A Facebook sales funnel is a path that guides Facebook users toward a desired action in this case, making a purchase through Facebook. Unlike a traditional sales funnel, it is designed to specifically convert users from Facebook.
The funnel is divided into three parts, as illustrated below. Let's take a closer look at each part.
- The top of the funnel (ToFu) is the stage where you try to improve your brand awareness among your target audience. This might involve creating advertisements that briefly introduce your products and promoting them to Lookalike audiences, running a referral contest, and posting a variety of content like blog posts, videos, infographics, and ebooks in order to appeal to different segments of your audience.
- The next stage of the Facebook sales funnel is the middle of the funnel (MoFu). In this stage, you essentially focus on lead generation and then nurturing those leads.To show customers how you’re unique and why they should buy from you, you might answer questions in the comments section of your ads and posts, push out content that details your products in more depth and has performed well in the past, and run retargeting campaigns. Such a campaign might be a video ad for users who have already clicked on a blog post or another type of content from your Facebook page.
- The last stage of the Facebook sales funnel is the bottom of the funnel (BoFu). In this stage, your major focus will be on conversion and then retention. Thus, the Facebook ads used in this stage will be ones that compel your leads to buy from you and then turn them into loyal customers.These ads might feature special discounts and offers, like a free trial, to provide a final incentive for users to make a purchase or take another action (like opt in to your newsletter). They should also be highly targeted to promote products that users have already viewed or complementary products based on users' purchase history.
