Facebook is an entirely different, fantastical platform in its own right. And it has an amazing variety of target audiences for businesses to capture. Did you know that nearly 3 billion people are active on Facebook? That’s a little less than half the world population. So when you promote your business on the social media website, you will reach out to almost half the people on the planet!
However, it is difficult to catch the attention of even a fraction of those users. But it is not impossible. For starters, you will need to develop a top-notch, systematic online marketing campaign. And one of the first steps of developing that campaign is creating a Facebook funnel, quite similar to a sales funnel in traditional marketing with a few glaring differences.
What is a Sales Funnel and Why It is Important
A sales funnel is a marketing term that means a visual representation of an individual’s processes before becoming a customer. Right from the moment you introduce your product to your target audience to the time that they purchase it, everything is included in a sales funnel. Basically, it is a list of steps that your sales and marketing will follow to generate better leads.
Without an effective, well-structured sales funnel, your promotional campaign might just fall apart at any stage. Regardless of how assiduously you may have worked in developing your marketing strategy, there’s always a chance of things missed or forgotten during execution. This leaves gaping holes in your attempts to convince a prospect, which will eventually prompt them to move on to another organization. A sales funnel can better ensure that prospects don’t lose interest midway, providing a systematic approach to funneling them out as customers.
Sales Funnel Steps
As mentioned earlier, a Facebook marketing funnel is generally no different from a traditional sales funnel. However, the former can and should be more flexible. For instance, you may not always want the prospect to buy something through your advertisement. You may simply want them to “like” a post or follow a page/person. Thus, you need to ensure that your sales funnel can be modified in accordance with the need of the hour. That said, here are the general steps that you can follow.
- Understand How Marketing Funnel Works
Essentially, a marketing funnel improves upon an already existing sales plan, making it more productive and profitable. It helps in judging the path of the customer during the sales journey, nudging them in the right direction whenever required. While the sales funnel may deal with that nudge, the representatives need to do all the work. It is simply a guide to refer to whenever you are stuck during a promotional campaign, an orderly set of principles for you to follow.
- Define Target Audience and Analyze Their Behavior
You may feel that everyone should have the product that you are selling, and they probably should. But that doesn’t mean that you should target all the 3 billion Facebook users. Look for people who are searching for your product before trying to convince them why they should buy your brand. Once you have a good enough conversion rate, only then should you expand your target audience.
One of the best ways of analyzing the behavior of your target audience is to assess your offerings. How would they benefit the customer? Are young people more likely to buy the product? When are these offerings most in demand? Ask yourself these questions and more, and the answers will give you a rough idea of your target audience.
- Create a Facebook Ads Account
Now, when you have understood the important things about the sales funnel and your target audience, let’s get down to brass tacks. The very first step in drafting your Facebook ads funnel sketch is to create an Ads account on the social media platform. It is one of the most effective ways of reaching your target audience. After all, you can only hope to sell your product once you have made people aware that it exists in the first place. Here’s how to create a Facebook Ads account.
- Visit Facebook’s business manager page.
- Select “Create an Account” in the first section.
- Enter a few details of your business and click “Submit.”
- Your very own Facebook Ads account will be included in the Business Manager tool.
- Create High-Quality Content
You can’t expect to convert any potential customers if you only have an image of your product as a Facebook ad. There should be some other content associated with it, like a product description, for example, to entice the viewers to hit the ‘Buy’ button. And it shouldn’t be a straightforward, monotonous list of features and specifications. The content, then be it a video, banner, copy, and article, should be of high quality, unique, and most of all, engaging. It should grab the viewers’ attention and inspire them to purchase your product.
- Promote your Content to a “Warm” Audience
A “warm” audience includes Facebook users who have already interacted with your content in some way. Have they liked or shared your ads, commented on your posts, or engaged with other active users on your page? Try out our Facebook likes free trial if they haven’t. If they have, then they fall into the category of a “warm” audience. It is this section of the prospects that you should target the most. Tell them about your products or services in greater detail. Highlight the exclusive features of your offerings. Notify them personally while launching a new product.
- Promote the Content to Lookalike Audiences
Lookalike audiences seem to share certain interests, behaviors, and traits of your target audience. Facebook already has a system to suggest lookalike audiences to your business profile. All you need to do is put them on your mailing list and start promoting your content and products to them. However, make sure to restructure your content to appeal to their demographics and interests instead of those of your target audience.
- Motivate Customers to Purchase
There are many ways in which you can encourage potential customers to buy your product on Facebook. Offer freebies or cashback after they have liked/subscribed to your page. Curate exclusive offers for users of a certain age group or working in a particular industry sector. Engage the active users on your page in a number of online activities. And most of all, don’t forget to add a call to action at the end of every content material.
This is the bottommost part of your Facebook funnel, the part where prospects will pour out as regular customers. So try to focus as many resources as you can on the aforementioned motivational activities.
- Measure the Success of your Sales Funnel
The success of any sales funnel can be measured by considering your conversion rate. Check how many sales have been converted to leads every month, and draw up a progress graph based on the statistics. Of course, it is easier to measure the total sales or revenue directly, but those metrics don’t provide any insight into the number of leads that fall into the funnel and the amount that pours out of the bottom.
- Optimize Your Sales Funnel
If your success graph shows more of a downward trend after a few months, don’t sit idle waiting for it to climb up. Analyze the parts through which the leads are seeping out of the funnel and optimize those to the best of your ability. More often than not, you will only need to make a few good tweaks to behold your graph on the rise eventually. However, in cases where no amount of tweaks seem to work, don’t hesitate to go for a complete overhaul of the Facebook Ads funnel.
- Work on Customer Retention
Finally, your marketing funnel is working as it should. But your work doesn’t stop there. You don’t want your customers to run off to another dealer after making one purchase from you. This is where you show how capable your customer service is. This is where you go the extra mile. From basic troubleshoots to entire replacements, give your customers everything they require.
The Facebook marketing funnel is indeed an effective tool to boost your online sales. Use it wisely, and it may eventually drive up your revenue like a rising chopper. Remember, every part of that funnel (top, middle, and bottom) is critical to keep functioning properly. If even one of the parts is compromised, the entire funnel will fall apart, leaving you with chaotic aftermath that may gradually bring your business down.