Hello ,

Before we begin, we would like to thank the community member who shared this question. By reaching out, not only are you taking a step towards resolving your problems but also helping the community learn. While these suggestions are specific to the business highlighted in the dilemma, any anyone can take away and adapt these concepts for their own business.

Let’s be honest, right now, people are struggling financially, and if you are a B2C business, you are definitely feeling it. Upon reviewing this dilemma, our team spotted two different issues: a problem with your social media sales funnel and navigating these economic times as a B2C business. We will try our best to answer both.

First things first, let’s talk about your social media strategy. The simplest social media sales funnel has three levels: grow, nurture, and then sell (a.k.a. awareness, consideration, conversion). Your increase in followers tells us that you are doing great with the growth content. Your likes and comments tell us that you are doing okay at the consideration (or nurture) content. The low sales mean that you need to improve your consideration and conversion content. Therefore, we suggest the following:

General Guides

1. Reduce Steps to Purchase: The steps between seeing your post and making a purchase should be as few as possible. Forcing customers to “DM for price” or comment for sizes adds extra steps. The more steps a customer has to make, the less likely they are to purchase.
2. Answer FAQs in Highlights and Bio: Ensure all FAQs are answered in your page story highlights and bio. For a clothing business, this may include a sizing chart, how to place an order, delivery days, return, and refund policy.
3. Easy Browsing Experience: Make your page simple to browse with relevant content. For example, let your feed posts be your products and have reels with tips appear only on your reels tab. Avoid cluttering your page with unrelated content.
4. Loyalty Program: Create a loyalty program for your repeat customers to encourage more purchases. Monthly offers or discounts after a certain number of purchases can help retain customers and increase sales.

Consideration Content

The sale is almost guaranteed at this stage. During this time, customers evaluate the item and your business as they attempt to determine whether or not they would like to make a purchase.

1. Content Addressing FAQs: Review frequently asked questions or concerns and create content around this. For example, if sizing is a frequent question, make a size chart for your customers and make it a pinned post.
2. Trust Signals: Trust signals are elements that help build credibility and reliability for your business. Examples include easy-to-find policies, customer testimonials, resharing content from other customers, and an MPesa till number.
3. Product Demonstrations: Use inspo photos, try-on hauls, and other demonstrations to show different use cases of your products. Help people picture what using your product looks like.
4. Target Market Representation: Include content with people who look like your target market. Use models or mannequins with similar body shapes to your customers. Representation makes content more relatable, making it easier for your target market to imagine themselves using your products, which increases the likelihood of a purchase. If your target market prefers aspirational content, focus on models or mannequins that represent what your target market aspires to. This requires detailed market research to execute well.

Conversion Content

At this stage, the focus is on prompting the customer to take the final step and make the purchase, utilizing tactics that create urgency and clear calls-to-action to drive immediate sales.

1. Regular Story Posts: Post on your stories on a schedule, such as at 7pm, three times a week, on the same days and time each week. Let your followers know which days and times to keep an eye out for story sales. Post first on stories, then whatever is not purchased in 24 hours can become an IG feed post.
2. Reshare Client Content: Repost or reshare content featuring clients using or wearing your products at least once a week.
3. Effective CTAs: Use strong call-to-action (CTA) statements like “Shop Now,” “Limited Stock Available,” or “Buy Before It’s Gone” in your posts and stories.
4. Time-Limited Discounts: Offer time-limited discounts or flash sales to create a sense of urgency. Announce these sales on your stories and feed to drive immediate purchases. For example, use themes like monthly Black Friday sales to drive immediate purchases.
5. Customer Engagement: Engage with your audience by responding to comments and messages promptly. Hosting live Q&A sessions or product showcases can also build a connection with potential customers.

Navigating Economic Times

Economic challenges require a strategic approach to maintain and grow your business.

1. Focus on Customer Retention: Provide excellent customer service, engage with your audience regularly, and offer loyalty programs to keep existing customers coming back. In addition a focus on customer retention can lead to new customers via referrals and recommendations .
2. Diversify Product Range: Introduce affordable product lines or bundle deals to cater to different budget levels, attracting price-sensitive customers without compromising your brand’s quality.
3. Optimize Expenses: Review your business expenses and identify areas to cut costs without sacrificing quality. Negotiate better deals with suppliers and streamline operations.
4. Enhance Online Presence: Ensure your website and social media profiles are user-friendly and visually appealing. Invest in SEO and SEM to improve visibility on search engines.
5. Adapt Marketing Messages: Acknowledge the current economic situation in your marketing messages. Show empathy and offer solutions that meet your customers’ needs, such as promoting value-for-money products or highlighting discounts.

Wishing you the best as you improve your strategy and navigate these tough economic times.

Sincerely,

The Range Africa Team

P.S

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