Is your Facebook Funnel upside down? Flip it and see what happens. The results may surprise you.
Is is possible for your Facebook funnel to be upside down?
It’s always been a structure of AWARENESS –> ENGAGEMENT –> CONVERSION for as long as I can remember, but Blitz Metrics has shown me a different way, so I tested it.
In their article “Your Idea of a Facebook Funnel is Backwards” they talk about flipping our funnels upside down and what the results are, so I gave it a try for myself just to see what was going on …and they were right.
At the top of the funnel, the objective is to drive the most high quality traffic into your funnel as you can to make them aware of your brand, but this can be done using such a small budget, I couldn’t believe it myself. Blitz shared a $1 a day strategy that drives traffic to your blog posts, websites or landing pages that provide so much value, people will click on your next ad because they are craving information.
I started driving traffic to the blog posts that belong to a client and used the $1 a day strategy (well, ok I budgeted $5 a day) and her audience started to really grow faster than I expected.
Then I re-targeted those who landed on the specific blog posts and put a video stack in front of them. If you don’t know how to do an ad stack and put ads in front of people in succession, sign up to be notified when I release my mini course. It shows you to put ad #1 in front of your audience for a specified number of days, then take it away and put ad #2 in front of them and so on. A stacked strategy that will change your ad game, I promise!
The results were way better than I expected and it left me more budget to re-target at the middle of the ad funnel for list building and course sales, then really increase sales at the bottom of the ad funnel where people just needed a little push to buy.
At the top of the funnel, use the traffic, PPE or video view objectives and test a smaller budget. You may be surprised! The following video is where I explain Facebook Campaign Objectives and what they are: objectives are really the definition of the action you want people to take when they see your ad.
Some things to remember:
First, make sure you’re driving traffic to highly valuable content. Posts about how to do something, get results your ideal clients want or new strategies for them to try. If it isn’t valuable, they won’t come back.
Second, create an audience of those blog post visitors so that you can laser target and put them into what I call “natural ascension” so they get the right message at the right time. The “Re-Targeting Stack” mini training will show you just exactly how to do that. Sign up to get on the wait list and I’ll let you know when you can grab your place in line.
And lastly, watch your ad dashboard and see which audiences are really resonating and performing well for you. I never recommend putting money behind any campaign that doesn’t get you the results you want. You’re going to be putting the bulk of your budget into the middle and bottom of the ad funnel, so make sure to spend wisely.