Look, we've said it before, and we'll say it again - social media has become an important part of any successful paid media strategy.
It plays a role at every stage of the sales funnel, from creating brand awareness at the top, to engaging potential customers in the middle, and even driving conversions at the bottom. But where social media really shines is at the top of the funnel (ToFu). It’s an incredible tool for getting your brand in front of fresh audiences and sparking interest.
In this article, we’ll explore why social media is so effective at the top of the funnel and how it works in harmony with other digital tactics like PPC (pay-per-click) campaigns.
Before we dive into its top-of-funnel strengths, it’s worth noting that social media can actually be useful across the entire funnel:
Top of the funnel (ToFu): At this stage, social media helps introduce your brand to new people and start building awareness.
Middle of the funnel (MoFu): Here, social media can encourage users to engage with your brand more deeply by highlighting the benefits of your product or service, answering questions, and providing helpful content.
Bottom of the funnel (BoFu): Social media can also help seal the deal by retargeting people who have already shown interest, encouraging them to complete their purchase or conversion.
Post-purchase: Even after a sale, social media continues to be valuable by nurturing loyal customers, encouraging repeat business, and turning satisfied customers into brand advocates.
While social media can support all these stages, it really excels at the top, helping brands make that crucial first connection with new audiences.
When it comes to creating brand awareness and reaching new people, social media is unmatched. The unique thing about platforms like Facebook, Instagram, TikTok, and Pinterest is that they allow you to connect with users who may not even know they need your product or service yet.
Social media is like one big discovery phase, where users scroll through their feeds, engaging with content that catches their eye. It gives you the chance to place your brand in front of these potential customers and make a lasting first impression.
This is what makes social media so powerful for building the top of the funnel. You’re not waiting for people to search for your product; instead, you’re proactively introducing your brand to new, relevant audiences based on their interests, behaviours, and demographics.
While social media is great for generating top-of-funnel awareness, it pairs perfectly with PPC campaigns for a full-funnel approach.
Here’s why:
PPC campaigns work best when someone is already actively searching for a product or service - they’re in the consideration phase and closer to making a purchase.
On the other hand, social media introduces your brand to people who might not even know they’re interested yet.
In other words, social media fills the top of the funnel by reaching new audiences, and PPC helps move those people through the middle and bottom of the funnel, ultimately driving conversions. When these two strategies work together, you’re covering all bases, from creating awareness to closing the sale.
Since the main goal at the top of the funnel is to build awareness, the way you measure success on social media differs slightly from other stages. Here, the focus is less on conversions and more on:
➜ Discovery: Metrics like impressions, reach, and brand lift help measure this.
➜ Engagement & Community: Engagement metrics like likes, comments, shares, and followers give you a sense of how well your brand is resonating.
➜ Supporting the customer journey: Social media at the top of the funnel sets the stage for future conversions. Success can also be seen in increased website traffic, landing page views, and lead generation.
To make the most of social media, it’s important to think beyond just the top of the funnel. A comprehensive social strategy can help guide potential customers through every stage of the funnel. For example:
● At the top of the funnel, use paid social ads to introduce your brand to new audiences. Engaging content, whether it’s a short video or an eye-catching image, is key to grabbing attention here.
● In the middle of the funnel, your paid social campaigns can provide more detailed information about your product or service, answering common questions or addressing specific customer pain points.
● At the bottom of the funnel, retarget users who have shown interest in your brand but haven’t yet converted. These ads can remind them of what they were looking at or offer a promotion to nudge them toward making a purchase.
When done right, social media helps move customers from awareness all the way to action.
By pairing social media with strategies like PPC, you create a more comprehensive marketing approach that ensures you’re reaching the right people at the right time. Whether it’s sparking interest, driving engagement, or ultimately leading to conversions, social media is a powerful tool for fueling the customer journey from the very first touchpoint.