If you're a SERIOUS business owner . . .
Specifically, someone who's actively working to grow your business . . .
Then this may be the most important guide you'll ever need to read.
I say that because, in this guide, I'm going to teach you one of the most profitable skills in the world to help you consistently fill your calendar, get more sales, get paying clients, and make more profit.
. . . and I'm going to show you how to apply it to your own business (whatever it may be) in just a few steps.
This works extremely well for three types of businesses:
- For appointment-based businesses
- For product-based businesses
- For service-based businesses
Is that you? Good. Then let me first point out that what you're reading right now is an example of one type of marketing sales funnel.
Did You Know . . .
. . . that one single marketing sales funnel has generated an estimated $2 BILLION in revenue for The Wall Street Journal?
Here's the thing . . .
Marketing sales funnels can be disguised as emails, advertisements, direct mail pieces, articles, or anything else that uses persuasive writing.
By the end of this guide (if you pay attention), I promise you'll be able to build your very own Facebook Ad Funnel (a.k.a. marketing sales funnel) that converts and you can use it over and over again.
But before I get into the steps, let me tell you two quick stories so you understand why a simple Facebook Ad Funnel is the way to get clients with predictability.
The first story is short and it goes like this . . .
13 years ago, I had zero marketing knowledge and I went from that starting point to growing a company's revenue from $2,719,041.40 in 2015 to $5,127,784.66 in 2016. It was an 88.6% growth in just about nine months of the year. Most of the growth was from utilizing creative strategies that worked by using marketing sales funnels! Unfortunately, the company wasn't mine. 🙁
I'm very proud of that accomplishment but it was long and gruelling work. The company was in an industry that couldn't advertise on any mainstream ad platforms like Google or Facebook (my about page has the long version of the story if you're curious).
Now, the second story explains why you should bypass the long and gruelling process that I went through by utilizing Facebook Ad Funnels as a shortcut.
Before I tell you the second story, let me ask you a question . . .
You want a thriving business and you don’t want to overspend on advertising to get you there, right?
Paid ads, when done well, are an investment that provides a positive ROI and is never an expense. Want proof? Read this 5 Step Facebook Ad guide.
Okay, well in Vancouver where I'm based, the average cost of Billboard advertising for 1-month is $5,000. Five grand! Imagine that you spend $5,000 on Billboard advertising for ALL the cars to see but only a small percentage are your potential customers.
This is true of all print, TV, radio, newspaper and magazine advertising. You pay for everyone to see your ad, regardless of whether they are likely to buy or not! Essentially, it can be a real waste of your money!
So, Why Facebook Ads Then?
Well, Facebook Ads are very different. You can choose who you show your ads to. So if you target your ideal client audience, then you only pay when your ideal client sees your ad! How awesome is that!
Now that you know the real power of Facebook's Advertising platform comes from the audience targeting, allow me to explain why it works so well.
The real power of Facebook's Advertising platform comes from your campaign's audience targeting.
The FIRST thing you need to do is . . .
Identify Your Audience
Using this article as an example, I began this article by saying "If you're a SERIOUS business owner . . . Specifically, someone who's actively working to grow your business . . ."
Well, that's our audience today. I made it known immediately so that those it applies to will keep reading.
Otherwise, they'd see that it's over 500 words and would ignore it.
By the way, we're at 643 words right now. Do I still have your attention?
Okay, next . . .
How to Find Your Target Audience on Facebook?
1. Get started with Audience Insights
Facebook Audience Insights is a GOLDMINE. Here's why . . .
It gives you quantitative data about Facebook users in general, including people who both are and aren’t connected to your page.
Head over to facebook.com/ads/audience-insights/. You will be asked to select an audience to view:
While Audience Insights doesn’t show you everything, you can get a lot of details about your Facebook target audience such as . . .
- Audience demographics (age, gender, relationship, job title, etc.)
- Page likes
Let’s try a simple example . . .
Say you’re in the massage niche and you’re targeting people in the United States. By just choosing “Massage” for Interests and “United States” for Location, you get a lot of information:
Here, we see that in the United States, more women than men have an interest in massage. Furthermore, a large percentage of your audience are married and have attended college.
