If you think of your marketing as a funnel, where you fill the top with new traffic that comes out the other end as a result - for example, a booking, an order or a newsletter sign-up. Well, then you have the answer to what a marketing funnel is.
But what on earth can you do with that information?
Brands that work with ads often make the mistake of creating direct sales ads to an audience that has never heard of their brand. The consequence of using this strategy is that you will hit the target audience too early in their buying journey - with poor results.
That's why it's essential to work on your funnel strategy and communicate the right messages at the right stages of your audience's buying journey.
Why you need to work with the marketing funnel:
The theory can and should be applied to all marketing efforts, but in this blog post I will focus on how to succeed with your funnel strategy on social media.
The simplified marketing funnel contains 3 layers:
Top funnel - Awareness
Mid funnel - Consideration
Lower funnel - Purchase/decision
Here you want to spread messages and create awareness around your brand or product. Therefore, you will typically be targeting a very broad audience who may not have heard of your brand or product yet.
Here you go one layer deeper in the buying journey, where you might get the target audience one step closer to converting into customers. The target audience is likely to start researching your product - or alternatives from competitors.
Therefore, it is important that your brand positions itself in the market with the USPs that differentiate you from your competitors.
In the lower funnel, we work with a target group that has shown great interest in your product or service. It could be that they have visited your webshop and added products to the basket without completing a purchase, or that they have downloaded your whitepaper.
Here we work with the so-called retargeting target group, where we work with call to action, which encourages the target group to become customers with you.
At the top funnel level, you work with "cold" leads. In practice, you'll be working with a broad audience, based on demographics or interests that match your target audience - or look-a-likes, if you already have data on your customers. This could be in the form of customer database or newsletter sign-ups.
In the early stages of the buying journey, you want to educate and inform your audience about products or services. It's important not to ask too much of your target audience at this stage.
Recommended campaign level objectives: traffic, interaction, video viewing or brand awareness.
If you sell skin care products, you could include a video in your campaign educating your target audience on how to take good care of their skin or what to avoid to keep their skin young and beautiful.
If your brand has some knowledge that creates value for the target audience and that can position you as an expert in the field, you are likely to gain the trust of the target audience and make them curious. In this example, you could choose traffic as your campaign objective and lead the target audience to a more detailed blog post on your website.
At this stage in the buying journey, you will be working with an audience that is already familiar with your product. This could be people like:
1. Have interacted with your Facebook or Instagram page.
2. Visited your website.
3. Have watched, for example, 50% of your videos.
4. Signed up for your newsletter.
So we are now working with the so-called retargeting audiences.
At this stage, you can gently ask the target audience for more - for example, to provide their data in the form of email, phone number, etc. However, it is important to remember that you need to offer some form of value if you are going to ask for data from the target audience. This could be in the form of a digital guide, whitepaper, access to a webinar etc. It could also be that you want to offer the target audience a free trial of your product or service before they decide to become a customer of yours.
Recommended objectives at campaign level: traffic, lead generation, conversion, messaging.
At this stage of the buying journey, you want to turn your hot leads into customers in your store.
This could be people like:
Now the target audience has had time to get to know your brand and product well, as well as to reflect. Therefore, at this level, you can create campaigns that give the final push towards the goal: turning your leads into customers.
This is a great place to promote your campaigns and offers, sell catalogues or encourage your target audience to fill in their contact details so that your salespeople can get in touch with them. If you have a webshop, it would be obvious to use dynamic product ads, as this allows Facebook to display the products that the individual person has seen on your webshop.
At this level, you should also work on campaigns targeting current customers to create loyalty and easy repurchases. For example, you may be launching a new product where you want to offer 10% to your loyal customers, or you may want to ask your customers for a review on their experience.
Recommended campaign level objectives: lead generation, conversion, catalogue sales
It really pays to work with your marketing funnel on social media and thus hit the target group at the right time in their customer journey - and not least with the right messages.
However, customer journeys differ from brand to brand, so it's important to stress that there's no single formula for what a Facebook funnel should look like. It depends on brand awareness, time to consider, the price of the product, etc.
If you and your brand need help developing a customer journey for your brand, or need advice on developing and setting up your social media marketing funnel, don't hesitate to contact us.
Whether you're a marketing generalist or specialist, our SoMe specialists have put together some great advice for you on our blog.
Learn more about Social ads in Webamp Academy.