Facebook may no longer be the coolest or sexiest social network on the block, but it’s bigger than ever. Recent data from Statista even shows that Facebook has 1.86 billion monthly users.
And just look at how much it continues to grow. That doesn’t look like a slowdown to me — let alone the “death of Facebook.”
This means the marketing opportunities are plentiful. Although the same questions are always asked about Facebook Ads.
“Why did mine fail?”
“Do they really work?”
The answer is yes, of course, they do. And it is important to set up a funnel that converts, so you set yourself up for success.
Understanding Facebook Funnel
Facebook ads do not perform the same way as Google Adwords.
People do not go onto Facebook to specifically find a house cleaner or tuition teacher. In fact, Facebook is more about socializing than buying.
Seldom is making a purchase on a person’s mind when they’re scrolling through their Facebook feed.
This means that there is an overall low buying intent on Facebook. It sounds like a pretty silly place to try to sell, right?
Well for some, yes. Google Adwords may be a better fit. While for others, the problem lies in the approach that many marketers take to try to sell to someone who isn’t fully on board yet.
After all, you can’t expect a cold lead to whip out their credit card and purchase instantly. They’re just not in the buying mindset.
But all is not lost. Because there are customers who are ready to buy. But for the vast majority of Facebook users who have no intention to buy, there is still a way to coax them to a purchase.
The key to succeeding with Facebook advertising is first to develop a sales funnel.
It must be sensible, logical, and take into account the fact that most Facebook users aren’t in a “buy now” mindset.
The overview of a good sales funnel should look like this:
- Create valuable content that is engaging as marketing material for your Facebook Campaigns.
- Drive the audience to your landing page, where you present relevant and high-quality information specific to the product you are promoting.
- Strategize your conversion funnel – how it looks like on your landing page, what initial offer to provide your audience.
- Remarket using Facebook pixel with engaging content to move customers from awareness to interested.
- Preferably, build up an email list and use an email sequence to provide more valuable content, build trust, and share benefits, testimonials, etc.
- Use your final remarketing campaign to sweeten the pot and ask for the hard sell.
With that said, bear in mind that the sales funnel can sometimes be varied depending on the product, and it is important to tweak and test for results consistently.
For those who want an in-depth look at the steps, here we go:
1. Create valuable content that is engaging as marketing material for your Facebook Campaigns.
You should have heard this many times, to relate to the pain point of your customers, and how your products or service is designed to solve exactly that.
Talk to your clients and get their feedback. Look at how your successful competitors are advertising and create a persona that resembles your target market.
This helps to formulate your content strategy – creating segmented content in a form that works best for you.
This could include an epic blog post, video, infographic, slideshow, webinar or eBook.
It doesn’t really matter which specific path you take as long as it’s high quality, engaging, and relevant to the specific product you’re promoting.
Just make sure that you are able to drive them to your website. This will be important later on when you eventually retarget leads and work them further down your funnel.
Remember you want to provide engaging content on your Facebook Campaigns, or provide enticing offers and be clear about it.
You can’t always squeeze something cute into your images, but if you can: go for it.
2. Drive the audience to your landing page, where you present relevant and high-quality information specific to the product you are promoting.
Remember you should have a specific landing page for your campaigns, and not just drive your traffic to your generic website.
If your Facebook campaign is designed to give a free trial on a service you are promoting, make sure your landing page is relevant and ties in seamlessly.
I’ve seen too many ads that drive traffic to their company website, and makes no sense.
Valuable traffic is wasted, and could potentially give a lot more sales.
Make sure your landing page is consistent with your enticing offer:
This is an ad i clicked that says “Start Free 15-Day Trial Today”. Clear enough, right?
You also want to ensure your landing page is mobile responsive, with a modern design that can be a voice of your brand.
3. Strategize your conversion funnel – how it looks like on your landing page, what initial offer to provide your audience.
Here’s an overview of how your conversion strategies can look like:
Customize your conversion funnel depending on your brand and product. If your focus is email leads, design an effective form to capture it.
