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How to Conduct a Social Media Audit in Just 30 Minutes

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how to conduct a social media audit in just 30 minutes

The number of worldwide social media users will surpass 3 billion by 2021.

That’s more than a third of the Earth’s population!

That creates an incredible opportunity to reach online users, and you shouldn’t pass it up.

However, not every platform works the same for every business. That’s why it’s important to review what’s working and what isn’t.

Otherwise, you risk wasting time, energy, and money on flawed campaigns.

Don’t worry. That’s where social media audits can help.

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In this post, I’ll show you how to perform a social media audit in just 30 minutes.

The result will tell you if you’re on track to hit it big or if you’re at risk of flushing more dollars down the drain.

Before we get to that, let’s talk about preparing your audit.

How to Prepare Your Social Media Audit

“Auditing” can sound intimidating.

I’ve worked with agencies that charge tens of thousands of dollars and take months to complete a single audit.

In this case, though, yours will be pretty simple. We’ll take a look at each platform and identify a few critical KPI benchmarks to gauge progress.

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How often should you perform an audit?

Ultimately, you can do them as often as you’d like to. I recommend at least once a year, but every quarter is ideal.

The point is that you do it consistently and in a way that works for you.

I recommend creating a spreadsheet to maintain all of the information you’ll be recording. Google Drive is a great place to do so since it’s free. Here’s how to do a simple one.

Pull up Google Drive and create a new Google Sheets.

I like using Google Drive because you can share them with your team, partners, and other vendors.

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Next, you’ll want to label the columns.

These will be categories that list account information and key performance indicators.

What exactly should your columns contain? Here are some ideas:

  • The username and URL for each platform that you’ll audit
  • The number of followers for each account
  • Engagement metrics
  • Demographic information
  • Popular content

These create a nice base to work off of. Here’s what my spreadsheet looks like now.

Social media audit spreadsheet

It seems a bit empty, huh? Let’s fix that by entering our account information.

Account URLs add to social media audit

I’d suggest that you date your audits or add monthly sections to them. This helps track monthly changes when you audit again in the future.

Since every platform is unique, you could also add columns for network-specific metrics.

With this basic template, you’re ready to use your auditing spreadsheet. Now, it’s time to get to work.

I’ll walk you through analyzing Facebook, Pinterest, Instagram, and Twitter. If you are using TikTok or other niche social media platforms, add those to your spreadsheet as well.

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Social Media Audit: Facebook

Facebook collects tons of useful data about your Pages and organizes it in one place. You can access it by visiting the Facebook Business Suite.

On that page, Facebook provides valuable insights into both your ad accounts and the business Page itself.

Since we’re focusing on general social media today, let’s first take a glance at the overview.

Business page Facebook social media audit

Right away, Facebook displays information about your Page likes, reach, and the engagement you’ve accumulated. You can filter the results for today, yesterday, the last seven days, or the last 28 days.

Next, click the arrow to the left of your Page to see a breakdown of your best-performing posts.

recent posts on social media audit facebook

This will tell you what type of content is delivering the most engagement and reach. With this information, let’s go back to our spreadsheet and fill it in.

It should look similar to this:

Updated spreadsheet social media audit

As you can see, I’ve entered how many new followers I’ve gained, how much my engagement has improved, and what content performed the best.

What about demographics?

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For that, you will need to visit the insights tab. Click on This will give you a report on all of the Pages you run.

social media audit facebook insights audiences

Select the Page you’re auditing and it will take you to an overview.

You can also click “results’ to see how many people you reach (this will also show you Instagram reach if you’ve connected that account.)

You’ll also see:

  • The ratio of men versus women that follow you.
  • The percentage of users in each age group.
  • Which countries and cities your followers are from.
  • What other pages they like.

You have to market differently to every target demographic. Take note of which gender, age groups, and locations make up the majority of your fans.

You can use this data later for tailoring content. But first, let’s input some of this data into our spreadsheet.

