You have an established brand with a mass fan following on Facebook but only a small percentage of your followers are actually buying your products. Does this ring a bell? With rapidly changing algorithms and declining Facebook organic reach, brands have no choice but to look for other alternatives. This is where Facebook ads come into play.
According to a Social Media Examiner report, 93% of marketers use Facebook advertising on a regular basis. This translates into the fact that over 3 million businesses capitalize on Facebook to market their business. To get the best out of your Facebook ads, you have to create customizable ads for each stage of the marketing funnel. Therefore, you should be acquainted with the stages involved in the marketing funnel. Here is what the marketing funnel looks like.
In this article, you will learn how to create a Facebook ad for each stage of the marketing funnel.
Top of the Funnel
First things first, set a goal. If your goal pertains to the top of the funnel, you need to focus on the particular needs and pain-points of your users. What does the user want? You will have to dish out relevant, informative and entertaining ads because your goal is to increase brand awareness and grab the user attention and cultivate their interests in your products and services. According to a social advertising report by Sprout Social, 41% of ad audiences prefer an ad replete with entertainment.
Infusionsoft, a CRM company, knows how it’s done. Instead of touting the many benefits of their CRM systems in front of their target audience, their Facebook Ad played on the apprehension of follow-ups harbored by users. Another notable example is that of Lowe’s home improvement’s Facebook post, targeting those interested in renovating their homes. Instead of selling their products with cliched sales boasting, they focus on delivering valuable information to their top of the funnel customers.
Not only will it portray a great first impression, but most importantly, it will also help your patrons get riveted to your brand, product or service. You will have to cater to the needs of your prospects by delivering the valuable information they are looking for, especially if you want them to move forwards towards the bottom of the funnel, and eventually make a purchase.
Think of it as your first date. Would you get down on one knee on the first date? Didn’t think so! Similarly, you cannot ask a prospect to buy your product at the first touch point. You must take one step at a time to move the prospects further deep into the marketing funnel. Any digital marketing company in Dubai worth its salt knows how to do it the right way.
Middle of the funnel
Next up, you should focus on sparking curiosity in your prospects regarding your products and services so that they start construing your products in line with your top competitors. There is a high chance that your prospects might have gotten in touch with your sales reps. At this point, you should focus on nurturing your relationship with your prospects.
This is one stage of the marketing funnel where you need to divert all your efforts towards establishing yourself as a thought leader in your industry. Litmus, an email marketing, design and testing tool, nailed it with this ad.
By offering free live webinars, they have cemented their place as an industry thought leader, and their users see them as an authority in the industry. To follow along in their wake, make sure that you are laser focused on solving the problems of your users, even when you are establishing yourself as a credible source in the industry.
Bottom of the Funnel
When you are creating a Facebook ad for the bottom of the funnel, your focus should be on closing and delighting the customers and persuading them to make a purchase. Build brand reputation by using testimonials from customers, influencers and other reputable organizations. Share customer stories that your target audience can relate to. Here is how to do it the right way.
Leverage email marketing and customer relationship management to move the prospects one step closer to making a purchase. Make sure that you focus on personalization. You can experiment with a free trial or a live demo to show the product-in-action to your prospects. You can give away coupons or offer a free quote or consultation. Be sure to include a compelling call-to-action because you only need a nudge to make prospects purchase your product. Businesses can also use upselling and cross-selling techniques that most E-commerce stores use to boost their sales.
How do you create Facebook ads for every stage of the marketing funnel? Feel free to share your tips with us in the comments section below. We would love to hear from you.