Feel free to refine your searches, play around, and watch the graphs change.
Do this until you hit the sweet spot that allows you to run highly targeted ads.
2. Layer people's interests
Interest-based targeting is great.
It allows you to capture a cold audience, which are people who’ve never interacted with your business yet.
But here’s the thing . . .
For more effective targeting, follow these tips:
- Instead of targeting one interest, target overlapping interests
- Split test your interests
- Ask yourself, “What else does my ideal customer want?”
It's important to do the audience research part first but I'll explain exactly why when you get to the part when you create your ad campaign inside the Facebook ads manager.
Now that you know how to find your target audience inside Facebook, it's time to work on your 5 Step Facebook Ad Funnel.
Do you want the step-by-step instructions to implement this funnel?
Sweet. Then let’s jump right into the good stuff!
The Facebook Ad Funnel
The Facebook Ad Funnel is the marketing sales funnel I'm going to walk you through today . . .
It's the funnel that I use for my clients, and myself, to build brand awareness, pull targeted leads into and through a path of influence to then sell products and services.
After you're done reading this guide, you'll have new inspiration and instructions explaining how to replicate a proven Facebook Ad Funnel for your own business.
Does that seem like a good deal?
Alright, here's what the funnel looks like . . .
Do you know what the cool thing about this funnel is?
Once you set it up and make sure everything works, it runs on autopilot!
Your ability to DELIVER something both simply and quickly, directly relates to your chances of ever creating something great.
Now let's dive into the details of this 5-step funnel to show you how you can build the same marketing sales funnel for your business.
Step 1: Writing Persuasive Ads
Your ads goal is to pre-filter and pull potential new clients into your sales funnel and your goal is to provide value right upfront before any money changes hands.
This is done by providing something for free or heavily discounted.
This is how you do it . . .
You write a simple but persuasive ad using the A.I.D.A. formula (which is directly related to the solution you're selling) to pull the right people into your sales funnel. The funnel serves as a filter to push out only the best paying clients or customers.
When someone clicks or taps on your ad, you'll know that the person is interested in what's being offered because the ad speaks to the problem they have and tells them what solution they will be getting.
Does that make sense?
I’ll first show you the math behind this paid client acquisition and then share a screenshot of an actual ad as well as the formula for writing the copy for the ad.
Are you good with that?
Using one of my real client campaigns (don't worry I have their permission) as an example, I'll share the costs and profit from people who tapped the ad and filled out the form providing their name, email and phone number.
This campaign only targeted mobile users but you should test this for yourself. Every campaign is different and depending on your offer and your audience, specifically their age, you may see better campaign performance from desktop users.
In the first week, we spent $97.47 to get 109 leads. This means that we spent $0.89 cents per lead ($97.47 / 109 leads = $0.89).
Still with me?
The result was that 22 of those leads turned into sales at $105 each on the front end. In other words, the ad conversion rate was 20%.
22 sales at $105 each = $2,310. Because we spent $97.47 on a Facebook ad, the profit was $2212.53. That's a return on ad spend (ROAS) of 2369.96%.
So that's the math behind that one ad. Pretty straight forward, right?
Good luck trying to do that with TV, radio or print advertising!
Now, onto the ad . . .
This is the A.I.D.A. copywriting formula . . .
- A - Ask a question? (to get attention or call out your audience)
- I - Inform them or build interest. Tell the user exactly what s/he will get
- D - Touch on their desire (to move away from pain & closer to pleasure)
- A - CTA (call to action) & Button/Link for next step
Let's dissect this formula so you understand what's going on.
A - We need to get our target audience's attention so we first call them out and then we ask them a question both relating to the service we provide and the solution to their problem. Why do we do this?
Facebook doesn't allow ads that call out specific issues so saying something like "suffering from back pain?" is a no-no. Instead, we have to be savvy with our ad copy and use synonyms to convey our message. In this ad, we use the phrase "soothing massage treatment."
The dictionary defines the word soothing to mean "having a gently calming effect" or "reducing pain or discomfort." The term "massage treatment" is pretty self-explanatory, so this word combination works well to grab our target audience's attention and speak to their issues without going outside of Facebook's terms.