Updated spreadsheet 2 social media audit for facebook

With that simple Facebook audit, you should now have a good idea of who your target audience is and what content they enjoy the most.

When you decide to audit your Page again, you can compare these metrics to the updated ones to see how your content performs.

Social Media Audit: Pinterest

Pinterest is a goldmine for marketers.

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It’s a platform that heavily rewards quality infographics and visual content. It also offers an awesome analytics page to boot.

Once you’ve upgraded to the free business account, you can select “Analytics” and “Overview” from the top-left corner.

Pinterest analytics social media audit

The overview will tell you your average daily impressions, average daily viewers, and most popular content. These first two metrics are convenient for measuring your account’s growth.

social media audit pinterest pins

As we saw with Facebook, understanding what content performs best will help you offer more of it in the future. This can further increase your engagement and pins.

What kind of content do you notice performs well for your page?

social media audit pintrest pins

To dig into the demographics of your Pinterest follower, you can click the arrow beside “People you reach.”

You will find information about their location, gender, and language.

Clicking the “Interests” tab shows categories that your followers are most likely to be interested in.

Record these in your spreadsheet. In the future, you could publish more content in these categories to see if your followers enjoy them.

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You’ll also see your impressions, saves, and clicks on the “Profile” page.

Saves and clicks are arguably the most important metrics here.

Seeing which posts users save the most will tell you which content to focus on and which to dial back.

It also reveals which types of pins are driving the most traffic to your website.

Selecting the “All-time” tab shows you which pins received the most shares and ranked the highest in searches.

Do you notice any similarities between the pins that are receiving the best feedback? Note this in your spreadsheet.

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Record any important data in your spreadsheet. By now, your spreadsheet should be filling out quite nicely.

Social Media Audit: Instagram

Instagram is the go-to social media platform for fashion, beauty, and health brands.

Instagram already has over a billion users. Plus, more than 200 million businesses are using it to reach customers, too.

If you upgrade to a business account (and have 100 followers) you gain access to Instagram Insights. This is their native analytics tool to aid you in measuring performance.

It won’t give you insights into content that you posted before you upgraded, but it will give you information about your posts from then on. It can only be accessed from your phone.

Start by tapping the “hamburger” menu in the upper right-hand corner (the three lines.)

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access instagram insights social media audit

Then tap Insights.

If you visit the Insights homepage, it will give you a general overview of your Instagram account. It first content overview, including posts and Stories.

There are also three tabs: content, activity, and audience. The audience tab will show you who your followers are and demographics.

Follower demographics social media audit

If you want to find out even more about your followers, click “See More” at the top-right corner. That will pull up two graphs.

One will show you the hours when your followers are most active.

Followers hours social media audit

The other will reveal which days they are most active.

You can use this to find the most optimal day and hour to post.

Audit Instagram Posts

Next, it’s wise to analyze how your photos are performing. You can do this in one of two ways.

The first option is to select an individual post and click “View Insights.”

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Likes, comments, shares, and saves will appear at the top. Instagram also tells you how many profile visits the post resulted in and your reach.

Since hashtags are a huge part of marketing on Instagram, take the time to see which ones attracted the most users.

Consider adding that to your spreadsheet as well if you’d like.

Over time, you will be able to weed out the lesser-performing hashtags and replace them with better ones.

The second approach is to navigate to the posts area of the Insights homepage.

Click “Content” and Instagram will display every post from the last year and their impressions.

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Insta insights social media audit

You can further filter it by time, type of content, and measurements such as comments or likes.

There are numerous ways that you can take advantage of this.

For example, you can filter by content to discover whether your audience likes photos, videos, or carousel posts the most.

Refine it down to comments and you may notice which captions or questions get the most responses.

Audit Instagram Stories

Have you ever posted an Instagram Story?

For businesses, it’s a fun way to show followers behind-the-scenes action.

