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.
What Is a Facebook Sales Funnel?
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.
Until the last few years, most people had never heard of meal delivery outside of a frozen pizza. Now they’re selling like crazy through Facebook Ads.
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.
The 4 Stages of a Facebook Sales Funnel
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:
A user discovers and is first made aware of your brand and product.
Users are aware of your product and are interested. They may consider purchasing.
Users at the purchase stage of the sales funnel are ready to purchase from you.
Users in this stage of the sales funnel have purchased, but you shouldn’t forget about them; you should continue to nurture these relationships so they become long-time clients instead of one-time customers.
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.
Creating a Facebook Sales Funnel
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.
1. Generate Awareness
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:
Run Facebook Ads targeting users who might be interested in your brand. Make sure these users are not connected to your Page. You can use Lookalike Audiences off of high value Custom Audiences. These ads should be a quick introduction for what your product is and why users need it.
Run a referral contest. You can host a social media contest and offer users extra entries if they refer a friend to the contest who signs up. Once they do, not only do you have their awareness, you have their email address, too, and can use retargeting campaigns. Be careful that you don’t violate terms of service; don’t ask users to tag each other in a post, for example.
Create organic posts designed to be engaging. Ask questions and ask for your customers’ opinions. When they answer, the entire post may show up in their friends’ feeds. It also acts as social proof along the way. 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.
2. Appeal to Pain Points and Overcome Objections
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:
Run retargeting campaigns on users who have expressed interest; you can target users who watched your video ad all the way through, or those who visited your site.
Answer all comments on your ads. Users are trying to decide if you’re worth their time (and money) or not, and this is your chance to overcome your objections and to fight the objections other commenters present. Have you ever seen comments that say something like “this is stupid, who would buy that?” You want to nip that in the bud.
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.
Use ads and organic posts that list specific features and benefits of your products to remind users why they need them.
3. Offer Immediate Incentive for Purchase
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:
Run ads with special discounts and offers like free shipping, 15% off your first order, and information about flash sales—“only 24 hours left!” These messages create urgency while simultaneously offering incentive for users to convert. Who doesn’t love saving a little money, after all?
Running carefully targeted ads that focus on specific use cases of the product that users have expressed interested in. You can do this by using Custom Audiences from your site to show users products they’d been viewing.
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:
Retargeting high value customers with ads offering special “loyalty” perks, like free shipping or $10 “just because.”
Remind users in organic posts and ads about your referral programs, and that they can get discounts or other incentives when they refer new clients to you. Clients who are loyal customers will give you raving reviews, and can sell your business better than anyone else.
Running ad campaigns based on purchase history, where you can show customers complementary products that will go well with what they purchased in the past. You can use carousel ads to show them different variations of these products, featuring higher priced items in the mix to increase the purchase value.
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!
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Ana Gotter is a freelance writer and marketing consultant specializing in social media and content marketing, though she writes on a variety of other niches and subjects. She can be contacted at anagotter.com.
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