Is your business growing? If you are a business owner and growing your business using online marketing has been a problem, then this article is for you. If you think all the money you have spent on Facebook ads is a waste, read on.
In this article, I will illustrate a simple content marketing funnel that you can then supercharge using Facebook ads. The steps in creating a successful content marketing are:
- The setup
- Feed the funnel with content
- Nurture potential customers
- Convert prospects to customers
The Setup
In setting up your content marketing funnel, you have to start with the customer. What are their pain points? What is the current situation of the customers, and what do they want to achieve?
You also have to consider what unique solutions you are offering that would make the customer consider you ahead of the competition. As an example, at Crewdo, we specialise in helping business owners facing growth challenges to be successful.
Basically, what we do is we help customers reach their ideal outcome of automating their lead generation, growing their business, seeing more sales, seeing more profits in their business, and allowing them the freedom to do more.
A solution to that is to utilise content marketing and Facebook advertising to attract their prospective customers, and then using content marketing, build trust and convert their potential customers into leads. However, this does not describe a unique solution. So we call it trust-based marketing.
Trust-based marketing, in a nutshell, is content marketing plus Facebook ads joined together. And it’s unique to us. So know your potential customers, understand what they want and prepare a unique solution for them.
Feed the Funnel with Content
The best way to feed the funnel is to create helpful content. On Facebook, you can create video content or instant articles using forums and tools such as ubersuggest.com, theanswerthepublic.com, and so on to find the pain points and challenges of potential customers. Then, you can create content which addresses these challenges.
After creating this content, it is vital to get the content across to your target audience. Using Facebook ads, you can target the exact customers who need that content. Facebook allows for appropriate targeting, so you can be sure that your content is reaching the right audience. Also, you can use search engine optimisation to ensure that customers searching for certain queries can visit your website/blog and read your content.
Nurture Potential Customers
The biggest mistake a lot of businesses will make is not creating enough content. They’ll make one video, and then they’ll promote their business on Facebook and expect leads to come rushing to them.
You will be depending on luck in such a situation. Sure, your video may show up at the right time that the customer wants that product or service, and they make a purchase. But that’s a minimal subset of the market, and you don’t want to run your business by hoping to get lucky.
The majority of customers are not ready to buy just yet. They must be nurtured. They may not be ready to buy now, but they’re at that stage now where they know they’ve got a problem, and they’re probably going to make a purchase within six months.
So the best way we’ve found to nurture prospective customers online is to create content consistently and continually. But not just any content. Content that really, really helps your potential customers. You can achieve this by understanding what their problems are and their ideal outcomes.
Continually create consistent, regular content that is going to help those people in that situation. By doing this, you build rapport and trust. You create top-of-the-mind awareness, and they’d purchase from you when they are ready.
Convert Prospects into Customers
This is the most critical step, as everything would be in vain if the customers do not buy. So how do you get customers to buy? The advantage of this method is that the initial steps have helped build trust and rapport and making the sale is much easier if you are providing the customers with a unique solution that can help their situation.
You want to ensure that you’re creating an offer that is a really high value, one that’s going to provide value to that prospective customer. Then, you promote this high-value offer to a warm audience, that is, people who have benefitted from your content.
It is important to promote to the right audience. To do that, you pick out specific videos that are related to that particular offer and target people who have engaged with that video/content. You can, on Facebook, create a custom audience of people that have watched 50, 75%, 95%, 100% of your video. The beauty of doing this is you know that that person’s interested in that topic. You know they’re probably having that pain point because they’ve actually taken the time out of their busy day to watch that video or read that content.
By following these steps, you are actually making a difference in the customers’ lives, so they are more likely to buy from you. Also, the process costs less, since you are not mass advertising to everybody. You are only advertising to people who have interacted with your content and are interested in your solution.
You’ve actually gone through taking the time to add value to people’s lives. You’ve gone through to filter your funnel so that when you put an offer in front of someone, it’s relevant to them and it’s a bite-sized audience sending you a ton of money and giving you the return on investment that you probably haven’t been seeing on Facebook ads in the past.
Overall, it might not be quite as simple as this, but it is effective.
