How big of a role should Facebook play in your organization’s digital funnel and overall conversion process? Bigger than you might think.
I’ve spoken with a lot of marketers who think Facebook isn’t the right place to get in front of their target audiences. The assumption: spending money on Facebook ads won’t translate into conversions.
While that used to be the case, it isn’t anymore. In fact, Facebook has introduced some powerful tools that let you target people by job titles, company revenue and other variables. Both B2B and B2C marketers can leverage these tools to drill down and reach their most relevant audience segments.
Lookalike audiences (LALs) is one example of how Facebook allows you to do just that. Simply upload your customer list, and Facebook will analyze it to determine key characteristics, behaviors, demographics, etc. Based on the findings, you can develop personas and target people who are likely to be interested in your offer because they share similar attributes with your existing customers. We’ve found LALs to be a very effective way to get in front of just the right audiences.
Where Facebook Sits in the Funnel
Now let’s consider where Facebook should be situated within your digital funnel.
Facebook works wonders at the top of the funnel, where the focus is on exposure. It’s great for introducing your brand or product/service, with the goal of increasing awareness among your target audiences. Some of these users will translate into conversions right away (either through avenues like Facebook lead ads or by visiting your website). It should also be noted that Facebook has excellent retargeting options (custom audiences and website custom audiences) that we use liberally for both great direct response and for re-engaging past customers with upsells, renewals, etc.
What about the rest of those users? Well, they’re still going to keep your brand in mind. And later on, when they have an intention to buy, some of them will head to Google or Bing to search for what you have to offer.
Coordination with Paid Search
This is where a smart paid-search strategy will pay dividends. You need to buy highly relevant keywords so that people who can’t remember the name of your company, product or service will still see your ad on the search engine results page. That means bidding not only on your brand terms, but also on keywords related to your product or service.
By leveraging Facebook in tandem with paid search, you’ll ensure more of the right people know your brand — and are converted into customers.
For more on this topic, check out our free whitepaper, 3Q Digital’s Complete Guide to Facebook Advertising.