The newest type of advertising funnel is the Facebook Funnel, which gives you access to cold and warm buyers. Here's how to set it up.
Every month, more than 2 billion people are active on Facebook. That's a lot of people that could be in your Facebook Funnel. These users go to Facebook in search of something. Some come to connect with friends and families. On the other hand, some of them need information about specific products or services.
Facebook Ads, for instance, is one of the marketing tools you can use to reach your campaign objectives and goals, whether they be acquiring fresh leads or increasing sales.
For example, a sales funnel through Facebook Ads can help you create brand awareness. It can also aim to attract new leads or boost traffic to your business website (although traffic only is not a well-thought sales funnel goal). Note that Facebook Ads can allow customers to redeem your offers instantly. That means instant sales!
Ads can boost engagement between these customers and your business, too. Most customers are attracted to companies that respond to their issues and provide solutions. Therefore, you should take advantage of Facebook Advertising to keep customers updated.
How is Facebook Ads different from other PPC platforms?
When you compare it to Google Ads, Facebook needs to be approached differently. Facebook is not about buying impressions for keywords that people search for. It goes beyond that. It can target behaviors, demographics, and interests.
The truth is that most people will not make instant purchases when they come across your ad on Facebook. So, relax, do not yell at people, "Buy now!"
Instead, craft a Facebook Ads sales funnel. However, your funnel should be as intelligent and authentic as possible. By doing so, you'll be successful with Facebook Ads.
What does a sales funnel (i.e., advertising funnel) entail?
Many businesses are offering the same products as yours. Have you ever wondered how customers connected with your business in the first place instead of choosing your competitors? Maybe you can do some research here and find the origin.
Take a moment and think of how customers found your business. It could be that you shared content from your site, a piece of content went viral, or a Facebook advert caught their attention.
Either way, there are some steps you can follow for people to connect with you and for them to notice your business. These steps include:
• Awareness in terms of engagement, tips, and sharing content.
• Consideration through videos, long/detailed content, and special offers.
• Conversion via webinars, testimonials, trials, and remarketing.
Then, there is retention and upselling by providing more value through consistent marketing efforts.
Having listed these basic automated sales funnel steps, let's now check out how to build your Facebook Funnel.
Step 1. Start Your Facebook Ads Funnel by Installing The Facebook Pixel
The first step is to download the Facebook Pixel and install it. Facebook Pixel comes in the form of a code snippet that you place on your site. Its role is to track the activities of your visitors on your website. This tool is potent in retargeting and monitoring traffic – you can't afford to miss it.
Apart from tracking traffic, your Pixel will collect data as well. It will do so even when you don't have any ads.
For any person who visits your website, the Pixel will track their activity. Hence, you'll be able to know how many people visit your site and what they do. Further, you'll learn of the interaction you get in your social profiles, and it'll timestamp prospects in your advertising funnel.
Do you need an advanced analytics tool with behavioral tracking features to map exactly what people do along your funnel's steps?
Is tracking visitors the only thing the Pixel can do?
Of course not! The Pixel will guarantee that your Facebook adverts are visible only to the right audience. Therefore, you'll be able to segment your audiences and utilize Facebook Ads in your Facebook Funnel more sophisticatedly.
Step 2. Develop captivating content for your Facebook Funnel
For leads to progress through your sales funnel with the lowest friction possible, you must facilitate the leads' journey with compelling content. There are different content needs for each stage of the Facebook Ads sales funnel. Read this post about how to create the right content.
It would help if you contented specifically for different audience segments. For example, how you address cold traffic differs from warm leads. Promote your top-ranking content to cold audiences and narrow it down to problem-specific solutions as you start to define the interests and behaviors of hard leaders.
Step 3. Concentrate on warm audiences
About warm audiences, audiences that know your brand and have indicated that your product might be a good fit for them are audiences that you could advertise directly to.
You can start with your warm audiences. Add them as custom audiences in Facebook Ads and include them in your marketing campaigns.
Here's a video about custom audiences and how to create them to serve your Facebook Funnel.
Here, you can try a few things. For instance, you can send people directly to your product page. Then, see what trend your conversion rate takes. Or maybe send them to a limited-time offer page. As a result, you'll note that certain products yield incredible results – especially when aiming for an intuitive low-price purchase.
