Kassaundra 0:00
We've made it to the final episode in our social media marketing funnel series. So you know, that means we're talking about conversion.
Kassaundra 0:19
Well, welcome back to schooled in socials, we've covered brand awareness marketing, nurturing your audience, and now it's time to chat about what we've created the whole marketing funnel for - conversion. We're ready to sell it to our audience and see some ROI. But before we get there, if you haven't listened to the last two episodes, I highly recommend heading back so you can have a full view of the funnel and how it works.
Kassaundra 0:47
Okay, so first things first, when is it best for us to focus on converting our audience to customers? Since this is the bottom of our funnel, we will have wanted our audience to journey through brand awareness and nurturing before we ramp up the sales content. We need that know, like, and trust to be solidly established, so that we have a warm audience to sell to who is ready to purchase from us. So the best time to focus on conversion marketing is about four to six weeks after brand awareness. This means that you're going to want to do a little backwards planning and look at the times on your calendar, will it be most important for you to be selling to your audience, think TPT site wide sales or times where you're going to launch a course or a membership or open up the doors to a course or membership, when you're going to be dropping a big bundle you've been working on or a brand new product line in your store. Those would all be times when you would really want to be focused on selling to your audience. Then depending on what you're selling, you'll want to spend about one to two weeks really focused on content that converts, we try not to stay in conversion mode much longer than that, because we don't want to turn off our audience by constantly talking about selling. Yes, we need to talk about our offers and our resources. But in the conversion phase, we kind of double down on this and we do it a lot. So we don't want to stay there too long. We want to get back to brand awareness and we want to start that process over again. Plus, remember, we can always have some percentage of our content that's working to convert our audience, we just turn up the percentage during those most important selling times, and dial it back down in between.
Kassaundra 2:41
Now content that has typically shown to convert is obviously sales content. These are posts where you're talking about and showing off the resource that you want people to purchase. You're talking about the pain points that solves the value they're going to get etc. And across industries. These types of posts tend to work well as static posts. But you can also incorporate some carousels that include push education, or some storytelling to help sell your resource. Since the type of content and the purpose of the content during this phase is so limited, it's truly focused on getting people to purchase, you can see why it might not be great to stay in this space for too long. Hence that one to two week recommendation we just chatted about.
Kassaundra 3:28
The interesting thing, however, is that conversion marketing hinges on more than just feed posts. If there was ever a time to take advantage of your stories, if you're using Instagram, this would be the phase. Selling on your feed can work great. But selling in your stories guarantees that you'll be speaking directly to your followers. Since it's your followers that stories are targeted at. This is the time to show your face, chat about why you created the resource or the course or the membership, chat about the resources that teachers are seeing the biggest transformation with as you go into a TPT sitewide sale, give them previews or sneak peeks, create excitement around your offer, share reviews or testimonials. And definitely utilize the link sticker so people can get directly to your offer. You can even use the poll sticker or the slider so people can indicate if they're interested in learning more, and you can start a conversation with them in the DMs. Long story short, is that you want to make sure to include stories into your plan when it comes to conversion marketing to up your chances of getting in front of your warm audience.
Kassaundra 4:51
Conversion marketing is the bottom of our funnel and where we focus on getting those sales. So make sure to identify the times in your calendar where selling would be most beneficial and plan for one to two weeks of conversion marketing that uses a combo of static posts, carousels and stories to sell if you're using Instagram.
Kassaundra 5:16
Since an effective conversion phase take some pre-planning, after you finish this episode, I want you to go to your calendar and I want you to find the next time you want to be selling to your audience. Whether it's a launch, a sale, or a new product is dropping, and then backwards plan when your brand awareness campaign should start so that you can be set up for success.
Kassaundra 5:44
All right, cold coffee friends. Thanks so much for listening. If you're loving getting schooled in socials, make sure to subscribe so you don't miss an episode. Also, I would love it if you left a review so that other teacher authors like you can start getting schooled in socials too. All right, I'll see you in the next episode.