How To Build A Facebook Funnel That Converts - Whiteboard Friday
How do you use remarketing on Facebook? If ever you felt frustrated by the return on investment on FB ads, it may be just time to give them another chance. Guest-hosted Whiteboard Friday today, Ryan Stewart describes his use remarketing process and creating targeted content to get more conversions from your Facebook advertising spending.
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The video transcript
Hello, fans of Moz. My name is Ryan Stewart. I own WEBRIS digital consulting agency, and am delighted to do the week this Friday whiteboard version.
Now, as a marketing consultant, I have the pleasure to talk to marketing specialists and business owners all the time, and one of the first questions I ask them is what they do on Facebook, Because I firmly believe that there is no better way to spend your money. Money online now. Nine times out of ten, what they tell me is that. "Hey, look at Ryan, we had some money, we had some fans, we had some views on the video, we had a lot of clicks, but ultimately the return on investment was not quite So we stopped. So I'm going to show you today a framework that will help you get more ROI from your Facebook advertising spending.
Main Common Mistakes With Facebook Ads
Before going into this context, there are a couple of main things that I just want to check out early that might help you. These are the main mistakes I see people doing it all the time.
The misuse of Facebook technology. This means that the pixel is not installed, does not use custom conversion, does not use a label management solution to help you, does not understand, and does not use custom audiences in the right direction because This is ultimately what makes remarketing and what really makes it truly funnel everything through. We need to understand and use personalized audiences in the right direction, and I will speak here.
We need six to nine points of contact from the brand. Another thing, and I call it the SEO mentality, we believe that just because someone is interested or looking for red shoes that means they want to buy. This is not the case. Especially on Facebook, there is a completely different mentality on Facebook, and we need to understand that. There are many studies that show that we need six to nine points of contact from the brand before someone is a prospect or sales lead interested, and ...
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We need to build that value that relationship and really build that intend to buy. We do it through content, which I will talk about in detail here as well.
Lack of confidence in Facebook. Again, the SEO mentality that we are constantly working against Google, Facebook is the other way around. They did an incredible job by optimizing their platform. All you have to do is say what you want it to do and go out, and find the right audience. Just faith in the process. Confidence that Facebook will do it for you, and you can focus on what really matters.
As part of the marketing funnel Facebook
That is the framework I set out here. It looks like your traditional marketing funnel. It has your conscience, interest, consideration and purchase. But what is in it is specific to this process and especially the Facebook ads.
Now, I will not really start at the top. I will explain this to you, but I will start here with interest, because that is where most people start. They build a landing page, a squeeze page that says "Hey, opt for our e-book" and they're just beginning to promote it. They push the fans. They grow up in public, they feel interested. Unless you are a huge brand that has all these points of contact and sustained awareness it is very difficult because people do not know who you are and they are not only going to start giving you their information and start buying Just because you set up a nice landing page.
1. Create your content, whatever form you like best.
So what we need to do is build the content above. That's what I have here. So you can I different types of content that you can use - videos, blogs, webinars, e-books. In any case, it did not really
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Submitted on: 2017-02-08 23:41:17