Nevertheless, you shouldn't take the same approach with your products - specifically if they are expensive and people know little about them. Typically, people won't buy spontaneously, so running a campaign that sends traffic directly to your sales page won't help your bottom line. Instead, it could consume your advertising budget in an instant.
What you can do instead is what we describe in this article: create a Facebook Ads sales funnel. And in the next section, we will explain how that looks.
Step 4. Attract similar audiences
So, you have installed the Facebook pixel and have created unique content for every step of the funnel. You have also separated warm leads as custom audiences.
Now, it's time to use lookalike audiences to reach out to a larger group of people on Facebook.
You can use your custom audience data to classify visitors and build lookalike audiences. Read this guide to learn how to make these expanded yet targeted audiences.
See the power of similar audiences? Users in the new audience will have similar interests and attributes to those already buying and interacting with you. Facebook knows the characteristics of your buyers (from your custom audiences) and can expand this group to include more people with similar demographics, interests, and behaviors (lookalike audiences).
Now, to paint the picture, your Facebook Funnel should look like this:
EXAMPLE OF A FACEBOOK ADS SALES FUNNEL
Top of Funnel
Cold traffic to your epic content coming from basic demographic and interest targeting.
Middle of Funnel
Warm traffic to conversion-optimized content that provides a solution.
Traffic is coming from custom audiences that have already visited your pages.
Bottom of Funnel
Hot traffic to a conversion-optimized product or sales page.
Traffic is coming from lookalike audiences and has the purchase as an objective.
This indicative Facebook Ads sales funnel will help convert cold traffic into warm leads and buyers.
But is one more step in the Facebook Ads sales funnel missing?
Step 5. Focus on retargeting
If you stopped in our previous step, you would miss out on a great opportunity. Remarketing.
Most of the time, even if people have gone through your complete sales funnel, they are not yet ready to buy. Sometimes, force majeure makes them leave products in their shopping cart. And you don't want them to forget to come back.
By the way, we have a done-for-you cart abandonment email sequence readily available for you to download and plug into your autoresponder. This can work with your Facebook Ads remarketing to get forgetful buyers back to your checkout page.
Also note that, as some marketers say, people will see your products and brand at least seven times before they make a purchase decision. Buyers are also hesitant even to enter their card information.
This is precisely why you must add another step to your Facebook Funnel. Retargeting campaigns that will show ads to people who have interacted with your other campaigns. For example, you can set ads for abandoned carts or different bottom-of-funnel audiences, e.g., people visiting a product category page. Also, you can run ads for middle-of-funnel leads to inform them of new, exciting content you just published.
Here's a guide by Facebook that explains how you can create remarketing ads for your products. We wrote This piece about advanced advertising strategies to build a high-conversion Facebook Ads sales funnel.
It would help if you kept remarketing to people who visited your site but never made a purchase until they do or you decide you don't want to deal with them anymore.
Warm Traffic VS. Cold Traffic in your Facebook Ads sales funnel
Keep tabs on the inside of your advertising funnel. It is interesting... Mainly because your ad funnel starts with cold traffic. They're They'reen they see an ad or experience your brand.
Then, the advertising funnel warms them up, so ...
The Cold Traffic Progression
We build all of our advertising for our clients this way. There is always a set of ads that is specific to cold traffic. Your cold traffic audience comprises those who don't know who you are. They've heard of you. In the Facebook world, they aren't even searching for the solution that you provide. They go to Google and type in a keyword phrase because Facebook traffic is interruption-based.
In the Google world, they go to Google and search for the keyword phrase you are advertising for or related to your business. So that is one of the differences between Google and Facebook and how they are similar in the cold traffic sense.
But this cold traffic person doesn't care who you are. They've never heard of your business because if they'd heard of you, they'd be warmer. You know what I mean?
Warming Your Target Market Up
The advertising funnel works because folks see an ad as a cold prospect. Then, they take some action... That action might be:
- Watching a video for 50% of its length, 75% or more...
- It might be clicking on the ad and going to your website.
- It might be opting in for a report for a lead magnet.
- It might be just full-out buying something.
But that cold prospect is, in their action, warming up to you... Warming up to your brand. So, that is what the advertising funnel is all about. When we warm them up, we can do additional things with them.
