Don’t Fear The Facebook Funnel. Embrace it!

Most people hear the words ‘Facebook Funnel’ and run away screaming. Which is why we thought we'd use this blog to break down how the Facebook Funnel works and why you need to use this form of paid social media advertising over boosting a post. Don’t get us wrong – boosting a post is fine however if you find that you’re just not getting the results you want, then Facebook Funnels is the way to go.

With Facebook Funnels, you have more control over marketing objectives

Here’s how the Facebook Funnel works, and we will keep it simple for this blog. For a Facebook Funnel, you need to create 3 x posts – one that focuses on brand awareness, one that focuses on engagement/consideration and one that focuses on conversion.

For the post that focuses on brand awareness, we’re wanting to target an audience that doesn’t know WHO you are, to make them aware of your brand, products and/or services.

With the engagement/consideration post, we want people to interact with that post – by liking, sharing, clicking through to your website or downloading an ebook.

And lastly, the one focusing on conversion – well, that’s pretty self-explanatory! The ultimate goal is to move them down the buyer’s journey, from not knowing about your business, to making a purchase!

By using Facebook Business Manager, you set up your first Brand Awareness campaign, and create an audience based on location, demographics, age and more. This is where you want to get your brand out to as many of your target audience as possible. They are unlikely to buy from you until they get to know you, so this is a great way of doing that!

You then set up your Engagement/Consideration campaign and set the audience to a Custom Audience. This custom audience is created by using the Facebook pixel that’s on your website. If you don’t have the Facebook Pixel on your website, go HERE.

The pixel collects data on your Facebook audience, so you can then create a custom audience of people who have interacted with your Brand Awareness Campaign and/or who have visited your website.

From there, you create your Conversion campaign, driving a purchase and create a custom audience of those who have interacted with your Engagement/Consideration campaign and/or who have visited your website. The more touch points you have with your potential customer, the more likely they are to buy.

So, there you have it! There is a LOT more to the Facebook Funnel, but this gives you an idea of how it all works. Need help with your paid social media campaigns? Get in touch!

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