The key to success with advertising on Facebook is to develop a sales funnel first. It must be sensible, logical, and take into consideration the fact that most Facebook users are not in a mindset of “buy now.” With that being said, I would like to give you a step-by-step guide to creating a sales funnel for Facebook.
Create Segmented Content:
To get started, you’ll need to have a few different types of content at your disposal. This could include an awesome blog post, video, infographic, slideshow, webinar, or eBook. It doesn’t matter which particular route you follow as long as it’s high quality, entertaining, and applicable to the specific product you’re promoting, the evergreen content brings evergreen marketing. Just make sure it’s on your website. You will need multiple forms of content to reach different segments of your audience. Usually, a one-size-fits-all approach will not be enough because you will have different people at different levels of the buying process. Others can be cold with very little interest in buying and only do others’ work. Others may be warm, and consider making a purchase immediately seriously. Having a variety of engaging content will make sure you have something for all of your audience’s little sub-niches. And they’re in your burner once they’re exposed to your content.
Promote content to your “warm audience”
Firstly, what I recommend is promoting your content to people who are already “hot. “By this, I mean people who in some capacity have already been exposed to your brand, and who have expressed some level of interest at least. It will mainly be your loyal Facebook fans but could also include the list of retargeting on your website. What you want to do is keep an eye on the level of interaction and decide which content contributes to more transactions.
Target “look-like audiences”
Facebook has a term that they have dubbed lookalike audiences, “which look like your current customers, website visitors, or Page fans.” In other words, these are individuals with similar interests, habits, and behaviors to your existing core audience. This group can be thought of as a cold audience that could easily be warmed up to become successful leads. Therefore these are the people you need to target. You need not to differentiate between Ages and demographics.
Promote your best content:
Recall the contents that most resonated with your warm audience?
Now you want to take that content and expose it to your cold audience. Whether it’s a video, blog post, webinar, or anything else, that is the content you want to promote. Ideally, you’re going to be able to move a significant percentage of your cold audience deeper into your Facebook sales funnel so that they’re part of your warm public. They should be aware of your brand at this stage and will have at least some interest in making a purchase potentially.
So here’s the thing about Facebook ads. You just can’t expect a lot of people to go from being a part of your cold audience to being super-qualified leads that chomp at the bit to buy. So it just doesn’t work.
In most cases, it will be necessary to expose your cold audience to your brand several times before they are prepared to make a purchase. So how do you prime them effectively, and move them further down the funnel?
A word — remarketing.
And Facebook is the perfect network to do so.
Using Facebook pixel
One of my favorite Facebook Advertising features is the dot.
And this is how it operates.
- You create a Pixel on Facebook
- You add that pixel to your code on the website
- You use this to remark and return visitors to complete a purchase
Remarketing with a video
Now there are a lot of different methods of remarketing. When it comes to Facebook specifically I like using video to move people further down the sales funnel. You might even have seen a few of my videos floating around Facebook. So let’s say somebody checked out a blog post, video, guide, and so on. They have been exposed to my brand already, and may already have some interest. What I like to do is show them a video ad to connect more deeply and encourage them to visit my landing page. This allows them to put my face behind my brand and helps “connect the dots” in general.
I could say something like, “Thank you for checking out [X content] but you’re missing some of the key information on my landing page. “Note I’m not pounding them over the head so I can make a purchase immediately. I’m just encouraging them to dig a bit deeper and learn more. I found this an effective way to move them further down the funnel or back to my landing page without being too “sales” about it.
Remarketing yet again:
You are going to be making some conversions at this point. But not all can convert. So what to do? I suggest that you create another remarketing ad intending to reach those who have not converted and encouraging them to opt-in to your email list.
For example, your ad might say something like, “Thank you for checking out [X page] but you did not sign up for our [free, free eBook trial]. A good portion of those leads that didn’t convert will go ahead and opt-in as long as you have a solid offer. You have them on your email list from there, and you can keep warming them up until they are ready to buy in the end.
Warming up your leads even more:
Okay, so you have a part of your audience inspired to opt-in.
That’s great but it’s not sufficient.
Just give it a shot. Approximately 25 percent of the people who have opted in will open their emails, so you’re still missing out on about 75 percent of the sales you’d like. So let’s say somebody visited your free trial page or eBook page but they didn’t convert. I recommend that you create an ad explaining to them the full benefits of the product to alleviate any concerns or skepticism they may have. This could include giving testimonials, further explaining the features of your product, mentioning notable figures or brands that used your product, and so on. Only do whatever makes sense to make your brand more trustworthy and get people to believe your product can do what it’s supposed to be doing.
The Hard Sell:
But another step in the Facebook sales funnel is involved. That is when you go for the hard sell for the jugular. This is where you want to focus your attention on the people who used your free trial, downloaded your eBook, and so on, but never went to your final checkout page. I noticed that the best solution for this segment of your audience is to make a custom video ad that says something like, “Thanks for checking out [X content], but you didn’t purchase [X product] for a reason.” Then go for the hard sell with an explicit sales message on why they should buy. All your leads should be familiar with your brand at this stage and warmed up about as much as they can be. They’re ready to buy and prepared.
An Illustration of the Facebook Sales Funnel
I know I’ve just covered a lot of news and your head may be spinning. But let me recapture that by breaking it down.
Here are the procedural core steps.
- Start by creating segmented content for your current “warm audience” to see what they respond to the most
- Build a lookalike audience (cold audience) with the same interests as your warm audience
- Promote the best of your material to the cold audience
- In turn, a portion will be part of your warm audience and some will buy
- Use a Facebook pixel to target those who haven’t bought
- Complete the four stages of remarketing where you target those who don’t convert at first
- Max conversions