How social media impacts the customer journey

Part Three – The Decision Phase – How social media impacts the customer journey

We have been considering the different types of social media post that can be used to maximise your sales.  This is part three of a five part blog series.

As business owners we know that if marketing has one goal, it is to reach our potential customers at the moments that most influence their decisions. We may feel that we KNOW this area of the customer’s journey better than any other.

However, the US-based McKinsey’s marketing and sales practice has spent more than six years studying consumers’ decision journeys. Instead of the linear route above they consider this model instead: –

Whether we consider our customer’s journey to be more of a loop or a line, we know that when our consumers reach a decision at the moment of purchase, our work has only just begun: the post-purchase experience shapes their opinion for every subsequent decision in the category, so the journey is an ongoing cycle.

I love this representation of the IKEA customer journey which reminds me more of a plate of spaghetti! What does yours look like?

However, they got here, whichever path they took, the customer has now decided based on their research gathered what to purchase and where to purchase it.  If your customers are close to purchasing but not quite there, social media can help nudge them just enough to hit the “buy” button.

QUESTION: What could you post? How can you make your posts interactive? What about a live chat? Dare to be different.  What can you post for maximum engagement at this phase of your customer’s journey?


SUGGESTION:  Keep your brand front of mind by creating timely social content that helps reinforce choice and reassures your customers they are making the right decision.

EXAMPLE: Local outdoor supplier OLPRO Everywhere has an inspirational Instagram feed that showcases their products alongside user generated content created by their happy customers.


SUGGESTION: Use a post to show behind the scenes in your business.  This reassures customers that your back of house is as sleek and well organised as the front of house they usually see.  Hop Pickers Rural Retreats used

EXAMPLE: Hop Pickers Rural Retreats used Instagram stories to show organising their linen store and cleaning out their hot tub to demonstrate behind the scenes in their business and got great interaction.

TOP TIP: Whether it is bring your dog to work day or something similar, behind the scenes posts create a deeper level of engagement with your audience and make them feel like they are a part of something special


SUGGESTION: If you wrap your sales pitch in an educational message, this can drive sales in a softer, non-salesy way.

EXAMPLE: Local business Monsoon Estates give tips and tricks to making a perfect latte on their Instagram profile via a video which raises their profile as the experts in what they do.  In our house, we love their Monsoon Malabar and the Fire Starter!

TOP TIP: Have you tried to create videos which position you as a subject matter expert?


SUGGESTION: This is where you need to turn features into benefits. As they used to say, “Sell the sizzle, not the sausage!”  Maybe go back to stage 1 where we looked at what problems you solve? Consider each statement you make and ask yourself, ‘so what?’ Really try to get inside the head of your ideal customer and create social media posts that demonstrate how you can satisfy their wishes and desires.  When you connect your expertise and passion with your client’s needs, the magic happens.

EXAMPLE: Anita Hill set up Comfyse after her first pregnancy.  On social media she combines the benefits that her products offer with reviews from customers. Win:win!


SUGGESTION: Humour and  entertainment are the main reasons people share content on social media. When you want to express your personality memes can get your point across with creativity.

FUN FACT:  An Internet meme is a concept or idea that spreads “virally” from one person to another via the Internet. An Internet meme could be anything from an image to an email or video file; however, the most common meme is an image of a person or animal with a funny or witty caption. Source: Webopedia

EXAMPLE: Worcester-based business Piston Gin used this meme for New Year!


SUGGESTION: To show your target audience how well they will be supported with after-sales service from you, why not show which awards you’ve won? Or maybe your business offers awards to customers or suppliers?

EXAMPLE: Malvern business the Smart Actuator company are multi award winning.  This post shows their Queens Award for Export:-


I hope you’ve been inspired to think about what you can post on social media when your target audience are in the Decision-making phase of their customer journey.  Next time we’ll look at the Adoption phase, what does it mean for your business?

QUESTION: Do you still need inspiration?

No problem! Why not work with me one to one? Together, we’ll create a personalised plan for your business.

QUESTION: Which ideas will work best for your audience?

Let me know!