Now, The Transition In Your Advertising Funnel
So after they do something, they are no longer cold prospects.
They move past that cold traffic ad, and now they see a retargeted ad because they did something... They watched the video. They clicked the link. They landed on a page. They opted in. They bought something. They're They're cold. They are warm and friendly and see a different type of ad from you.
So, with Facebook Advertising, it might be a welcome back or shopping cart abandonment ad. It might tell them about a product they might be interested in that they didn't didn't purchase.
So, you can there carry out this retargeting campaign in many ways. One of the things that we like to do is, once they move from cold traffic to warm to a retargeted ad, we also acknowledge that they are probably getting warmer or colder within our sphere of influence. So, we might have a retargeted ad that shows a lead magnet for days 1 through 4.
So if they land on our website, then, for these four days, they see something on our ... They see a Facebook Video Ad talking about a lead magnet, and then if they don't do anything, days 5 through 8, we give them something else. Maybe it's a titlist, or we promote a different product or newsletter.
Then, on days 9 through 13, we do something a little different.
When Prospects Cool Off
With the understanding that they're they're colder. The longer they go without doing something, the harder they are getting. They are moving past what we do because a buyer is only hot for a concise amount of time. It might be a week, three days, or three weeks, but they usually buy and consume a bunch of stuff in the same period and then move on.
Think about your own experience. Let's say you're looking for a piece of software, like a video-hosting platform. Chances are, you recognize that you need a video-hosting platform like Wistia or Vimeo or whatever.
...So you do a little research and find all the companies in the market. That might not have even been triggered by you internally but by an ad. Maybe you saw a Wistia ad and think, "Wait, it makes sense. I need to keep my videos private. So, who else has this technology?" Then" you do a little research, and then you buy. You do free trials, but you've decided in the first week or two.
How It Relates To Your Buyers
So, that's that's how buyers react. That's what's buyers react. So understanding that they're they're then they're they're then they're you... And you can engage those customers differently through your advertising funnel with different ad types.
Now, Facebook is a little bit different when you're using these advertising funnels because:
- You can do a lot with Facebook Video Ads.
- You get cheap clicks.
- You can do video view campaigns and then target people based on how much of a video somebody watches... Which is essential for capitalizing on the momentum and moving somebody through this advertising funnel.
So, on Facebook ... You add the Facebook pixel to your website, and then that pixel tracks:
- Which pages do your prospects visit
- Where do they go on your website
- What your conversion events are
- Ads send you leads, sales, and, ultimately, conversions.
So the pixel is essential in this entire makeup, and that's what up the staggered Facebook Ad Funnel process where you target different creative for:
- Day 1 through 4
- Day 5 through 8
- Day 9 through 13
- And so on...
We say, "Okay, if"somebody is brand new to this audience because of the pixel, show them this ad. Show them this ad if they're five or eight days old. Show them this ad if they're 9 and 13 days old."
Progress Lookalike Audiences Based On Your BEST Segment
It's all based on the pixel and the audience that that pixel creates.
And from that audience, we create lookalike audiences of our most successful segment of folks. So first, if we have no data, we're a lookalike audience based on the people who watch 50% or more of a video or 75% or more.
Then, suppose we get a significant population of people who hit a webpage or opt-in for a report or buy. In that case, that's the next lookalike audience we're we're we're constantly creating a new lookalike audience based on our best data set. Then, we're moving all ads to that audience. So, we're continually optimizing the audiences and letting Facebook know precisely who we want to get in front of.
So, all of this stuff is important for your advertising funnel. As protests progress, the ad funnel must align with your sales funnel. The sales funnel, your landing pages, your automated webinars, your VSLs, all of that stuff comes out to party in these Facebook ads. We like video a lot. We do a lot of video view campaigns.
DIY or DFY Facebook Ads sales funnel
As you try out different strategies and mix up sales funnel elements to create the perfect recipe, always keep track of your conversion rate. Conversion rate is arguably the best indicator of the success level of your campaigns.
If you want to run your business and you are not a DIY kind of person, then our team at DoneForYou is equipped with all the skills and tools to create high-conversion sales funnels for you, ones that start with Facebook Ads and end with filled-up shopping carts.
Schedule a call to discuss how we can create a funnel that serves your business goals and adds to your bottom line.