- Contest Factory
- July 11, 2018
Learning the Facebook Sales Funnel: A Must-have for FB Acquisition
One of the major difficulties of selling on Facebook is that your results are only as fruitful as the focus you proactively work to make them — meaning that if you don’t understand the Facebook sales funnel and how to guide your customers through it with assets like tracking pixels and new creative based on previous engagements, you’re not going to be able to come anywhere near the results that you’re after. Remember that not only is the average cost-per-click on Facebook only about $0.64 (less than 1/3rd the price of Google), but 39% of people also follow a brand looking for offers. Another 42% of those people are willing to like a page or take another action to get a coupon or discount, meaning that there is a massive untapped amount of revenue on Facebook waiting to be taken advantage of — you just need to make sure your funnels are in a state that allow you to do it.
Thankfully, this is a process that’s much more straightforward than you might think; you just have to keep a few key things in mind.
It All Begins With Segments for Personalization in the Facebook Sales Funnel
First, you need to segment your audience and then create specific, relevant, and helpful content to support each one of those segments. This should include a wide range of content types to appeal to as many people as possible: blog posts, videos, infographics, eBooks, and more. In many ways, this will become the foundation for everything you do next.
Remember that at this point, your prospect likely has little-to-no knowledge of who you are, what you do, and what you have to offer. You need segmented content that follows a logical progression that first explains the benefits of your brand in a way that inspires people to take action. Then, once that action has occurred, you can continue to target that customer with content targeted at the next segment of the funnel — giving you an opportunity to ask for more information at the same time.
First you should focus on building awareness, and then once the prospect has been warmed a bit, you can ask for contact information like an email address in exchange for more content. Then, you can offer a coupon or other type of promotion for additional information, continuing until your prospect is officially ‘warm.’ It’s a give and take, yes — but don’t forget about the ‘give’ part.
Make sure that your content is relevant to each stage of the funnel — from the initial content to targeting someone with a small offer and further down the line. Even once a purchase has been made, you should still have content that will help you target add-on items or other up-sell and cross-sell opportunities.
Your Most Powerful Weapon: The Facebook Pixel
Next, you’ll want to create what is called a Facebook Pixel — a specific piece of code that you add to your website that you can then use to remarket content moving forward. This is a great way to continue to serve your audience members relevant content based on the last action taken, moving them further down the funnel until they’ve returned to your website to complete their purchase.
To do this, open the ‘Tools’ menu in the Facebook Ads interface and select the option labeled ‘Create a Pixel.’ Copy the entire pixel base code and paste it into the header on your website.
Setting Up Your Ads
Once all this is complete, you can then set up your sequence of ads to respond both to customer segments and specific instances of customer engagements. You can get this process started by logging into Facebook and selecting the ‘Create Ads’ button from the drop down menu in the upper right corner of the screen.
During this process, you’ll want to make sure that you’re picking the right conversion objectives to match the content you’ve created with the specific segment that a prospect may be currently a part of. Micro objectives will help a great deal in this regard, allowing you to target specific actions that occur earlier on in the funnel. This process can also allow you to test the best objective for your ads, such as by defining a ‘conversion’ as a click rather than an actual sale. Once the prospect has initiated the desired action (in this example, they’ve clicked your ad), you can now better track exactly where in the funnel that customer is and then target them with the next piece of content they need to move closer and closer to a sale.
Remember that at the end of the day, customers only become ‘warm’ by living in your ‘cold’ customer segment for a period of time. The warming process happens by the segmented content you’ve created, which motivates them to take a desired action, which serves them up the next piece of segmented content, so on and so forth. The Facebook Pixel helps you track conversions based on those ads as well as remarket your content to people who have already taken the desired action.