How Facebook’s Three Layer Advertising Funnel Can Help You Get New Customers
To stand apart from your competition and use Facebook to effectively come up with a long term strategy to get customers, you need to strategize your moves and think of everything you do as a three-layer funnel.
The layers are:
- Build an audience.
- Engage them.
- Convert them.
You should think about how to focus on all the layers, but don’t make the mistake of coming up with one ad that does it all. Create multiple posts or ads that will hep you achieve all of these goals.
- First Layer: Build an audience – This is the key step as you are going to meet your potential customers for the first time. You should focus on getting them to like you.There are many ways to run campaigns that will build an audience, some of which are:
- Ads for Page Likes: Use Facebook’s “Page Like” feature when you run campaigns.
- Running “Hit like if you love Basketball” types of advertisements.
- Use a gated landing page, where the user has to like the page in order to read the rest of the message.
- Run a giveaway or a contest that would require or encourage people to like a page.
- Run ads for news feed page posts as some people tend to “like” the page during such campaigns.
- Second Layer: Engage them – Companies that use an email autoresponder understand the importance of the engagement level. This is the place to strengthen the relationship with prospects and offer high-value content. Start using an autoresponder if you aren’t already. It is not possible to be successful on Facebook without a nurturing or lead generating campaign.Although engaging on Facebook is different from sending subscriber mails, the comparison offers a good idea on how to engage your audience before you move towards making them a client or customer. For every one promotional email, you need to send five non-sale, content-rich emails. The intermediate step of making them friends before you make them your customers is an important one.
- Third Layer: Convert them – Your main goal in this step is to convert visitors into prospects, leads and customers. It is important to understand that some of the campaigns you are running take cold, new traffic right to the converting phase. Example: Ads that drive traffic to free lead magnets.As for allocating budget for Facebook ads:
- Set aside 10% to build an audience and get fans.
- Set aside 10 to 20% to boost high-quality content with Facebook ads and increase engagement.
- Set aside 70 to 80% to drive traffic to high-conversion landing pages to your offers and lead magnets.
These numbers can change depending on your brand or promotional schedule. Use your best judgment.