With over 1.15 billion users, and those Facebook users on average spending an incredible 7 hours +/- per month on the network (as compared to less than 7 minutes on Google +, Mashable 5/2013), Facebook is a place to intersect with people that can become customers. Facebook provides marketers with tremendous opportunity to connect with their target audience.
2012 stats give credence to the Facebook sales funnel potential, including 77% of B2C companies reporting they have acquired customers via Facebook, and 41% of B2B’s reporting the same.
The key is growing your Facebook community so that you reach more and more relevant people, then having methods to move fans into the funnel so that they become known leads (like capturing their Email address), and finally, being able to help move those leads from interested to becoming a customer (bottom of funnel).
I went into more detail on this is a recent webinar I conducted. I’ll post more detail on this in upcoming blog posts but for today I simply wanted to roll out the Infographic which has an overview of the funnel. [VIEW INFOGRAPHIC BELOW]
Facebook Content Recommendation:
1. Capture Attention
Images, videos, infographics and more. This helps catch the eye of the user in the News Feed, inspiring them to engage.
2. Be Social
Brands on Facebook need to post in a social way. There’s a style of writing that is not directly sales speak but communicates socially what you have to offer. Check out this post by Starbucks for an example of promoting their Pumpkin Spice Latte without directly selling it.
3. Be Helpful
As Jay Baer says, “it’s difficult to be amazing all the time, but you can be helpful 100% of the time.” Struggling with “what” you can post about? Be helpful! A real estate agent’s fan page can’t push the newest listing in the market each day, but they can inform their fans about school redistricting, new businesses coming to town, community resources, and more. It makes sense for a real estate agent fan pages to be offering helpful community information!
80-20 Mix of Content on Facebook
With a mix of 80% attention capturing, social, and helpful information mixed with 20% of information that is more “selly sell” (Chris Brogan speak), a Facebook Page can navigate the waters of social media to participate well in the News Feed of users socially and remain top of mind, build loyalty, and move users deeper into the funnel towards becoming a customer.
Mid-funnel content is where fans are moved to become leads via landing tabs, contests, and promotions. These are a blend of social and sales. Offering a free ebook to your fans in exchange for their email sign-up is not a direct sales (the 20%) item but it is a bit more specific than a general post and it serves the very valuable purpose of moving a fan into known customer persona mix when their name and email address is registered.
Tabs can serve at any stage in the funnel. For instance a Instagram or Pinterest tab on a Facebook page can coincide with a Page sharing posts about new pins to see or a #hashtag on Instagram. Mid-funnel tabs are the tab landing pages for ebooks and for promotions where users enter their email to receive access to a coupon for example. As well, photo contests where entrants submit a photo and their information can be mid-funnel opportunities of moving a fan into the “potential customer lead” category.
I give landing tab examples and build one in live demo. Stay tuned for more blog posts breaking down the 80-20 Facebook content mix and the 3 focal points of the Facebook sales funnel.