In today's competitive business landscape, it's crucial for businesses to continually attract new customers to sustain growth.
One of the most important metrics to track when growing your business is your email list. By understanding and implementing a well-designed customer acquisition funnel, businesses can cost-effectively guide potential customers through each stage of the process, ultimately leading to profitability.
This Facebook funnel will walk you through a 7-step customer acquisition funnel specifically designed for Facebook marketing.
Crafting The Perfect Facebook Video Ad For Customer Acquisition
Creating a high-quality Facebook video ad is the first step in your customer acquisition funnel.
A successful Facebook video ad will grab your audience's attention, showcase the benefits of your product or service, and ultimately drive traffic to your landing page.
To craft an effective Facebook video ad, consider the following elements:
Grab Attention Quickly With A Hook: With a plethora of content vying for users' attention on social media, it's crucial to make an immediate impact. Use eye-catching visuals, strong opening lines, or compelling questions to capture viewers' interest within the first few seconds.
Showcase Benefits: Highlight the key benefits of your product or service throughout the video. Focus on showing how it can solve a problem or tangibly enhance the viewer's life.
Use The Right Messenger For Your Audience: Select a spokesperson that resonates with your target audience. They should be credible, attractive, and likable.
Add Captions: Many users watch videos on Facebook with the sound off, so including captions ensures that your message is still being communicated effectively. This also makes your video more accessible to those with hearing impairments.
Make The Right Call To Action: At the end of your video, direct viewers to take the next step by visiting your landing page. Use clear, actionable language to encourage them to learn more about your offer and take advantage of it.
For more on setting up a testing method for your Facebook video ads. You can steal my Facebook video ad spreadsheet in this blog post.
Pitching The Free Offer On The Opt-In Page
An effective opt-in page is essential for converting visitors into leads by enticing them to sign up for your free offer.
Your goal is to clearly communicate the value of the offer and make it as easy as possible for users to sign up
To create a high-converting opt-in page, consider incorporating the following elements:
Clear And Concise Headline: Your headline should instantly convey the value of your free offer, making it clear what the user will gain by signing up. Use persuasive language that emphasizes the benefits and sparks interest.
Engaging Visuals: Including images or videos that showcase your free offer will help users better understand what they'll receive and visualize themselves using it. Choose visuals that are relevant, high-quality, and attention-grabbing.
Bullet Points: Use bullet points to list the key benefits and features of your free offer in a clear, concise manner. This makes it easy for users to quickly grasp the value of your offer and decide whether they want to sign up.
Social Proof: Incorporating testimonials or logos of satisfied customers can build trust and credibility, making users more likely to sign up for your offer. Choose testimonials that highlight specific benefits or results achieved by using your free offer.
Minimal Form Fields: When designing your opt-in form, only ask for the necessary information to reduce friction and make it as easy as possible for users to sign up. Typically, this includes their name and email address.
Upsell With The Thank You Page
Now that you have grown your email list the next step is to convert this new email address into a paying customer.
It's crucial to keep these new sign-ups engaged and move them further along your customer acquisition funnel.
The Thank You page serves as the perfect opportunity to express gratitude and introduce a low-end offer that complements the freebie they've just claimed.
To create an effective TY page, consider the following elements:
Express Gratitude: Start by thanking the user for signing up for your free offer. This shows appreciation and helps build rapport, setting a positive tone for future interactions.
Introduce The Low-End Offer: Present a limited-time, special deal that is exclusive to those who have signed up for your free offer. This could be a discounted product, a trial membership, or a value-packed bundle.
Highlight The Benefits: Clearly explain how the low-end offer complements the free offer and provides additional value. Focus on the benefits and results users can expect if they take advantage of the deal.
The goal of this thank-you page offer is to help cover the cost of acquiring new email addresses.
Track your total cost and LTV over different periods to see how effectively each offer is performing. For more info on the 3 key metrics to track for your business, you read my blog post on this.
Send 2-3 Nurture Emails
After users have opted in for your free offer, it's essential to maintain communication and nurture the relationship.
Sending a series of 2-3 emails can help build trust, provide value, and ultimately guide them toward purchasing your low-end offer.
Consider the following when crafting your nurture email series:
Build Trust And Rapport: Use your emails to share valuable content, tips, or insights related to your industry or the free offer. This will demonstrate your expertise and show that you genuinely care about helping your audience.
Showcase The Low-End Offer: Throughout the email series, gently remind users of the special deal they have access to as a result of signing up for the free offer. Explain how it can enhance their experience or help them achieve their goals more effectively.
