1. Always start with the strategy, which is a combination of GCT (goals, content, and targeting).
Goals break down into two parts:
- Your “why”, or the message you want to send – why you are doing what you do
- Metrics – your sales and ROI.
Content should be a reflection of your “why”. Video performs well on Facebook. If you have to start somewhere, start with video. Targeting can be broken down into demographic and behavior targeting.
The real power is in behavior targeting, which is based on actions taken (more about this in the next tip).
2. Set up your “Plumbing” and create audiences.
Plumbing is the process of establishing tracking using pixels so you can know how your audience interacts with your website and you can tie these audiences together.
Create a bunch of different audiences that you can use later in your funnel – people who’ve visited your website, watched your video, downloaded your app, or have liked your page.
3. Use “Call to action” buttons when you are boosting organic posts.
If you create a post designed to drive people into a store, you can send them a map directly, drive a phone call, or you can start a conversation with a customer via Facebook Messenger. All you need to have is solid content and $1/day to spend.
If you are working with local businesses, the best place to start is the “Drive store visits and in-store sales” objective. You can learn more about this on Facebook Blueprint:
4. Use IF/THEN sequences in your funnel.
Driving customers through the funnel is all about consistent light touches. Creating sequences based on people’s actions is the key to unlocking Facebook’s advertising potential. For example: IF somebody watched video A, you may want them to read article B.
5. Document all of your processes.
Having “how-to” articles, video training, and guides on all processes you are using (setting up plumbing, working with GCT, creating audiences) will show your customers that you have a system for creating repeatable success.
You can take one of your successful customers and create a case study showing results and all of the processes that were used to achieve it.
6. You should have a Public Figure Page.
Your Public Figure page is a valuable tool to show authority – a center point to focus your goals and message into a persona.
Start posting guides and packages you created on your Public page. When you look authoritative, your conversion rate increases because they see you not as a sales person, but as someone with experience.
They will not buy because of you; they will buy because they can see a proof of execution.
7. Forget the traditional sales funnel.
The dream of any business is to have a product that is so good that you don’t have to run any marketing because word of mouth is driving all sales.
The idea of the “hourglass funnel”, developed by Logan Young, is not focused on driving sales, but on generating word of mouth. In a traditional sales funnel, your customer buys and that’s the end of story. Word of mouth is created from your pre-existing customer base and the hourglass funnel amplifies it.
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