Facebook has 2.93 billion active monthly users. That aside, 70% of users are 25 years and older, which means they have some purchasing power. it's little wonder, then, that Facebook has quickly become a marketer's paradise.
This platform has, over the years, gained a significant number of users. Not just that, but it has been able to maintain its popularity amidst a large number of budding platforms.
Once used primarily for fun and socialization, Facebook is today an advertising powerhouse. With the number of users on the platform, any business not leveraging Facebook might be losing out on significant conversion opportunities.
What can a Facebook profile funnel really do for your business? A whole lot!
But first things first.
What Is a Facebook Profile Funnel?
A Facebook funnel is much like your ordinary sales funnel, only on Facebook. What a sales funnel does is guide customers through their journey to purchase.
Similarly, a Facebook sales funnel creates a path that leads your users towards the desired action. On Facebook, this means everything from letting your audience know you exist to guiding them towards making a purchase on the platform.
The only difference here is that a Facebook funnel seeks to convert customers on the platform, while other sales funnels seek to do the same, but on different platforms.
Typically, someone logging into Facebook is getting on the site to socialize and for entertainment value. Not necessarily to shop. This makes it a challenging place to generate leads.
However, an effective funnel helps marketers generate leads from the massive patronage on the site.
While this is no walk in the park, you can still generate a significant number of leads and increase your sales.
But you have to figure out how to navigate the process.
How To Get Leads Through Your Business’ Social Profile
Your business probably has a Facebook page (you better). The next step is to create a sales funnel. But not just any sales funnel; one that converts.
To do this, you will need three things:
- Traffic
- A great offer
- Compelling images /graphics
Your offer needs to stand out. If it doesn't get attention within seconds, forget about conversion. The same goes for poor images and graphics, or worse still, none at all.
Without traffic, all the other components are of little use.
What next?
Follow these steps to build a formidable Facebook sales funnel.
1. Build A Sales Funnel
A funnel aims to help entice your audience into making their way down the funnel and, hopefully, convert.
The primary purpose of the Facebook funnel is to capture free leads and encourage them to enter your sales funnel. Once they have begun the journey, the onus is on you to find creative ways of encouraging them to move further down the funnel towards making a purchase.
Setting up a sales funnel becomes a crucial step even before you embark on setting up your Facebook sales funnel.
This article should provide helpful tips to help you build a sales funnel.
2. Create A Compelling Offer
A compelling offer begins with a deep understanding of your target audience and their specific need. This is also known as a lead magnet.
You can do this by answering the five questions that help you get a thorough understanding of this. These are:
- Who is your audience?
- What is the general age group?
- What is their gender?
- What are their possible professions?
- What are their interests?
This information is important because it helps you select offers that resonate with your audience the best. Knowing who you are talking to also helps you craft your message and communicate with them in a way that will have the most impact.
Getting your audience into your sales funnel becomes much easier once your audience has had a taste of your free offer.
3. Set Up Your Facebook Profile
At this stage, you have two things squared away;
- Your sales funnel
- A good understanding of who you are targeting
Now you design the actual Facebook profile funnel.
There are three critical elements to a Facebook profile:
- A cover photo
- An introduction to your business
- An image
Cover photo
This is a vital part of your profile as customers will form an impression of who you are right from this photo. The cover photo is the image that appears at the top of your Facebook page.
Because of the attention it gets, this is the perfect place to launch your first offer.
You can easily design a cover photo with basic graphics knowledge and editing skills. There are numerous resources online to help you along.
A strongly recommended site is Canva- it’s easy to use and free.
You can use this site to create a unique image for your page from scratch or get free templates. You can use the templates as-is or edit them to suit your vision. These options allow you to fill in your text of choices so that everything comes together.
Alternatively, you can hire a skilled designer from Legiit to create your cover photo if designing is not your cup of tea.
Another element you will need besides a compelling cover photo is a CTA. You tend to get more CTA clicks if you combine an irresistible offer with excellent graphics.
Similarly, give clear direction on what you want a reader to do instead of using graphics.
For example:
'' Enter your email address here, and we will send you a free copy of our weight loss workout program.''
Or
''Call us today for a free roofing estimate.''
Don't be scared of sounding pushy; readers actually want you to tell them what to do. Be brief, crisp, and direct.
Aside from your CTA, you will need to be creative on the cover photo.
On the same page, you upload a photo is an ''add location'' button. Here, add the URL of where the offer is being hosted. Again, a site like bitly.com can help you shorten long links.
Business Introduction
This section is something like a business bio.
Be brief and straightforward and only include details that enhance the running offer.
Under ‘’Websites’’, add a link to your offer, and set audiences to ‘’public’’.
