Whenever we as Marketer develop a marketing strategy, we keep a close grip to the ‘Buyer’s Journey’ to enhance it right for the end user. This is basically 4 stages as follows:
- Awareness Stage
- Consideration Stage
- Decision Stage
- Delight Stage
Let’s now understand, how these stages translate to you as a Content Creator.
For your business a customer is a follower, whom you want to stick and engage to your page or feed. How a typical user goes through this Journey. In Awareness Stage, a prospect who doesn’t know he/she has to follow someone on any Social Media platform for any topic of interest is made aware that such things exist. So, if you have a channel on Telegram and you want to more people to join you there. You need to make people aware that there is a such platform where any such information of their use pre-exists.
In second stage of Buyer’s journey or Consideration stage, the need is already established and you need to make yourself available for people to come and visit your page (Sometimes the follower’s journey start from here as well). For people landing up at this stage, you need to be visible to more and more people (relatable) to come and visit your page. A few examples of this, is to be discovered through a different influencer they follow. They see your comment, like what you said and discover you from there.
The third stage is the Decision Stage, where they come to your profile and found what they are looking for. A few pointers of this, if to have a ‘Good Bio’ ‘Good Aesthetic’ ‘Clear and Informative posts’.
The final but most important stage is Delight Stage, where people who are discovering you and coming to your profile keep coming back. This is called ‘Post Sales Satisfaction’ or delight stage. The publicity through successful customers also comes in this stage only.
If you want your profile to keep growing, you need the right amount of consumer in each part of the funnel for your profile to keep growing. Your ‘Insights’ are the exact replication of above facts.
The impressions are the count for your Awareness Stage, Profile Visits are the number showcasing Consideration Stage consumers, Number of follows is Decision Stage and the difference between Follows and Unfollows indicated your Delight Stage. To have a right funnel you need to have 2% of the conversation rate from top to bottom. If this is not happening with you, you need to see which Buyer’s stage you need to be working on.
The fifth stage and which will always be there for established influencers will be: Loyalty and Advocacy Stage. Which basically is when your followers resonate back to you, and take stand on your behalf or stay Loyal even in case of no activities for any reason.