Facebook may no longer be the coolest or sexiest social network on the block. It may no longer be the place where teens and tweens go to vent their angst. In fact, 71.1 percent of all Facebook users are 25 years or older.
But you know what? It’s bigger than ever.
Recent data from Statista even shows that Facebook has 1.86 billion monthly users. And just look at how much it continues to grow. That doesn’t look like a slowdown to me — let alone the “death of Facebook.”
This means the marketing opportunities are plentiful.
I even think that Facebook is one of the best places to spend your money. And I spend a lot! To show you why, let’s just compare the cost-per-click (CPC) of Facebook and the ultimate PPC juggernaut, Google Adwords. The average CPC on the Adwords search network is $2.32.
And what about Facebook?
The average CPC is only $0.64! With a bit of jiggering and some smart moves, you can crush this number to an even tinier amount! That right there should pique the interest of most Social Media Advertising Companies. The other thing that I love about Facebook advertising is the wide variety of options that are available. For example, you can build brand awareness, increase engagement, send traffic to your Facebook page or go right for the jugular and try to make an immediate conversion. It really just depends on your specific goals and what you’re trying to accomplish.
With that being said, I would like to present you with a step-by-step guide to creating a Facebook sales funnel.
Step 1 – Create segmented content
To begin, you’re going to need to have a few different forms of content at your disposal. This could include an epic blog post, video, infographic, slideshow, webinar or eBook. It doesn’t really matter which specific path you take as long as it’s high quality, engaging, and relevant to the specific product you’re promoting. Just make sure that it’s on your website. This will be important later on when you eventually retarget leads and work them further down your funnel.
You’ll need to have multiple forms of content so that you can reach different segments of your audience. A one-size-fits-all approach won’t usually suffice because you’ll have different people at different levels of the buying process. Some may be cold with very little interest in making a purchase and are simply doing some research. Others may be warm and seriously considering making a purchase right away. Having a variety of engaging content will ensure that you’ve got something for all of the little sub-niches of your audience. And once they’re exposed to your content, they’re in your funnel.
Step 2 – Promote content to your “warm audience”
What Online Marketing Firm recommends doing first is to promote your content to people who are already “warm.” By this, I mean people who have already been exposed to your brand in some capacity and who have expressed at least some level of interest. This will primarily be your existing Facebook fans but can also include your website retargeting list. What you want to do is pay attention to engagement levels and determine which content is leading to the most purchases.
Step 3 – Target “lookalike audiences”
Facebook has a term they’ve dubbed lookalike audiences, “who look like your current customers, visitors to your website or Page fans.” In other words, these are individuals with interests, habits, and behaviors that are similar to your existing core audience. You can think of this demographic as a cold audience that could be easily warmed up to become viable leads. Therefore, these are the people you want to target.
Step 4 – Promote your best content
Remember the content that resonated the most with your warm audience? Now you want to take that content and expose it your cold audience. Whether it was a video, blog post, webinar or whatever, that’s the content you want to promote. Ideally, you’ll be able to move a sizable percentage of your cold audience deeper into your Facebook sales funnel so that they become part of your warm audience. At this point, they will be aware of your brand and should have at least some interest in potentially making a purchase.
Step 5 – Effective remarketing
So here’s the thing with Facebook marketing firm. You just can’t expect a large number of people to go from being part of your cold audience to being super-qualified leads that are chomping at the bit to buy. It just doesn’t work like that. In most cases, your cold audience will need to be exposed to your brand several times before they’re actually primed to make a purchase. So how do you effectively prime them and move them further down the funnel? One word — remarketing. And Facebook is the perfect network for doing this.
Step 6 – Using the Facebook pixel
One of my favorite features of Facebook Ads is the pixel.
Here’s how it works.
- You create a Facebook pixel
- You add the pixel to your website code
- You use it to remarket and bring visitors back to complete a purchase