No doubt that a Facebook ad is one of the greatest ways to deliver promotional messages to the intended audience. However, the chances of a stranger buying a product or service the first time he/she sees an ad of a brand is quite slim.
To effectively convert a stranger into a customer, the brand needs to create multiple touchpoints – a funnel, to move the stranger from one point to the next. How? This is where Facebook Ads Funnel comes into the picture.
What is Facebook Ads Funnel?
Facebook Ads Funnel is a sequence of ad campaigns designed to take the stranger along the buyer’s journey. Technically speaking, this method consists of multiple campaigns with multiple ads that include different value propositions delivered to the right audience at the right moment.
The Facebook Ads Funnel consists of four main stages:
- Awareness – Top of the Funnel (TOFU)
- Consideration – Middle of the Funnel (MOFU)
- Conversion/Decision – Bottom of the Funnel (BOFU)
- Post-Purchase Stage (Convert existing buyers into loyal customers and even brand advocates)
Facebook Ads Funnel target users at every stage of the buyer’s journey:
- Strangers (cold audience) – people that are not aware of brand/products/service
- Prospects (warm audience) – people that are aware of the brand/products/service and have shown some interest
- Leads (hot audience) – people that are highly interested that shared their contact info and want to learn more of the brand/products/service
- Customers – people that converted – bought, registered, etc.
- Loyal Promoters – people that loved the brand/products/service that they buy regularly and promote for free.
How to Create Facebook Ads Funnel?
The funnel building process includes choosing the right Facebook campaign objective, audience, ad format, call to action, and copy that is relevant every stage.
Stage 1: TOFU – Turn Strangers into Prospects
Top of the Funnel (TOFU) or the Awareness Stage’s goal is to attract new audiences – cold audiences. These people are unfamiliar with the brand/products/service and aren’t interested yet.
Ads such as free trial, demo, quote or consultation offers are too early at this stage. Instead, highlight how it can solve all the problems. Warm up the cold audiences and turn them into prospects by introducing the benefits of the product.
Stage 2: MOFU – Turn Prospects into Leads
At the Middle of the Funnel (MOFU) or Consideration Stage, the goal is to turn prospects into leads by collecting contact information for further nurturing.
At this step, it is ideal to have ads that direct prospects to the Facebook page or website. This will expose them to the product and convince them to leave their contact info. Ad offers such as downloadable pdf, special offer, free sample are good.
Prospects are still far away from the buying decision, so be careful of being too pushy.
Stage 3: BOFU – Turn Leads into Customers
At the Bottom of the Facebook Ads Funnel or Conversion Stage, the goal is to turn leads into paying customers. Finally, it’s time to start selling!
Communicate the product’s value proposition to make them buy or sign up.
Stage 4: Post-purchase – Turn Customers into Loyal Customers and Brand Advocates
Existing customers are the most profitable since they’re easy to re-acquire. Nurture them with post-purchase Facebook ads and turn them into repeat purchasers and promoters.
Remember, people on Facebook and Instagram aren’t actively looking for products to buy. Instead, they’re socializing with friends, reading the news or watching funny cat videos, and mostly, they see ads as an interruption.
As an advertiser, it’s a crucial job to introduce a brand/product/service without disrespecting social media experience.
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