Using Facebook Pages in your sales funnel

Facebook Pages are the profile pages that organizations set up on Facebook to grow a fanbase and promote their brands.

As more and more people spend more and more time on Facebook, we’re going to see a growing number of businesses using Facebook Pages in their sales funnels. (Learn more about Facebook Pages).

Unfortunately, businesses usually make one of two mistakes in setting up their Facebook Page. They tend to either…

  • Create a Page and then ignore it (and subsequently wonder why no one comes to their site from Facebook)
  • Create a Page that tries to “do it all” by attempting to reach everyone, no matter where they are in the sales funnel (and subsequently wonder why no one comes to their site from Facebook)

Here’s how you should be creating and running your Facebook Page instead:

  1. Figure out where in the sales funnel your Facebook fans typically are
  2. Create a Facebook Page that suits the specific needs of that specific group

That’s not to say that your page won’t collect contacts who are in other stages of the sales funnel, but your top priority should be placing your Facebook Page at the perfect spot in your sales funnel to speak clearly to the right fan base and send them directly to the next step they should be taking in your sales funnel.

Remember, it’s not about the number of fans you have; it’s about the quality of your contacts in your sales funnel!

FACEBOOK PAGES IN SALES FUNNEL STAGES

Here are some guidelines when creating Facebook Pages for different stages in your sales funnel. (Also, I’d like to clarify that I’m speaking in generalities to a wide variety of businesses. Businesses will need to tweak this a little for their unique position).

If you want a Facebook Page targeted to an audience
Who can view the page? Your page needs to be open to the public.

What do you need to do to engage contacts in this stage? You need an attractive offer that is focused on immediate problems and needs, and the solutions and benefits that could be obtained. You should focus on the problems or needs this target market has and hint that a solution is available. You need to be understanding, empathetic, and positive, but you also need to “agitate” the problem. You might consider pictures and video of people who have had a similar problem.

What should the contact’s next step be? You need them to get to a point where they will leave a piece of information about themselves, such as an email. For example, the next step might be to link them to a a single sales page where they can leave their email address in exchange for a free report.

If you want a Facebook Page targeted to leads
Who can view the page? Your page needs to be open to the public.

What do you need to do to engage contacts in this stage? You need to get them to indicate that they are interested in hearing more from you. By becoming a fan of your page, you are potentially generating a lead, that you can communicate with (just be careful about over-communicating or you could be accused of spam). For leads, you can continue to agitate the problem but you also need to start presenting a clear, available solution for them. You don’t have to sell them on it just yet; rather, you need to point out that there is a solution and you need to position yourself as THE person that has provided it successfully for others in the past. You might consider before and after pictures, as well as plenty of engagement through messages on your page’s wall.

What should the contact’s next step be? You need to get them to a point where they are willing to leave a little more information about themselves (so you can qualify them) and listen to what you have to say (so you can present to them). For example, you might have them click directly to a “have a product expert call you” page where they leave their name and telephone number and maybe select a problem or two from a list of common problems.

If you want a Facebook Page targeted to prospects
Who can view the page? You could have a page that is open to the public, although you’ll probably want to seriously consider a page that is open viewable by people who are signed in to Facebook.

What do you need to do to engage contacts in this stage? If your Facebook fans are primarily your prospects you can start to present them with your offer while overcoming objections. The biggest challenge you’ll face in this stage is the problem of seeming like spam. Be careful how aggressively you present your product or service. Focus on the benefits and avoid words like “buy now”. Consider video testimonials, pictures and video of previous customers who had a similar problem or need and how it was solved. Get your prospects talking through discussion.

What should the contact’s next step be? You need to get them to a point where they can buy. This might be a commitment button that takes them to a non-Facebook “buy now” page, or maybe give them a phone number to call.

If you want a Facebook Page targeted to customers
Who can view the page? You’ll want a page that is only viewable to people who are signed in to Facebook.

What do you need to do to engage contacts in this stage? For Facebook fans who are already customers, you want to sell them additional products or services but you don’t want to come across as too spammy. So focus instead on giving astonishing customer service on the products or services you’ve already delivered, and continue to position yourself as the solution-provider when the customer has the same problem or need as before. Focus on discussion. Get your customer talking and keep them talking!

What should the contact’s next step be? You need to get them to a point where they find you so valuable that they want to share your brand with their contacts.

If you want a Facebook Page targeted to evangelists
Who can view the page? Your page needs to be open to the public.

What do you need to do to engage contacts in this stage? At this point, you should be making every effort to get your evangelists to send contacts to your audience page (wherever that might be). Make it really easy for your evangelists to share. Show them why they should be sharing with others and the benefits they get by suggesting you as a solution-provider for their contacts. Engage your evangelists with compelling information that they’ll want to share with others.

What should the contact’s next step be? You need to get them to continue buying from you and sharing your brand with their contacts.

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