Why A Lead Capture Funnel Is Essential For Facebook Ads Success
Knowing what a lead or sales funnel is and how sales funnels work is essential for you to succeed in Facebook Ads. Otherwise, you’re leaving money on the table because you’re not optimizing ads for every stage of the sales process.
For simplicity’s sake, we’re going to define a sales funnel as having three stages: the top, middle, and bottom. To get higher conversion rates, you need to create separate types of ads for each stage of the funnel.
For instance, at the top of the sales funnel, people wouldn’t know your brand, and what you do, so you need to introduce yourself to them. For this purpose, Brand Awareness and Reach ads are great objectives to use for your Facebook advert. You don’t want to sell on them aggressively as it could turn them off your brand. Instead, try to offer something of value. When they engage with your ad, you can retarget them later on with another ad using the retargeting tool (Facebook Pixel) which we spoke about in another article
At the middle of your funnel, your audience will be at the stage where they will be more likely to consider your business as the solution to their pain point. Since this is your second point of contact with your audience, they’d be more likely to engage with your advert. You can use different campaign objectives depending on what you want to achieve. For instance, you can choose from Traffic, Engagement, App Installs, Video Views, Lead Generation, and Messages objectives on Facebook ads. Maybe a few people in your audience will be willing to buy something from you now, but most of them will need some more prodding. So we go into the next stage of the funnel.
At the bottom of the funnel, this is where you ask people to buy your stuff. You’ve already made some contact with them, you’ve provided massive value so far, they’ve engaged with your past adverts, they’ve visited your site, signed up to your mailing list, downloaded your app, and more. They should be ready to buy now. You can create a Facebook ad with any of the following objectives: Conversions, Catalog Sales, and Store Visits. When you create the perfect advert, one that will resonate with your bottom of the funnel audience, then you’ve got them in the bag. You can also do a few split tests so you can find the winning advert which you can scale later on.
And of course, you can always use Facebook Pixels to retarget your existing customers (who already bought from you) for an upsell of the same product, to offer them a brand new product you’ve just created or simply to run a survey and ask them what do they expect you to create for them next to solve a current new problem that they are facing.