Ever seen a Facebook ad and gone straight ahead and bought the product immediately? In most cases, sales just don’t come that easy from Facebook.
Usually the process from initial contact through to final sale has a few more steps to it. Liking a few Facebook posts, downloading a brochure, reading your blogs, watching testimonials and eventually calling your sales rep are all potential steps in the process.
No buyer’s journey will ever be exactly the same, but understanding the usual steps your buyers go through when deciding whether or not to purchase will help you better communicate better with them along the way.
Rather than just throwing out Facebook ads willy-nilly hoping they stick, you can craft ad content that hones in on exactly what your potential customers need at each stage to help them progress to the next, right up until purchase – in other words, build your marketing funnel.
Consider the below example of a journey someone might go through when deciding to buy a new laptop.
Notice how we split Joe’s journey into 3 steps? That’s because in most cases you can break down your marketing funnel into just 3 main steps:
The funnel diagram above shows how the number of people at each stage tends to get smaller as you progress down towards purchase. At the top, there are plenty of people that can become aware of your brand. The middle has a lot less, as not everyone that hears about your brand will want to learn more. And at the bottom you’ll find less again, with only a small number of those interested ready to actually become paying customers.
When marketing your business, you want to guide as many people as possible from the top of the funnel to the bottom. With a full range of targeting (and retargeting) options, Facebook is an excellent tool to help you do just this.
So let’s break down those steps in more detail and look at how you might use Facebook to build a no-fuss funnel that works.
Aim: Capture awareness and generate interest.
Approach: There are a couple of ways to approach your messaging at this stage, largely depending on your target audience’s level of awareness.
Execution: Video ads targeted at your audience are your best bet for capturing the attention of new potential customers on Facebook. Use a couple of creative (video and text) and targeting variations to test what works best.
Aim: Appeal to specific needs and desires and create a compelling case.
Approach: How you approach messaging for middle of the funnel campaigns really depends on your particular product/service and what information your audience is looking for before deciding to buy. You can also choose whether to adopt just one or multiple messages at this stage to help build a strong case for buying your product or service. Here are a few ideas:
Execution: Retarget those that viewed for top of funnel video content with middle of funnel ads. These could be video again, or you could try something called a Facebook Lead Ad that allows you to collect names and emails of potential customers (so you can add them to your mailing list) in exchange for downloading a PDF guide or brochure.
Aim: Close the deal.
Approach: Ads at this stage are pretty much pure promotion. You’re speaking to people that are ready to buy so they just need that final push.
Execution: Retarget those that have engaged with top and middle of funnel ads with Facebook ads linking to a landing page or purchase page. Because they’re already interested, the key here is to remove as many barriers as possible – in other words, just make it easy as possible for your customers to click on the ad and complete the purchase or action you’re promoting.
There you have it, a simple no-fuss marketing funnel framework to help you progress more of your target audience from stranger to customer using Facebook ads.
Whatever stage of the funnel you’re targeting on Facebook, the key is to remember who you’re talking to and what they need to hear. Understand your audience inside and out and you’ll be able to create a marketing funnel that crushes your goals.