Andrew Raso August 18, 2018

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 ads 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:

  1. Cold – Includes people that haven’t heard of you.
  2. Warm – They’ve seen you, but are not likely to remember you.
  3. Aware – After seeing your posts repeatedly, they know what you do and are likely to explore.
  4. Interested – Based on everything they’ve seen, they want to engage with your content and see what you have to offer.
  5. Considering – After getting to know your product or service, people are thinking about going with it.
  6. 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.

About the Author

Andrew Raso

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