Some might disagree but a kick-ass funnel really IS the backbone of every successful Facebook Ad campaign. In fact, if you run Facebook ads to a lousy funnel, you might as well just set fire to a fat stack of fifties.
But it’s not just the copy or page design you should be worrying about – when it comes to crafting a slam-dunk funnel that spins off profits like crazy. That’s because there’s a helluva lot more to think about if you want to hit the Facebook Ads Jackpot. (More on that in a minute).
First, let me explain what most businesses do
when they launch a brand-new ad funnel…
They jump on the latest shiny funnel bandwagon, touted by some loud-mouthed, lambo-hugging internet marketing huckster. One month, quiz funnels are all the rage. Then next month, it seems like webinars are making a comeback.
No wonder your head’s in a spin if you’re constantly flip-flopping from one funnel type to the next. Not only that!
It’s virtually impossible to create a Grade A ad funnel, if you’re always on the lookout for the Next Big Thing in digital marketing. That’s because building an unbeatable funnel takes time and patience. It’s just a pity that ‘time’ and ‘patience’ are the two least sexy words in internet marketing.
But mark my words…
There’s only one way to scoop up mountains of cash with your Facebook Ads. It’s to sack off sexy marketing hacks, and rebuild your funnel…brick by brick…data point by data point.
But where do you begin your gargantuan
You start by choosing the perfect funnel type for your offer. Get this stage right and you’ll lay the foundations to turn your ad account into a profit-spinning machine. Get it wrong, and your ad campaigns could sink faster than the Titanic.
So how do you pick the right funnel for your offers? I’ll tell you what you don’t do. You definitely DO NOT fall for another whizz bang, one-size-fits-all funnel strategy. Instead you ask yourself a simple set of questions that will help you decide which strategy will work for you.
But before we get into the all-important questions…
Let’s do a quick run-down of the
most common funnel types for Facebook Advertisers
You’ve got the…
- Straight to sales page funnel
Like a trusty can of Ronseal, this type of funnel does exactly what it says on the tin. It’s simply a Facebook Ad, to a sales page – plus an optional upsell and back-end emails.
- Pre-sell funnel
A pre-sell funnel is a step more advanced than the Straight to Sales Page funnel. It contains an “in-between” piece of strategic content that helps pre-frame the sale, by sharing valuable information first.
(Pre-sell funnels are also sometimes necessary for supplement products, if Facebook won’t allow you to drive traffic direct to your online store).
- Quiz funnel
Contrary to what many online marketers believe, a quiz isn’t just a cool tool that gets people on your email list. A quiz done right is a great way to pre-frame your offer, in a way that feels valuable (and fun) for your audience. Depending on your quiz, you may choose to segment your results pages, to give a more tailored experience to your quiz-takers.
The additional benefit of this, is that you can use your segmented results pages to pre-frame your offer in a way that is most relevant to that portion of the market.
- Lead magnet funnel
In a lead magnet funnel, you offer a FREE piece of high-value, gated content such as an Ebook, a worksheet, a template etc – in exchange for an email address.
Some people use lead magnet funnels to convert leads further down the line, via email. Others like to make an offer much sooner when new leads land on their Thank You Page. The best approach depends on your product and business type – as you’ll see in a minute.
- Webinar funnel
Webinar funnels have had a bad reputation in recent years. So before you pooh-pooh the webinar funnel, I invite you to keep an open mind. That’s because well-crafted webinars can work great. The issue is not with webinars themselves. The problem is simple. Most webinars are terrible!
But I digress…
A webinar funnel drives traffic to an opt-in page, where new leads can register to watch a live or pre-recorded training. This training should pre-frame the paid offer, to increase desire before showing leads the sales page.
- Mini Course/Video Series Funnel
Mini course funnels allow you to drip feed pre-recorded training videos to new leads found on Facebook. You can think of it like a chunked down webinar, which is shared in easy-to-consume bitesize pieces that feel extremely valuable to your new lead.
You start by driving traffic to an opt-in page. Then you share each video over several days, usually via email – before sending leads to your sales page.
Now that you’re clear on the main funnel types you’re likely to drive Facebook Ads to…it’s time to start thinking strategically about when and why you might use each type of funnel.
As ever, there is no single right or wrong answer. Your decision can only ever be based on research-driven hypotheses about your audience. But it’s your job to test these hypotheses, until you land on the optimal funnel type for each of your offers.
So without further ado here are the…
5 crucial questions you must ask before
building a brand new Facebook Ad funnel
- What’s your budget?
Different funnel types will burn through your ad spend at different rates. Let me explain.
