Facebook is more than just a social media site – it’s a marketing dream allowing you to target specifically across a range of demographics and when used well in conjunction with a good sales funnel, it can deliver some great results.
Let’s take a look at the five steps needed to drive, monitor and convert sales through Facebook.
5 Steps To Drive Leads & Convert Through Facebook
Step 1 – Add a Facebook Pixel And Collect Prospects
In order to monitor traffic to your website, you need to let Facebook analyse the data. Simply installing the Facebook Pixel onto your entire site does this.
This will allow you to capture visitor data, enabling you to target them at a later stage, in order to either capture their email or advertise your product.
Step 2 – Use A Blog, Pop Ups And Freebies To Collect Traffic And Emails
Similar to the marketing funnel discussed earlier, this is the time to offer giveaways in order to start gaining the trust of your audience and, most importantly, start collating their information. By providing a bonus to download for free, you collect emails ready to market them at a later stage.
Step 3 – A Warm Audience
Over time, Facebook’s pixel starts to collect data creating a warm audience (those that have visited your website) and have now been introduced to your business and brand. This provides the opportunity to target this segment with ads, which they are more likely to click now that they are warmed up to your offering. Repetition and re-marketing are key!
Step 4 – Creating a Lookalike Audience
Now that you have the data of a warm audience, you can create a “lookalike” audience through Facebook, similar to those who have visited your website or have a similar interest in products comparable to yours. In addition, you can also upload your collated email list to generate further “lookalike” audiences.
Ideally, you will need between 500 – 1000 people from your warm audience in order to create a good “lookalike” audience – this way, it is more likely to define a more targeted audience for your market.
Step 5 – It’s All About Re-targeting
As your audience grows, start your retargeting campaign. Track those who visited your site, but didn’t opt into an email list or purchase anything. With the right retargeting ads, you can send a more personalised message, outlining the benefits of your offer. Keep these ads separated to this type of audience because you will want to talk differently to an audience who hasn’t yet purchased from you.
And Finally – Rinse and Repeat!
This is a common Facebook funnel process and is widely used because it works. Repeat the steps outlined from steps 1 to 5 in the Building Funnels section, and as long as you are tracking your traffic, you will have a good audience allowing you to create different platforms and funnel processes in the future.
Beyond The Funnel
As mentioned already, don’t forget that once your prospects convert, they are only half way through the journey of the funnel. Keeping them engaged, happy and active within your funnel is a must, if you are to grow your brand and reputation.
In turn, they will become brand advocates and loyal ambassadors, enhancing your dominance and stature within your specific market place.
A Few Facts
The importance of retention is crucial and making it a key part of your business model is essential.
Here are a few facts that make interesting reading:
On average, loyal customers are worth up to 10 times as much as their first purchase.
Source: Government Office of Consumer Affairs
It takes 12 positive experiences to make up for one unresolved negative experience.
Source: “Understanding Customers” by Ruby Newell-Legner
News of bad customer service reaches more than twice as many ears as praise for a good service experience.
Source: Government Office of Consumer Affairs
5 – 20% - Probability of selling to a new prospect
60 – 70% - Probability of selling to an existing customer
Source: Marketing Metrics
As an agency owner, I have seen many wonderful people with some great ideas and great products and services fall at the first hurdle because they failed to adapt to using an appropriate marketing funnel.
Funnels do not have to be complicated – it can be as simple as creating a two step funnel (Landing Page à Proposition), but one needs a process in order to recognise the elements of a customer’s journey from raising awareness of your offering, through to making sure that once they convert, they come back for more. That’s it.
There are many resources available on the big wide web and it can be overwhelming if you try to consume all the right information at once, so draw up your plan, proceed step by step and don’t be afraid to be creative in your marketing efforts.
Above all, be passionate about your business and believe in your success.