Facebook is, undoubtedly, the world’s largest social network and is also emerging as one of the perfect platforms for digital marketing. It provides businesses with several opportunities and affordable options to reach out to a large audience and drive sales. It allows them to create unique and relevant content and ads for highly-targeted user segments accessing Facebook on different devices and at various times.
However, to get consistent results from Facebook marketing and not get lost in the numerous possibilities, you need to develop a marketing funnel for the social media platform to direct your marketing efforts in the right direction.
But before that, let’s understand what the marketing funnel for Facebook looks like.
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What is a Facebook marketing funnel?
A marketing funnel for Facebook is like a roadmap that guides Facebook users towards a particular path where they are expected to take desired actions. In the case of a business, the desired action can aid purchase or create brand awareness. Funnel marketing in Facebook is different from conventional funnel marketing as it targets the users explicitly on Facebook.
The Facebook marketing funnel can be divided into three parts.
Top of the Funnel (ToFu)
This is the stage where you try to make your brand and products known to the target audience. The primary objective is to create brand awareness. This can be achieved by creating and posting ads introducing your products and promoting them through a referral contest. More effective than directly promoting your products through advertisements is posting organic content such as blog posts, videos, stories and likes. Relevant and high-quality content will appeal to different segments of users and build brand credibility.
Middle of the Funnel (MoFu)
Now that brand awareness has been established to some extent; your next step is to focus on generating leads and nurturing them. For this, you need to engage with your audience by replying to their comments on your ads and other posts. You have to explain why they should buy from you instead of your competitors. You can post detailed blogs or videos about your products, highlighting their appealing features. Moreover, you should run retargeting campaigns for users who already consume your content or share your posts.
Bottom of the Funnel (BoFu)
The last stage of the marketing funnel for Facebook focuses on converting potential customers and retaining them. Thus, the Facebook ads in this stage are developed to persuade your leads to make a purchase and give them further reason to stay with you and turn into loyal customers. Such ads can provide fantastic deals, such as a free trial or a discount, to incentivise users to take that desired action. Users who have already viewed the products or purchased similar ones according to their purchase history should be targeted.
Now that you have learnt about the Facebook marketing funnel, it’s time to discuss how to design an effective one for your business.
How to build a Marketing funnel for Facebook
Funnel marketing for Facebook is becoming increasingly important for digital marketers since Facebook offers many different options and features which can be utilised during various stages of your marketing funnel. However, the numerous choices can make the whole process confusing too.
To simplify things for you, here is a list of a step-by-step guide to building a Facebook marketing funnel.
- Know your target audience
Before coming up with any strategies, you should know who you’re targeting. Since the primary benefit of using Facebook as a marketing platform is the large audience it can reach, you need to figure out which audience is relevant to your brand. This is important because you have to create high-value and engaging content to attract users and convert them into customers. Only targeted content customised to the users’ needs, and preferences will effectively get their attention.
This is enabled by segmenting users based on gender, location, preference, etc. Also, create buyer personas to customise your posts for each persona for more effective targeting.
- Posting high-quality content
Creating high-value content for users is the best way to engage them and earn their trust. Your goal should be to create highly targeted content for each buyer persona separately. Posting available content will not appeal to the target audience, and they will gradually lose interest in your posts and ads.
Facebook offers the flexibility to post content in different formats such as videos, images, blogs or even slideshows. Leverage this opportunity by creating content that can help the audience somehow.
Make sure to provide different content using all the formats available to keep your audience interested. Interact with them on Facebook and share links to drive traffic to your website. Use analytics tools offered by Facebook to see which type of content is performing well.
- Use Facebook Ads to expand your reach.
First, build brand awareness and an engaged audience by posting high-quality content, and then start posting ads to allow the users to move more profound in the sales funnel. It has been observed that video ads are more effective than image-based ads. Promote your best-performing content first to utilise your ad budget effectively.
Target users who have already engaged with your business instead of promoting your products to the entire audience. Use Facebook Pixel to know about all the actions taken by your website visitors who have reached it through Facebook. Regularly analyse how each ad post is performing and what can be done to make it more productive.
- Engage in remarketing
It is not easy to get the audience’s attention when they have so much content at their disposal. Your content must be unique and valuable to them to appeal to them. But then again, it can get lost in the ocean of content, which is why you need to expose your audience to your brand multiple times. When they repeatedly encounter something interesting in their Facebook feed, they might view it for the second or third time.
The different ways of Facebook remarketing can be engaged with your content, website visits, event interactions, referral contests, etc. As interaction with your brand increases, the probability of the users becoming leads and customers will increase.
- Target lookalike audiences
Leverage the feature of lookalike audiences offered by Facebook. It can generate a lookalike audience when you provide an audience source for it. This helps you target an audience similar to your current audience, saving time and expanding your reach without much effort.
The audience section in the Facebook Ads Manager is used to create lookalike audiences.
- Engage with your audience as much as possible
To ensure the success of funnel marketing on Facebook, you must engage with your target audience in the medium they prefer.
Your customer service should be top-notch. Respond to their queries or comments as soon as possible to earn their trust. If you show the willingness to address their issues, they’re more likely to buy from you. You can even utilise AI-based Facebook Saved Replies and Instant Replies for general and routine queries to save time.
The idea is to be there when your audience needs you.
- Provide incentives to convert
After you have gained the trust of your audience, you just need to give them a final push to buy from you. This push can be in the form of incentives to make your offer even more appealing to them. Offer discounts or any special deal and make it valid for a limited period to bring in the sense of urgency. Post ads that direct them to your product page. Specifically, incentivise those users who have purchased from you in the past to make them long-term customers.
- Every stage should be mobile-friendly
As most people access Facebook on their mobile devices, keep in mind to optimise every stage of your Facebook marketing funnel for mobile. Facebook itself has given some recommendations to achieve this:
- Turn images into slideshow ads
- Making ads 10-15 seconds long
- Posting 9:16 ads to fit the vertical mobile screen properly
- Overlay text on videos so that users can view it with the sound off as well
- Begin and end the video with your brand message
- Focus on customer retention
Any marketing funnel ends by ensuring that your customers remain loyal to you. For this, you need to provide excellent customer service. Also, drive more sales from repeat customers by giving them the best deals. Post targeted ads based on the purchase history of customers. Incentivise them to promote your products to their friends and family.
Conclusion
If you want to leverage Facebook marketing, you need to prepare a marketing funnel for Facebook. It will help you attract relevant visitors, generate leads, and convert them to customers. The above steps give you a Facebook marketing funnel example. It tells you how you can go about building one. Follow the steps to drive customers through funnel marketing on Facebook.