Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about how to create an isolated marketing funnel on Facebook.
I haven’t recommended Facebook as a viable means of reaching new audience members for a while now. There was a short period where I recommended Facebook advertising, but when I failed to see results from that, I stopped using it for my own business and I stopped recommending other people use it to try to grow their own businesses. But recently I was talking to another social media marketer who had used a very interesting Facebook strategy, and I wanted to share it with you all:
Facebook Advertising As Its Own Sales Funnel
The mistake that most people (including myself) often make, is assuming that social media is one part of a larger sales funnel. But this person was creating their own sales funnel that existed on Facebook alone, with the end of that funnel guiding leads (by that time, high-quality leads) to his website. Here’s how he did it:
Any time you want to create an ad or boost a post on Facebook, they ask you what the goal is. Do you want people to like the post, follow your page, or go directly to your site? For the few months that I regularly boosted posts to Facebook, my goal was always to get people to my site, because why wouldn’t it be?
But this person thought about it differently. He decided that the goal of his boosted posts would be more likes to his page. That way he gets more followers, and more people who organically see the posts he publishes.
Expand the Goal
Only after he’s happy with the number of followers to his business’ Facebook page does he post a link to his website, and he makes it super valuable. Whether it’s anchor content describing what he does and why, or a special offer he’s running for a limited time, he waits until he has a large Facebook following before guiding them to his site. That way, they already know and trust him, and chances are, they’re more likely to buy from him.
Obviously, I don’t have access to all the data on his social media marketing campaigns. I gleaned all this from a conversation we had a networking event, and while he did mention that he (along with everyone else) struggles with getting people to engage with his Facebook posts, his stats do indicate that the engagement his Facebook posts get are significantly higher than average. That’s because he took the time to nurture those leads and gain their trust before asking them to do anything for him.
Other Social Media Channels?
I have yet to try this Facebook tactic myself, being wary of giving Facebook more money since I first got burned (not to mention their privacy issues). But this conversation certainly gave me a lot to chew on, and it has made me think, if Facebook can have its own content funnel, why not other social media channels? Maybe LinkedIn, Twitter, and Instagram also have their own content funnels, all of which can lead those warm leads to the website, once they’re comfortable with us and ready to buy.
What do you think? Have you tried anything like this? What results did you see?
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