Social media can be daunting. There are so many platforms and post types to select, with different things working for different people, that it can be confusing figuring out when, what and where you should post. At our social media marketing firm Stumptown Media Group we develop personalized social media marketing strategies for each of our clients that not only give us guidance in creating ads and funnels for them but also a framework to post their own content with ease and focus.
The Social Media Strategy Pyramid is just one element of our comprehensive marketing strategies for clients; now is your opportunity to utilize it yourself and bring in new clients! Get out there!
Commodity
At the bottom of the pyramid is everyone who owns or operates their own business, as well as anyone offering products or services similar to yours. This section of the pyramid is known as Commodity as each participant here is telling the world “I offer this product or service.”
Trust
The third level in the pyramid has fewer people and businesses, yet is still extremely busy. At this level, potential customers begin to trust you as they begin seeing testimonial videos and written reviews from past clients that demonstrate that others have taken risks with you and won out in the end. This level is where potential customers start building trust through testimonials videos and written reviews shared from past customers; those testimonials and reviews also help build that confidence for prospective customers who see that others have already trusted in you and your product/service and seen past results as well.
Expert: Once you reach this level, you are far ahead of most small businesses when it comes to their social media posts and content creation. At this level, you are providing highly valuable posts about the topic at hand for your audience. Example: you share a blog with tips for getting families ready for photo sessions with you. Once your business enters the Expert stage, your audience knows they can rely on you when they need advice in your genre – though few small businesses ever move beyond this threshold.
Lifestyle
By making it here, you will have even less competition and have set yourself apart from the pack. Few small businesses reach this level; chances are, you can probably think of some iconic brands living here that have done it already! At the Lifestyle level, you are providing your audience with content that extends beyond any genre or industry. Now you are contributing value to their lives beyond what your product or service may bring them. Your content could range from videos of yourself making a favorite cake recipe, written blogs about how you prepare mentally for each day in order to achieve maximum success, or photos showing step-by-step processes for creating DIY yarn lanterns for their covered patio in spring and summertime. Even when your customer doesn’t necessarily require your services, they remain part of your ecosystem because you continue to add value that they can utilize daily in their lives. Referring more customers and considering more reasons to buy from you will make you stand out in their minds and bring more sales your way. Can you think of brands you admire in both Lifestyle and Performance segments?
Each level offers various forms of content you can post and share regularly on your social media pages, including photos, videos, and written pieces from each level. It is wise to do this for maximum engagement on each social media platform.
At Shutter, we take everything to the next level by brainstorming ways we can amplify the impact of this Social Media Strategy Pyramid. How can we do it faster or more effectively, or deliver all this content within five minutes to just one person?
Facebook ads and funnels provide the means for achieving success in marketing. A properly executed ad can cover each level of a pyramid in five minutes, giving each new prospect an experience from each of its levels. Ensuring all new prospects go through each level ensures you find your ideal clients; those who make it all the way are ones you would most want as customers, having passed all qualifying statements, received important information necessary for being an excellent client, and are actively asking you for more content from you.
Warm leads are prospects who make it all the way through your funnel, meaning they have shown they like what you are offering them, want more, and are likely to become clients of yours. By now they know you offer exactly what they were searching for, have found success working with other clients before them, are an expert in their field, and (bonus points!) add something beyond their original purpose of seeking you out!
What will become of those people who started down your funnel but did not complete their journey all the way through? Statistics demonstrate that, with proper nurturing, some will still become clients of yours. Don’t just let them go and never give anything of value ever again–with proper ads and funnels, you can then send valuable information directly into their news feed, continually showing that you are the expert they can depend on for what they need and more. Facebook ads and funnels allow us to select who we want to talk to instead of only Dad liking and commenting on our posts; our marketing efforts would be better spent finding potential clients to hire us instead.
Undergoing your Social Media Strategy Pyramid and creating five posts for each level that can be released into the world is the ideal way to do this. When writing posts, always think about who your ideal client would be and write in such a way as to speak directly to them. Be deliberate as you write posts, take photos or video content – confident that someone out there wants exactly what it’s offering!