With the Insights tool, you can dive into how your Stories are performing. Simply open a Story and click the viewers on the bottom-left area of the screen.

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You will find which users viewed the Story, total impressions, and reach. It also documents actions like replies and clicks.

Use this to determine which content followers respond to the most positively with Instagram Stories.

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Social Media Audit: Twitter

Twitter advertising is one of my favorite techniques for quickly gaining attention because it’s so simple.

If you visit the Ads Manager, you will gain access to your account’s analytics.

Let’s start by selecting the “Analytics” drop-down menu and clicking “tweet activity.” This will let you view tweet engagement, impressions, and more.

Tweet impressions social media audit

First, Twitter is nice enough to give you a convenient graph of your impressions over the last 28-day period. You can change this to the last seven days or a custom number as well.

Click the “Top Tweets” tab to see which of your tweets in a selected period are the most popular. Twitter determines this based on engagement and impressions.

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Top tweets social media audit

Do you notice any trends?

Are certain calls-to-action or styles of tweets doing better than others?

These are questions you should ask yourself to further complete the audit.

Do you know who your followers are?

Well, you can figure that out by visiting “Audience insights” under the “Analytics” tab on top again.

Make sure that you change the selection to your followers.

Your followers social media audit

At first glance, you’ll see an overview with several tabs.

On this first page, you can see information about your followers, such as their:

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  • Interests
  • Consumer buying styles
  • Household income categories
  • Wireless carrier
  • Gender

If you click the “Demographics” tab, you’ll see the following:

Twitter demographics social media audit

It’s safe to say that Twitter has a seriously impressive analytics system. It’s convenient, too.

From exact regions to home value, there’s nothing you won’t know about your followers.

Moving along to the “Lifestyle tab,” you’ll get a better idea of what interests them. This is great information to use for tailoring your content.

If you know what they like, you can integrate that into what you post.

They will feel much more connected to your brand when they know that you understand them on a deeper level.

For those of you who are involved in e-commerce, you’ll find a special benefit to the next tab, which is the “Consumer Behavior” tab.

Buying styles twitter social media audit

Twitter shows us what kind of consumer buying style our followers fall under and what kind of consumer goods they enjoy purchasing.

This is a goldmine if you sell products online.

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It’s literally telling you how they prefer to shop and what they’re looking for.

Finally, the “Mobile Footprint” tab tells you which carrier and devices your followers mostly use.

What Should You Do With Your Social Media Audit When It’s Done?

You’re sitting back and marveling at your in-depth spreadsheet. Now what?

It’s time to get marketing.

You now hold a great deal of data that you can use to improve your social channels and your business as a whole.

You should start with content.

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What type of content does your audience like the most? Try producing more of this and measure the results next week or next month.

For example, you may find that your Facebook fans prefer videos over images. As simple as it sounds, delivering more videos could be the easiest way to increase shares and engagement.

I recently posted this video on Facebook:

neil example social media audit

It was a direct result of a simple social media audit like this.

I’m investing a ton into video marketing because I’ve seen that it produces the best results across almost every platform.

I typically don’t talk about “finding your passion” and that type of stuff. I usually like to stick to nerdy marketing ideas.

However, I’ve noticed that more personal topics like this get an awesome reaction.

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Guess what?

I’m adding more topics like this to my content calendar.

The whole reason for producing this content is to gain awareness and increase engagement.

The purpose is not to try and sell anything.

Instead, you want to mix content types and topics to drive the most interest possible.

Then, you can run retargeting campaigns with custom audiences to eventually sell to everyone who’s watching, commenting, and hitting the Like button.

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Target a More Defined Audience

With all of the research you’ve performed, you also now know a lot more about the demographics of your fans.

Things like age, gender, and location are much more concrete.

In the beginning, you probably had a rough idea of what your ideal user was like. Now, you know for sure.

I’d recommend searching for market reports based on your target demographics. These will give you further ideas on how to serve them better.

