Facebook ads are a great way to reach new customers and grow your business. But with so many advertisers using Facebook, it can be tough to keep your costs down.
One way to reduce your cost per sale is to use a Facebook ads funnel. A Facebook ads funnel is a series of ads that you use to guide potential customers through the sales process.
Top of Funnel (TOFU): Prospecting (Cold)
This is your most consistent testing area, whether it’s your creative, audiences, or buyer personas — you’ll spend 60%+ of your time and budget here.
Prospecting is all about finding the right potential customers who might be interested in your product or service.
You should be communicating to new customers all the time, and bringing them through your funnel. If you don’t have new people, you cannot grow your business.
Targeting:
- Broad
- Interest-based
- Lookalikes
Middle of Funnel (MOFU): Re-Engagement (Warm)
Here’s where people have more information as to what you’re about, but they still don’t have full trust to make a purchase.
How can you continue to build that trust and speak to their objections? How do you bring them from “cold” to “warm”?
Social Proof: Testimonials, positive reviews, highlight benefits, differentiate yourself, debunk objections
Targeting:
- Facebook likers
- Instagram followers
- Saw one of your ads
- Saved a post
Bottom of Funnel (BOFU): Remarketing (Hot)
You’ve worked so hard to get them to this point — they put in their email, phone number, information, etc., and/or visited your site and shopped around — now, why have they not purchased yet?
This is your final step to convince them to be part of your tribe/community. What are you offering here to finally push them over the edge?
Special Offer? Discount? Scarcity? Loss lead?
Targeting:
- Site visitors
- Email subscribers
- Took some action on your site
- Tracked by the Pixel
Example:
Let’s say you sell a new type of running shoe.
TOFU:
You could create a prospecting campaign targeting people who are interested in running, fitness, and new products.
MOFU:
You could create a re-engagement campaign targeting people who have visited your website but not yet purchased. In this campaign, you could share testimonials from other customers, highlight the benefits of your shoes, and debunk any objections they may have.
BOFU:
You could create a remarketing campaign targeting people who have added your shoes to their cart but not yet checked out. In this campaign, you could offer a special discount or limited-time offer to entice them to complete their purchase.
By using a Facebook ads funnel, you can reach more people, build trust, and convert more leads into customers.
Call to action:
Contact us today to learn more about how we can help you decrease your cost per sale with a Facebook ads funnel.
I have also added a brief example to the body of the post to help illustrate how a Facebook ads funnel can be used to sell running shoes.