There are three types of facebook ads funnel. To these types of facebook ads funnel correspond different types of goals as well. From warming up audiences to consolidating sales, Facebook allows users to grow their sales via a wisely constructed sales funnel. This article will address different types of facebook ads funnel.
Content-Based
The first type of facebook ads funnel is the broader as well. This is the content-based stage. The goal here is to warm up an audience to whatever you are selling and to your brand. Companies should spend time and resources on campaigns that basically aim to make people aware of them and to build their likes in Facebook.
One should therefore have a content plan associated for this stage. The first goal is to identify new and cold audiences that may be interested in what you are selling. The second goal is to build a campaign that drives traffic to a particular blog post.
Within the blog post there should be a call to action to a particular product page or to a lead magnet. Conversions should occur via this indirect action.
Overall the goal of this stage is to warm up a cold audience so that it becomes aware of your brand and your product or services. Conversions are a consequence of this process and not the main goal.
Lead-Magnet
This stage of a facebook ad funnels is mainly built so that you can start building a list of e-mails for your business. Targeting mainly cold audiences, the goal here is to drive traffic to a landing page and offer something of value in exchange for an e-mail address.
The offer needs to be something of perceived high value and relevance. And, on the other hand, it needs to engage your lead in what is normally called a “continuum of belief”. This is basically an e-mail marketing/SMS series that aims to indoctrinate the lead to you and your offer.
Lead magnets can take multiple forms. These forms range from discounts to coupons to e-books and cheat sheets. They can be also of more complex forms such as webinars or live events. The purpose of these lead magnets, again, is to convert leads into customers.
Product-Based
The last stage of the facebook ad funnel is the product/sales page. They are built not to indoctrinate about you or let people acknowledge who you are. They should be built mainly to people that already know you.
The audiences that you should target in this stage should be warm. In other words, they should be custom audiences and fan page audiences. Also, this stage is the last one. Why? Because it is recommendable that first you indoctrinate your potential customer about you and your brand, then you need to offer something of value, and only after this is done should you start selling something to your leads.
Is the Three-Step Process Always Necessary?
There are, to sum up, three types a facebook ad funnels. The first one starts by indoctrinating people to you and your brand, then it gives something of value and engages in a “continuum of belief” and only after this process is completed the sales funnel starts to sell.
However, is it always necessary to go through this three-step process? The truth is that it is not. Unless people know you, you should never send a facebook ad directly to a sales/product page. You should always give something in exchange before you actually promote your product or service.
So to sum this up, you should always have at least a 2-step process in all of the facebook ad funnels that you are building. The third step can be added if this isn’t working.
So, the content-based facebook ad funnel should be included if you can’t warm your audience well enough and leading them to buy from you. You need to try different offers though at this stage. Sometimes the lead magnet that you use is not good enough and this may be the reason why your campaigns are not working.
