What is a facebook funnel
The step-by-step guide to creating a sales funnel for Facebook
Facebook may no longer be the coolest and greatest social network.
It may also no longer be the place where teenagers let go of their frustrations.
71.1% of Facebook users are over 25 years old.
But, you know what? Facebook is bigger than ever.
The latest data from Statista even shows that Facebook has 1.86 trillion monthly users.
And just look at how it grows. That doesn't look like a slowdown to me - and certainly not like the “death of Facebook”.
This means that we have numerous marketing opportunities available to us.
In fact, I think Facebook is one of the best places to spend your money. And I spend a lot of money on Facebook!
To show you why, I'd like to compare the cost-per-click (CPC) of Facebook with the PPC of Google AdWords.
The average CPC on the AdWords search network is $ 2.32.
And on Facebook?
The average CPC is only $ 0.64! With a little trial and error and a few smart decisions, you can even lower this amount!
That alone should pique the interest of most marketers.
I also love the variety of advertising options available to me on Facebook.
You can build your brand image, improve your engagement, send traffic to your Facebook page, or go all out and make a sale right away.
It all depends on your goals and what you want to achieve.
Just look at all of the marketing goals you can choose from.
But here is the deal.
Facebook is different from traditional PPC platforms like AdWords.
In other words, Facebook is more about buying clicks and views. If used properly, Facebook can be an effective sales funnel.
I would like to explain that to you.
Learn how I use sales funnels to generate sales and improve my conversions.
Take a different approach
I want to ask you something.
What is your goal when you go to Facebook?
Do you want to see your friends' updates, leave comments for photos and generally just see what's going on on the network?
Or do you visit Facebook to search for products and buy something?
It is more likely to be the former. You just want to have a good time, not spend your money.
Here is a chart from AaronZakowski.com that shows us how most of the people on Facebook spend their time.
As you can see, Facebook is more about spending time with your friends than buying something.
People are less likely to think about buying when they work their way through their Facebook feed.
That means the general Willingness to buy on Facebook rather low is. It's a weird place to sell too, am I right?
Well, some people do, too. This is why some brands are very disappointed when they see their ROI.
They might gain new fans, increase engagement, etc., but they won't gain solid conversions.
But the problem isn't with Facebook. The problem lies in the approach these marketers choose. You fall with the door in the house and want to sell a product to someone who is not yet ready to buy something.
You can't expect a “cold lead” to pull out his credit card and buy something right away. You're just not ready yet.
You've seen the buying cycle before, haven't you?
See it. If someone is still in the "opportunity recognition" phase, they probably won't get their credit card out and buy your product right away.
Hops and malt are not lost because it is gives Customers who buy something want. And most Facebook users who don't want to buy anything can still be convinced.
The key to success with Facebook advertising is developing a sales funnel.
It has to make sense, be logical, and take into account the fact that most Facebook users aren't ready to buy yet.
Now that we've clarified that, I'd like to give you step-by-step instructions that you can use to create a sales funnel for Facebook.
Here we go.
Step 1: create segmented content
First of all, you need a lot of different content.
This includes epic blog posts, videos, infographics, slideshows, webinars or e-books.
Whichever path you take doesn't really matter as long as the quality is right, the content is engaging, and the topic is consistent with the product you're selling.
But make sure that it can be found on your website. This is important when you approach prospects again later to guide them further down your funnel.
For example, I could use one of my blog posts from NeilPatel.com.
Or my video.
You need to have different content in order to target different segments of your audience.
Unfortunately, the “one-size-fits-all” approach doesn't work here because people are at different stages of the buying process.
Some may be less interested in your offer and just want to find out a little more.
Others may seriously consider buying it.
If you have different and wide-ranging content, you can offer the right thing to every small audience niche.
And once they're exposed to your content, they end up in your sales funnel.
Step 2: Promote your content to your interested audience (warm leads)
You should first advertise your content to people who are already interested in your offer (warm leads).
These are the people who already know your brand and have shown at least some level of interest.
These are your Facebook fans, but can also include the people on your website's retargeting list.
You need to look at the engagement level and then determine which content is driving the most sales.
Here is an example.
This video I made with Ryan Urban at Bounce Exchange worked just fine.
It got over 24,000 views and over 800 likes.
Take the time to calmly analyze your data and find out what works best.
If your interested audience reacts positively to the content, then the uninterested audience probably does too.
Step 3:Use "Lookalike Audiences"
Facebook created the term Lookalike Audiences. These are customers "who are very similar to your current customers, the visitors to your website and the fans of your Facebook page."
In other words, these users have the same interests, behave the same, and are the same as your existing audience.
So you can think of demographics as a “cold” audience that can simply be warmed up to become valuable leads.
That's why these are exactly the people you want to address.
To do this, you have to go to the target group area of the Facebook Ads Manager.
Then click on “Create Target Group - Lookalike Audience”.
Then you will see this pop-up:
First select the source. That “can be a custom audience that is not created with a data partner, with your pixel data, the data of your mobile app or the fans of your site”.
Whatever suits you best.
Then choose a location and the size of your target group, which can be between 1-10% of the population of your country or any other country you choose.
Remember, however, that the lookalike audience is more like your existing target group if the percentage is smaller.
Then click on “Create target group”.
This lookalike audience now belongs to your “cold” audience that you still have to warm up.
Step 4: Promote Your Best Content
Which content has been best received by your “warm” target group?
You have to use it now and present it to your “cold” audience.
Whether video, blog post, webinar, etc…. This is exactly the content that you need to promote.
