Today I’ll be sharing a Facebook marketing funnel that works really well for me, I’ll be explaining the strategic reason behind this funnel and why it works so well for us.
Everything about marketing is really about warming your target audience from prospects > lead > customers > advocate.
You will need to understand this important concept for marketing funnel, especially when you are selling high ticket items.
It’s about building a journey to warm up your prospect and convert into customer.
Before I deep dive into this strategy, here are the top 3 mistakes people make on Facebook marketing.
3 Common Mistakes on Facebook Marketing
Not using Facebook Pixel
Facebook Pixel is a tracking cookie which allows you to track your customer’s behavior.
It is essential to create a custom audience which we will be using heavily in this marketing funnel.
The ability to create custom audience allows you to filter your prospects based on intent level.
For example, a person that viewed 4 of my blog posts is much more engaged compared to someone who’ve only read once.
I will be able to create customer profiles based on specific criteria like website traffic, page views, or even video views (watched 95% etc) which basically tells me that these are a group of warm audience.
With this information, I will be able to create “ad sequences” that only target these warm audiences to move them down the funnel for conversions.
If you aren’t sure how to install the Pixel, make sure to hire someone to do it for you.
Not Building Trust
Unless you are McDonald’s or Pepsi, it is highly unlikely for you to convert people with your first ad. It just doesn’t work that way.
The closest analogy that I often give to my clients is will you buy insurance from a random stranger in the first meeting?
If you won’t, chances are your prospect will be the same.
So instead of hoping for a one-hit-wonder, be helpful and provide value upfront. What I mean by value is to provide a simple solution that would improve your prospects life.
It could be a free trial, free guide, or just a simple tip to solve their problem, this will build the trust and initial momentum for your ad.
I talked about the concept of getting attention before sales earlier, and this is crucial for this whole Facebook marketing funnel to work.
Expect To Sell in First Ad
Across all the campaign that we’ve done, it consistently shows that on average we need 6-7 touchpoints before it converts.
If you are targeting a complete stranger, showing the same ad to them 6-7 times in a row will cause ad fatigue, which is why we are using this marketing funnel to segment based on awareness and intent.
You want to show different messages to different people based on their intent and level of understanding.
In one of our client work, we created a simple guide on choosing routers to target audience, subsequently, whoever that viewed the guide will get an invitation to either message us or join our Facebook group for more discussion.
This is because we know buyers tend to research a lot and requires community validation, hence that is how we built the funnel.
With the exact same formula but without spending ads, we successfully sold 10 routers (RM600 each) when we lived our video review.
It’s about building up a series of micro-conversions leading up to macro-conversions.
My Facebook Marketing Funnel
I use a common marketing framework known as AIDA – Awareness, Interest, Desire, Action – to segment out awareness level on each stage of the funnel.
With this framework, it allows me to identify which audience is cold, warm and hot – which ultimately gives me the ability to show them the right message, at the right time.
To put it simply, here is what the four stages of intent are all about:
- Awareness is all about your audience seeing your ad.
- Interest is where they click onto your ad, and now browsing through your landing page, watching the video and etc.
- Desire is where they clicked onto your CTA button on your landing page.
- Action is where they really signed up or bought something from you
Step 1 – Start with Customer Source
This part is about profiling your customers. Facebook allows you to create your customer profile based on website traffic, your customer email, your database and etc – which forms your very own warm audience.
If you’re just starting out, you can use cold interest targeting too.
Step 2 – Create Irresistible Offer
This section is about crafting an offer that your audience wouldn’t reject, which will be broken down into:
Creating An Irresistible Offer
And no, I’m not talking about “sales offer” like instant RM99 rebate or stuff like that.
The offer that I’m saying here is a solution to their problem, it could be in a form of content or free trial.
The idea is to solve your audience’s problem to earn their trust.
For example, for car servicing industry, we can start with tips like how to protect your car to 10K mileage.
The key here is to provide a solution that will improve your audience’s life at a minimal cost.
Making Sure The Ad is Eye-Catchy
We only have an attention span of 3 seconds compared to 7 seconds before (yes that is lesser than goldfish).
So we will need to make sure whatever we are publishing out to the audience is eye-catchy enough. Here is some ad reference from Hubspot.
As much as I understand creating video isn’t for everyone, but truth to be told, the best advertising vehicle on Facebook is actually video.
Facebook has a strong feature which allows you to segment video views by percentage, in other words, you will be able to segment out a person that watched 3 minutes of your video compared to first 3 seconds audience.
Video is so much more powerful than articles as it captures your attention immediately compared to reading articles.
Long story short, you will need to learn how to create videos.
Step 3 – Direct Them To A Landing Page
You can host your solution here, say – webinar, blog posts, videos on your landing page.
No matter what you do, always remember to drive it back to your website so you can capture the audience to create another custom audience.
Having a landing page also provides you the opportunity to build – what I call – guided conversations to inspire your audience to take action.
You want to answer all your prospect’s concerns on this page – be it warranty, technical concerns, whatever.
Doing so will build trust with your audience as you’ve answered the concerns on their mind before they ask which gives them more reason to take action immediately.
Actions like booking a trial, schedule a call, claim service. So on so forth.
Step 4 – Remarketing
Remember the different stages of intent we have earlier? Remarketing is all about providing the right message to audiences with different intent.
Ideally, you only want to show your ad to audiences that have done specific actions but did not continue down the journey, so you can warm them up and push them down the funnel.
To set this up, you will need to create different custom audiences where they either:
- Awareness: Viewed 50% video
- Awareness: Viewed 95% video
- Interest: Visited page URL
- Desire: Conversion event – clicked on trial
- Action: Conversion event – purchased
Here’s how I would plan for the ad content:
- Awareness: Highlight problem and solution
- Interest: Highlight product benefits and possible outcome
- Desire: Highlight past successes i.e case studies
Most people at the awareness level aren’t sure if they needed the product, so you will need to pique their interest by showing different product symptoms while highlighting ways to solve them.
When you move them to Interest level, your audiences are likely to be problem-aware, this is where you highlight the product benefits and outcomes on your product.
On Desire level is really about convincing them with case studies, they are a group of people who are aware of your solution, but they aren’t sure if you are the right solution, this is where you show them case studies and past reviews to convince them you are legit.