How many times have you heard “Facebook is dead, get off social media”?
But I’m sure you’ve also seen at least one or two Facebook pages with thousands of likes. There are still people using Facebook on a daily basis to consume content and learn about products.
If this is true for your business, then it’s time to look into how you can build a profitable Facebook funnel that works for your company!
Depending on the point in a buyer’s journey, you may use various tactics and touchpoints to construct a Facebook funnel.
If you’re looking for information on how to transform audiences of complete strangers into customers of your service or product, you’ve come to the correct area. We’ll go over everything from what a Facebook funnel is, why you need one, and how to create a comprehensive advertising strategy in this post.
What Is a Facebook Funnel?
A Facebook funnel is a sequence of phases that people must complete in order to acquire your products.
With a well-designed sales funnel, you may create demand for your product or service and even prompt repeat purchases. It’s possible to accomplish it with organic Facebook posts and Facebook advertising.
Different Stages of a Facebook Funnel
The Facebook funnel has three stages, each representing your audience’s progress through the experience.
1. Top of the Funnel (TOFU).
The Awareness stage follows. People at this point have no idea what your product or service is about. They, however, have a problem that has to be addressed.
The goal of this stage is to get your audience warmed up by providing useful information. Sharing articles on Facebook, giving advice, and running advertising that boosts brand awareness are all examples of common strategies.
What’s the best advice for the “awareness” phase? Don’t try to persuade people. Instead, act helpful.
2. Middle of the Funnel (MOFU).
This is the Consideration stage. You’ll nurture your audience at this time. In other words, get the audience to be more interested in your offer and build a connection with you. Your objective here is to get them to the point where they are considering purchasing something from you.
Lead ads are one way that companies may achieve success. In exchange for a prospect’s contact information, they provide a free whitepaper or ebook. These will be utilized in future nurturing and remarketing efforts.
3. Bottom of the Funnel (BOFU).
The final Stage is Conversion, and this is where you make the transition from prospect to customer. Your goal at this point is to persuade your prospects to take action. This might be walking into your physical store, signing up for a product, or purchasing it online.
Customers’ positive buying experiences encourage them to spread the word about your brand. This process generates new referrals, which is great for filling up the top of your funnel with additional consumers.
Steps to Building a Facebook Sales Funnel
Are you ready to make a Facebook funnel blueprint? Here are the directions.
Define your audience.
People use Facebook to connect with their friends and discuss things. This implies they do not intend to make a purchase.
That’s not the case with Google, where most users are thinking about making a purchase.
As a result, understanding your target audience on Facebook is critical. You may produce organic postings and advertising that address their preoccupations and requirements by identifying who they are.
Create different content for different stages of their journey.
You won’t be posting only one piece of content since you’re targeting individuals at various phases of the Facebook funnel. That implies you’ll need to produce a variety of material with various messages and action items for each group.
Blog entries, queries, tips, inspirational messages, and so much more may all be included in your content. If you aren’t already doing it, make sure to include videos. Videos help you create a more personal connection with your audience by increasing the authenticity of your brand.
(Tip: Retarget those who’ve viewed your videos on Facebook and/or Instagram. You may quickly retarget a “super video audience” – people who’ve watched your films for a set length of time and at a certain period using ConnectVideo.)
Content Ideas for Awareness Stage Facebook Ad
- Referral contests. If you want to conduct a referral contest, set up a Facebook ad for it. This will expand your reach and get more people interested in your campaign.
- Educational Article. Share articles that educate and provide value.
- You may market your material by converting a video into an advertisement. Make a video of yourself to advertise another piece of work you’ve done (or someone else’s).
Content Ideas For Consideration Stage Facebook Ad
- Customers can try your product out for free. A free trial would be an excellent inducement to potential clients. They may try your solution and determine whether it suits their needs – without risk.
- Host a webinar to exhibit your expertise in your field. Then, to boost registrations, run a lead ad for that webinar. According to Hubspot’s webinar conversion statistics, webinars have helped 76% of marketers reach more leads.
- Go viral by using a Facebook video ad to advertise your Ebook.
Content Ideas For Conversion Stage Facebook Ad
- Customer/User Generated Images or videos. If you’re running a typical Facebook image ad, try something different. Show them an ad featuring a photo or video of a customer using your product or service. User-generated content is sometimes quite compelling.
