Chapter 12. Funnel Marketing on Facebook
Facebook is no longer just the coolest social media platforms on the busy
web; it is no longer just another place for teens to share their updates with
their friends; it is bigger than ever before. It is growing every day and is not
likely to slow down in the near future. This is good news for advertisers as
the marketing opportunities it offers are immense. You can increase
engagement with your potential customers, you can create and build brand
awareness, you can make conversions, and increase sales. It all depends on
what your ad objectives are and what you want to accomplish using this
powerful platform. Facebook has more to do with socializing than anything
else. In most cases, making a purchase would be the last thing on anybody’s
mind while browsing through the News Feed on Facebook, which means the
possibility of selling on this platform is less. This is the reason why many
brands become disappointed trying to sell their products on Facebook. They
might be getting more engagement and more followers but still not be able to
achieve their ad objective of increasing sales. The problem is not with the
platform, it is the approach these advertisers take by trying to sell things to
someone who might not even be interested. They should understand they
cannot sell something to a user who doesn’t have the purchasing mindset.
So, if you see an opportunity, it doesn’t mean it is an opportunity to sell your
product. This also doesn’t mean that no one goes to Facebook with buying on
their mind. Hence, you need to find the right set of people who might be
interested in what you are offering. The best way of doing it is by developing
a sales funnel.
Creating a Facebook Sales Funnel
Step #1: Create catchy and relevant content
To build a sales funnel, the first thing you need is different forms of content –
video, blogs, webinars, eBooks, and so on. Different forms are required so
that you can reach different types of audiences; some of them are more into
watching the video, some like reading blog posts, so ensure you cater to
different types of audiences. It is always good to have a good variety so that
you have something for all sub-niche categories of your target audience. The
content that you choose to put on your website to drive sales should be high