If you run Facebook Ads straight to a sales page, you’re making a BIG ask of your cold prospects. It means you’re less likely to trigger a conversion. And so, you’ll need to show your ads to far more people before anyone bites. That means your cost per result for a straight to sales page funnel will be much higher than if you’re driving traffic to a “low-ask” offer like a FREE Lead Magnet.
The average cost per conversion for a Straight to Sales Page funnel is around $30-$40. So you’ll need a relatively large daily ad budget in order to make this funnel work for you.
On the flip side, the cost per conversion for a lead magnet funnel is around $3-5. Which is far more appropriate for advertisers with a smaller ad budget.
Which is why, you should always ask yourself how much money you can afford to burn, in order to achieve a result on Facebook. Here’s a simple rule of thumb: The bigger the ask, the bigger the budget.
And to help you along, here are some average conversion costs for each funnel type:
Straight to Sales Page – $30-$40 per sale
Webinar – $7-$15 per lead
Lead magnet – $3-5 per lead
Mini course/video series – $3-5 per lead
Quiz – $3-5 per lead
Pre-sell – $15-$20 per sale per lead
- How complex is your product?
If you’re selling something tangible like a mug, or an item of clothing – a simple Straight to Sales Page funnel can work perfectly for you. That’s because prospects are unlikely to have a ton of questions and objections about your offer.
Plus it’s easy to visualise what the product is and does. However, if you have a more complex product like a course, a coaching program or a piece of software – it’s likely you’ll need to work much harder to explain the value of your offer.
Longer funnels work best for complex difficult-to-imagine products. It’s why many infoproduct sellers harness the conversion power of webinars…video series…quizzes or lead magnets to sell their offers.
- How risky is the offer?
A super important factor in every buying decision is the amount of risk involved in purchasing the offer. In other words, what’s at stake for your buyer if they make a bad purchase?
Will they just leave their dodgy new mug to gather dust at the back of their crockery cupboard? Or could they risk wasting thousands of dollars (and months of their time) on a non-refundable coaching programme?
As I’m sure you can imagine, people make faster buying decisions if they perceive the risk of a bad buying decision to be minimal. BUT if the stakes feel high, they’ll need time and confidence to buy from you.
Which is why risky investments require longer, most content-heavy front-end funnels like webinars or video series.
- How critical is the offer to your prospect’s life?
On a similar note to question 3, your prospects will assess the impact (either positive or negative) of your product on their life. What’s at stake if they make a good or bad decision?
Are you selling a novelty item? Or a product that could change your prospect’s life completely? Think of it this way…
If what’s at stake for your prospect is their experience as they sip a cup of coffee – they’ll happily make a fast decision via a short Straight to Sales Page funnel.
But if their future health, wealth or happiness is at stake…that’s a whole different matter, which requires far greater consideration. And hence, a longer and more complex front-end funnel.
- How expensive is your offer?
If you’ve ever bought a house, you’ll know how long it can take before you find The One, right? And that’s not surprising when you consider how expensive it is to buy a house.
You sure as hell don’t want to buy the wrong house and risk losing your entire life savings! Which is why people spend months (sometimes even years) trawling property listings…visiting homes…and haggling with the seller after they’ve agreed to go ahead.
It’s the same with any other purchase. The more expensive your offer – the more time your prospect will need to make a good decision.
Which is why it’s almost impossible to sell a high-ticket coaching program via a straight to sales page funnel.
- How problem or product aware is your prospect?
According to the great Eugene Schwartz, every prospect has a different level of awareness around the nature of their problem (and the extent to which your product can help solve that problem).
I won’t go into detail here, as I’ll assume you’re already clear on awareness levels. (But if you want to know more about customer awareness CLICK >> HERE)
As I was saying…
Every prospect has a different level of awareness about your offer. The depth of their awareness can determine the type of funnel you choose.
For example, if you’re running ads to a warm audience that’s bought from you before – you can get away with a straight to sales page funnel (even for a high-ticket offer).
However, if you’re running ads to an audience that is unaware of the true cause of their problem…or the best solution to that problem – you’ll need a longer funnel. That’s because you need to educate your prospect about why your solution is the best thing since sliced bread.
And in many cases, that takes time – plus a longer, more complex funnel.
With everything I just shared, you now have the tools to make a kick-ass funnel for your products or services. Plus you know the main types of funnel and what factors you need to consider before choosing the best option for you.
But before I go, here’s a quick recap of everything we’ve covered:
- You should NEVER choose a funnel simply because it’s flavour of the week
- The 6 most common funnel types are:
- Straight to sales page
- Lead magnet
- Mini course/video series
- Before you build your funnel you must ask yourself these questions:
- What’s my budget?
- How complex is my offer?
- How risky is my offer?
- How critical is my offer to my prospect’s life?
- How expensive is my offer?
- How problem or product aware are my prospects?
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