Nobody can deny that Facebook is a virtual country by itself and one that is growing every day, despite its many flaws and controversies. Today, Facebook has nearly 1.86 billion users; for digital marketers, it means a world of opportunities, to say the least.
Most digital marketing experts also agree that Facebook Advertising is one of the best out there in terms of the wide variety of affordable options it offers to grow your business. From building brand awareness to increasing traffic to your Facebook page to swelling engagement to even immediate conversions, Facebook Ads can be utilised according to your specific goals and marketing objectives.
Why do you need a sales funnel?
But with so many possibilities on the horizon, there is the danger of getting muddled up and choosing the wrong option for the wrong goal. This is where the Facebook sales funnel comes in. With a well-constructed funnel in place, a marketer can put across multiple ads to highly-targeted audience segments and change propositions according to times and devices, and ultimately, get more bang for the buck. In other words, conversions.
How can digital marketing companies of Bangalore build an FB sales funnel?
Users go to Facebook more for socialising than buying. When they are scrolling through their feed, they are not really expressly looking to buy anything. This is why a marketer’s approach on Facebook must be vastly different, from say, the way he deals with potential customers through Google AdWords. For, a low buying intent does not mean the customer is not willing to buy. But for them to do so, you will first have to gain their trust and interest. For instance, instead of hard-selling your company right at the outset, you should focus on the user’s interests, their problems and their oddities. This can be done largely through relevant, creative and engaging content. And that is really the first step of a Facebook sales funnel.
- Create targeted content: As said earlier, content is king on Facebook as well. The kind of content does not really matter as long as its quality is high, it’s relevant to the product you are promoting and is appealing. You can opt for a blog post, a live video, an infographic, an eBook or even a bait update that takes the reader to your website. It is vital to employ multiple forms of content since there is no one-size-fits-all on Facebook. Once the audience have ‘warmed up’ to your content, the assumption is that they have been exposed to your brand/product/service to a certain extent and have evinced some interest in it. This is when you pay attention to the quality of engagement and which of your content has garnered the maximum likes and comments. Depending on this analysis, guide the audience gently down the funnel.
- Generating leads: Once you have identified the content that is gaining traction, the next step is to get leads from these visitors. This can be done by offering something that is of value to them. This could be a solution (through content) to a problem faced by the customer or a clear Call to Action that highlights the brand, or a fix for a customer issue. You could also employ giveaways but with prudence. The giveaway should be pertinent and specific to your product -- clearly, if you are selling a sofa, your giveaway cannot be a face cream.
- Converting customers: Now that the first two steps of the funnel have been understood, it is time to tackle the hardest part -- the conversions. Once you have attracted the right kind of audience and built a rapport and trust with them, leading them down the funnel to conversions ought to be a natural, straightforward process. But this is easier said than done. For effective conversions, the Facebook ad must take into consideration both the rational and emotional side of its target audience. Instead of hard-selling, the ad must communicate the specific value the customer might get out of your brand/product. It is also important to keep things simple, the language easy and highlight the benefits of their engagement.
Thus, with a Facebook sales funnel in place, it is possible to avoid common mistakes marketers make on Facebook and prevent money going down the drain.