Nurturing a Facebook Audience Through the Funnel

1 out of every 7 people in the world are part of a targetable Facebook audience.

How do you get those users to convert? Implement a social media ad strategy that nurtures your Facebook audience through a sales funnel.

Identify your Facebook audience with interest and demographic targeting.

The audience targeting options on Facebook are endless (and a little creepy). If you want to target people who’s purchase behavior is indicative of being a small business owner, go for it. If you want to target moms with toddlers, you can do that too.02-facebook-audience-funnel-ads-manager

How big should my audience really be? Pretty big. Work backwards starting with your goals to determine an ideal Facebook audience size.

Let’s say we want 1,000 people to convert. Our website has a 10% conversion rate. That means we need 10,000 people to click to the website.

If the click-through-rate is 1% on our Facebook ads, then we need to start with an audience of at least 1 million people to reach our goal of 1,000 conversions.

Don’t fret if you think your Facebook audience is too large. You can nurture large Facebook audiences through the funnel based on intent and behavior using retargeting strategies.

Start from the top of the sales funnel with light, engaging content.

Sending conversion ads to an audience who’s never met your brand is like asking someone to marry you on the first date. It doesn’t work, and you’re left feeling rejected.

Pretend your brand is dating your Facebook audience. Give them a reason to like your brand before asking them to do something.

The first 4-6 pieces of content that a new audience sees from your brand on social should be light and engaging with no calls to action. Marketers have brand awareness goals at this point in the sales funnel.

Video is the best content type for brand awareness objectives based on the current Facebook algorithm. Marketers can try canvas ads for brand education goals.

Get the audience to visit your website.

You’re getting to know each other, things are going well, and you’re headed on your third date. Time to ask them to click to your website to capture their footprint with your Facebook pixel.

Start sending this audience to your website by implementing a blog strategy. Listicles work really well at this phase of the sales funnel. Avoid click-bait titles – Facebook’s most recent algorithm update diminishes click-bait articles in the feed.

This is a good time to ask your Facebook audience to enter a contest. Set up a landing page on your site that lets you capture email addresses. You can upload the email list to Facebook to target with ads. There are several other third-party platforms that make hosting contests easy if you can’t create your own landing page.

Retarget users that have shown intent with your brand using conversion ads.

You’ve gotten them to your site and captured their footprint. Now it’s time to put that Facebook pixel to work.

Create a custom audience on Facebook based on people that have visited your site. Try testing audiences that have visited multiple pages on your website. Users visiting multiple pages on your site are more qualified leads than users that hit your blog and bounce.

Get creative with your conversion ad concept. Carousel ads work well for campaigns optimized for conversions. Try A/B testing carousel ads using images and videos to see what type of content performs best.

Make sure that you are tracking your conversions with your Facebook Pixel. It’s important to be able to report accurate data from your campaign. Need help creating a custom conversion on Facebook? We’ve got you covered.

Are you looking to take your Facebook ad campaign to the next level? We’d love to help!