefully get you noticed by them and might get you an invite to be a guest or to ask them to be a guest on your podcast.
You create a freebie to give in exchange for their email. Then nurture the email list every week where you link to your blog posts, and of course your podcast.
Your main platform, the bottom of your funnel. This is where you nurture your audience. Give them constant value. You took them on a journey, and they landed right here. They will not stay, unless you keep giving them a reason to.
Each one of these platforms have their limitations, but together they leave little hints and clues towards the bottom of your funnel, your podcast. The bigger your podcast grows, the more reviews you get, the more authority you gain. Then you will start getting published, interviewed and in demand. Clients will throw themselves at your feet begging to give you their money. Ok, maybe not, you will have to work for it. But selling will be much easier and softer.
How does personal branding fit into this strategy?
Everything I described above is how you build your personal brand. Your name will be the one mentioned within your field of expertise. You will have to use photos and videos of, gasp, you! This allows people to connect with you, hear your voice, see your personality and make time out of their busy schedule to listen to your podcast.
If you put your face on your website, social media posts, blog posts etc, you create a brand consistency. Imagine if Coke had red on their label and green on their website. It wouldn’t match. The same goes for personal branding. If your audience is used to seeing your face on Pinterest or Facebook, they will eventually stop and wonder what you have to say. That’s how they convert and how you build authentic, loyal and unique audience. Once you have their trust, you can freely ask for the sale.
I hope you found value in this article. If you did, join my Facebook Mastermind group for small business owners on Personal branding, social media and eeek…video! I look forward to seeing you there!