If users acquisition is a priority, think how you can provide free trials, so they find your service useful.
Here are some incredible offers that draw users:
- Free E-book
- Pay-for-shipping samples
- Free Services (Consultation etc.)
- Free Trials
- Limited Time Exclusives (Works better for interested customers)
Initial offers help capture warm leads that show more interest in your product/service. What about cold leads that only scrolled down about 80% of your landing page?
You want to remarket to them and create more touch points for such audiences.
4. Remarket using Facebook pixel with engaging content to move customers from awareness to interested.
If you are advertising with Facebook but have not yet installed Facebook Pixel Tracking Code on your website, do make this your top priority.
Here’s how it works.
You create a Facebook pixel
You add the pixel to your website code
You use it to remarket and bring visitors back to complete a purchase
Here’s how to get started.
Click on “Tools” from the top menu and “Create a Pixel.”
You’ll see this.
It will then ask you if you want to use an Integration or Tag Manager or if you want to copy and paste the code.
I prefer just to copy and paste the code myself, but choose whatever makes the most sense for you.
Facebook will then create your pixel base code.
This can be a little tricky if you have limited experience with code.
If so, I recommend checking out this guide from Facebook for all of the details.
It’ll walk you through the process step-by-step.
Just be careful when you’re pasting new code because you don’t want to mess up the original coding of your site.
With the help of Facebook Pixel, you are able to monitor how your targeted audience in your Campaigns navigate your website, which urls they browse, and set up meaningful conversion trackers so you know which ads are performing well.
How to Easily Check If Your Pixel is Working
To check if your pixel code is implemented correctly, you can install Chrome extension Facebook Pixel Helper by Facebook and it will show you the pixels you have installed on various web pages.
The plugin is also useful to identify and solve errors.
How to Remarket with Facebook Pixel
How do you deal with the “cold leads” traffic to your site?
Usually, a prospect needs at least 6-9 touch points before committing to a purchase. This can be in the form of remarketing, engaging them with useful blog posts, or sending them sequences of emails.
With Facebook Pixel, gain insights on which traffic segment visits say your landing page and exits. Set up retargeting and remarketing to focus on them with engaging content.
Here’s how you can do this:
Create your new audience from these segments.
Or you can even target visitors who landed on your checkout page but did not go through with it.
Setup new Facebook Campaigns targeting these audiences.
Plan your campaigns carefully for retargeting – Don’t just show the same ad you created, make changes based on their behavior.
For example, you can follow up with a video campaign on prospects who visited your landing page.
Find out which segment converts the best, and remarket to them more aggressively.
Again, bear in mind customers usually need 6-9 touch points before committing to a purchase, so avoid placing ads that are just focused on hard selling on cold prospects.
5. Preferably, build up an email list and use an email sequence to provide more valuable content, build trust, and share benefits, testimonials, etc.
One good way to “advertise for free”, is to build up an email list and automate a sequence for efficiency.
Remember, you can effectively capture an email list by offering fantastic initial offers that could be little or no costs to you.
Here are some of the services I recommend.
What do you include in your email sequence?
Valuable content, benefits, useful information, testimonials, etc. to build trust in your prospects.
Don’t be yet another seller in their eyes.
Here’s a great guide i found on creating drip campaign emails.
6. Use your final remarketing campaign to sweeten the pot and ask for the hard sell.
After you establish a good 6-9 touch points for your prospects, you can commit to a hard sell by offering them a tempting deal.
This is where you want to place your attention on the individuals who have used your free trial, downloaded your eBook, etc., but never went to your final checkout page.
Then go for the hard sell with an overt sales message of why they should purchase.
At this point, all of your leads should be familiar with your brand and warmed up about as much as they’re going to be.
They’re primed and ready to buy.
If you need help integrating a fluid marketing plan you’re your Facebook Campaigns, feel free to reach out at firstname.lastname@example.org