For eCommerce businesses, creating a Facebook funnel is an effective way to move prospects from awareness to conversion. Targeting consumers at various points in the buyer's journey with a well-designed funnel encourages them to make a purchase. For eCommerce businesses, here's how to establish a Facebook advertising funnel:
- The Awareness Stage (TOFU, or Top of the Funnel)
Your objective at the awareness stage is to present your company to prospective clients who may not be familiar with your offerings.
Techniques:
Reach a Wide Audience: Utilize Facebook's audience targeting functionalities to connect with individuals according to their demographics, interests, and actions.
Play Carousel or Video Ads: Make captivating carousel or video advertisements that highlight the features, advantages, and stories of your company.
Provide Content: To enlighten and educate prospective clients, provide insightful content like blog entries, product demonstrations, or client testimonials.
Ad Objective:
Brand Awareness or Reach: Focus on increasing your brand’s visibility.
Key Metrics to Track:
Reach
Video views
Engagement (likes, shares, comments)
- Consideration Stage (Middle of the Funnel - MOFU)
The objective at this point is to guide the audience toward a purchase by nurturing those who expressed interest during the awareness stage.
Techniques:
Retarget Website Visitors: You can retarget those who have come to your website or looked at particular products but haven't bought them yet by using Facebook Pixel.
Lead Magnet Ads: Encourage email sign-ups by offering discounts, free trials, or access to unique content. This will entice users to stay engaged.
Dynamic Product Ads: Remind users of their interests by automatically displaying things that they have browsed or put to their cart.
Ad Objective:
Traffic or Engagement: Drive users to your website or get them to interact with your ads.
Key Metrics to Track:
Website clicks
Cost per click (CPC)
Engagement rate
- Conversion Phase (BOFU, or Bottom of the Funnel)
The objective is to encourage potential customers to finish a transaction at the bottom of the funnel in order to drive conversions.
Techniques:
Retarget Cart Abandoners: You can utilize Facebook Pixel data to target people who added items to your cart but abandoned it before checking out.
Provide discounts and promotions: To entice consumers to buy, create limited-time deals or exclusive discounts.
Testimonials and Social Proof: To establish credibility, use advertisements that feature user-generated material, ratings, and reviews from customers.
Ad Objective:
Conversions: Focus on driving sales by encouraging users to complete the checkout process.
Key Metrics to Track:
Conversion rate
Return on ad spend (ROAS)
Cost per acquisition (CPA)
- Post-Purchase Retention Stage
Maintaining a contact with customers after they make a purchase is crucial for promoting repeat business and fostering loyalty.
Techniques:
Upsell and Cross-Sell Advertising: Utilize Dynamic Advertising to suggest related products to customers based on their past purchases.
Loyalty Programs: To keep customers interested, run advertisements advertising your loyalty or referral programs.
Thank You and Follow-Up Ads: Express gratitude to customers for their purchase by sending them customized notes or exclusive deals for more purchases.
Ad Objective:
Catalog Sales or Conversions: Encourage additional purchases from existing customers.
Key Metrics to Track:
Repeat purchase rate
Customer lifetime value (CLV)
Retention rate
