Is your current Facebook Strategy broken......
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Is your CPC going through the roof and you have no idea why.....
Facebook Conversion Funnels: Three typical phases a user goes through to become a customer.
These phases are generated through brand awareness, consideration of a product/service and commitment to a purchase.
Good news is if you’re selling a product or service, you already have a conversion funnel in place, this article will ensure your marketing funnel is perfected.
What Is a Conversion Funnel?
A conversion funnel is a representation of the buyers journey.
Providing the steps a potential visitor to your website & landing page might take in the journey to completing a desired action or series of actions.
That action could be buying a product, signing up for a service, or even subscribing to a newsletter.
The key concept here is considering the value you are delivering during each step undertaken by a visitor.
However, the reality is before you can start delivering value you need to know who your ideal customer is, where they are, and what they need help with — (or else you’re broadcasting a message to the masses and hoping to find the right listeners.)
Once this is established you can accurately target, tweak campaigns, and increase your return on investment in marketing or sales efforts.
Your ideal customer is going to have different pain points, needs, and intents as they move from getting to know more about your company; to deciding whether they need your product or service; to comparing with similar providers; to making a final or even repeat purchase.
Consider your current conversion funnel and how it can be improved is essential to keeping the pipeline flowing.
So how do you build a communication system that automates the process of saying the right things to the right people at exactly the right times? Read on…
A typical conversion funnel has four stages: attract, convert, close and delight.
1) The Awareness Stage
Awareness is generated from an understanding and perception towards your brand. This is created through familiarising your ideal audience with your message and products and defining where you fit in the market place.
A key point to note is that brand awareness is not sales.
A preconceived idea that these are interchangable will create a negative experience for potential customers as it places an importance purely on profit rather than the value of the customer experience.
Creating a unique and memorable brand will help to build brand awareness and create a long term position in the marketplace, this is ultimately a measure of how well your brand is known within its target markets.
Positive brand awareness guarantees increase interest in the form of engagement.
Interest is crucial in terms of attracting potential clients, positioning yourself with a attractive offer is executed through dynamic, on-brand, industry relatated content.
Interest needs to be targeted, as the best results are achieved when attention is direct.
Prompting interest to the wrong candidates will result in brand disconnection and heed awareness around your offer.
When your content aligns with the vision of your brand people will begin to associate their idea of the product with brand recall initiating a desire.
3) Desire / Decision Making
Congratulations you have achieved interest in your brand and engagement is high.
The next step is to present consumers with an irresitable offer.
In establishing a need in the form of desire you are fostering an ongoing relationships that will work to further leverage your business model.
Customers are looking for brand and value alignment as this generally suggests an emphasis on customer relationships. A business owner's ability to make valuable and effective decisions will prove to deepen relationships and ultimately drive sales.
Taking the above advice will shape the fundamental aspects of your market funnel but it will do nothing to increase engagement if you are not prepared to put this into action.
Action is the overall step that brings your strategy into a reality.
As the name states, action is the step that puts everything into play and tests the outcome of your business model.
You need to ensure that the message is hitting people at the right time, in the right place and most importantly for the right reasons.
Guaranteed you have followed the above advice and dedicated an appropriate amount of time and effort (remember this isn’t a quick fix) into the outcome of your sales funnel executing the action phase should be relatively simplistic in nature.
It is only when one avoids emphasis on brand awareness, interest and desire that your sales funnel will come undone.
You must value the potential that a successful sales funnel can bring - when done right you will be rewarded in growth and profit.
The Basic Elements
How to Create a Successful Conversion Funnel
Internal Sales Funnel (What Happens Once You Receive a Lead)
Once you get these 5 piece in place, you will be miles ahead of the vast majority of businesses out there - including your competitors!
The first and most important step should always be launching. Once you get this up and running, you’re going to be receiving immediate feedback from your audience in the form of link clicks, opt-ins, e-mail open rates, shares, etc.
Don’t know how to read all that data to know what your next steps are?
I’m not surprised, it gets pretty complicated.
Your funnel isn’t supposed to work 100% of the time OR THE FIRST TIME - it’s not just a method of conversion, it’s a process to dial in your perfect audience, perfect message, and perfect offer.