Before you jump into the world of Facebook ads, understand what your customers are looking for. Here’s why you should create a sales funnel first:
For the uninitiated, the idea of choosing bait for a fishing trip may seem pretty straightforward. After all, a worm’s a worm, right? It’s not that simple, though. Depending on the season and the kind of fish you want to catch, you’d get better results if you choose the most appropriate lure to use: crankbaits, spinnerbaits, jigs, spoons, and so on.
Marketing is no different.
What is a sales funnel?
Throughout the buyer’s journey are different stages of consumer readiness. Obviously, as consumers, we don’t start by knowing everything about the products or services that could address our needs. Heck, sometimes we’re not even aware of exactly what we need in the first place!
The sales funnel allows you to determine how you should market your services to your audience. It does this by helping you identify which stage of the buyer’s journey they’re on. The closer you are to hitting the spot, the more likely they are to provide their contact information and become leads — and eventually, with the right push, clients.
First, let’s take a look at the different stages in the buyer’s journey and how they differ from one another.
In this stage, the potential customer starts with… nothing, basically. No prior knowledge or awareness of your project, no specific intent or desire to avail your services. The person may not even know that they need that specific kind of product or service to begin with. As far as your marketing strategy is concerned, your Facebook ads for this stage should be designed to grab your potential customers’ attention. Save the informative, in-depth stuff for the next stage, which is the…
This is the stage where your potential customer is already aware that they need something. In this stage, they start reading up and learning more about the range of products or services in the market that they can choose from. You can make this your time to shine with great output that can provide value to them. Answer their questions, show them what you can do, give them something they haven’t seen before or don’t see in your competitors, and so on. Finally, we have the last phase of this process, the…
In this stage, the customer now has enough — or at least believes that they have enough — to identify and choose the best option. Factors such as price, availability, features, free trials, and others now come into play, especially with regard to how yours will compare to the rest of the competition. If you did your marketing right, they’d be more likely to choose you.
Now, let’s look at the funnel itself, in order to get a better understanding of how you can apply it to your Facebook ads strategy.
This is the part where your consumer is gathering information that they can use to find a solution to their problems. Expect that consumers at the top of the funnel are less likely to buy from you than others further down the funnel (since they’re still researching and weighing their options).
Here, your potential customer is already trying to make a decision. They have all the information they need, which means that you are more likely to be able to close a deal with them. This is the part where you show why your products or services are a better option than your competitors.
People at this stage need nothing more than a gentle push in your direction, so to speak. These consumers have almost made up their minds about what to buy, and are simply picking who to buy from at this point.
Check out my collaboration with Skillshare, How to Create a High Converting Sales Funnel for Your Facebook Ad Campaigns, to get a pro-level understanding of what your target market needs and how you can give it to them at the current stage of the buyer’s journey they are in. This special course is exclusive to Skillshare premium members. Sign up, and for a minimal monthly fee, you’ll gain full access to a wide assortment of useful and informative courses that will help you become a master in your field.
Liz Azyan is interested in the ways new kinds of social data and technology introduce challenges and opportunities to society. Get involved with Liz’s latest project here.