An optimised Facebook funnel can bring awareness to your seminar.
You can expect a 4.4 per cent response rate for a campaign. Most experienced seminar runners know they can actually expect fewer attendees.
It’s why so many people have turned to digital advertising when it comes to marketing seminars. You can reach a much larger audience, often at a fraction of the cost of traditional mail campaigns.
The question is how to tap into this potential. If you’ve used Facebook to promote your seminars, you know it isn’t quite as easy as putting up an ad.
With our guide, you can create a better Facebook funnel. This process will help you fill your seminar sessions time and again.
The Basics of the Funnel
You may already be aware of the classic sales funnel diagram, but it helps to go over it again. Traditionally, there are four stages a prospect moves through before making a purchase:
Also known as AIDA, this model describes the buying process. The prospect must become aware of your seminar before they can be interested in attending it.
Through your marketing efforts, you’ll raise interest and desire. This encourages your prospects to act. In this case, they sign up to attend your seminar.
Over time, the marketing funnel has changed a bit. Today’s buying process is more complex. Your prospects will move through more stages before they decide to take action.
This longer process can actually benefit you. It gives you more opportunities to educate the buyer and build a relationship with them.
Creating Your Facebook Funnel
A Facebook marketing funnel looks like other advertising funnels you might see. You’ll need to move buyers through stages of awareness, education, and consideration. Along the way, you’ll have opportunities to engage them and answer questions.
So, how do you create a marketing funnel for Facebook?
The first thing you’ll want to do is outline the different stages you’ll need to move prospects through. Different audience members will be at different stages, so it’s a good idea to identify each stage. Then you can connect each stage to the various marketing tactics you’ll use to support people at that stage.
An example demonstrates this. Imagine someone wants to attend a seminar, but they’re trying to choose between seminars. You want to give them information about why your seminar is a better choice.
You’ll want to tell them what they’ll learn in your seminar and why that’s more valuable. You may want to highlight pricing differences. You may also entice the customer with an offer, like a free gift or a discount.
For someone who doesn’t know seminars on this subject exists, a discount code or free gift likely won’t get them to sign up. You’ll want to offer a different kind of support to engage them.
Identifying Your Audiences
We’ve already touched on a key feature of your Facebook sales funnel. To create a high-converting funnel, you need to focus on your audiences.
Facebook is an enormous platform, with more than 2 billion active users. It’s a safe bet that not everyone who uses Facebook is going to attend your seminar.
The people who are interested are at different stages of the buying process. This means you’ll need to approach them differently.
Finally, people will have different reasons for attending your seminar. You’ll want to identify the primary reasons and address them in your marketing.
It’s a good idea to create customer personas. These detailed profiles give you guidance when you speak to different customers. A customer persona helps you understand the customer and find the right solution.
Creating Lookalike Audiences
One of the biggest advantages of Facebook is the tools it gives you to help with your advertising funnel. Once you’ve identified your primary audience, you can create “lookalike audiences.”
These audiences are similar to the people who have signed up and attended seminars. Chances are high they’d be interested, but they may not know about your seminar or your brand.
Using Facebook’s tools, you can set up lookalike audiences that allow you to market to similar groups. This helps you find more qualified leads.
The Value of Remarketing
Facebook has done a great job of trying to become the perfect funnel system. That’s why it can provide high ROIs. The trick, of course, is using the tools Facebook provides the right way.
One of the best tools at your disposal is Facebook’s remarketing capabilities. This feature allows you to remarket to people who showed interest. If someone engages with your ad, you can use remarketing to show them another.
This moves people through the funnel. If someone in a lookalike audience clicks an ad that raises awareness, you can then show another ad to educate them.
Creating the Right Content
Key to creating conversions in your Facebook marketing funnel is the right content. If you don’t offer the lead the right content at the right time, you’re less likely to get the conversion.
That said, many people forget they can offer content at every stage of the funnel. For people in the early stages of awareness, you can offer engaging videos or insightful posts that help them identify a problem. Later on, you can highlight your seminar’s strengths.
Keep in mind that you’re building a relationship with each prospect. You’re not trying to sell them on your seminar. You’re trying to offer them a solution to an issue they’re having.
The right content identifies and addresses their needs. Personalization takes it one step further. Over time, your leads will come to trust you and value what you have to say.
Supercharge Your Facebook Funnel’s Effectiveness
If your Facebook funnel has been underperforming, it’s time to reevaluate what you’re doing. With these tips, you can create a funnel that’s primed for conversions.
If you’re not sure how to get started, get in touch with us. We’ve helped many Facebook marketers refine their campaigns and supercharge their results.