Facebook and Facebook marketing has changed a lot over the last few years.
Marketers now reach fewer people than ever with organic posts. New features, such as Facebook Live Videos, offer new opportunities.
However, Facebook still offers marketers incredible potential that can translate into unmissable business impact.
Why is this the case?
Well, let’s take a look at some stats for Q2 2018:
- There are 2.23 billion monthly active users.
- Mobile advertising revenue represents around 91% of Facebook’s advertising revenue.
- The most common age demographic is 25-34
- Almost 1.5 billion people log into Facebook every day. Imagine how many of those people can become your customers.
Learning how to build a Facebook funnel that converts can be a deciding factor in the success of your business.
What is a Facebook Marketing Funnel?
To understand Facebook marketing funnels, you need to understand user intent.
Think about what most people want to do when they log onto Facebook. They’re looking to find out what their friends are up to. It’s a social network and people want to use it to connect with others.
That means they have low buying intent.
Most of them aren’t actively looking to buy any products or services. It’s not like Google AdWords. People aren’t entering search terms to find a service.
That seems to make it a bad place to sell products. Those that use the old way of Facebook marketing will fall down. Just throwing offers at people doesn’t work. They’re not ready to buy.
It’s all about your approach. That’s where a Facebook marketing funnel comes in.
You need this funnel to coax Facebook users from the low buying intent mindset into a position where they’ll make a purchase.
That means understanding the audience and creating logical steps to take people from awareness through to purchase.
So Why Facebook?
Investing in online marketing is an absolute must. The average person spends about 6 hours using the internet every day. Teens spend even more time on the web.
Online marketing offers the kind of reach that traditional marketing can’t compete with. However, that doesn’t always mean you have to spend a ton of money.
Steps for Building a Great Facebook Marketing Funnel
A Facebook funnel is a strategy that ensures your presence on Facebook ultimately converts people into buyers.
Creating a viable Facebook funnel strategy does more than just generate sales though. It helps you build a community of consumers, too.
You’ll be engaging and delighting your audience, pre and post purchase.
However, this only happens if you adopt the right approach. So what should you do?
Step #1 – Understand The Audience Groups
An important thing to understand is that a one-size-fits-all strategy won’t work with your funnel. You need to target different groups of people with different posts that they’ll want to see.
Here are the groups of people you need to know:
- Cold – Includes people that haven’t heard of you.
- Warm – They’ve seen you, but are not likely to remember you.
- Aware – After seeing your posts repeatedly, they know what you do and are likely to explore.
- Interested – Based on everything they’ve seen, they want to engage with your content and see what you have to offer.
- Considering – After getting to know your product or service, people are thinking about going with it.
- Buying – You’ve managed to convert your audience into consumers.
You have to target each group with relevant content. Trying to sell directly to a cold lead won’t get you anywhere. Neither will awareness-raising content when appealing to those in the considering and buying stages.
Once you know and understand these groups of people, you can move onto the next step
Step #2 – Segment Your Content
People don’t usually visit Facebook to look at products. They want to see content. Interesting, high-quality content.
So give it to them.
Instead of creating a generic ad (which is bound to fail), create an interesting post that Facebook users will like and that also creates a connection with your brand.
The posts can be in any form. It can be a blog post, a video, or even just a picture that someone will find interesting. You can also use eBooks to build a brand new audience.
An ad that offers a free eBook could provide information to the cold group. This builds awareness and a warmer lead. The other segments of your content establish intent and move the lead through your funnel.
All of this content needs to be on your website. You’ll need it when you come to retarget your audience later on.
Variety is the key.
You need a variety of different, high-quality content types to use for each audience group.
Step #3 – Warm Up Your Audience
Every person that hears about you for the first time falls under the category of cold audience.
A good Facebook marketing funnel needs to draw people’s attention so that it eventually leads to their interest in what you offer.If you already have a warm audience, the best thing to do would be to target them first.
Why? There are two reasons.
