facebook-sales-funnel-top
Facebook provides marketers with tremendous opportunity to connect with their target audience. With over 1.15 billion users, and those Facebook users on average spending an incredible 7 hours +/- per month on the network (as compared to less than 7 minutes on Google +, Mashable 5/2013), Facebook is a place to intersect with people that can become customers. 2012 stats give credence to the Facebook sales funnel potential, including 77% of B2C companies reporting they have acquired customers via Facebook, and 41% of B2B's reporting the same.

The key is growing your Facebook community so that you reach more and more relevant people, then having methods to move fans into the funnel so that they become known leads (like capturing their Email address), and finally, being able to help move those leads from interested to becoming a customer (bottom of funnel).

I went into more detail on this is a recent webinar I conducted.  I'll post more detail on this in upcoming blog posts but for today I simply wanted to roll out the Infographic which has an overview of the funnel.  [VIEW INFOGRAPHIC BELOW]

Facebook Content Recommendation:

1. Capture Attention

Images, videos, infographics and more.  This helps catch the eye of the user in the News Feed, inspiring them to engage.

2. Be Social 

Brands on Facebook need to post in a social way.  There's a style of writing that is not directly sales speak but communicates socially what you have to offer.  Check out this post by Starbucks for an example of promoting their Pumpkin Spice Latte without directly selling it.

3. Be Helpful 

As Jay Baer says, "it's difficult to be amazing all the time, but you can be helpful 100% of the time."  Struggling with "what" you can post about?  Be helpful!  A real estate agent's fan page can't push the newest listing in the market each day, but they can inform their fans about school redistricting, new businesses coming to town, community resources, and more.  It makes sense for a real estate agent fan pages to be offering helpful community information!

80-20 Mix of Content on Facebook

With a mix of 80% attention capturing, social, and helpful information mixed with 20% of information that is more "selly sell" (Chris Brogan speak), a Facebook Page can navigate the waters of social media to participate well in the News Feed of users socially and remain top of mind, build loyalty, and move users deeper into the funnel towards becoming a customer.

Facebook Sales Funnel OverviewMid-funnel content is where fans are moved to become leads via landing tabs, contests, and promotions. These are a blend of social and sales.  Offering a free ebook to your fans in exchange for their email sign-up is not a direct sales (the 20%) item but it is a bit more specific than a general post and it serves the very valuable purpose of moving a fan into known customer persona mix when their name and email address is registered.

Tabs can serve at any stage in the funnel.  For instance a Instagram or Pinterest tab on a Facebook page can coincide with a Page sharing posts about new pins to see or a #hashtag on Instagram. Mid-funnel tabs are the tab landing pages for ebooks and for promotions where users enter their email to receive access to a coupon for example.  As well, photo contests where entrants submit a photo and their information can be mid-funnel opportunities of moving a fan into the "potential customer lead" category.

Check out the webinar video for a full overview.

I give landing tab examples and build one in live demo. Stay tuned for more blog posts breaking down the 80-20 Facebook content mix and the 3 focal points of the Facebook sales funnel.

facebook-sales-funnel-with-80-20-content

Sources:

http://www.insidefacebook.com/2013/07/24/facebook-posts-best-fiscal-quarter-now-has-819m-mobile-mau/

http://newsroom.fb.com/Key-Facts http://blog.hubspot.com/blog/tabid/6307/bid/23778/42-Tweetable-Facts-to-Squash-Marketing-Fantasies.aspx   (41% stat 2011)

http://blog.hubspot.com/blog/tabid/6307/bid/31550/20-Fresh-Stats-About-the-State-of-Inbound-Marketing-in-2012.aspx  (77% of b2c stat)

http://webbiquity.com/wp-content/uploads/2013/07/brandpoint-content-marketing-792.png

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Gmail made some serious changes recently within the Gmail interface.

The new tab structure can be a valuable way to sort your email.  It can also be a barrier to viewing the email that you once did! Here's the low down and how to setup the tabs to work in your favor.

gmail-tabs

If you use Gmail, you likely noticed the new "multi tab" structure across the top.  Gmail is making it's own determination on what mail goes in each category for you!  This means some important newsletters (like ours! 🙂 ) may be dropping in the "Promotions" tab instead of the "Primary" tab.

To make sure you have mail coming into the Primary that you want, go to each tab.  If you find something in another tab that you want in the Primary area, simply drag the email to that Primary Tab (on the name Primary) at the top of the page.

Immediately after, a yellow box will appear asking, "Do this for future messages?".  Make sure to click the "Yes" link to train Gmail to send all email from this source to your Primary tab.

Want to learn more and see Gmail Tab Setup in action?

View this great Video Tutorial from Mike Stelzner of Social Media Examiner:

That's the quick and easy on the new Gmail tabs.  Email is not going anywhere fast, it's one of the best ways to reach prospective clients and nurture them to know you, trust you, and eventually buy from you.

I continue to shout it out that growing your email list is still one of the most important aspects of online marketing!  One way to grow your list is with a Facebook Contest and a second is with a Landing Page that offers something of value in exchange for the user signing up for your email list.

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