See how sports mattress brand, Zoma, leverages Seahawks’ linebacker, Sutton Smith, as social proof of its product quality.
To enhance this social media sales funnel, Zoma should have tagged Sutton Smith’s Instagram profile (@suttonsmith1) in this post.
In doing this, Zoma could channel the athlete’s 7000+ Instagram following down its sales funnel.
Try adding testimonials to your sales landing pages and social media as this type of social proof can increase conversions by 34%.
Increase online engagement with video advertising
80% of marketers agree that video boosts sales. What’s more, video content is 200% more likely to be shared than any other form of sales and marketing content.
With this in mind, it seems wise to leverage video marketing in your sales funnel to teach your customers the benefits of your product.
Use video to nurture leads in your offline sales funnel through TV advertisements and real-world video placement. This includes big productions, like product videos that can demo your brand, services, and offering:
Understanding that word of mouth marketing is the most effective form of offline marketing, Art Grind Podcast host, Tun, explains his art podcast marketing strategy.
“Some of our guests have huge social media followings so we use their fans to get more listeners. It’s not an exact science but when we invite guests, we check how many followers they have on their social media accounts sometimes. We alternate guests that will help us grow our audience base with other guests who provide quality content but don’t have much social media presence.”
See how Nyakio uses influencer marketing to promote its make-up line.
Rather than simply posting an advertising video, Nyakio shows its products in action, leveraging Shayla Mitchell’s platform and following to boost views.
A top beauty influencer, Shayla Mitchell models for print media and works alongside make-up artists.
In these circumstances Shayla transfers her influential marketing to offline sales mechanisms by both wearing and using these makeup products in real life.
To use influencer marketing to streamline your offline to online sales funnel, use The Rule of 900 Touchpoints:
3 x Social Media Channels
5 x Hashtags
5 x Influencers
3 x Interactions
6 x weeks
Equals 900 online sales touchpoints
To implement this social media strategy into your sales funnel:
Identify your top three social media platforms
Find the top five hashtags or keywords on those platforms
Look for five top influencers on those social media platforms using those tags
Interact with each of those influencers twice a week for six weeks
To generate an offline to online connection, offer free products to influencers to test out. In return, ask for user-generated posts to use for influencer marketing.
Ask top influencers for:
Photos and videos of them using your product
UGC that highlights the influencer’s favorite features of your product
Reviews and Ratings
Hopefully, this article has given you the steps to create a high-performing offline to online sales funnel that converts your leads every time.
Remember that an effective offline to online sales funnel coordinates content across multiple platforms, while funnel leads through robust lead capture mechanisms. Consider using landing pages to aid this.
Jeremy is Co-Founder of uSERP, a digital brand mention agency that helps companies land better media mentions. He is also the CMO at Wordable.io, a tool that directly exports Google Docs to WordPress. His expertise has been featured on Entrepreneur, ReadWrite, Orbit Media, HubSpot, Foundr, G2 Crowd, Drift, SEJ, Codeless, Shopify Enterprise, BigCommerce, Nimble, Keap, and dozens more.