The Facebook Ads Funnel
How many times have you come across an ad of a brand you’ve never seen before and went on to click and buy the product or service right away? Let’s be honest, this rarely happens and especially with social media ads. So, if you rarely do it yourself, why would you think that potential buyers of your products or services are any different?
Marketers have to understand the buyer’s journey and use it to their advantage to maximize leads and return on investment. For Facebook ads, this is done through a powerful strategy known as the Facebook ads funnel.
What is a Facebook Ads Funnel?
A Facebook Ads Funnel is a unique campaign structure designed to move potential buyers from one point to the next until they are finally confident enough to purchase your services. This essentially means converting strangers and prospects to customers. And the beauty of Facebook is you can build and run the entire funnel on the platform.
Facebook Ads Funnels start with creating awareness before proceeding to offer solutions. Timing is another critical factor in this strategy. You cannot create awareness and try to make a conversion right away. Yes, this can provide some leads, but it’s far from ideal since you will lose many prospects who still don’t trust you. The best Facebook Ads Funnel applies pressure on the right pressure points and at the right time. This is the only way to maximize the results.
Therefore, while the Facebook Ads Funnel is described as a single strategy, in reality, it consists of several campaigns done at different times depending on how far the strangers or prospects are in their journey. The campaigns build upon each other, so it’s critical that they’re all delivered at the right time to achieve the ultimate goal.
Running a successful Facebook Ads Funnel can sound a little complicated, but generally, the campaign consists of the following stages:
Stage 1: Creating Awareness: Top of the Funnel
This is where you lay the groundwork for future success. It can be a challenging stage since you are trying to capture the attention of a cold audience.
Many brands have to invest a lot in this stage because you are dealing with strangers who have no idea you exist or the kind of services you provide. Some strangers may need the solutions you are providing, but they can’t be your customers yet simply because they don’t know who you are and don’t trust you.
Therefore, the primary objective is to create awareness about your brand and the benefits of the services you are providing. You want to try to be as non-salesy as possible while doing this. Don’t be one of those brands that make the mistake of pushing conversion objectives to complete strangers.
You should know that this stage does not create a lot of sales, so don’t put your expectation too high just yet. What it does, is create the perfect foundation that can make the next stages a bit easier yet more profitable by increasing conversion rates.
Stage 2: Turning Prospects to Leads: Middle of the Funnel
This is also called the consideration stage. It is where you try to turn the prospects created from the previous stage into leads who are seriously considering giving your brand a shot. The campaigns are, therefore, targeted to potential clients who already know about your brand and services.
This is an excellent place to be more direct about the value your products and services have for the prospects but without being too aggressive or pushy. To achieve this, you want to create a good landing page on your website. It’s best to create a dedicated page that briefly showcases your core services and products. If you run a good campaign in the first stage, having prospects click through your Facebook ads to this webpage shouldn’t be a problem.
Capturing some contact information of your prospects is essentials. It helps you ease them closer to making that buying decision through other strategies like email marketing. Therefore, publish just a highlight of your core services and then provide an email opt-in option. Let the prospects know that they can get the entire scoop from the download. Use direct call to action (CTA) buttons like ‘Download’, ‘Sign Up’, ‘Subscribe’, ‘Install Now’, ‘Get Quote’ etc.
Besides collecting contact information, the second stage is also a great place to build trust. This is where prospects start to interact more closely with your brand, so you have to give them a smooth and trustworthy experience. Make sure the website is looking neat and professional. And yes, I’m talking about the entire website and not just the landing webpage. Remember, these prospects are now really interested in who you are and what you have to offer, so they’ll probably check other parts of your website, e.g., the team behind the brand, product/service offerings, and reviews, etc.
You can also build trust and generate more interest by including details like “30,000 Satisfied Customers” and “30-Day Free Trial” on the ads.
Stage 3: Converting Leads to Customers: Bottom of the Funnel
The time for creating awareness and giving out freebies is over, and now it’s your chance to get the cookie. Your leads should be super interested in your products/services by now, so you want to convert them into customers as soon as possible. While giving a value proposition to your leads, make sure to create a sense of urgency to get that conversion while they’re still interested. You could do this in several ways, e.g., provide discounts or free gifts in a time-limited offer. Make sure the offer is communicated clearly.
The ads at this stage should target both your leads and their lookalikes.
The final stage on the Facebook Ads Funnel should also reinforce buyer’s confidence to help them cross the line. You can do this by including additional details like price, money-back guarantees, discounts, shipping costs, etc.
Use powerful CTAs to close the deal as soon as possible. Buttons like ‘Get Discount,’ ‘Shop Now,’ and ‘Sign Up Today’ work great.
There are different Facebook campaign objectives and formats you can run at this stage. However, you have to choose the right objectives and formats based on your unique business model and goals.
Post-Purchase Facebook Ads
Do not overlook the importance of existing customers. They can give you more sales and not just from their own pockets but also from their family and friends through word of mouth. Therefore, it’s important to nurture existing buyers and create loyal customers and advocates from them. This is done through post-purchase Facebook ads.
Post-Purchase Facebook Ads are relatively easy to run. Your buyers already know who you are and how good your products or services are, so you don’t have to spend many resources to get their attention. You can run objectives like Conversions, Catalog Sales, and Store Traffic to get repeat sales and increase the overall customer lifetime value (CLV).
Provide incentives like exclusive offers, special discounts, and free gifts. A little appreciation also goes a long way, so target these customers with some thank your ads, and you can even ask for a review while at it. Where possible, provide some referral incentives as well.
Another incredible way to get repeat sales through these ads is to encourage a refill for a specific product. Think of it as a reminder. This requires some technical knowledge, though, since you must target the specific audience that bought a 1-month supply product around 20 to 30 days ago.
Post-Purchase Facebook Ads can also help you generate some traction to your newly launched products much faster.
Facebook Ads Funnel is without a doubt a brilliant marketing strategy that can target both strangers and existing customers. However, a lot of expertise and effort is required to create the perfect custom audiences and run a successful campaign. You have to know which audience to target with which ads and at what time. Otherwise, you will end up creating a messy campaign and waste your entire investment.
The types and formats of the ads you use are also very critical. Remember, Facebook is a social media platform, so the users are only there to interact with their family and friends. Ads can actually come off as an interruption or inconvenience. This means you need to be very meticulous, and you’ll probably require a sense of humor to create the perfect ad that makes someone stop scrolling and pay attention to you. Getting them to click through the ads will require even more effort.
In conclusion, running this campaign requires a lot of expertise and patience. But in the end, the results are always worth it. The funnel increases your conversions, sales and will even grow your business and brand to the point where you’ll no longer need introductions.
So yeah, Facebook Ads Funnel is definitely worth your investment, and if you feel overwhelmed, don’t hesitate to consult the Pros.