Even infographics like this one from Goldman Sachs on millennials can contain rich nuggets of knowledge about your audience.

Goldman Sachs infographic example how to do a social media audit

Going off of this example, we might experiment by offering free shipping, discounts, or other convenience as the studies suggest.

Once you’ve compiled all of the previous data on your users, it’s simple to find out what works for them.

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Reports and similar publications will detail trends and opportunities to take advantage of.

New sales channels and promising promotional strategies are some things to expect.

Overall, you know what your ideal user responds to the best, so you can tailor more content toward that.

Work Smarter, Not Harder

You now also know which platforms are delivering the biggest results.

You can use this information to implement what we call the “80/20 rule.”

It involves doubling down on the social networks that work the best for you.

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Perhaps Instagram and Facebook drive the most traffic. If that’s the case, then focus your attention on those platforms.

Putting more energy into just a couple of networks may create more results than diversifying.

This rule also applies to content and advertisements. The data is telling you what works the best, so consider shifting your focus to just a few key areas.

At the same time, you can take this opportunity to test out different platforms. At the end of the day, you’ll never know until you try.

Maybe another social network would perform incredibly well, but you just haven’t tested it.

You can test a couple on a smaller scale and look at the results before you invest too much time into it.

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You should also now be setting goals for your social accounts, including:

  • Follower count
  • Engagement numbers such as likes or comments
  • Traffic that you drive to your website

When you perform another audit, you should be able to do it faster. You’ll be much more familiar with the process, which will help you streamline the process.

When you perform your next audit, you can track changes by comparing your numbers to your previous audits.

Over time, you will have a vivid picture of how your social accounts are developing.

Calculate Social Media Ad Budget And ROI

Do you include ads in your social media marketing strategy?

If so, you’ll want to make them a component of your audit.

Ad platforms on Facebook and Pinterest, for example, will record the performance, costs, and other metrics for the ads you run.

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Analyze which ad types and creatives are bringing you the best results. You could invest more of your budget into these while dialing back others.

This way, you can avoid spending money on advertisements that don’t deliver the most value.

Even small experiments with paid campaigns can help you better calibrate your organic efforts.

I integrate SEO and PPC for this very same reason.

I run a quick PPC campaign to find the keywords that convert best within an industry. Then, I’ll start building out content and SEO campaigns around this new data.

how to use data from a social media audit

The same applies to social. Run paid campaigns to quickly identify top content, audiences, and so on. Then, tailor your organic efforts around what already works.

Social Media Audit: Frequently Asked Questions

Why are social media audits important?

To understand what is working or what is not in your social media strategy.

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How often should I do a social media audit?

Any time you are considering changing your strategy or at least once a year.

Do I need tools to do a social media audit?

No. While they can be helpful, the internal tools on social media can be used in your audit.

What do I do with a social media audit?

Social media audits help you find strengths, weaknesses, and opportunities in your social media strategy. Use it to target a more defined audience, improve your social media strategy, and work harder not smarter.

Social Media Audit Conclusion

A social media audit doesn’t have to be long or tedious.

If you follow what I’ve outlined in this article, you can complete yours in as little 30 minutes.

Every social media platform offers analytics and insights that you need to improve your social media marketing strategy and speak to your audience in their language.

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Preparation and organization are the keys to a successful audit. That’s why a simple spreadsheet is so handy.

You’ll want to keep a record of how these numbers increase or decrease over time. That way, you can draw conclusions about what’s working and what’s not.

Set a schedule to perform your audits, too. You could do them on a weekly, monthly, or quarterly basis.

Don’t be afraid to experiment by trying out new social media networks. You can add these to your next audit.

Set goals based on the collected data, and you’ll be consistently growing your social accounts over time.

What do you think is the most important part of a social media audit?

