In the kitchen, liquids move from the wide top of the funnel, along the narrowing sides, to the perfectly-sized bottom, and into the container. There are no stops along the way.
In marketing, a wide audience also gets narrowed down to eventual conversions — but it does require several steps. Here's how you can market your content and match it up with your Facebook Ads to build more effective Facebook ad funnels.
Choose a conversion objective that occurs roughly 50 times each week per ad set, recommends ads expert, Susan Wenograd. In this way, Facebook can optimize for it.
You want to look for actions that are at the top of the funnel — aka your coldest audience — so that you can give Facebook sufficient data to identify probable 'converts' earlier on.
Select a conversion campaign type that meshes with your needs and budget. With conversion campaigns, more expensive is not necessarily better.
Inventory the content you have already. Take a look at all the content you've created while you've been busy helping your customers:
Make sure it’s on your website — high quality, engaging, and relevant to the specific product you’re promoting. After reading all the different types of content you need to run your ads effectively, find out where your content gaps are and fill in the blanks.
Got an email list? Tracking visitors to your website? Make sure you have Facebook's pixel installed on your website.
Take all your top-of-the-funnel, brand awareness efforts and check out the numbers and traffic. Then, use this data as your retargeting square one to build your lookalike audience.
What's a look-alike audience. My favourite way to explain it is, Facebook Ads are like Tinder for customers. It takes all the data you provide about customers who were interested in your brand, and finds more people like them.
You can give Facebook all their details like email, phone number, birthdate — whatever info you have — and Facebook will find more people like them. And those emails and details that you put into Facebook for lookalike audiences — they don't contact anyone by email, they just use the emails and data to match them and find more cool people like them.
TIP: When you pull in your customer database, try to pull in as much info as you can provide to get even better results, for example, phone numbers and birth dates.
Starting from scratch? First pinpoint interests and build from there.
Jon Loomer has a really great and comprehensive article on Facebook Custom Audiences
Start cold audiences off on 'hello' content: who you are, what you do, content that gives quick value, nothing asked for in return. These are the appetizers.
Serve warm audiences items that welcome them back, expand their knowledge about you and your products/services but don't pressure the sale. Give them tons of value. My favourite way to explain this is to tell them the "WHAT" without explaining the "HOW." This is the dinner.
Neil Patel recommends that you try out some personalized videos for this part of the funnel “Thank you for checking out [X content], but you’re missing out on some key information that’s available on my landing page. [list benefits and key information here.]”
Hot audiences will feel comfortable getting sales-oriented content because you and they already have a good relationship. They're the ones who've been engaging with you but haven't bought yet — they need that extra little nudge. This is the next desert.
Your Ad copy here might be something like: “Thanks for checking out [ "dinner" content], but for some reason, you didn’t buy [my product].”
You want people moving through your funnels at reasonable speeds. Our recommendation is to map it all out with Excel before actually setting up the Facebook process. Once things get going, use analytics to make changes and optimize, and re-iterate, re-iterate, re-iterate.
CAMPAIGN BREAK UP: (Our excel has a ton of stuff on it, but in a nut-shell, this is what we talk about.)
Founder and CEO of the innovative digital marketing software company, Spartan Spark, Dafne Canales Lees has earned her reputation as the Data-Driven Digital Storyteller. Her 7-Second Trust Formula uses behavioural marketing strategies to create client trust via digital marketing platforms for a more personalized user experience that translates into additional sign-ups, sales and increased profits.
A member of the Neuromarketing Business and Science Association and the Society for the Advancement of Behavioural Economics, Dafne travels monthly to California to attend meetings with her advisory board. A sought-after speaker and facilitator, this creative innovator never stops giving of her time and talent, even teaching corporate in-house marketing teams the latest digital marketing strategies.
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