Ideally, you can continue to introduce a considerable proportion of your audience into the sales funnel so that they also become part of your “warm” target group.
Now they already know your brand and should be interested in purchasing your product.
Step 5:Effective remarketing
There is one thing you should know about applying on Facebook
You cannot expect that an extremely large number of people who were previously not interested in you will suddenly become super qualified leads who can't wait to buy your products.
That's not how it works.
In most cases, new audiences will need to be exposed to your brand a few times before they even consider a purchase.
So how can you effectively prepare them and move them deeper into the funnel?
And Facebook is the perfect network for remarketing.
Step 6: use the Facebook pixel
One of my favorite features on Facebook Ads is the pixel.
And that's how it works:.
- You create a Facebook pixel
- You build this pixel into your website code
- You use the resulting data to address your visitors again and to convince them to buy
How to start:
Click on “Elements >> Pixels” in the menu and then on “Create Pixels”.
Then you see this:
Click on “Next”.
You will be asked if you want to “use an integration or tag manager” or if you want to “copy and paste the code”.
Personally, I prefer to copy the code and then paste it myself. But you can decide for yourself.
Facebook will then create the code for you.
You then have to incorporate the code into the code of your website.
This can be a bit tricky if you are not very familiar with codes.
If so, check out this guide from Facebook.
The instructions guide you step-by-step through the process.
Be careful when inserting the new code, because you don't want the original code to break your site.
Step 7:Remarketing with video
There are many different remarketing techniques available.
Personally, I enjoy using videos on Facebook to further introduce people to the funnel.
Maybe you've seen a video like this from me on Facebook.
So someone looked at your blog post, video, guide, etc.
So this person has already been in contact with your brand and may therefore be interested in you.
I like to show that person a video because it allows me to build a deeper connection and draw the person to my landing page.
In this way I can give my brand a face and potential customers recognize a connection.
For example, I could say, "Thank you for looking at [Contents], but you haven't taken advantage of the main benefits available on my landing page."
As you can see, I'm not going to burst in the door and ask the person to buy something.
I'm just encouraging you to learn a little more.
This is an effective way to take a prospect a little deeper down the sales funnel, or redirect them to my landing page, without being too intrusive.
Step 8: againRemarketing
You should be making some sales by now. But of course not everyone will convert.
So what can you do?
You should create yet another remarketing ad to target the people who haven't converted yet, and then encourage them to add themselves to your email list.
Your ad might say, “Thank you for looking at page [X], but you haven't signed up for [the free trial, free e-book, etc.].
If you make a good offer, a few leads that weren't considered before are sure to soften now.
Then you'll have them on your email list and you can keep “warming them up” until one day they're ready to buy something from you.
Step 9:Warm up your leads even further
Okay, now you've won over most of the people.
That's great, but not enough.
Think about it. Around 25% of the people who sign up on your list will open the emails. So you're missing out on 75% of your potential customers.
So let's say someone looked at your free trial or e-book page, but they didn't convert.
In this case, I recommend an advertisement that explains all the advantages of the product in detail and eliminates possible prejudices.
For example, you could use testimonials that explain the product features in more detail, or mention popular brands that use your product.
Whatever helps you to build more brand trust and convince people, then your product really does what it says on the tin.
Step 10:The tough nut to crack
There's one more step in your Facebook sales funnel.
When you try to crack the tough nut
In this case, you need to focus on the people who used your trial version or downloaded your e-book but still didn't become paying customers.
I've found that a personalized video ad works best for that segment of your audience, something like, "Thank you for looking at [content], but unfortunately you didn't choose [product]."
Then make an irresistible offer and explain to the prospect why they shouldn't miss the opportunity.
These people should already know your brand and be well prepared at this point.
You are about to make a purchase.
A look into the Facebook sales funnel
I know that there is probably a lot of information floating around in your head right now.
That's why I want to show you the sales funnel again visually.
All of this leads us to the most important step of all, the purchase.
Here are the key steps in the whole process:
- Create segmented content for your "warm customers" to see what they will jump on the best
- Create a lookalike audience that includes people with the same interests that your “warm” customers share
- Promote your best content to this “cold” audience
- A small part will then become potential customers and others will buy something right away
- Use the Facebook pixel to set up a remarketing campaign and target the people who have not bought anything
- Complete the four stages of remarketing to convert potential customers who haven't bought anything
- Maximize your conversions
If you do everything right, you will lead prospects and potential customers deeper and deeper into your Facebook sales funnel.
At each stage, they get to know your brand better and are more interested in your products.
This is important because very few people buy something on the spot.
Most people will likely need long-term exposure to your brand and product before they even consider buying it.
Efficiency thanks to automated processes
The great thing about such a sales funnel is that it can be largely automated.
Once you've created two different remarketing ads for prospects at different stages of your sales funnel, it all works almost by itself.
This is good because you can then use your time to improve your content or create new content that will bring even more people to your Facebook sales funnel.
Then all you have to do is optimize your campaign and focus it on maximum conversions.
In my opinion, Facebook is one of the best platforms to increase your brand awareness and sales.
To do that, you need to understand the average Facebook user first.
Understand that it takes time to convince a user to buy.
If you create a Facebook sales funnel like this one, you can introduce prospects deeper into the funnel step-by-step and provide them with all the information they need to make an informed decision.
Basically, all you need is a little patience and let Facebook do its job.
The best thing is the automation that comes in after the basic content and remarketing ads are created.
Do you have a sales funnel for the social networks?
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