Facebook advertising can be a complex beast. You’ve probably seen lots of ‘experts’ claiming to be able to make you millions, but when you go and try yourself, you struggle to reach the level of success you want? There’s a huge disconnect between the number of people trying Facebook ads and the number of people that are having success with them. In this article, I’m going to show you a basic funnel.
Understanding the psychology
Before thinking about Facebook funnels, it’s important to understand the market on Facebook. You need to be super clear on who it is you’re targeting and what sort of mindset they’re in when they’re on Facebook. (Hint, they’re not in buying mode!)
There are three types of people:
1. Cold traffic
This is the large majority of people on Facebook. They’re unaware of the problem you provide a solution too. Even if they are aware, they’re not bothered about finding a solution to the problem.
2. Warm traffic
These guys are aware of the problem they have. They’re maybe doing a bit of searching around the problem, consuming various bits of content.
3. Hot traffic
These are the people that are aware of the problem. They want a solution and they want it now. They’re ready to buy.
As marketers, we’re guilty of directing our marketing messages to these three groups, but expecting them to all be hot traffic. How many times do you see companies pushing out “buy my stuff” messages?
80% of people are in the Cold traffic group. So it makes sense to target them. But how do we market to them and get them to buy?
We do that by educating the market. And we educate the market by creating content. That content can be in the form of videos, blogs or podcasts. In our content, we want to present a potential pain point and inform the audience of something that is potentially missing from their business/life.
For example, if you’re a personal trainer, you might want to write an article around “Top 5 Reasons You’re Not Gaining Muscle”, targeting it at men. The content should be easily consumable and should be super engaging.
As that person is reading your content and starting to realise that they do have a problem or pain point, they’ll also be realising that you’re the person that can solve their problem. You’ve introduced them to the problem and you’re providing them with a solution there and then.
This is when you want to have a lead magnet (a lead magnet is an offer, in which you get their contact information for. Eg, download an ebook in return for your email address)
The lead magnet should continue to provide value and can be in the form of: ebooks, courses, tip sheets etc.
This is where the magic happens. The majority of people probably won’t sign up to your mailing list or download your lead magnet directly from your piece of content.
But we don’t lose them there. If you’ve got a Facebook pixel installed on your site, you’re able to create adverts and point them to those people. By the time they get your ad, they’ll already know who you are (after reading your content) and will be much more inclined to sign up to your offer. Thus, reducing your advertising costs.
Now you’ve gathered that persons contact information, you can continue to provide value to them through email. This is the key: continue to provide value. Just because that person has signed up to your mailing list doesn’t mean they’re ready to buy. You still have a lot to prove.
The main goal for your email sequence is to build authority and provide value, but to also start a dialogue. You’re looking to build a relationship with the people that have signed up. You can set up an automated email flow through the likes of MailChimp fairly easily. It means when someone signs up, they automatically get emails from you, without you having to worry about it.
Over time, as you start to build trust with the people in your funnel, they’ll start to want to work with you. You’ve established yourself as an authority through your content, lead magnet and emails and so when the time is right for them, they’ll be dying to work with you.
Remember how we spoke about the three types of people at the beginning? You picked them up when they were cold, and through providing value, you’ve turned them into a hot person – someone who wants to buy from you right now.
I’ve got a lead magnet of my own, which follows on from this post nicely. It’s a Facebook advertising blue print. It’s the exact same process I’ve talked about above. It’s all yours.