The Facebook sales funnel is essentially a snapshot of all sales targets (or sales opportunities) at different stages of the sales process at a certain time point, and defines its sales process as a typical four stages: awareness, consideration, conversion and Keep, each different stage corresponds to different work that the sales need to do. Having a sales funnel is very important. If you do n’t have a good marketing plan, then your advertising budget is likely to be wasted.
At each stage of the sales funnel we have developed, there should be a “key performance indicator” that matches the funnel, such as:
Awareness stage: Potential users at this stage may not have realized that they still need your product or service and are not ready (or willing) to buy it. So, the goal at this stage is to grab their attention so that they can follow up when they are ready to consider alternatives.
Consideration stage: Once potential users have identified their needs, they will begin to study potential options. If at this time, you can provide some interesting and valuable content, then your conversion rate will be greatly improved.
Conversion phase: After the consideration phase is over, potential customers will carefully consider the best options starting from pricing, trial offers, etc.
Retention phase: At this stage, the main goal is to build customer loyalty. Not only is it limited to user reviews, paid purchases and repeat purchasers, it can also allow users to join members or leave a call.
So how do you create a sales funnel for each stage?
1. Attract visitors
When you build your Facebook sales channel, the initial goal is always to attract website visitors to your website and build an audience in the cheapest way. So you can use content to highlight what they are interested in, quirks, and questions they want to ask. Thousands of content are posted on Facebook every day, so your content must be unique and highly relevant to potential users.
The first weapon that helps you stand out is an eye-catching title. When an advertisement came into the eyes of users, eight out of ten people read the title, but only two read the rest of the information.
After mastering the title, make sure the cover image is eye-catching, clear, and consistent with the brand image. In this regard, Five Four has done a very good job, maintaining the consistency of their image color scheme, so that they can be easily identified from all other aspects.
The audience targeting of initial site visitors is relatively broad, which means that there will be approximately 1-2 million users in a particular area. Finding the right audience here is very important, so test frequently to better understand your visitors. You can test a wide range of categories, such as gender or age group, and get more goals by testing interest. Then refine, refine, refine.
2. Become a potential user
After generating initial website visits, the next step in Facebook’s sales funnel is to make these visitors potential customers. You can exchange their contact information by providing valuable things. The best examples are often e-books with rich content, such as downloading practical Facebook tutorials by leaving contact information.
Giveaways are one of the simplest forms of Facebook’s Lead Generation advertising because there are very few things created or prepared in advance.
In the second stage of audience targeting, the main audience is the last step to attract users, especially website visitors in the past 60 days. These people already know who you are, they can convert at a lower cost. In addition, the testing of advertising creativity and design is crucial. Try to choose the best solution through the changes of different images, headlines, text and CTA.
3. Convert to customer
The first two steps in Facebook ’s sales funnel are the hardest part, and it ’s time to convert potential users into paying users through popular products. If the first two steps are in place, then it becomes very easy for them to switch to paying users. The key to creating an advertisement is to pay close attention to a specific buyer’s role, which means that the advertisement itself does not require decoration or hard sales strategies. But you need to convey a very specific value proposition to everyone to resonate with them. Note that the advantages must be highlighted in a minimalist way, not features or other technical specifications.
Audience targeting should focus on a custom audience composed of existing potential customers (excluding customers). The easiest way is to locate the target users in the previous Facebook sales funnel.
4. Customer Service
Pulling customers step by step into the final class of sales funnel is our most important sales goal. When customers pay for the bill, they reach the final step of the sales funnel. But sometimes the bottom is not necessarily to pay for shopping, it may be to join the member or leave the phone. Turning existing customers into regular customers returning stably will not only help increase customer loyalty, but more importantly, your customers will also promote you to generate new recommendations.
Audience targeting at this stage should include a customized audience segmented by purchase history, as well as data obtained from your email marketing campaigns, such as who has n’t opened reward emails, and use a custom audience specifically targeted at these people.
With the deepening of the sales funnel class, we will continue to lose users, so we should do our best to achieve the staged goal. For example, someone who goes a bit into advertising represents that they are interested in your product. If they do not enter the next class of funnel (such as joining a shopping cart or registering as a member), then we should find an opportunity to continue to expose advertisements to him. You should show the advantages of your product and convince customers to enter the next sales funnel class.