Customer Journey: the Touch Points of the Social Conversion Funnel

Last Updated on February 13, 2022 by Journal Fact

The term “customer journey” is always on the lips of marketers: it is a fundamental concept for understanding the steps that the customer will take before, during and after the purchase of a product. ⠀

Have you received a first contact with a brand that has pleasantly impressed you? In the world of marketing, nothing is left to chance: a tailor-made strategy has been built for your journey! The customer journey is in fact the path taken by the consumer during the interaction. With a brand, from the moment of the need for a product or service to its purchase. It is a “journey” divided into stages, online and offline, which are called touchpoints.

he customer journey and touch points on social media

Among the online channels, the consumer’s customer journey also passes through social networks. Instagram and Facebook can help the brand to get in touch with potential customers. Suffice it to say that Instagram has a billion monthly active users and that 1 Italian out of 2, or 50% of the population. claims to use Facebook. Plus 60% of people say they discover new products on Instagram.

The stages of the customer journey on social media can be summarized in 4 steps that involve community management , content curation and social advertising in a targeted strategy . They are: attract, show, engage, convert.

1. Attract

The first phase is to create interest and attract new potential customers, to do this you need to analyze the brand and the latest trends in the reference sector. It is necessary to understand where and how you want to position yourself, to whom you want to address. To know the opinion of users on the brand and to analyze the actions of competitors. In this phase, sponsored ads can be used to stimulate latent demand, to raise awareness of the brand, attract attention and bring the potential customer to the profile.

2. Show

When the user arrives on the brand’s Instagram, Facebook or LinkedIn profile , he must be able to move easily among the contents, immediately identify the products. The services offered in a well-kept and updated account. The optimization and usability of the social profile is essential for the user’s customer journey to proceed without interruptions

On Instagram , creating a mood board and attractive and interesting content can push the user to discover more. But what does it mean to create a mood board? A mood board is the set of visual elements that appear on the profile. It includes colors, fonts, line graphics, profile picture, featured story covers, but also bio and tone of voice. An original mood board allows you to stand out, to become easily recognizable, to build your own brand identity , especially on Instagram where the grid profile allows you to wander with creativity.

Also on Facebook and LinkedIn the moodboard is declined in the use of colors and in the choice. Here, however, you can customize the layout setting: in addition to the profile picture and the cover image. you can choose which tabs to display .

3. Engage

Once the customer has been attract to the brand’s social channel, it is possible to further engage their interest. As? With community management , storytelling and all the tools that allow you to create interaction . Both on Instagram and on Facebook the stories become like a magazine to leaf through. A perfect format to build a direct, fast and immersive story. Furthermore, the stries allow you to insert useful stickers to engage users through surveys, questions and quizzes .

The social media par excellence of storytelling is Instagram. Over the last few years it has evolved by adding new features, confirming its nature as a channel of inspiration. but also of information and knowledge sharing . 

Here are the tools that help build storytelling:

• The stories in evidence facilitate the creation of informative and in-depth columns, appointments with a certain frequency dedicated to the most varied topics
• Live broadcasts allow you to create a perfect video format for interviews with guests. A video section in which users can ask questions in real time and which can become an episodic series, to be save on IGTV
• The reels have a double functionality: they can both inspire with images that make you dream, but also teach with quick tutorials made thanks to the editing tools
• The guides , the freshest news of the app, allow you to collect the contents created by ourselves and by other users in a single place: a review of advice and suggestions on topics, places and products.
• The save function from which the “Posts to be save” are born: contents that tell something useful to always have at hand

The news on Instagram does not arise only from the developers, but also from the users themselves. An example are the challenges on the stories that have particularly depopulated in the quarantine period. These are templates to complete, bingo, “This or That”.

Even freebies – in-depth content, guides, free templates and much more – are a useful tool to engage the user. The gift is offer in exchange for something, for example for the follow or for the subscription to the newsletter.

On Facebook , in addition to stories, we work on engagement with groups. Linked to a page, a group can become an exclusive space where the community can share photographs, contents and thoughts. The group hosts a community that is passionate about the brand. A closely related topic and is a place to connect with people who share interests.

On LinkedIn , posting articles allows you to write about a professional topic that interests your industry. It is also possible to become the author of a newsletter to which members can subscribe and receive updates. Recently the stories have also arrived on LinkedIn, but for the moment they have not yet taken off.

4. Convert

In the final phase we will try to conclude the conversion with sponsored aimed at the conversion objectives. You can use a remarketing strategy aimed at users who have already shown interest in the product or service. And close the conversion, for example with an offer. Or go and intercept those who do not yet know the brand with a prospecting campaign .

Remember, every customer journey is different : listen to your community to build a storytelling tailored to them, analyze your target. The experience which formats they prefer and which contents perform best. Differentiate yourself with a moodboard that reflects the values ​​and spirit of your brand. Finally don’t forget social advertising to reach your KPI.

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