What do you use Facebook for? A majority of Facebook users utilize the social media platform to share opinions regarding different issues in society. Though this platform is not considered the coolest anymore, it is still an ideal network that can help your brand sell.
Research shows that most of the Facebook users are people above 25 years. The younger generation prefers other platforms which are more visual and engaging. According to statics, Facebook has billions of users every month. This means that it has not lost its relevance in the industry and can even benefit business owners.
Most of the people that use Facebook do this as a way of rewinding from their normal lives. The platform is used for recreation as opposed to buying random products that people are not familiar with.
Facebook sales funnel
Despite this, you can use a Facebook sales funnel to generate demand as you remind your followers about the pain points they may have. This can help you convince people into checking out your products and eventually lead to conversions.
Advertising your brand on Facebook can be useful since the platform offers different options for this purpose. You can raise engagement, make more people aware of your brand as well as drive more traffic to your page if you use the right strategies. As a business owner, you have to define your goals and look for ways to achieve them with the help of a Facebook sales funnel.
What is a Facebook sales funnel?
This is meant to capture your target audience’s interest. You can use a sales funnel to nurture your prospects until they are comfortable and willing to buy your product. You can achieve this by using relevant messages which appeal to your followers. You should also understand the different stages of Facebook sales funnel so that you can move them closer to converting.
Some business owners get discouraged as they try to promote their products on Facebook since they get high engagement but less conversion. Instead of blaming Facebook for this, you should evaluate the approach you are taking and try to correct it. People may not be converting because you are hard-selling your products before they are entirely on board to purchase them.
A cold lead rarely purchases because they are not motivated enough. Since the majority of Facebook users are cold leads at first, you should think of ways to woo them through a Facebook sales funnel. This can help you fulfill your advertising needs. Let us look at the steps you should follow when creating a sales funnel on the platform.
How to create sales funnel on Facebook
1. Come up with segmented content
Start by creating various forms of content which can appeal to different people. Consider using things such as a webinar, slideshow, infographic, video, e-book, or blog post. Regardless of the specific forms you choose, you should ensure that the content you create is not only engaging but also high quality.
The content should also be related to the product you are trying to promote. Include this content on your website since it will come in handy as you try to drive your leads down the sales funnel. A wide range of content enables you to reach several segments of your target audience.
You cannot succeed by using a generalized approach since your target audience comprises of people at different levels of the purchasing process. Some are warm and show interest in your product while others are cold and know nothing about it. Exposing them to various content forms makes them part of your sales funnel.
2. Promote content to the warm audience first
The warm audience refers to those that are exposed to your product and have, in turn, expressed their interest. Most of your Facebook fans or your sites retargeting list can make up the warm audience.
When you promote content to this audience first, you can quickly get a high level of engagement through likes and views. Take some time to analyze your data for you to gauge the performance. There is a high likelihood that you will get a better response from your warm audience than your cold audience.
3. Focus on “lookalike audience.”
This refers to people who have habits and interests, which are similar to your already existing audience. They tend to have the same behaviors as individuals who visit your site or Facebook page. Though your lookalike audience may be cold, you can quickly warm them up and make them part of your leads. Targeting this audience can help you get more engagement and increase your chances of raising conversions.
For you to target this audience, go to the Facebook ads, and look for the audience section. There is a part that reads “create a lookalike audience.” Click on it then choose your source, location as well as audience size. Once you complete the process, the audience becomes part of the cold audience, which requires warming up.
4. Ensure you promote the best content to the cold audience
Expose the content which resonated with your warm audience to your cold audience. If you got the most engagement from your warm audience by using a blog post, you need to use the same content on your cold audience.
This should be able to flip a significant percentage of the cold audience to the other side. At this stage, they should be familiar with your brand and express some level of interest in your product.
5. Consider remarketing
Though the cold audience may have started getting familiar with your brand, you don’t expect them to start buying your product instantly. Advertising on Facebook takes much effort, and you have to do effective remarketing.
Try exposing the cold audience to your brand more than once so that you can bring them closer to making a purchase. This social media platform can help you remarket effectively.
6. Make use of the Facebook pixel
Facebook ads have different features which can help your business, and the pixel is one of the most effective ones. Start by creating a Facebook pixel, then add it to your website code. You can utilize this feature to remarket and help your visitors buy your product.
If you don’t know how to create a Facebook pixel, go the menu and click on “tools.” Find the section labeled “create a pixel.” Follow the instructions provided until you paste the new code.
7. Use a video to continue remarketing
The remarketing techniques may be many, but using video can help you compel your audience to your product. A video can also move your potential customers further down your Facebook sales funnel.
After a lead has checked your brand and shown interest in it, you need to develop a deeper connection with them. Try to encourage them to check your website’s landing page. Instead of hard-selling at this point, you should continue giving them more information as you encourage them to learn more about your brand.
Once they get to the landing page, you can continue remarketing by encouraging them to subscribe in exchange for something. Offer a free book or a free trial for customers who sign up. As long as your offer is solid, those who may not have converted at this point may be compelled to do so since everyone likes free things.
Once you have their email details, you can continue communicating with them on a more personal level until they are ready to make a purchase.
8. Explain the benefits of your product
Even after sending emails to your audience, not everyone will open them. This means that if you don’t take extra measures, you miss out on some sales. Some people may have visited your e-book page but failed to convert.
This is the point where you need to warm your leads up further by explaining the full benefits of your product. By doing so, you get rid of any doubts that they may have regarding your brand.
Feel free to offer some testimonials since they can help you boost credibility. Elaborate on the features of your product as well as how it can help them solve a problem. Once people trust your product entirely, they can easily buy it.
9. Hard sell
The last step of a Facebook sales funnel is hard-selling. Focus on the people that have utilized your free trial and still show interest in your product. Come up with a personalized video that can help you sell.
Include a convincing call to action because, at this point, your audience has in-depth knowledge regarding your brand. They can easily buy your product. Do not forget to thank them for the action and give further support if needed.
A Facebook sales funnel can help you gain more customers from the platform. It enables you to move your leads deeper into it as they get more knowledge regarding your product at different stages. If you want to bring more exposure to your brand, you should learn how to create a sales funnel on Facebook.