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

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“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

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Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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Navigating the Art of Funnel Building: Essential Strategies for Market

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Navigating the Art of Funnel Building: Essential Strategies for Market

Table of Contents

Back in college, I majored in advertising. 

In the advertising classes, we would dig into the world’s best ads, uncovering not just their brilliance but also the frameworks that made them stand out.

From Nike’s “Just Do It” campaigns over the years to Ogilvy’s renowned ad copies, we dissected the finest in the industry.

From the very first day of those ad classes, two acronyms stuck with me: AIDA and KISS.

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Navigating the Art of Funnel Building: Essential Strategies for Marketers

These phrases were more than mere marketing jargon; they held the essence of impactful ad creation. 

Fast forward to the present, and these fundamental principles remain at the forefront of shaping successful sales and marketing funnels.

Marketing funnels are like the GPS of your customer’s journey with your brand. 

They map out how people go from just stumbling upon your brand to hitting that “Buy Now” button. Knowing this journey sheds light on why some customers dive in and others just window-shop.

What Is the Difference Between Good and the Best?

Building a Genuine Connection.

Getting a grip on how and when customers mingle with your brand is key. It helps you lock in their needs, serve up the right info, and nudge them towards making a decision.

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This blog will answer all of your questions about marketing funnels, such as:

  • Why do you need a marketing funnel?

  • How can you build your own marketing funnel?

  • What do you need to know before you start?

  • Is a sales funnel only limited to marketing?

More importantly, you’ll learn how to build a marketing funnel that connects you with your customers at a human level.

Introduction to Funnel Building for Marketers

How many times have you come across a product that you want to buy and even add it to your cart, but don’t end up buying it?

Navigating the Art of Funnel Building: Essential Strategies for Marketers

Well, let’s take a look at what it looks like from the perspective of a marketer.

What Is a Marketing Funnel?

A sales funnel commences with a broad group of potential buyers, gradually narrowing down based on specific criteria until it reaches a smaller pool of prospects. 

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As the customer journey progresses, the number of prospects diminishes further, eventually leading to a handful of opportunities. Ultimately, the sales process concludes with either a closed-won or closed-lost deal.

Throughout each phase of an individual deal within the sales funnel, the likelihood of closing the sale fluctuates. 

Advancing along the funnel involves increased information exchange, emphasizing the benefits of utilizing the product for the customer. 

The journey from loyalty to advocacy is what truly shows how much people love your product/service/brand. Advocates are not just satisfied; they’re enthusiastic about your brand and actively promote it. 

You know the way Apple fans get excited when it’s time for an Apple event? Yep, same.

Navigating the Art of Funnel Building: Essential Strategies for Marketers

Importance of Building a Robust Marketing Funnel

How do you ensure that your target audience will turn into paying customers and start talking about your brand with their friends and family?

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The “1,000 True Fans” concept, popularized by Kevin Kelly, suggests that to have a sustainable career or business, creators don’t necessarily need millions of customers or followers. 

Instead, they need a dedicated fan base of around 1,000 true fans who are deeply invested in their work.

This concept relates to building a marketing funnel in several ways:

The focus shifts from acquiring a massive audience to nurturing a smaller, loyal customer base. In a marketing funnel, the emphasis is not solely on reaching a vast number of prospects but on engaging and converting those genuinely interested in your brand or product.

The 1,000 True Fans concept stresses the significance of engaging directly with devoted followers. Similarly, in a marketing funnel, nurturing leads involves establishing trust, understanding customer needs, and providing value throughout the buyer’s journey.

Focusing on a loyal customer base will result in higher customer lifetime value, as these customers tend to make repeated purchases and advocate for the brand – exactly what we want.

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Personalization and Tailoring

Understanding the unique needs and preferences of these dedicated fans or potential customers allows creators or businesses to tailor their offerings or marketing messages to resonate deeply with them.

The Basics of Funnel Building

Alright, we now know why having a marketing funnel in place is important and some factors you should consider when planning a strategy, but we can’t forget the basics.

