For many business owners, a digital marketing campaign should go beyond hooking customers in with exciting concepts and branding embellishments. Digital marketing campaigns should make customers stop, look, think, and ultimately ACT favourably towards the brand.
But it’s not every day and all the time that customers will react and instantly buy your product or services upon seeing your brand’s ads for the first time. If you’re coming up with Facebook ads, you need to first court your targeted customers, establish a relationship with them with your ad, and make them feel they need your brand.
With that, what you need is a powerful digital marketing strategy: a Facebook Ads Funnel marketing strategy.
Why Facebook Ads Funnel?
Let’s look at what a Facebook ads funnel is and how you can create one to drive your business’s success.
What is a Facebook Ads Funnel?
There are over 2.98 billion monthly active Facebook users worldwide as of the first quarter of 2023, and 1.73 billion users use the social media platform daily.
Facebook has been a dominating social media platform over the years, used for networking, image, and video hosting, news and information, personal portfolio creation, and entertainment.
Facebook has also become a crowd-favourite platform when it comes to digital marketing strategy. Part of that strategy is the Facebook Ads Funnel.
Facebook Ads Funnel is a sequence of multiple ad campaigns with a different value proposition in each ad campaign designed to address each phase of a buyer’s journey on Facebook. It uses a conversion strategy leveraging Facebook business and marketing tools to target users, lead them, and convert them into customers.
The goal of a Facebook ads funnel is to deliver the brand’s message at the right time to the right customer.
A Facebook ads funnel is often referred to as a “path” that consists of three stages:
- Top of the Funnel (TOFU) – the Awareness stage
- Middle of the Funnel (MOFU) – the Consideration stage
- Bottom of the Funnel (BOFU) – the Conversion/Decision stage
Top of the Funnel (TOFU)
The TOFU stage is where brand awareness is conceptualised. This is the stage where ads are designed to introduce your brand to your target customers or people who have not heard about your brand (often referred to as the cold audience), making them aware that your brand exists and how it can help them.
Middle of the Funnel (MOFU)
MOFU is the consideration stage, sometimes called the “lead generation stage.” At this point, Facebook users who reacted to your ad are considered a “warm audience.”
This is the stage where you will interact and try to convert interested online users. The ad campaigns typically shown in this stage are more refined and designed for the narrowed-down Facebook users who have shown an interest or reacted to your ad campaigns.
The show of interest of this group could be in the form of Facebook comments, direct message queries, shared posts, or even post reactions such as “like,” “heart,” etc.
Bottom of the Funnel (BOFU)
BOFU is the decision stage, where the marketer goes in to close the sale. The targeted consumers at this stage are already known as “hot audiences.”
The Facebook ads campaigns at this stage are compelling your leads, creating an urgent need to take action and purchase your products or services. The Facebook ads would often contain freebies, special offers or discounts, incentives, a free trial, or any enticing promotions that would make your “warm audiences” grab the opportunity to purchase from you.
How to Create a Facebook Ads Funnel
A good Facebook ads funnel strategy can help you get more leads and conversions from your Facebook ads campaigns. It could also identify where your customers are in their journey with your ads so that you could tailor-fit or improve your marketing campaign to suit your customers’ needs better.
Here are several ways to jumpstart building a Facebook ads funnel strategy for your brand.
- Identify Your Target Audience
It is essential to know your target audience or people whom the brand is specially made or designed for.
In a Facebook ads funnel, targeted audiences are usually classified into the following:
- Interested audiences (people showing potential interest in the brand)
- Lookalike audiences (people sharing the same interest and demographics as your existing customers)
- Geo Targeted (people targeted based on registered location on Facebook)
- Content Targeted (people targeted based on their keyword search on Facebook)
To identify your target audience, do a demographic profile. What group of people is your product or service intended for? Identify the age group, gender, occupation, lifestyle, location, affiliation, interests, etc.
- Start Making High Quality Content
Content development is critical in the Facebook ads funnel; in Facebook’s case, content is all about visuals.
