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 paid social 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.
What Is Full-Funnel Paid Social?
Full-funnel paid social is a comprehensive approach in which social media advertising is strategically utilized at every stage of the customer journey, from brand awareness to conversion. This holistic approach allows marketers to leverage paid social media campaigns to drive multiple objectives, such as video views, website traffic, lead generation, and brand awareness.
As customers become more engaged and move further down the funnel, social media campaigns can be tailored to encourage consideration and conversions. This can be achieved by targeting specific audience segments based on their interests, past interactions with the brand, or specific actions they have taken, such as cart abandonment.
By adopting a full-funnel paid social strategy, brands can guide customers toward conversion while establishing a more cohesive customer journey that maximizes the effectiveness of social media advertising. This approach enables businesses to connect with their audiences across multiple touchpoints, resulting in more meaningful and impactful results.
Full-funnel paid social: 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 aged 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.
Utilizing the targeting options available in Facebook and Instagram advertising solutions can help businesses tap into this vast audience base and reach potential customers based on their interests, location, age, gender, and more, making it one of the most effective ways to build upper-funnel awareness.
Full-funnel paid social: 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.
By showcasing these familiar products, dynamic product ads aim to encourage users to reconsider their options and make a purchase. Additionally, these ads can also reach new audiences who are still in the discovery stage but have demonstrated interest in products similar to yours, broadening your reach and potential customer base.
Taking advantage of retargeting and implementing dynamic product ads empowers businesses to effectively engage with potential customers at different stages of the funnel, providing tailored and relevant content that can significantly impact their buying decisions.
Full-funnel paid social: 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 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 the 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.
Moreover, a well-thought-out social advertising campaign is not only about gaining new attention but also about retaining the right buyers for your brand. Paid social advertising can play a crucial role in engaging and re-engaging with existing customers at various stages of their lifecycle with your brand, keeping them excited about your offerings and loyal to your brand in the long run.
By continuously connecting with the right customers and providing them with tailored content, promotions, and loyalty incentives, businesses can effectively foster long-term relationships with their audience, and ultimately drive more sales and facilitate growth.
Have you mastered full-funnel paid 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.