Here’s what you should do first:

Establish precise goals for your funnel—whether it’s generating leads, increasing sales, or nurturing customer loyalty. Having specific aims guides your funnel-building efforts.

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Understand the Customer Journey.

Map out the stages your customers typically go through before making a purchase. Analyze touchpoints and interactions to comprehend their decision-making process.

Craft Compelling Content.

It goes without saying – you need to tailor content for each stage of the funnel. Use engaging and informative materials to capture attention at the awareness stage and provide detailed information as potential customers move closer to a decision. 

How To Plan Your Content Strategy for Different Stages of a Marketing Funnel:

Navigating the Art of Funnel Building: Essential Strategies for Marketers

Focus on creating captivating content—blog posts, videos, or infographics—to attract attention.

Use social media advertising or SEO strategies to widen your reach and draw potential customers.

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Offer comparative content like product guides or case studies to help prospects evaluate options.

Implement email campaigns with targeted messages addressing specific pain points.

Provide incentives such as limited-time offers or free trials to encourage purchase decisions.

Create persuasive landing pages and streamline the buying process for a seamless experience.

Maintain engagement with personalized follow-ups, loyalty programs, and exclusive offers.

Seek feedback and actively address concerns to enhance customer satisfaction and loyalty. 

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The goal is to consistently remain forefront in customers’ minds, nurturing loyalty and encouraging advocacy, thereby ensuring that your brand is the immediate and preferred choice whenever they consider related products or services.

Understanding Your Target Audience

How will you create content for your target audience if you don’t know them very well?

You need to know your people before you conclude what they’re going to like and eventually buy.

Here’s how to find and understand your target audience:

Conduct Thorough Research.

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Gather demographic data, run surveys, and leverage analytics tools to grasp your audience’s preferences, challenges, and behavior. You can also check out creators/businesses in your niche to understand what your customer base will look like.

Craft detailed profiles representing different segments of your audience. These aid in tailoring content and messaging for specific groups.

Personalize Communication.

Navigating the Art of Funnel Building: Essential Strategies for Marketers

Utilize segmentation to personalize emails, ads, and offers based on individual preferences, interactions, and buying history. 

Conduct Continuous Analysis and Optimization.

Scrutinize customer data, track metrics, and employ A/B testing to refine strategies in line with your audience’s evolving needs and behaviors.

And remember, building a connection with your audience is important. They need to know your brand’s story, why you are building what you’re building, and why they should buy it from you.

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Top Strategies for Funnel Optimization

Three ways you can look to optimize your marketing funnel:

Focus on Data-Driven Analysis.

Numbers never lie. Regularly analyze metrics at each funnel stage to identify bottlenecks or drop-off points. Tools like Google Analytics or CRM platforms provide insights into user behavior.

Optimize Conversion Points.

The end goal for most strategies is to drive conversions. A/B test elements such as CTAs, headlines, and forms to enhance conversion rates. Experiment with different layouts, colors, or copy to find what resonates best.

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Navigating the Art of Funnel Building: Essential Strategies for Marketers

Streamline the User Experience.

A great design doesn’t go unnoticed. Ensure a smooth and intuitive journey through your funnel. Simplify navigation, reduce form fields, and optimize for mobile to minimize friction in the conversion process.

Creating Effective Landing Pages

When targeting a particular audience, it’s crucial that your landing page design resonates with them, evoking a sense of “This is exactly what I’ve been searching for.” 

Consider these key aspects when structuring your landing page:

Compelling Headlines and CTAs

Craft attention-grabbing headlines that clearly convey your offer’s value. Ensure that your call-to-action (CTA) stands out and prompts immediate action.

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Clear and Concise Content

Keep messaging simple and focused. Highlight benefits and use visuals to reinforce key points. Avoid clutter and make information easily scannable.

Social Proof and Trust Indicators

Incorporate testimonials, reviews, or trust badges to build credibility. Showcasing social proof increases visitor trust and encourages conversions.