Share Social Proof: Include customer success stories, testimonials, or case studies to reinforce the value of your low-end offer. This will help build credibility and show potential buyers that others have successfully benefited from your product or service.
Create A Sense Of Urgency: Encourage users to act quickly by emphasizing the limited-time nature of your low-end offer. This can motivate them to take action before the deal expires or availability runs out.
By crafting a well-thought-out nurture email series, you'll continue to engage users who have expressed interest in your free offer, gradually guiding them toward making a purchase and becoming customers.
Introduce The Low-End Sales Offer Via Email And Facebook Retargeting
At this stage in the customer acquisition funnel, it's time to present a low-end offer.
By using both email and Facebook retargeting ads, you can increase the chances of capturing the attention of potential customers and encourage them to take action.
Here's how to introduce the low-end sales offer effectively:
Send The Email First: Before launching Facebook ads send an email first. This will reduce your overall ad spend on the campaign. Exclude everyone who purchases from your Facebook ad campaign.
Craft A Compelling Email Subject Line: Encourage users to open the email by creating a subject line that sparks curiosity, highlights the offer's benefits, or communicates urgency.
Personalize The Message: Use personalization tokens to address the recipient by name, making the email feel more tailored and relevant to each individual.
Showcase The Low-End Offer: In the email body, provide a clear and compelling description of the benefits and features of your low-end offer. Make sure to emphasize the special deal or discount available to those who signed up for the free offer.
Use A Retargeting Facebook Ad: Create a retargeting ad campaign targeting users who have signed up for your free offer on the opt-in page, but haven't yet purchased the low-end product. This will remind them of the offer while they browse Facebook and keep it top-of-mind.
By using a combination of email and Facebook retargeting ads, you can increase the visibility of your low-end offer and boost your LTV from the funnel.
Important Features On The Sales Page
Once potential customers land on your sales page, it's crucial to provide them with all the necessary information to make an informed decision and complete the purchase.
An effective sales page should be engaging, persuasive, and easy to navigate.
Consider the following features when creating your sales page:
Engaging Headline: Your headline should clearly convey the value of your low-end offer and immediately grab the reader's attention. Use persuasive language that highlights the main benefits and sparks interest.
Benefit-Driven Copy: Focus on explaining how your product or service will improve the user's life, solve their problems, or help them achieve their goals. Use clear and concise language that speaks directly to your target audience's needs.
Visuals: Include images, videos, or graphics that showcase your product or service in action. These visuals should support your written copy and help users better understand the benefits and features of your offer.
Social Proof: Incorporate testimonials, reviews, or case studies from satisfied customers to build credibility and trust. This will help potential buyers feel more confident in their decision to purchase your product or service.
Clear Pricing: Display the price of your low-end offer prominently on the sales page and highlight any discounts or special deals. Ensure that users can easily understand the pricing structure and what they'll receive for their investment.
Easy Checkout Process: Provide a seamless and user-friendly purchase experience by simplifying the checkout process, offering multiple payment options, and ensuring that your website is secure.
By incorporating these important features into your sales page, you'll increase the likelihood that potential customers will be convinced of the value of your low-end offer and complete their purchase, successfully moving through your customer acquisition funnel.
Retarget Non-Purchasers Who Visited The Sales Page
Even with an effective sales page, not all visitors will convert into paying customers on their first visit.
Retargeting those who visited the sales page but didn't complete a purchase is essential for maximizing your conversion rate and capturing potential customers who might still be interested.
Here's how to retarget non-purchasers effectively:
Send An Abandon Cart Email: If your potential customer gets to the checkout page allow space between the abandon cart email and the Facebook retargeting ad. If the new customer buys from the abandon cart email exclude them from the Facebook retargeting ad.
Create A Custom Audience: In Facebook Ads Manager, set up a custom audience that targets users who visited the sales page but did not complete a purchase. This can be done using the URL of the sales page and excluding those who visited the "thank you" or confirmation page after purchasing.
Develop A Retargeting Ad Campaign: Create a new Facebook ad campaign specifically for this custom audience. Consider using a different ad creative, headline, or value proposition than your initial retargeting ad to capture the attention of those who didn't convert the first time. Bonus: Having a separate campaign allows you to track the results of this campaign more effectively.
Address objections: In your retargeting ad, address any potential objections or concerns that might have prevented users from purchasing initially. This could include offering a money-back guarantee, emphasizing customer support, or providing additional information about the product or service.
For more information on setting up your custom audiences for retargeting, you can read my post on this.
By implementing a strategic customer acquisition funnel that covers parts of the cost to acquire a new email address, businesses will be able to maximize their customer acquisition efforts.
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