There's no question that Facebook has become one of the most effective marketing tools for companies of all sizes. There is simply no other platform that allows you to reach such a targeted audience with a limited budget. Unfortunately, this is where most people go wrong though.
They don't take the time to identify an audience that is most likely to engage with their content, which turns into a wasted effort. Once you conquer this step in the funnel equation, you can move onto the fun part: publishing and promoting your content! In this blog we'll take a look at the four stages of a basic marketing funnel that you can use in your Facebook strategy.
There are a couple of options when it comes to the "awareness" stage of a Facebook campaign. One strategy is to run a “likes” campaign to help gain more followers for your page. It also gives you the opportunity to introduce yourself to your target audience, instead of going for the sell right off the bat. This will help build a foundation of trust that'll help you consistently grow your following.
Another option for ad creative is to identify a problem that your audience has and solve it with a piece of free content. This could be in the form of a downloadable PDF, info-graphic or video. For example, if you're the owner of a wine wholesaler that sells boxes of mixed wines, maybe your content is a two minute video highlighting the best red wines for the summer season. This builds more trust between consumers and your brand, increasing the likelihood of them taking action on future content. Try a few different types of content and identify what works best. This will give you an idea of what direction you need go in for future campaigns.
Once you have a well established following, you can start asking for a little information in return for content of more value than the "awareness" stage. This could be in the form of an eBook, a free trial or a limited time offer. Let's use our wine wholesaler example again. For individuals who have been interacting with our page, we're going to give them a 7 day free trial for our Private Member's Club. This gives potential customers the opportunity to interact with the website and see what they would have access to if they were to join. The more exclusive your offer sounds, the more likely they are to check out your content.
This is the step where we will attempt to convert our "leads" into customers with a low-cost offer. By offering a low-cost product or service, our chances of converting consumers significantly increases. For our wine business, we are going to offer our Private Members Club 50% off for the first three months of their membership contract in which they will have the option to opt out. Instead of going for the big sale right off the bat, start small and up-sell over time. Once you have individuals taking advantage of the low-cost offer, start promoting your full priced product/service to those who will eventually become your brand advocates.
This is where we will follow up with our customers to see how they are enjoying our product. The goal here is to obtain customer feedback and as many testimonials as we possibly can to help improve our customers' experience. To encourage customers to give honest feedback, give them an incentive for doing so. One popular way to go about this is to do a giveaway, entering each person who responds to your follow-up form into the contest. You'll want to consistently engage with these individuals over the course of time to build additional brand recognition and loyalty. The more trust there is between your company and your customers, the more likely they will tell their friends and family about you.
What kind of Facebook advertising tactics do you use? We'd love to hear them!