I - Now once we have their attention we have very limited time to give them more information (because of their short attention span) so we immediately talk about our offer "doing something CRAZY to promote our new location!" This should make them a bit curious and create some interest.
D - Now that they're interested and want to know more, we have to touch on their motivating desire. Sigmund Freud originated the term pleasure principle to explain the tendency of people to seek out pleasure and avoid pain. So we use arguably the stronger of the two, avoiding pain, by capitalizing on FOMO (fear of missing out) and scarcity by setting a real limited quantity. In our ad we say "Only 50 available, so first come first serve!"
One of the best examples of the use of FOMO and scarcity to get people to take any action where they avoid pain and seek out pleasure is Black Friday!
A - CTA or call to action is the specific instruction given for a person to get the offer. In our ad, it's "Tap the 'Learn More' button to claim your Voucher!"
Step 2: Facebook Lead Ad Landing Page
When a person taps your ad, they are taken to Facebook's Lead Ad landing page. The finished landing page looked like this . . .
The landing page continues the messaging from the ad and uses the A.I.D.A. formula but not in the exact order.
When they enter their name, email, phone number and then tap on the submit button, their information is passed to your email autoresponder service (Active Campaign, Convert Kit, Infusionsoft, MailChimp etc.) so you can follow up with them via email, but only if you connect a third-party email service.
Facebook also stores the information for 90 days from the time they submit it so that you can access it and export it for your needs.
Step 3: Facebook Lead Ad Thank You Page
Now, while all of that technical stuff is happening in the background, the person is presented with Facebook's Lead Ad thank you page.
The finished thank you page looked like this . . .
On the thank you page, you thank the person for their interest in your offer and present them with an irresistible bonus offer that they would have to be CRAZY to turn down. Some call this a "loss leader." In the fishing world, they call it "bait". However, there is no switch or shady marketing taking place.
Step 4: Phone Call (Incoming/Outgoing)
At this point, one of two things will occur ...
Either they will call you and it's your job to then book a free 30-minute massage appointment and upsell them on a paid package which they get an additional free 30-minute massage as a bonus . . .
OR you call them within 15 minutes of receiving their information, book their free 30-minute massage appointment and upsell them on a paid package which gives them the additional free 30-minute bonus massage.
Step 5: Email Reminder Sent To Lead Inbox
The last step in the funnel is to send out an email reminder. People are busy and sometimes they won't be able to call you right away so it's your funnels job to remind them automatically. The email says essentially the same thing as the thank you page and directs them to call your office to schedule their free massage before it expires.
Here's what the email looked like . . .
Nothing too complicated right?
So What Does This Mean For Results?
Since you are only showing your ads to your ideal customer, you're getting much more for your money. You can spend very little, and get a lot in return.
Here's a look at the top-performing ad in the same massage client campaign from above that was run for the second week. The offer was changed so it produced better overall revenue results, exactly 3313.53% return on ad spend!
Want To See Some More Results?
Here is a campaign that I ran for myself, where I did an online replay of a live workshop recording where I was teaching how to grow business revenue using Facebook Lead Ads, and in the end, I upsold my Facebook Ads For Predictable Growth 1-on-1 Coaching service.
I spent $74.09 on this particular campaign, generated 311 leads, and made 18 sales. You can see here how cheap my leads were!
This next campaign for an event and training company client generated 27 leads at an average of $2.46 each. Once again, full name, email, and phone were collected.
Summary & Final Thoughts on the
5-Step Facebook Ad Funnel
- Use Facebook's audience insights to research your target audience.
- Follow the 5 steps outlined in this guide to setup your ad campaign and funnel.
- Make sure to use A.I.D.A. to write compelling ad copy.
- Rinse and repeat. Remember to K.I.S.S. (Keep It Simple Silly).
- Facebook is constantly updating the platform to help advertisers get better results.
- . . . and speaking of results, want to see a video case study and funnel breakdown of the Facebook ad funnel that produced 3313.53% ROAS in 7 days with only 30 leads for my massage spa client's campaign?
- Hit the button below.