First, customer retention can significantly increase sales. People who have already heard about you are more likely to stay.
The second reason is Facebook’s feature called Lookalike Audiences.
You can create custom audiences that you can target with different content.
This tool allows you to define a target audience based on your existing customer profile. You’re targeting people who match the profile of those who’ve already bought your product.
Furthermore, you can select the country and audience size that you want to appeal to. A lower audience size means you’re more likely to appeal to cold leads that match the profile of your warm leads.
Focusing on warm audiences helps you get some insight into what works, so that you know the direction your future marketing can lead. Then you use this information to expand your audience.
Step #4 – Showcase Your Best Content
This is when interacting first with warm audiences comes in handy.Once you promote your content to them, you get an idea of what works best. So what do you do then?
You take that and bring it to your cold audience. This way, you’re more likely to build on past successes by targeting the right content to the right people.
The best way to do this is by using Facebook Pixel analytics. What is it?
Facebook’s Pixel is a piece of code that you build into your website to see how people interact with your content. For example, if someone clicks on your ad and buys something afterwards, you’ll get notified.
This will help you identify the content that resonates with your audience the best, so that you can use that content to warm up your cold audience.
Keep in mind that this requires basic programming knowledge, so it might be a bit tricky to use Pixel without it. If you paste the code incorrectly, it can mess up your site.
Facebook understands that not everyone is a programmer, so it offers help in creating a Pixel.
Step #5 – Use Effective Remarketing
So you’ve found new audiences and managed to warm them up. This should be enough to get the sales rolling, right?
Unfortunately, this isn’t how it works.As much as it would simplify things, you can’t really expect someone who’s never heard of you before to whip out their credit card.
Remember that people on Facebook generally have low buying intent.
They may not even realise that they have a problem that needs solving. As a result, they’re not looking for any solutions.
Your job is to educate them about problems that aren’t at the top of their minds. Then, you have to inspire them to guide them towards making a purchase.
Remarketing is your method of doing this.
Let’s get one thing clear – remarketing does not mean sharing the same thing over and over again. This is just lazy, and people will notice.
Effective remarketing ensures that your audience moves further down your Facebook marketing funnel. It means creating new content, or recycling the content you’ve already made. That’s how to get more of your audience’s attention across every group.
There’s a long way to go from warming up to making a sale, and remarketing is the bridge that connects them.
This is where the Pixel can be of great use. If someone watched your video, go ahead and make another one which invites them to engage with your content again.
The main reason this works is the mere exposure effect. This means that people will like something more if they see it multiple times.
Again, this doesn’t mean showing them the exact same thing, which can only annoy them. Get creative instead, and try to find new ways of getting your audience's’ interest.
Step #6 – Remarket More
Remarketing is a crucial step in every good Facebook remarketing strategy. When you think you’re done, you’re not even halfway through.
This is because its potential is incredible. In fact, people whom you retarget with a campaign are 70% more likely to convert into buyers.Keep in mind that this is a marathon, not a race. Don’t expect results overnight, as this can set you up for failure.
Instead, be patient and keep improving your retargeting strategy until you reach the desired results. Then do it again.
That’s because your audience will keep growing... and there will always be people who need to go from being a part of the cold audience to a buyer.
Remarketing plays a key role in ensuring that your audience goes through these stages. The more you show yourself, the more likely you are to achieve your business goals.
Pro Tip – Automate
Once you start working on your funnel, you’ll be closer to massively increasing your sales. And thanks to automation, you can simplify and speed up this process, too.
Once you’ve kicked off a few remarketing strategies for different audiences, there’s not really that much else to do.
Facebook handles the mundane tasks, and you can focus on brushing up your content and finding new ways to maximise conversions.
Even though it’s been around for many years, and there are other social media platforms you can use, it’s safe to say that Facebook is still the biggest player that can help you grow your business.
A good Facebook marketing funnel will enhance your presence on the biggest platform right now. As a result, you’ll have a large pool of leads, which can become loyal customers.
If you do it right.
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