Setting up a sales funnel in social networks

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Content
1. Determine the place of social networks in the overall sales funnel
2. Determine the structure of the funnel and prepare the landing
3. Set up and launch advertising
Checklist
When working with advertising on social networks, you need telegram cambodia to take into account some of the features of this channel. People most often go there to have fun, and no matter how cool and catchy the advertising is, most are not ready to make a purchase right away. What to do? Competent targetologists build complex funnels in social networks, using targeting and retargeting.

1. Determine the place of social networks in the overall sales funnel
How do we buy anything on the Internet? As a rule, we act inconsistently: we see an ad in one place, then in another, we visit the site several times, click on different ads, compare prices, leave a request, etc. In order to “catch up” with us with their offer and make us a client, the advertiser must clearly understand at what stage of the general sales funnel we are now.


Vladimir Kazakov, founder and head of SMM agency Madwins

Before building a sales funnel in social networks, you need to build it in business. If the entire funnel is built on the basis of sales only from social networks, and sales also come from other sources, then this is an extremely incorrectly composed scheme. If traffic and purchases come from several sources, then the sales funnel from social networks is just one component of the overall funnel.

Why is this important? Firstly, traffic from social networks does not always directly lead to sales from this source. Very often, when such traffic is launched, the number of requests through Yandex increases, and sales from context and retargeting begin to grow. But as soon as you turn off traffic from the social network, sales from other sources drop. If you do not measure the entire sales funnel from all sources together and from each source separately, you may not even notice this situation.

Tip: Before building a sales funnel in social networks, update your main sales funnel. Determine the place that social networks occupy in this funnel. Set up end-to-end analytics to clearly track the metrics at each stage. Consider the role of each advertising channel in conversions - the "Assisted Conversions" report will help you.


2. Determine the structure of the funnel and prepare the landing
Vladimir Kazakov shared the funnel structure that he uses when working with social networks.

Vladimir Kazakov, founder and head of SMM agency Madwins

Traffic (number of clicks, reach, engagement, reposts, comments - choose the one you need):
— traffic is divided into types: for clicks/for impressions, teasers/promo posts;
— creatives are divided into different types (teasers/promo posts, video/picture/stories, etc.);
— audiences are divided and segmented (by age/gender/geo, etc.);

Results (number of clicks, requests, appeals - select the required one).
Cost of a target action (lead, application, request - based on the goal in paragraph 2).
Sales (or any of the stages that brings the audience closer to the sale. Usually, the data is requested from the client. If there is end-to-end analytics - through access to the client's CRM system).
Cost per sale.
Revenue.
Net profit from traffic.
ROMI (return on marketing investment, taking into account the cost of services).
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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3. Set up and launch advertising
In order to sell a product, you need to clearly define who needs it. Working out the target audience (TA) is the foundation of your future funnel.


Vera Ponomarenko, targetologist at AGM Group

We define audiences of varying degrees of “warmth”:

users who are potentially very interested in the product,
users who may be directly interested in the product,
users who may be interested in the product due to certain circumstances or other products.
When developing an advertising campaign strategy, we divide the target audience into groups, subgroups and segments. At this stage, we are guided not only by the “warmth” of the audience, but also by interests, demographic data, etc. For each group or segment of the target audience, we develop creatives and messages that solve the problem of this particular audience.

The top level of the funnel is demand generation and ensuring full coverage of the target audience. For this, you can use retargeting by file, by pixel, by interaction, look-alike or dynamic retargeting.

All the users reached can be divided into those who are ready to make a purchase in the shortest possible time, and those who are not yet ready for it. The “hottest” audience is the site visitors over the last three days. They can be “caught up” with an attractive promotion, a new product, a promo code - anything that your imagination can come up with. Such a funnel is easy to set up. For example, you can install a pixel on the site and set up audience collection by time parameters inside the social network advertising account. It will also be useful to immediately set up the settings for the pages of site visits and user actions. This will allow you to show a number of ads only to the most interested users and increase conversion into requests.

More complex funnels are built on interest targeting