The one main difference between a homepage and a landing page is that a landing page focuses on only one goal. Concentrating on a singular objective, whether it’s encouraging a purchase, capturing leads, or promoting a specific offer, a landing page eliminates distractions and guides visitors with precision.

Learn more about landing pages:

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Matt McGarry’s Growletter checks all of these boxes!

Compelling headline and CTA ☑️

Navigating the Art of Funnel Building: Essential Strategies for Marketers
Navigating the Art of Funnel Building: Essential Strategies for Marketers
Navigating the Art of Funnel Building: Essential Strategies for Marketers
Navigating the Art of Funnel Building: Essential Strategies for Marketers

Leveraging Email Marketing for Funnel Nurturing

Email marketing stands as a cornerstone in building a funnel primarily because it grants ownership of your email list. 

Unlike social media platforms, which constantly shift due to evolving algorithms and content formats, email marketing provides a direct and consistent channel of communication between you and your audience.

Here’s how you can harness email marketing to nurture your marketing funnel:

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Segmentation and Personalization

Divide your email list into segments based on behavior, preferences, or demographics. Personalize content to cater to each segment’s interests for higher engagement.

Drip Campaigns and Automation

Set up automated drip campaigns to nurture leads at different funnel stages. Deliver targeted content or offers based on user interactions or time intervals.

Engaging Content and CTAs

Design engaging email content with clear and compelling CTAs. Use storytelling, visuals, and interactive elements to drive recipients toward desired actions.

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Essential Tools for Funnel Building

Whether it’s social media platforms, email services, CRM software, or analytical tools, constructing a highly efficient marketing funnel requires a variety of resources. 

(Hint: beehiiv can support you with most of the tools you would need to build a marketing funnel – sign-up forms, polls, analytics, custom landing pages, and much more..)

Here are some of the key essential tools necessary for constructing your marketing funnel:

CRM Software for Funnel Management

Navigating the Art of Funnel Building: Essential Strategies for Marketers

Salesforce offers a robust CRM system for managing leads, prospects, and customer interactions. It enables personalized communication, tracks sales opportunities, and streamlines customer data management.

HubSpot’s CRM provides a user-friendly interface for organizing contacts, automating tasks, and tracking interactions. It integrates with marketing tools for a seamless sales and marketing alignment.

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Zoho CRM allows for lead and contact management, pipeline tracking, and sales forecasting. It offers workflow automation, enabling efficient customer engagement across different funnel stages.

Analytics Tools for Tracking Funnel Performance

Navigating the Art of Funnel Building: Essential Strategies for Marketers

Google Analytics offers comprehensive website analytics, tracking user behavior, traffic sources, and conversion data. It provides insights into how visitors navigate through the funnel stages.

beehiiv’s 3D analytics help you track customer journeys, understand audience demographics, see the sources where the traffic is coming from, and even design your own UTM trackers.

Mixpanel enables in-depth analysis of user interactions within the funnel. It provides cohort analysis, funnel visualization, and A/B testing capabilities for optimizing conversions.

Common Funnel Building Mistakes To Avoid

You know most of the things you should be doing to build a marketing funnel, these are the three common mistakes you want to avoid while you’re at it:

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Ignoring Mobile Users

Neglecting mobile optimization within your funnel can be detrimental. With a significant portion of users accessing content via mobile devices, failure to ensure a seamless mobile experience can lead to missed conversions. 

Navigating the Art of Funnel Building: Essential Strategies for Marketers

Streamline load times specifically for mobile users, preventing bounce rates triggered by sluggish page loading, thereby fostering a swift and engaging user journey.

Clear Call-to-Actions (CTAs)

Enrich user engagement by prominently placing and optimizing CTAs for effortless interaction on smaller screens, ensuring a frictionless pathway to action.

