eCommerce Stores: How to Make the Most of Your Facebook Marketing Strategy Through Funnels
You know what a marketing funnel is. You are familiar with moving someone down the funnel starting with an awareness campaign and finishing with a hard sell. This is nothing new.
You also probably already do Facebook advertising to attract new customers, ad by ad, offer by offer.
But are you using marketing funnels on Facebook?
Why should you use marketing funnels on Facebook?
Marketing funnels in paid advertising are extremely effective, but Facebook doesn’t make this easy. Most people stop with a simplistic Facebook marketing strategy around one-off ads and campaigns since there is no out of the box way to create marketing funnels within Facebook.
But that doesn’t mean you can’t create marketing funnels. There is a clever workaround that you should take advantage of.
Think of it this way. If you met someone in person and had something to sell, you would never lead with “Hey! Here is my product and how much it costs. Buy it now!” That would be incredibly awkward.
So why would we think this would work on Facebook or through any other marketing channel? Just like in person, there is a conversation that must take place prior to a purchase. You need to first introduce yourself, vet if the person standing across from you is interested in your product and therefore a good prospect, and then introduce the product and try to make the sale.
And there’s good news! By using some creative retargeting and Facebook events, you can achieve this type of marketing funnel in Facebook.
How do you create marketing funnels on Facebook?
Simply put, to create marketing funnels on Facebook, you retarget custom audiences based on their interactions with previous ads.
Here’s an example of a simple prospecting funnel:
Ad 1: Content
The first ad we serve in a marketing funnel is typically a content ad, whether that be a video, a blog, or even a page like campaign. This is an awareness campaign to gauge general interest in your brand. These ads typically have high relevance scores and are low cost.
Ad 2: Features and Benefits
The second ad would be another content ad, but a bit more in-depth and product specific. In the first ad, we want to have something engaging and funny to build an emotional connection with your brand. In the second ad, we want to vet a bit more if your product is actually relevant to potential customers.
For this ad, you would retarget a custom audience including people that viewed your first piece of content. If your first ad was video content, you can set this audience to include only people that viewed at least 10 seconds of that video. If it was a blog, you would want to target a certain amount of time on the page.
Ad 3: Promo
In the third ad, we would make our first offer. This ad would retarget the audience that viewed and interacted with your second ad.
Make this promo an offer they can’t refuse. The reason we recommend leading with your best offer is that it will quickly separate people that might buy sometime soon from people that are unlikely to buy in the near future. Customers that are interested will at least click through on a strong offer.
One important note: for each ad in the funnel, make sure to exclude recent purchasers. While you are only making a hard sale in your third ad, you will have people that convert off of both your first and second ads, so don’t waste your money serving them the rest of the ads in the funnel. As you go down the funnel, your ads will get more expensive, so serve them wisely.
Why should you use landing pages with your Facebook marketing funnels?
We’ve seen it too many times. All ads lead to the homepage.
Don’t get us wrong. The homepage is a very important page. And some general ads should lead there. The homepage is a good catch-all. It’s meant to be a routing point. It introduces people to your brand and then directs them to the specific part of your site that they want to see next.
But don’t make the mistake of sending the majority of your ads to the homepage.
If you are putting out targeted ads with targeted messaging, you need to direct these ads to a page that is specifically relevant to each ad. It’s called maintaining the scent (a phrase we’re sure you’ve heard). Land your visitors on a page that includes the same messaging and features the same product or promo that they’ve seen in your ad.
Use this in conjunction with your Facebook marketing funnels for the best results.