Every brand can sell on Facebook, especially with a combination of Facebook Ads and organic posts. The key to selling, though, isn’t to just put a ton of content out into the digital world: instead, you need to have a Facebook sales funnel in place.
Let’s investigate this.
A Facebook sales funnel is designed to capture users’ interest and nurture them until they’re ready to purchase. The idea is to use relevant messages that appeal to users at different stages in consideration for purchasing to slowly prod them closer to conversion. You can do this with organic posts, but it’s often more effective with reinforced or spearheaded with highly targeted Facebook ads designed to appeal to users in particular stages of the funnel.
Facebook has huge selling power, but not without a sales funnel. Users log onto Facebook for recreation and to offend relatives with their political beliefs, not purchase random products they’d never thought of before.
Sales funnels are designed to generate demand, reminding users about pain points or needs they didn’t know they had. A Facebook sales funnel will help you stand out from the other white noise and actually get the conversions you’re hoping to see.
Plenty of businesses are familiar with the digital sales funnel, which is made up of four or five different stages, depending on who you ask. These stages are:
While the stages of a digital sales funnel and a Facebook sales funnel are the same, the way you go about executing them will slightly different and the specifics vary slightly.
You can use different types of content and ads to appeal to users who are in all different stages of the sales funnel. And since Facebook Ads is all about creating interest instead of just waiting customers to decide they need to find you, it’s the perfect medium to drive sales even though we never intend to go on Facebook to buy anything.
Ready to start creating your Facebook sales funnel? All you have to do is follow these four steps.
Users can’t move through the sales funnel until they’re in it, after all. There are several strategies you can use to generate awareness. These include:
Agorapulse’s reporting tools can help you identify your most engaging content, so you can create similar content in the future to get more comments, likes, and shares. This will increase your visibility quickly.
During the consideration stage, you need to prove to users why they absolutely need your product. This means appealing to pain points and simultaneously overcoming any objections they have. To do this, you can:
Agorapulse shows you every single comment on your Facebook Ads. Use this to identify both trouble makers and user questions like “is this watch water resistant?” and you’ll be able to nudge users further towards the sales funnel.
Users who are lingering just at the front edge of this stage are ready to purchase, you just need to give them a little nudge. You can do this by:
The battle isn’t won just because a customer converted for the first time; because the acquisition cost of a new customer is much higher than retaining old customers, you want to keep them engaged.
In this stage of the sales funnel, customers (hopefully) trust you more, so you should use content to drive further purchases with a higher purchase value, and encourage referrals. Strategies that can help with this include:
If you want to turn your Facebook into a selling machine, you need to have a Facebook sales funnel in place. This funnel must be designed specifically for Facebook users, even if you already have another funnel you use on your site, so that it will be most relevant and persuasive to the audience you have there. When used correctly, the sales funnel with not only capture the interest of users looking for your product, but can create demand for it from an audience who wasn’t even looking.
What do you think? Have you set up a Facebook sales funnel for your business? How do you appeal to users in different stages of the funnel? Let us know in the comments below!