4 Important Reasons To Create A Facebook Funnel
If you click on this article, you probably already have a vague understanding of sales funnels...or maybe not. No matter your level of understanding of funnels, you'll fully grasp its importance after finishing this article. So, let's begin...
Why are sales funnels so important to businesses, you ask? I'll point out 4 of the top reasons why it's so vital and why you need to create one ASAP! Specifically, I'll be referring to Facebook funnels in this post because in some cases they differ from traditional sales funnels.
1. Learn about your customers
It's always easy to assume that you "know" your customers, but unless you are diving deep into the analytical side of your business, do you really know that much? Ok, for argument's sake, let's say you haven't a clue who is buying your homemade Fanny Packs. You know enough about Google Analytics to be dangerous and also poke around Facebook Insights a bit. You've compiled a list of demographics, interests, behaviors, etc. and find out that your customer isn't necessarily who you thought he or she was. Now, it's time to start marketing towards that customer you just discovered!
Once you complete that important first step, you can now make your next move toward the top of the funnel in what we refer to as the "cold stage."
2. Let potential customers know you exist
Put yourself in the shoes of your potential customer. Do they even know who you are yet and if they do, are they ready to buy from you? The answer is...probably not. Welcome to the "cold stage!" You have to warm them up to your product before slapping them in the face with an ad. It's just courtesy, ya know. So, to do this is simple and I apply this technique to my own business. I simply create an eye-catching video that grabs people's attention. But not just anyone's attention. I want to grab a segment of the Facebook audience that will create greater brand awareness and increase ad recall (users able to remember my ad after 2 days). To do that, simply create an ad and select "Brand Awareness" as your goal. It's as easy at that!
Use the information you collected from Facebook Insights and Google Analytics to "rough in" an audience that you believe will respond best to your ad. Then over a period of 2-4 weeks refine that audience by collecting as much data about your website and Facebook page visitors as possible.
3. Collect emails
Once they are in your funnel, they'll be hard pressed to get out. Sounds a bit scary, doesn't it? Well, it's not, especially if they like what you are offering. It is a mutually beneficial relationship for most. Once you have moved out from the cold stage after a few weeks, it's time to warm up your potential customers. Treat them to a video, blog, or offer that gives them something useful and asks for little to nothing in return. It may be too soon to start requesting information from your audience, but you are the best gauge for that. If you are ready to make that first leap for "the ask," go in for the email. ROI for emails is through the roof!
@@Email is the gold bullion of the marketing community.@@ If you can get someone to willingly hand over their email address, then you are super-duper close to achieving your ultimate goal...making money!
By the way, retargeting is the name of the game here. Once you originally create an ad and start driving traffic to your website or Facebook business page, you can grab those very people, create an audience from them and retarget your next ad toward that group. Essentially, you are pushing these people down the funnel without them probably even realizing that it's happening. Well, if you're good they won't realize it!
4. No more relying on search engine traffic
In my experience, while Google Adwords can be highly beneficial when used correctly, it has a steep learning curve that can prove to be costly. It doesn't have nearly all of the bells and whistles that Facebook Ads provides. Your first course of action should be to refer to Google Analytics and determine where your users are coming from: Google, Bing, Social, Referrals, etc. Maybe you have 10% of users coming from Google and 70% from Social. So why would you spend so much money on Google Adwords. Well, your answer should be, "I wouldn't." Exactly! Put your money where it will go the furthest! In this example, it might not even be Facebook Ads, but Twitter or Pinterest ads. That's for you or your marketing professional to determine.
In my opinion--also an opinion shared by many other marketing professionals including Gary Vaynerchuck--you should be investing the largest chunk of your marketing budget (for now at least) in Facebook Ads. Why? I'll give you the answer in the form of a question. Do you know anyone that doesn't have a Facebook account?
The average smartphone user spends 35-minutes per day on Facebook and there are a whopping 1.97 billion users worldwide! The possibilities are limitless and the opportunity to scale your business is better now than it ever was! Once you start utilizing the benefits that Facebook Ads has to offer, you will not go back.
With all that being said, take a chance on yourself and invest. @@Invest in your company and above all, invest in yourself.@@