Facebook is becoming an advertising powerhouse for businesses of all sizes, changing the focus on the social network from pages to running ads.
Advertisers can generate a customer base from Facebook’s audience by using Facebook ads strategically to reach these users with relevant messaging based on their preferences. Facebook ads can be used to achieve a variety of goals for your organization like driving awareness, increasing app downloads, generating referral traffic, and building your e-mail list.
A user’s journey to becoming a customer starts with awareness that they need a product or service to fulfill a need or fix a problem they have experienced. Facebook ads can help create this sales funnel from awareness to the conversion.
Here’s how to create an extensive sales funnel with your Facebook ads, driving results for your business and value to your audience.
Create a Natural Sequence of Ads
When first setting up your Facebook ad campaign, map out each stage of the funnel to understand what specific ads are needed to reach a user at each particular stage. This will require the creation of multiple variations of ads for each stage of the funnel that relate to where a Facebook user is in relation to their interactions with your business.
This is when consulting your customer profile is most helpful, since it’ll inform how each stage of the funnel flows together for your particular audience. By having a strong understanding of your customer, your organization will have a much firmer grasp of the psychology of a customer and be able to map out this ad sequence more effectively. Based off of your specific customer base and their preferences, the typical beginning stage of a sales funnel is awareness.
For the awareness stage, create Facebook ads that drive visibility to your campaign with messaging that’s light, informative and provides high-level information about your organization. Facebook ads with the goal of generating awareness shouldn’t be focused on a hard sell, but more of a general introduction to your business, its story and its offerings. As seen above, these Facebook ads are meant to drive awareness about a business and give a user a quick glimpse of an organization’s offerings. The awareness stage of the funnel is followed by discovery, consideration, conversion, a customer relationship and lastly, by retention.
Choose creative call-to-actions and ad copy for each set of ads to show a person throughout the sales funnel that best match their current stage, whether the user just visited your website for the first time or has been an active customer for the past six months.
Alter Your Ad Groups for Each Audience Segment
Not only is it important to alter your ad creative to the stage of the sales funnel a particular Facebook user is in, but it’s essential to match your ads to each segment of your audience based on their preferences.
Using custom audiences on Facebook, you’re able to target existing customers based on their e-mail, phone number, app user IDs, and more. For example, if your e-mail list is already segmented to reflect the shopping behaviors of your subscribers then this segmentation can also be applied to the messaging in your Facebook ads. If a segment of your audience is male and heavily driven by deals and promotions, ensure that the messaging of your ads reflects these preferences at the appropriate stage of the sales funnel. When this type of customer visits a product page or particular category of products on your website, show them a Facebook ad highlighting one of the products they viewed at a discounted price to help drive a conversion like the example above.
Set Up Landing Pages to Match Each Ad Sequence
To fully establish the appropriate sales funnel with Facebook ads, create landing pages on your website that match each appropriate stage of your ads. Not every stage of the funnel requires sending traffic to your website, but when referral traffic is an important part of a particular stage, the landing page should sync well with the creative, value proposition, and messaging of your ads. From the beginning, make sure you’ve probably added an offsite pixel to your website on the page a person ends up at after a conversion is completed. Properly tracking the effectiveness of your Facebook ads is crucial to determine the ROI of your campaigns.
Use a consistent aesthetic from your Facebook ad to your landing page, while the copy on the landing page should pick up where the Facebook ad left off. Also ensure that your organization’s landing page is mobile friendly to keep a consistent experience for a Facebook user at each stage of the funnel.
Execute Your Ad Groupings
Once you’ve successfully mapped out your customer’s funnel from awareness to a purchase, then matched ads to each stage of the funnel based on your audience segments and developed consistent landing pages for your Facebook ad traffic; it’s time to begin executing your Facebook ad campaigns.
Establish ad groupings for each step of the funnel and turn on your campaigns to begin analyzing their progress. Monitor the success of your Facebook ads by understanding the click-through rate, cost per impression, cost per click, reach, and impressions of your ads as they relate to the revenue generated, conversions achieved and the spend allocated to each individual campaign. No one metric will inform the success of your Facebook advertising, since it’s a coordinated approach of measuring the impact achieved in a few areas as compared to the costs of advertising on Facebook.
What does your company’s sales funnel look like? Is your organization using Facebook ads to convert customer across the funnel? What Facebook ad strategies have worked best for you? Share your thoughts in the comments below.
Updated November 21, 2017.