Facebook users often log in to the platform because of its videos, images, shared blogs, or slideshow presentations. When planning out your Facebook ads content, make sure that it’s visually appealing, high quality, and segmented to each of your target audiences.
Always create multiple versions of your content to cater to your “cold” and “warm” target audiences. Remember that your targeted audiences see and react to your ads differently. Some may respond quickly to a single MP4 10-seconds video ad, while a carousel-type ad sways others. Others would like more information, so a blog post is also recommended.
- Boost Your Facebook Ads
At this point, you need to start boosting your Facebook ads using Facebook Ads Manager to reach your cold target audiences so that you can turn them into your warm target audiences.
Facebook Ads Manager is an all-in-one management tool that provides your brand’s ads convenience, flexibility, and reach that can help you target the customers you want, drive traffic and ROI. The ads manager leverages Facebook’s growing 2 billion worldwide users in its algorithm, making it possible to filter out and customise who you want your ad to reach, at what date and time, and how many.
- Find Time for Your Facebook Lookalike Audiences
Facebook Lookalike Audiences is a Facebook segmentation tool that finds users sharing the same demographics or interests similar to your existing Facebook followers.
This is an excellent strategy to generate leads that will serve as your cold target audience.
To find your Facebook Lookalike Audience, go to the Audiences section of Facebook ads, then select “Create a Lookalike Audience.”
Choose suitable filters for your ads, such as the location, size, country, etc. Note that the smaller the percentage of the audience size you choose, the closer you are to match your existing audience.
- Warm Up Your Cold Audience with Content Remarketing
Now that you have your cold audiences, it’s time to warm them up with content remarketing.
Facebook content remarketing is a process of tagging your site visitors, in this case, people who had shown interest in your ads campaign when they clicked it, left a comment or performed any reaction towards your Facebook ads.
Here are some of the ways you can do Facebook content remarketing:
- Posting events or activities to interact with the users.
- Asking for reviews or testimonials from your existing customers and sharing them.
- Offer promos, discounts, or incentives.
- Interact with people who have sent you a message, left a comment, clicked a CTA (call-to-action) link, shared your ads post, saved your page, visited your Facebook page, saved products, added to cart, etc.
- Optimise Your Ads for a Mobile Users
As of 2023, 79% of consumers used their smartphones to make purchases.
Because of this, it’s a good idea to ensure that your Facebook ads campaigns are also mobile-user-friendly. Meaning, the ads are suitably created to fit mobile phone screen sizes, or that mobile users could easily scroll through your Facebook shop page on their phones.
Here’s what you can do:
- Trim down video ads into short 10-15 seconds videos.
- Create slideshows instead of static images.
- Ads should be 9:16 to fit the phone’s vertical screen space.
- Use overlay text so that users can also watch your ads on the go without sounds.
- Go for the Hard Sell
Now that you have generated and converted your leads into warm audiences, it’s time to go for the hard sell.
This is typically for people who have added to their carts, used a free trial, downloaded your book, etc., but have not made it to the checkout page or made a purchase.
Follow-up your warm audiences by sending them a personalised message. You could say, “Thank you for downloading/checking out our product, but for some reason, you didn’t buy [product name]. Here’s what we can do to help you out.”
List all the benefits they could gain from buying your brand, and answer all of their questions and concerns if they have any.
- Customer Retention
Once you have converted your leads into sales, remember to ensure that your customers remain loyal to your brand.
Provide your customers with the best customer service by efficiently addressing their concerns. A satisfied customer can lead to:
- Future repeat purchases
- Opportunity to upsell/cross-sell
The Facebook Ads Funnel is a powerful marketing strategy that could give your brand the boost it needs to generate leads and enhance sales conversion. It is also a vital strategy if you plan to expand your business in the future.
Implementing a Facebook ad funnel can be confusing, especially if it’s your first time using Facebook ads for marketing.
Here at New Way Business Development, we can make Facebook ad marketing easy for you. We can help you meticulously map out your brand’s entire Facebook ads funnel journey that will benefit your customers and your business.
If you have any questions, contact us at ____, and see how we can elevate your business with Facebook ads.
Call us now and get a 1-hour free marketing strategy consultation session.