Featured Image
A featured image appears as a section on your profile, and you can use this area to highlight another offer.
You can also use this space to creatively let your audience know how the introductory free offer can solve a problem they might be experiencing. Then, wrap this up with a CTA telling your audience the action you want them to take.
You can design your featured image from canva.com just as you did the cover photo.
Select a template and ensure its 700×700 pixels. Next, upload your images and input text. You can then play around with the design till it looks right.
If you are not good with graphics, you can always hire a designer to do one for you. You can find creative, affordable designers on-site like Fiverr.
4. Drive Traffic To Your Page
With a cover photo, feature image, and a business intro, your Facebook page is optimized and ready for lead generation.
However, marketing is a game of numbers. Your stellar Facebook profile will not lead to any sales unless you get eyes on it. Therefore, you need to drive traffic to your page and, subsequently, down your funnels for sales to happen.
One way to do this is through content marketing.
People often get turned off by overly salesy material, discussions, and phone calls. You might recall hanging up on a salesperson or two. It’s bound to happen.
Getting people to enter your Facebook sales funnel will require a less direct route, which is exactly what content marketing does for a brand.
When you think about it, almost every item you have purchased solves a problem for you or at least makes certain things more manageable. Similarly, consumers are always looking for solutions.
How do you navigate this?
Provide them and let them know-how. But not in a salesy manner.
A simple way to get traffic to your site is by going where your audience is and showing them how good you are at what you do. You do this by showcasing your expertise in your line of work.
To execute this, join Facebook pages and forums relevant to what your business does.
Examples:
Mommy and parenting Facebook groups if you are in children's wear, diaper manufacturing, are a pediatrician, run a daycare center, etc.
Wanderlust forums for hiking gear, cameras, backpacks companies, issue travel insurance, etc.
Car enthusiast forums can be excellent for mechanics, car wrapping professionals, and car seat cover vendors. You get the drift.
In essence, you will find people that probably use, are looking for, or are open to trying your products and services. When you are talking to the right segment of consumers, you are one step in.
Once you identify fertile places to find your audiences, you need to bring you’re A-game and show them that you are an authority in your field. You do this by engaging in discussions, ensuring any questions that come up from the audience, and so on.
The goal here is to provide valuable, actionable solutions, not make sales pitches.
The more you position yourself as an expert with a solution to possible problems, the more people will be willing to engage you. Of course, part of this will include visiting your actual profile page. Here, they will find a cover photo, feature photo, intro, and an offer!
A prospect that has had your brand on their radar for a while will be more likely to try out your freebies than one that randomly comes across your page. That client is also more likely to take your CTA directive and say, for example, leave their email for a free copy of your cookbook.
This gives you another opening to nudge them down the funnel towards purchase.
In a way, a funnel is primarily created to make audiences realize that they have gaps or pain points they want to be addressed and get solutions to. Once your audience complies with your CTA, a Facebook sales funnel has successfully done what it’s meant to do.
It's then upon you to nurture these leads and find ways to entice them to move further down your funnel. At this point, you can use Facebook ads and well-crafted sales funnels to help you convert your audience.
Facebook Funnel Snapshot: What Should Your Facebook Sales Funnel Look Like?
Done correctly, a Facebook sales funnel should have three distinct stages;
- Awareness
- Consideration
- Conversion
Awareness (Top of the funnel)
This is the initial stage of a funnel where you want to improve brand awareness among your target audience. Think ads, referral contests, lookalike audiences, and create different content to showcase your expertise.
Consideration (Middle of the funnel)
The second stage is about ad generation and nurturing. You have created awareness and are now on your prospects' radar.
The next step is to show them your uniqueness and why they should engage your business. To do this, answer questions on your Facebook forums, push out more content, and retarget campaigns. You can also create and post content that provides in-depth insights into your products, usage guidelines, and so on.
Answering questions will help highlight how knowledgeable you are, and it also makes you seem like a responsive, caring brand. Who doesn’t want to feel cared for?
Conversion (Bottom of the funnel)
The final stage is about conversion and retention. The Facebook ads in this section should encourage customers to make purchases and, after that, be loyal customers. Remember, it is costlier to win more clients than to retain existing ones.
Conversion ads feature things like free trials and discounts to push sales. These should be highly targeted so that you promote products a prospect has viewed and products closely related to them. The latter can be obtained from a user's purchase history.
Parting Shot
While digital marketing has seemingly gotten complex over the years, Facebook sales funnels are relatively easy to navigate.
Once you set it up, put more effort into optimizing the site and creating content and linkbacks to your site. If done correctly, you should get a significant increase in conversions from your Facebook sales funnel.
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