It’s time to rethink your Facebook marketing strategy. Why? Well, over 2.9 billion people use Facebook around the globe. If your business doesn’t have an effective conversion funnel on Facebook, you’re doing it wrong.
Truth is, you’re never going to reach every single person. But engaging with even a small percentage of that figure could be a massive chunk of your target audience—and that could make a huge difference to your business. Over two-thirds of Facebook users already interact with business pages every week for product research, customer service, and more.
Of course, there’s a catch: Competition is fierce, and the Facebook algorithm isn’t working in your favor. You need to take a different approach to outsmart the algorithm and win more leads. So, how can you build a Facebook marketing funnel that converts?
Before we dive into strategy, let’s start slow. Think of your Facebook sales funnel as the path that guides users toward a specific action—in this case, contacting your business via Facebook. Unlike a traditional sales funnel, it’s specifically designed to convert Facebook users.
Your Facebook funnel can be divided into three distinct stages: awareness, consideration, and conversion. It might sound complicated, but if you can visualize the funnel, you’re already on the right track. Your buyer’s journey looks like this:
You’re going to need to leverage different types of ads, audiences, and content to build an effective Facebook funnel. The good news? Even if you’re not a marketing pro, it’s possible to fuel your conversions with Facebook. Here’s how.
Before you can even think about your Facebook funnel, you need to define your audience. Why? It’s simple: Your social media marketing strategy revolves around your target audience. And when you create targeted content based on their preferences, you’ll have a much easier time generating interest and conversions.
You should set your target audiences based on specific demographic, geographic, and psychographic factors. Once you’ve analyzed customer data, create buyer personas to segment your audience. This way, you’ll be able to create ultra-personalized content for every persona.
Pro tip: If you don’t have customer data to lean on, use surveys on your website to build knowledge of your customers. Ask targeted questions to learn more about the people you’re marketing to and maximize your marketing efforts.
Now that you know exactly who you’re marketing to, you need to capture their attention with segmented content. You’ll need \a few different forms of content at your disposal (think: blog posts, infographics, videos) so you can appeal to different people.
Remember: There’s no one-size-fits-all strategy when it comes to Facebook marketing. You’re trying to capture different leads at different stages of the buyer’s journey, so you need to stand out with high-quality content. Some leads are going to be cold, with little interest in buying a new home any time soon. Meanwhile, other leads are going to be warm and seriously considering their purchase.
It doesn’t really matter which specific path you take as long as your content is informative, engaging, and quality. Just make sure your content links back to your home builder website so you can drive leads deeper down the funnel.
Congratulations! You’ve shared a few blog posts, videos, and infographics on your Facebook page. Once you start driving engagement, you need to leverage Facebook advertising to expand your reach and maximize engagement.
If you’re not sure where to start, boost your best-performing content. If your followers are already engaging with certain posts, the same posts will probably perform well as ads, too. Instead of promoting boosted posts to your entire audience, focus on people who’ve already engaged with your home building business.
When you’re ready to take the next step, video can be your MVP. From Facebook Live to short-form ads, users love video—and the numbers back this up. Facebook sees over four billion video views each day, and 84 percent of marketers use Facebook as one of their main video marketing channels. And if you’re already running video ads on other platforms, Facebook offers the perfect opportunity to cross-post your best content.
Remarketing is one of the best strategies to seal up leaks in your sales funnel. How? When you remarket to lost leads, you’re exposing them to your brand multiple times. In turn, you’ll boost brand awareness, build trust, and warm them up to your brand.
After all, buying a new home is a major investment—and most leads aren’t going to be ready to make that purchase right away. But when they’re repeatedly exposed to your brand, they’re more likely to engage with it. You’re probably already remarketing to people who’ve visited your website. So, why not remarket to users who’ve engaged with your Facebook posts?
According to MotoCMS, engagement remarketing can boost conversion rates up to 70 percent. When you create a remarketing campaign, Facebook looks at user actions and displays ads based on intent and engagement. And sometimes, that extra exposure might just be the final nudge that leads need to contact you.
Facebook’s lookalike audiences look like your current customers, website visitors, or followers. In other words, they’re Facebook users with similar interests, habits, and behaviors to your existing target audience.
If you’re looking to grow your audience, lookalike audiences can help you serve relevant ads with minimal effort. Think of your lookalike audience as a cold audience that could easily be warmed up to become quality leads. Pretty great, right?
Facebook automatically generates lookalike audiences when you provide an audience source, whether that’s a custom audience or Meta Pixel. You can even choose a geographic location for your lookalike audience to narrow your targeting. To promote your ads to lookalike audiences, just head over to Facebook Ads Manager and tweak your audience settings.
Any seasoned marketer knows that engagement matters. And if you want to expand your reach and engagement, you need to engage with your audience on their preferred platform—which is increasingly becoming messaging apps.
According to Facebook, during the height of the COVID-19 pandemic in 2020, the daily conversations between people and businesses on Messenger grew by more than 40 percent. More people are using Messenger to reach businesses, and you need to be there when they need you.
Set aside a few minutes each day to respond to comments and messages. When you respond to questions quickly and professionally, you’ll earn customers’ trust, boost your credibility, and set your contractor business apart from the competition. The best part? After you start the conversation, you’ll be able to offer more information and move them to the next stage of the funnel.
Once you’ve warmed up your leads, you need to give them the final push. The best way to drive leads over the finish line? Facebook posts that direct interested leads to relevant landing pages.
Of course, you’ll want to sweeten the deal to lock in those conversions. To incentivize leads to contact your business, consider adding discounts and offers to your posts. We’ve seen clients offer “upgrades” like microwave ovens, HD TVs, and other interior quality features to encourage leads to take the final step in their buyer’s journey.
For bonus points, create limited-time offers so you can tap into their fear of missing out (FOMO). Urgency + incentive = sales.
When homeowners are dreaming of their new home, they’re going to pick up their phones and start scrolling. More people are relying on their smartphones for researching and purchasing products—and the same holds true for hiring contractors.
If you want to stop losing leads to the competition, you’ll need to optimize every stage of your sales funnel for mobile users. Facebook has a few tips when it comes to optimizing creatives for mobile, including:
When it comes to PPC marketing, Facebook is a different animal from traditional platforms like Google Ads. It’s more than just buying clicks and impressions. When done right, Facebook can be a powerful sales funnel for your home builder business.
Ready to start building your Facebook funnel? Give us a call to drive more leads and conversions with a data-driven social media strategy.
