The easiest way of developing a Facebook Ads sales funnel B2B
I've said it before: Facebook Ads are a perfect way for a B2B business to increase their sales.
However, the sales process a customer typically goes through is longer than the one of a B2C business selling a commodity product, like t-shirts or jewelry.
Because the sales process is longer and different, the strategy has to reflect that as well. And that's something most advertisers aren't good at.
B2B vs. B2C, Facebook Ads Edition
There are 3 significant differentiators that separate a B2B audience from a typical commodity consumer.
They crave value.
They need to fully trust you before making a purchase.
The decision-making process before the purchase is typically longer.
Just a few months ago, I bought a body lotion from a Facebook Ad. I wasn't really looking for any value from that brand, and I didn't even fully trust the company before making a purchase. It was an impulse buy, and I didn't think twice about it. That's the definition of a B2C purchase.
Business purchases are different, though. They're almost always an investment, and you have to treat them that way.
You need to prepare your prospect for their purchase by sharing value, creating a deep need for what you're about to pitch.
You need to establish your authority and a trusting environment so you can get them to a point where they'll only buy something from you and never from your competitors.
You need to be ready to follow up and make contact more frequently because the decision-making process is longer.
Keep that in mind once you start building your funnel.
Read on to learn how to do that for every campaign.
Customer journey is actually a sales funnel
You can't sell your product to a cold audience. And if your campaigns are using retargeted audiences only, you're going to reach your growth cap very soon.
So if you want to reach a larger audience but maintain a low cost per acquisition, you need to start thinking of a funnel, because running just one campaign for sales and acquisitions won’t cut it.
While “creating a funnel” might sound daunting and overwhelming, it’s simpler than you’d think.
Every customer of a B2B business goes through a specific customer journey. An example of such a journey would be:
They visit your webpage and read a blog post,
They sign up for a free trial,
They upgrade to a paid plan.
The best way to determine that customer journey — if you don't know what it is — is to work backward!
When someone upgrades to a paid plan, check the analytics and see what step they took before that. And so on.
And if for some reason you can't even do that, go directly to your customers and ask them about the journey they made. It’s the best way to get real information and not something you think is happening in the background.
That customer journey is your funnel. Start there.
Turn that funnel into a sequence of campaigns
Each of those steps should be a separate campaign, each leading into the next one.
If we take the same example from above, you’d first have a campaign aimed towards getting website visitors to a valuable blog post on your webpage. That's how you'll get them to click, by sharing the value they're craving for.
Then you’d create a second campaign with the objective of generating free trials, retargeting all of those that have visited your webpage. A free trial will serve as a trust-builder, because they'll be able to test the software before purchasing it.
(If you don't sell software, you can establish a trusting relationship by sharing free samples of a product, or advertising a lead magnet that's even more full of value.)
BONUS: Use testimonials as your visuals. Seeing someone else giving a business a positive review will help to deepen the trust.
The third campaign would be aimed towards upgrading to a paid plan, retargeting people that have signed up for a free trial.
Don't forget that the buying process is longer, so don't be afraid to use Facebook Ads in combination with email marketing.
This sales funnel nurtures both ends of the spectrum
Creating a profitable funnel isn't difficult.
If you follow this process, it will help you to reach a larger audience for a fraction of the price (who doesn’t love free value!) and maintain a low cost per acquisition, whatever that acquisition might be.