How to Create a Facebook Funnel That Converts, Step by Step

“Paid search helps prospective customers find your business, while paid social help your business find prospective customers”

Facebook advertising still works! Yes you read that right. Facebook’s global audience is approximately 1.5 billion people, there’s no shortage of customers for your business. You just have to know how to set up your campaigns in a way that capitalizes on this audience in a meaningful and mutually beneficial way. You want each interaction with your business to tell a linear story, building a relationship and eventually leading the prospect to a conversion. To approach an audience that has never heard of your business, you’ll need different messaging than you would those who are aware of your brand and know your offer. These two groups of people have different needs and are in two different headspaces. Your advertising needs to cater to each group when they are ready to receive the message. The user journey through this transition can be visualized as movement through a funnel and there are three distinct areas of this “funnel” to consider. The top, middle and bottom. You’ll need a different strategic approach for each area in order to build rapport with your audience and eventually convert them into paying customers.

Top of Funnel

Objective: Brand Awareness/Pain-point identification

At the top of the funnel, i.e. cold traffic, you need to reach the audience where they are. That means messaging with more of an emphasis on resonating with the audience’s pain point rather than selling your particular product or solution. Story telling, pain point identification, and relatable examples all work best at this stage of the user journey. Videos tend to work best here, because let’s face it, we’re lazy. However, I have seen images perform really well at the top of funnel as well, as long as they are sufficiently interesting. Aim for highly visual and engaging content. At this stage, the audience doesn’t have anything invested in you, and they barely have a reason to hear what you have to say. Your aim should be to generate some interest and get a click, not necessarily a conversion. Everything in due time. Once the prospective client is sufficiently intrigued in what you have to say, you are then ready to add messaging that relates to your business specifically and how it will help them.

Middle of Funnel

Objective: Engagement/Preliminary Conversion

Once a prospect cares about your business/ brand/ offer, you are now in the position to propose your solution. Nobody will care what you’re selling unless it relates directly to their needs and goals. Once you’ve got them onboard however, your messaging needs to change slightly to put more of an emphasis on what you can do to help them. Social proof, case studies, value added content all work best here. You can experiment with different content, but in my experience, video and image testimonials tend to work best. If you can get a genuine testimonial that showcases a users transformation from before your services to after, that is gold and will do wonders for engagement and conversions in the mid-funnel.

Bottom of Funnel

Objective: Re-engagement/Community Building/Repeated Conversions

You are now looking for retention. For most products and services, it’s way easier (and cheaper) to get a repeated sale, or conversion than it is to find a brand new customer and bring them all the way through the funnel. If your product is extremely good, this process is even easier. Your aim here is to keep users engaged with your brand to stoke interest in a repeated buy and/or a referral to another user. You don’t necessarily need to spend advertising dollars here, but you should aim to create content that enhances a users experience while benefiting from your product. FAQs, Feature Demos and Highlighted Customers are all great content ideas to get you started, with even more stemming from the nature of your specific product.

Building a Facebook funnel takes time. You need to bring your A game for both the paid advertisements themselves, as well as various landing locations after a user click. The best Facebook funnels tell a coherent story, and clear obstacles to purchase along the users journey! Maintaining the funnel can also be a challenge as ad fatigue and dwindling reach can reduce how effective each piece of creative is over time. But it is possible! Do not get discouraged by early results because success is often on the other side of that new creative you want to try! Good luck out there!