Facebook is one of the largest social networks in the world with 2.935 billion monthly active users, despite a slight decline at the end of 2021. This is one of the main springboards for sales for companies today, provided they understand the secrets and the concept of the sales funnel, then to be able to use it on Facebook…
1- Understand the concept of sales funnel
Sales funnel or sales funnel in English is the journey of a potential person before becoming a customer. Schematically, the concept is represented by an inverted pyramid that symbolizes the various stages the consumer goes through until he decides to make a purchase.
the stage of awareness or discovery
A consumer will not buy a good or service about which he does not know anything. For him to decide to take the plunge, you’ll need to introduce him to your company, and seduce him in a variety of ways. The aim at this stage is to encourage him to take more interest in your brand. This is the stage of awareness.
interest or interest stage
The level of interest or interest is where the consumer gets to know about the existence of your business. He starts taking interest in your brand and your offers. But it can remain superficial if you don’t invite him to go further. To do this, advise him, accompany him throughout his journey, until he is a chief.
The next level is judgment. At this stage, the prospect is no longer just an observer or an inquisitor: he is ready to invest in a purchase. But so that there is no hesitation, make him an offer that is most beneficial to him, knowing that he will first compare you to people in the competition. For him to take the plunge, give him a little attention that will turn the prospect into a customer. This can be a free delivery, a gift or a promo code for future purchases.
The last step is the action phase. After being convinced of the quality of your offer, the prospect takes action by purchasing your products. But a single purchase is not enough for your turnover. It is essential that you bring it back to your website or store. That’s why you should keep her interested. Have they test your new products or services in preview, or even discount them outside of a sale or promotional period. This will reinforce his sense of belonging to your brand, and on his level, contribute to advertising you around him.
2- Build on the power of Facebook to create brand awareness
Understanding how the sales funnel works is essential to be able to implement it on Facebook. This social network is a major asset for companies that have the opportunity to communicate, interact with their customers but also build a community around their brands and thereby establish their notoriety. Using sales funnels on Facebook allows them to reach a wider audience in line with the social network’s advertising goals.
One of the most important is obviously to gain brand awareness, but also to motivate users to become buyers. Optimizing the conversion rate is one of the main objectives of a company. So this is one of the objectives that should not be overlooked while creating a sales funnel.
3- Define your goal and tailor your marketing strategy
Creating a sales funnel for Facebook is part of developing a marketing strategy tailored to the target user profile. Defining a goal allows you to tailor your speech to their expectations and areas of interest. You must take into account a number of parameters to make your choice, including their geographic origin, socio-cultural habits, and psychological criteria, which will help you identify your future customers with their common traits (buying habits, or common interests, similar to those of others). middle) can be classified accordingly.
4- Choose the right material
Choose the content that best suits your audience, keeping in mind that some have a greater impact on Facebook users than others. Striking photos, emotive videos or podcasts will make them more touching than a long explanatory text. But it may be necessary to vary the formats so that they appeal to different classes of users. Younger people will appreciate dynamic, playful content, while older people will prefer more coherent, more comprehensive content. Whatever format you choose, favor creativity, with clear formulas that suit different goals.
5- Test the impact of your publications on your followers
For the content you publish on Facebook as part of your strategy to have a real impact, you need to take the temperature of your audience. By publishing a variety of formats, you can assess their reach on different volumes. The purpose of a publication is above all to generate engagement from the followers and increase the conversion rate. To measure its impact, Facebook provides companies with Facebook Insighs, a tool that allows them to know the reach of their publications not through graphics, but also to know what types of posts are coming from Internet users. Which gives the most response, and generates the highest conversion rate.
6- Expand the impact of your sales funnel by addressing a lookalike audience
The sales funnel doesn’t have to be limited to existing customers or followers. It should extend to new possibilities with similar interests. Addressing a lookalike audience, i.e. people interested in similar products, with similar buying habits, is the best way to convert them into potential buyers. All you have to do is go to the “Custom Audience” section and click on the options that correspond to the criteria you’re looking for for your Facebook sales funnel. However, to avoid spreading yourself too thin, be specific about your targeting. Narrow down the selection parameters based on criteria that match your general audience, this will give you a better chance of achieving your conversion goals.
You should take into account the fact that your publications will not necessarily be consulted once you put them online. The goal of retargeting is to get your fans and other visitors to your page to take more interest in your posts and convert them if they haven’t jumped in yet. This retargeting is done using the Facebook pixel, an effective tool for identifying Internet users who have come to your page without buying anything. You will then be able to display personalized ads on their favorite sites.
Creating a sales funnel on Facebook gives you the opportunity to reach millions of potential customers. By following these various steps, you will optimize your visibility with your fans, but you will also attract new prospects that the sales funnel will convert into customers by motivating them to action. By developing a highly-targeted funnel marketing strategy and getting a Facebook advertising account, you will be able to broadcast your sequences of ad campaigns to your followers for much less cost than if you had launched a traditional advertising campaign. The process will allow you to go through the various basic steps of the sales funnel, namely: awakening the prospect’s interest, considering it and pushing it into action and converting it into a customer.