- You may also create carousel or collection ads for items. Carousel advertising allows you to show up to 10 pictures or videos at a time. Collection ads, on the other hand, appear like carousel advertisements but are tailored to mobile devices. Both formats let you display your products in an appealing manner.
Select the right Facebook ad objectives.
What do you want to get out of your Facebook ad? Choosing the proper objective from the start is critical. If this is your first time running an ad, choose an objective that reflects your company’s objectives.
These goals have been organized in the Ads Manager based on the 3 funnel stages:
- Brand awareness
- App installs
- Video views
- Lead generation
- Catalog sales
- Store traffic
Take note that several ad formats are useful for different goals. If you want to target the middle of the funnel individuals with the “Lead generation” objective, you may utilize the following formats: Image, Video, Carousel, and Collection.
As of now, there are no restrictions on the number of videos you can publish for each campaign. However, if you want to optimize for traffic or video views at the “awareness” phase, it’s possible. Avoid objectives like Conversions, Catalog Sales, and Store visits; they’re ineffective for cold audiences.
Select your target audience.
There are three audience types in total: Basic, custom, and lookalike data. Which one should you choose for your advertising? Here’s what each type is all about:
Basic Core audience
This is an excellent way to reach out to “top of funnel” prospects. This option is sourced directly from Facebook, allowing you to target individuals based on demographics, activities, location, interests, and relationships.
To be successful at this, make sure you have as much information as possible on your ideal consumer.
Once you’ve collected this data, Ads Manager’s targeting options should be straightforward to choose from.
A custom audience is a subset of your existing followers who have expressed interest in your company. Fans of your Facebook page or people who watched at least 10 seconds of your video may be included.
For moving prospects further down your FB funnel, custom audiences are ideal.
When it comes to prospecting or finding potential consumers, target a lookalike audience. You may utilize this type of audience to draw in additional people at the top of your funnel or “awareness” phase.
Simply put, you’ll need to submit a file of your greatest consumers. Facebook advises that you start with a group of 1,000 to 50,000 people.
Why is a lookalike audience useful at the top of the funnel? It allows you to capture more conversions in the future than a standard audience.
Provide a great post-purchase experience.
Many businesses believe that the funnel should terminate with a purchase. Make sure you don’t overlook the post-purchase stage.
After people buy, what happens next is more important than ever. This is your time to let your new consumers know they made the correct decision!
Let’s look at some post-purchase strategies to consider for your funnel:
- Exclude these individuals from your retargeting audience. Don’t show them the same advertisements that converted them in the first place.
- Reward them with reduced pricing and limited-time offers. Offers incentives to heavy spenders. This helps them keep returning as repeat customers.
- Encourage your consumers to contribute user-generated content for future ad campaigns if possible. To enhance the social proof of your advertisements, you may ask for testimonials.
How to Drive Your Leads Down the Funnel Faster
Now that you know how to build a funnel for your business using Facebook, here’s how to convert more people.
Promote your best content.
Have you had success with a piece of content? Don’t let it stay in the dark. It might be a case study for your consumer, or a video, or a viral blog post. There’s a great possibility that if it connected well with your target audience, it would also connect with an advertising audience.
Avoid over-boosting Facebook posts. Use ConnectAutomate to determine the most successful organic postings based on certain criteria such as post type and interaction rate. Then, using ConnectAutomate, they will be converted into Facebook advertisements.
The devil is in the details. Run tests as much as possible.
Conversions may be influenced by little things in your Facebook ad. This might be your ad image, colors, phrasing, or length of your ad copy.
Make sure your landing page has a great user experience.
You may be hitting your Facebook advertisements, but you’re missing the mark on your landing pages. This might be the case if people engage with your ad but don’t submit a form or convert.
Consider the following scenario: You have a fantastic ad with a 50 percent off discount. It has an appealing design and wording. However, when a prospect clicks through to your page, they cannot locate the 50% off discount anywhere on the site.
This causes poor user experiences and, as a result, decreases your conversions. Make sure that your landing page is in sync with your ad and works properly.
Use these ideas to create a Facebook funnel template that will help you grow your business. You may need many funnels if you’re offering various deals to distinct audiences.
That is why, before setting Facebook advertising campaigns up, plan out the path your customers will travel. Understand who to target, your objective, ad message, offers, and other things beforehand. Are you looking for a strategy to scale your Facebook ads? Try Connectio if you need assistance.