In Facebook advertising, it’s important to understand the different types of funnels that will help you acquire more leads and, in turn, more sales. Hopefully, with the help of detailed examples, you’ll be able to grasp a stronger comprehension of these types of funnels, regardless of having practical experience using them or not. Although we briefly discussed what a sales funnel was last week, I’d like you to visualize a real funnel. That’s right ― imagine a typical funnel you would find in a kitchen cabinet used for pouring large volumes of liquids into a narrow opening. Now, replace that mental image of the liquid being poured through the funnel with a mass amount of customer leads. Voilà! The objective of any successful sales funnel is to attract a large amount of potential consumers and persuade and qualify them into becoming actual consumers.
Without any further adieu, let’s just jump right into it. Here are the first 2 types of Facebook funnels that will get you more sales.
1. The Freebie Funnel
The first type of ad is one that offers people a free product. I mean, who doesn’t love free stuff? Although this ad is quite basic and easy to create, it is also very effective because, again, free. It doesn’t really matter what you are offering for free. It can be anything from a physical product, such as a phone case or a watch, all the way to an ebook or instructional video that you personally created. Just give the people what they want, already. The people who do want the free product will click onto the ad, and are then taken to a landing page.
On this landing page, you ask them to provide their name, email and, perhaps, their phone number. If they provide this information in exchange for your free offer, great! That means you’ve achieved a necessary level of trust with this person, and they are already more likely to become a paying customer in the future. In regards to whoever arrives on the landing page but decides not to enter their information for the free product, you will retarget them. Retargeting is something that we will definitely dive deep into in the upcoming weeks but, for now, know that it essentially means that you will target your ads towards them again by throwing them back into your sales funnel.
Now, you can leave this funnel as it is with the basic steps ― 1) Free product 2) Landing page 3) Retarget ― or, you can add an additional step where you attempt to upsell to your lead captures. If they opted-in their information on the landing page for a free haircut, you can take them to a page afterwards that offers them 50% off hair colour, for example. You can claim this to be a OTO (One Time Offer) which increases their likelihood of snagging the offer since it leaves them with a sense of scarcity. This upsell doesn’t even necessarily have to sell anything, as it could also be an opportunity to schedule an appointment in exchange for another freebie. Obviously, increasing the chances that leads will actually walk into your store is what you’re aiming towards. For instance, instead of pitching the sale on hair colour for 50% off, you can tell them to call to schedule an appointment to receive a free deep conditioning treatment in addition to the free haircut.
All in all, it can be a good idea to upsell to leads at this point in your funnel since they have already shown a degree of interest and trust in your offer. What’s a relationship without trust, really? If they’ve already warmed up to you a bit, they may choose to warm-up to you even more. Again, for anyone that doesn’t buy or opt-in on your upsell, you’ll retarget them in prospective ads.
Example for Dental Clinic:
2. The Consulting Funnel
This type of ad coaxes your leads through a funnel with the intention of landing a consultation call with them. Similarly to the Freebie Funnel, you’ll start by offering people a free product. With this type of funnel, however, your ad must highlight the pain or problem that they have and indicate how the free product will solve that problem. Your offer needs to hit them in the feels. It’s got to make them recall the gnawing annoyance associated with that pain, and envoke a desire to be joyfully relieved from that pain. Moreover, if you have cold, hard evidence to back up your claims, be sure to include it within the ad. It will definitely build a stronger sense of credibility between you and your potential leads, and you certainly want that. Once someone clicks onto the ad, they will be taken to a landing page where you’ll collect their name, email, and phone number. If they don’t fill out this information ― you guessed it ― they’ll be retargeted, of course.
So, from here, the people who gave you their basic information will receive their free product either on a page they are brought to or through their email. At this point, you hit them with a CTA (Call To Action) to schedule a free consultation call with you that is related to product they just received. As an example, let’s say you’re a real estate agent who offered a free cheat sheet called “7 Amazing Apps for Real Estate Agents”. Clearly, the people that snatch up for your cheat sheet are real estate agents who are looking for tools to aid them in becoming more productive and efficient. Now that they know you’re trustworthy enough to take tips from, you can tell them to book a call with you through an online platform such as Calendly so you can help grow their business. Again, at this point, everything is free which is a pretty attractive deal. Won’t you have way too many people expecting a call from you? Not necessarily.
Here’s the catch. Realistically, there will probably be many people who don’t book a call with you, and even from the ones that do, there will be some that just aren’t well-suited for your services. That’s okay. The way that you can weed through these people is by sending them to fill out a survey. There, you will ask them various questions about their business and you can, therefore, decide which leads are genuinely a good fit for you and your business. In doing so, you hold the leverage and can manage your time and effort more accordingly. No need to waste your time on potentially difficult or unprofitable leads. When you conclude which leads are worth following up with, you jump on the phone (or even Skype) with them and close your client. Bada bing, bada boom.
Example for Real Estate Agent:
Fear not, there are a couple more types of funnels that we will discuss next week. For now, I leave you with these two models so that you can try to implement them for the first time or, perhaps, make some tweaks to the current sales funnels you’re running. Remember that all marketers, no matter how seasoned, are constantly split testing, adjusting, and seeking to improve their ads and sales funnels. It’s a process. Don’t fret if your first few sales funnels aren’t instant success stories. It takes time, and so there is no better time to start than now.