Neglecting Retargeting Opportunities

Overlooking retargeting as a strategy within the funnel could mean missing out on opportunities to re-engage interested prospects. 

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Install Retargeting Pixels.

Install retargeting pixels on your website to track user behavior and serve targeted ads to those who’ve shown interest.

Navigating the Art of Funnel Building: Essential Strategies for Marketers

Tailor retargeting content based on previous interactions to rekindle interest and encourage conversion.

Utilize Diverse Channels.

Utilize multiple channels like social media, email, and display ads for retargeting to cover a broader audience.

Skipping Personalization Across Funnel Stages

While building a marketing funnel, steering clear of certain mistakes ensures a seamless and personalized user experience, enhancing engagement and conversions. 

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Implement Segmentation Strategies.

Divide your audience into segments to tailor content and messages, increasing relevance and engagement with specific audience interests. Learn more about segmentation here: 

Craft Dynamic User Journeys.

Create adaptive paths based on user interactions, ensuring tailored experiences that resonate with individual behaviors and preferences throughout the funnel.

Utilize Behavioral Triggers.

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Leverage user behavior as triggers for targeted content or offers, ensuring the delivery of relevant and personalized content aligned with individual preferences, thereby nurturing better engagement and conversion rates.

Why Trust Me: I have been a writer for 6 years and part of the beehiiv content team for a year now. This has given me a deep understanding of email marketing and how it can be optimized.

Funnel Building for Different Marketing Channels

Email marketing > social media marketing (there, I said it).

But that doesn’t mean you can’t have a balance of both or not leverage other marketing channels except for email marketing.

Building a Social Media Marketing Funnel

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Craft a social media funnel by:

Identify and target specific demographics or interests within social platforms. Leveraging Twitter Spaces, Instagram Lives, and Discord communities can be of help!

Develop funnels that lead users from awareness through engagement and conversion. Offer high-value content for free that people won’t find otherwise.

Create content that resonates with each funnel stage, from captivating posts to conversion-focused ads. You know the drill – double down on what’s working and iterate on what’s not.

Creating an Effective Content Marketing Funnel

Customize content meticulously, aligning it precisely with the distinct stages of the funnel, catering to varying user needs and intents at each phase.

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Craft nurturing workflows that guide leads from awareness to conversion through relevant content, leveraging highly relevant and purpose-driven content strategies. Here’s a guide on building nurture sequences.

Adapting to Changes in Consumer Behavior

Curate seamless and unified experiences across diverse touchpoints throughout a customer’s journey, ensuring consistency and excellence at every interaction.

Privacy-Centric Strategies

Pivot towards ethical data-handling practices and foster transparent communication, placing privacy at the forefront of your customer interactions and building trust and credibility.

Navigating the Art of Funnel Building: Essential Strategies for Marketers

Catch Up With What’s New

We all have seen the growth of short-form video content over the past two years. There’s no denying that keeping up with changing consumer behavior is what will help you stay on top of your game.

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Conclusion: Mastering Funnel Building for Marketing Success

This guide will help you plan, build, and analyze your marketing funnel and help ensure that you make the most of this marketing strategy!

Key Takeaways:

Understanding Diverse Audiences

Tailor funnels to cater to varying customer needs at every stage.

Create seamless experiences that guide prospects toward conversions.

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Leverage analytics to refine strategies and enhance funnel performance.

Next Steps: Implementing Funnel Building Strategies

Apply learned insights to fine-tune existing funnels and adapt to market shifts.

Experimentation & Optimization

Embrace a culture of continuous improvement to refine strategies.

Explore new tools and innovations to elevate funnel effectiveness.

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Navigating the Art of Funnel Building: Essential Strategies for Marketers

You can integrate your social media strategy with a newsletter platform like beehiiv. 

This can help you build an email list, build a custom landing page for your product, have access to deep insights and campaign performances, and really so much more!

Navigating the Art of Funnel Building Essential Strategies for Market

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