- Post By : Michael Smith
- On : October 17, 2016
With over 17 billion users as of the second quarter in 2016, it’s not hard to see why Facebook is such a popular marketing platform for millions of brands.
With the major advancements in Facebook advertising and targeting options, putting budget towards this platform has become an obvious and worthwhile move for many brands. As with all other marketing efforts, seeing an increase in conversions and turnover is the end goal, and using a social media sales funnel is now just as important as implementing one on your website.
What is a sales funnel?
A sales funnel is used to gradually move consumers through the buying process and eventually get them to convert.
The funnel allows you to build a relationship with your customers and get them to buy your products or services because they want to, not because you used hard sales tactics.
Applying a sales funnel to Facebook marketing
Facebook users are bombarded with online marketing every day, which is why it’s more important than ever for brands to take the time to earn their trust, create value and build relationships with them.
The following sales funnel model will help you do just that. Below are the steps to follow to increase Facebook conversions.
The first step is to build and grow your Facebook audience. Use around 20% of your Facebook budget to promote to non-fans in order to start growing your audience numbers. You will need a sizeable audience for the next two steps in the funnel. Building your Facebook audience will also provide you with the social proof you need to attract and convert new customers in the future.
As you create your campaign to attract new Facebook fans, consider the following targeting:
- Fans of pages that are similar to yours
- Fans with interests that are relevant to your brand
- Lookalike audiences using your core email list
You can even use a lookalike audience and add the page and interest related targeting to the mix for really specific results.
Now that you’ve built up a decent following, it’s time to engage with your audience and show them what your brand is all about. You can do this by developing interesting and unique content that you can promote and share with them. Aim to use about 20% of your Facebook budget here too.
By encouraging engagement you are also increasing the chances of your posts showing up organically in a user’s newsfeed going forward. These promoted posts should drive people to your website to read an article, watch a video or take a quiz. Creating high-value content positions you as an expert in your field, helps customers relate to you as a brand and gives them a reason to keep coming back to your website.
Engaging with your audience and providing them with something of value will help you earn their trust and start building a relationship with them in order for you to move into the final phase of the funnel.
Now that you have increased your fan base and your website traffic, you can start promoting your products and services to these prospective customers. Use your remaining Facebook budget on sales related posts and remarketing campaigns.
Promoting sales related posts should be done in moderation in order to avoid driving people away. These promoted posts should click through to a sales related landing page that will tell the visitor what next steps to take in order to convert. Make sure that you write this copy in the same style as your engagement related posts so that your brand’s personality is being brought across anytime you communicate with your audience.
Running a remarketing campaign using Facebook ads will help you target people who have recently visited your website and have shown an interest in your products or services. Remarketing is a great way to keep your brand top of mind, grow your Facebook audience and potentially increase your conversion rates.