When it comes to marketing your business on Facebook, there’s an unlimited choice of advert options. While that may seem like an advantage, it can often derail a marketing campaign before it gets started.
From targeting audience segments to setting campaigns at different times and placing emphasis on value propositions, there’s so many possibilities to consider. With such a vast amount of choice, it’s not difficult to get it wrong.
Thankfully, a sales funnel can avoid this common mistake and save your budget before it gets eaten up. Given the nature of Facebook, users want to avoid adverts at any cost. They’re here to scroll mindlessly through a home feed of images, articles and multimedia. During this time, there’s very little desire to make a purchase or be ‘sold’ anything.
Only by approaching from a different angle and avoiding the hard-sell can marketers achieve impressive results on Facebook. It’s all about slowly building that demand which is only possible with a sales funnel. Here’s a simple, step by step guide to getting started.
Step 1: Attract your audience
As you’d expect, the first part of the journey involves creating enough interest for users to listen up and stop their monotonous Facebook scrolling. What’s the best way to do this? Showcase your most innovative products and highlight your company strengths, right?!
Wrong. Facebook requires a different approach which involves putting all emphasis on the user. Bring to the table their problems and interests instead of focusing all the content on your business.
Be creative and use attention grabbing headlines with emotive imagery. If you’re user has an issue, bring it to light and make them aware of what will happen if they don’t fix that issue. This is far more effective than directly promoting your product or service.
Step 2: Time for lead generation
Now for the tricky part. It’s time to convert that fresh audience into qualified leads. This is only possible with a clear and concise ‘Call to Action’. It should highlight the issue once again and provide a solution on how to fix it.
For example, “Are you suffering with poor conversion rates on Facebook? Take a look at the top 10 ways to improve your reach and gain more customers.”
Never make the Call to Action more of a hassle than it needs to be. At this point, you won’t want to ask for payment details but just a quick and easy email sign up. Simplicity is key. Users should have instant gratification without having to fill out endless forms or enter unnecessary contact and personal information.
As always, this area requires plenty of testing. You’ll have to monitor the results of different ad layouts with different headlines and imagery to determine the top performing solution.
Step 3: Converting
To fully optimise for conversions, it’s easiest to target the same users in the step before in order to get those all-important sales. This time around, keep the advert simple and free from any sales jargon. Communicate the specific value your business offers without the frills. This should resonate with your target customer base.
For those that are selling high value products, it would be unreasonable to hope for conversions. Very few users are going part with several thousand pounds from a Facebook Ad.
As such, in these circumstance why not offer a scaled down version of your product at a much lower rate? If you’re a tech company, a preview of software at only £2.99 or a cake shop may offer a miniature cake hamper for £8.99.
Step 4: Leveraging your customers
Once you’ve gained some loyal customers these can be leveraged to increase your reach with a wider audience. Start a loyalty program to reward customers and encourage them to share your message with others. This form of referral is surprisingly effective on social media.
Always add a personal touch, making it friendly and good natured. This way, the customer will appreciate feeling valued and be much more inclined to promote your product further.