The article below will be taught how to build an effective Facebook funnel using organic and paid-for content.
#1: Map Out Your Facebook Marketing Funnel
The first step is to plan firstly your Facebook sales funnel, and consider the kind of content you could create to guide customers efficiently through the stages of buying. An average Facebook sales funnel includes three stages of the buying cycle as well as a bonus step for customers who are returning:
Awareness stage: Introduce your services and products, and get them to interact with your brand's content.
Consideration stage: Get people to trust your company and consider what solutions you can offer to meet their requirements and goals.
Conversion stage: Ask people to join your service or buy your products, typically at a discounted cost.
Retention: Encourage existing customers to move from free plans to paid ones and extend their subscriptions or to make purchases.
#2: Build a Sales-Focused Toolset
In addition to having a Facebook page as well as an Ads Manager account, you'll have to include a few instruments to the workflow. By using these native and third-party tools, you'll be able to streamline conversions and retarget audiences in the Facebook selling funnel.
Meta Commerce Manager
If your business is selling physical products, you can utilize Meta's eCommerce tools in order to market your products. There are two choices. You can make use of Facebook Shops to create a shopfront on your page that you can utilize to sell through organic and paid content.
Alternately, you can build catalogs that work using Facebook ads. To create catalogs, you need to launch Commerce Manager and click the Add Catalog button. You can then add items manually using a data feed through the linking of your Meta Pixel or connecting to a platform such as Shopify.
Once you've completed the catalogue and added your items you're able to group items into sets. Sets allow you to utilize your sales funnel on Facebook to market specific categories of items rather than the entire catalog.
Meta Events Manager
If you wish to have visitors make full conversions to your site it is important to establish events tracking. Meta Events Manager can track nearly any ad-related conversion, from eCommerce selling to contact forms to new trial registrations. You can also track the upper Facebook revenue funnels and conversions such as search results and views of content.
To manage conversions, launch Events Manager and select the Pixel and domain connected to your page. Add up to 8 normal events or custom-designed conversions that you would like to monitor.
Drag and drop events of conversion in order from most important to least important. Put the bottom-of-funnel (BOFU) transformations into highest priority slots, while placing TOP-of-Funnel (TOFU) events in the lower part of the list.
In Event Manager It's also recommended to establish an API for conversions. Conversions API. Making this additional step is a way to enhance measurement and aid in helping Ads Manager optimize for conversions more efficiently.
Email Marketing Service
It's also useful to pick an email marketing service from a third party that allows you to communicate with potential customers beyond Facebook. Email is essential to nurture leads, boosting conversions and fostering loyalty. You could use it to advertise to specific segments based upon their interests and activities.
It is possible to incorporate your email marketing services into Facebook advertisements by inviting potential customers to join your list or supply their contact details to gain access to your gated content. You can then upload your list into Ads Manager and create a customized list to serve relevant advertisements via retargeting.
#3: TOFU Content Ideas
After defining how you will use your Facebook sales funnel, and setting up your tools to create it, you can begin creating content to be placed at your top of funnel (TOFU). At this point, you should focus on increasing awareness and creating interest.
The people at the upper end of your Facebook sales funnel are getting familiar the brand's name, its products and services. Content that informs them about the business's mission and why, and also what you provide is optimal. Here are some ideas for TOFU content that is organic:
- Incorporate your brand's values into your message and explain why they are essential to your company and your customers.
- Display your products and services and talk about how they can help your customers with common issues.
- Launch new product launches and provide stores where customers can buy what you create.
- Introduce your team and let potential customers learn about the personalities that make up your company.
For instance the Facebook post by @Dropbox below makes people aware regarding the storage cloud's connection with Canva. The post provides the benefits that users can enjoy with the two applications, helping users understand the benefits that this integration brings. The post also includes an link to the website of @Dropbox which allows potential customers to learn more about the integration.
Paid TOFU Content Ideas for a Facebook Sales Funnel
Advertising that is targeted towards the upper reaches on the Facebook sales funnel typically don't bring in revenue or lead to significant conversions. However, they provide valuable opportunities to reach audiences that are able to retarget later on in the funnel.
It's beneficial to begin creating your ad funnel using the aim of increasing awareness, as this kind of campaign will let you increase your reach while paying the lowest price per 1000 impressions (CPM). Awareness campaigns work well with broad-based targeting, which allows you to reach the broadest possible public as you can.
How do you bring in potential buyers in the Facebook sales funnel on a regular basis? Utilize the engagement goal for attracting people to view your videos or engage with your advertisement. In Ads Manager, you can create custom audiences based on people who engaged with your ads or watched specific videos, and then retarget them with consideration-focused content.
#4: MOFU Content Ideas
In the next phase, you will create more targeted content specifically for middle of the funnel (MOFU) prospects who are in an environment that is warm and welcoming. In the beginning, concentrate on attracting prospects to show an interest in the subject, and utilize DMs as well as lead magnets in order to engage with prospective customers.
The people who have gotten past that stage of awareness are contemplating your brand's image, and possibly your competition, too. These prospects generally research products and services. Through sharing cases studies, you can aid in the process of research and help prospective customers make the right choice.
For instance, the @getdonedone Facebook post below is aimed at potential customers who are looking at a possible project management system similar to the one offered by the company. The post explains that there's a an important distinction between tasks management and project management platforms.
Another method to guide potential customers through this part of your funnel would be to present prospects a reason to be confident in your business. Through sharing social proof or customer spotlights You can share your results accomplished or the number of clients you've assisted.