The Facebook ad itself is only a teeny-tiny portion of any online advertising or other successful Facebook ad campaign.. Although it might be the first step of the campaign, it’s roughly about 10% of its success.
When clients come to me wanting to run a Facebook ad, especially in the coaching and online service-based industry, the very first thing I do is take look at the overall picture of the other 90% before hitting “Publish” on the ads.
What is the other 90%? It’s the sales funnel (which I’ll break down into nine steps for you below).
The reason most of my sales funnel clients come to me is because they’re feeling stuck and overwhelmed with the ENORMOUS amount of options available when creating a funnel. But let’s simplify it.
Any funnel setup will work, as long as it’s executed proficiently to a well-understood audience.
Focus on using your most engaging channels within your funnels.
Let me say that again.
Create your funnel in a way that feels good for you.
Are you good on video? Use it. Do you feel like you best communicate through email? Do that.
There’s no perfect formula or hidden secrets to connecting with your audience. If you’re comfortable and passionate about the way you’re communicating, people will feel that. The point of any sales funnel is to take gradual steps from stranger to a warmed-up lead. We want to focus on building your credibility to the point where your audience feels safe and ready to buy.
You might build a funnel that doesn’t work, and that’s okay. The main thing to focus on is continuing to test and modify as you move forward. (And don’t forget, action is the best education!)
Curious about the other 9 steps to a successful campaign? Well, here they are:
- Research – This is a hugely important step! Don’t forget to survey your market, typically 10-15 people is a good fit.
- Offer – I often start with the offer and work backwards. This helps me make sure everything is in alignment with my ultimate goal.
- Lead Magnet – The whole purpose of your campaign is to give this away, build trust and show your expertise. It’s offering something of value in exchange for a lead. The lead can be an email address, a webinar attendance, or scheduling a free call. It must add a defined value and/or solve a pain point for a defined audience.
- Landing Page – This is where you bring your audience, also considered a click-through. It’s important that this feels like a seamless transition (and works best with no other content or page navigation to distract them).
- Thank You Page – This is often a seriously overlooked piece (and is usually the thing you threw together in 30 seconds, right?)! Include information about you, about what they can expect moving forward, restate the benefits of joining, and how they can keep in touch with you (or maybe join your Facebook group?).
- Targeting – Make sure you’ve researched your audience well enough to know how to target them. I try to stick with competitors they’ve shown interest in, but I also test this against 3rd party data offered up in the behaviors area of targeting.
- Emails – Set up your email funnel to continually offer value and build on the budding relationship.
- Retargeting – Continue with retargeting based on how the audience has reacted to your emails and other steps in your funnel. Have they clicked on certain offers like a webinar or video series? Keep track of that stuff.
- Split Testing – What’s working and what’s not? When you run ads on Facebook, they work really hard to use their algorithms to continually show the higher performing ads. Shut off and rework what isn’t performing well (but don’t over-react and do it like 4 hours after starting your ad, sometimes this stuff takes time). If you’re not getting the results you’d like, get an expert to support you.
Where do you get stuck on this 10 point system? I’d love to hear, what are your biggest questions about using Facebook ads or creating a sales funnel for your business?