10 Apr 30in30: A Simple Facebook Ads Funnel for B2B [VIDEO]
In This Episode
I’m going to discuss a simple, but effective, 3-step B2B facebook advertising funnel that you could implement in your business today.
If you are interested in dipping your toe into the wonderful world of Facebook advertising for your B2B company, then this video will give you a highly practical framework in order to do so.
In this video is a direct follow on from a previous 30 in 30, in which I attempted to debunk the myth that social media advertising does not work for B2B. So if you are thinking that to yourself right now – be sure to check out that vid out as well – which embedded below.
Goals Of The Social Media Advertising
2 of the primary goals of social media advertising for B2B are:
- Education of your prospects
- The positioning of your company
This simple, but effective, funnel attempts to tick those boxes whilst ultimately driving quality B2B leads.
The B2B Facebook Advertising Funnel
As shown below the 3 steps in this funnel are:
- Case Study
- Conversion / Call to action
Below we explain each in more detail.
Step #1: Content
At the very top of the funnel here we have content.
So this is high quality content that your company has produced, developed specifically for one of your ideal buyer personas, to hit one of their potential pain points. Now this pain point should have direct alignment with the problem that your company solves.
To illustrate this point and the rest of the funnel, let’s make up an accountancy firm who services small business owners, and let’s call it ‘Pennywise Accounting’. Pennywise Accounting could develop a series of blog articles or videos on how small business owners can take the stress and time-suck out of developing and lodging their company tax return.
After they develop this content they use the powerful Facebook advertising platform to put this content in front of small business owners within say 30Km of their offices. Now how exactly to do that is definitely beyond the scope of this video article – but rest assured – as we will be discussing beginner and advanced targeting techniques through the Facebook platform in upcoming 30in30 posts.
Whilst this content might sound boring to many – the business owner who is struggling with their tax at that point in time is highly likely to engage with this specific, relevant, helpful and timely content. By engaging with this content they are putting their hand up as saying “I am feeling the pain of this right now”.
And what’s more, if it is of high enough quality it will position Pennywise Accounting as an expert in the space of small business tax returns.
Step #2: Case Studies
The Facebook advertising platform allows you to retarget people who visit specific pages on your website with specific pieces of advertising.
So in step 2 of the funnel, you retarget anybody who engages with your top of the funnel content with a highly impressive and relevant case study.
This case study should be;
- Informative to the reader
- Relevant to the pain points they would like address
- Cement your company’s position as an expert in that field
For Pennywise Accounting, in step 2 of the funnel, they use Facebook to retarget the small business owners who engaged with their ‘Small Business Tax Returns’ series at the top of the funnel.
They would do so by promoting a highly impressive and relevant case study – say “How John smith’s small business saved 6 figures on their annual tax bill through Pennywise Accounting”. Now whoever has engaged with this case study has now read a piece of fantastic content from Pennywise and has also been shown that Pennywise can solve the problem that they have – in this case – tax return issues.
Step #3: Conversion / Call To Action
Conversion or call to action means it is time to go in for the kill.
It means actually asking for someone’s contact information or enquiry for the product or service you are promoting. Whilst there are many devices for getting the conversion, at the bottom of the funnel here you are retargeting those who have engaged with both your high quality content and impressive case studies and saying let’s take our relationship to the next level.
In the case of Pennywise Accounting, they could promote a landing page for their annual tax return services for small businesses. This landing page is where they go for the ask, with a call to action that could say something like “if you are interested in learning more about how we can easily handle your small business tax returns whilst saving you money, enquire now!”.
The best bit is that those that submit an enquiry on this landing page, are a warm inbound lead.
The Most Important Variable: Content Quality
One final point is that whilst this framework is important, one of the greatest variables of success in this is the quality of the content.
We have seen cases where the content was just so good, the company did not need steps 2 and 3 – because their clients converted at the top of the funnel. On the other side of the coin, your ideal clients might take a lot more warming up, with more content and touch points at the top of the funnel. So invest heavily in fantastic, quality content to promote. In other words;
Don’t pay to promote shit content!