Facebook Marketing Strategy in 2025 — Funnel

The Guide to Digital Marketing on Social Networks with a Sales Funnel

The article mentions the name Facebook but also refers to his loyal friend Instagram 🙂

FUNNELING ADS ON FACEBOOK IS ONE OF THE MOST POWERFUL MARKETING STRATEGIES, HELPING TO GENERATE NEW LEADS, SELL FROM YOUR SITE THROUGH Advertising on Facebook And Instagram, increase your return on investment and grow your business to new heights.

There's no doubt that funnel ads on Facebook are a powerhouse when it comes to lead generation and sales. At the same time, the chances of someone buying your product or service the first time they are exposed to your ad is very slim.

To get people to convert optimally, you need multiple points of contact with the prospective customer on the way to the purchase or the destination you want, and for that you need a funnel -- to move potential customers from one point to another.

A lot of marketers choose not to use a funnel when setting up Facebook campaigns and that's because to some it seems too complicated and some just don't know how to build one. And there are definitely so many points in there in the way that it can be a little confusing to build a perfect funnel.

So here I explain in this article how to create the perfect funnel to increase your conversions and of course maximize your return on investment (ROI).

What is a funnel?

Facebook Ad Funnel is a sequence of ad campaigns designed to take users throughout your customer's journey, from the first moment the surfer doesn't know you to the moment he takes out credit and purchases your product/service.

Technically, a funnel on Facebook consists of several campaigns with multiple ads featuring different value propositions delivered to the right audience at the right moment.

Building Facebook's funnel consists of three main steps:

• Ads/Introductions - The First Funnel (TOF)
• Debating - The Second Funnel (MOF)
• CONVERSION/DECISION - THE THIRD FUNNEL - BUT NOT THE LAST (BOF)

And the last step, if you have also succeeded, which is after the purchase stage where your goal is to turn existing buyers into loyal customers and even supporters of your brand. This increases your customer life value (CLV) and significantly improves the profitability of your advertising.

Facebook's advertising system allows you to target users at every stage of the customer journey:

• STRANGERS (COLD AUDIENCE) - THOSE WHO ARE NOT AWARE OF YOUR BRAND AND YOUR PRODUCTS/SERVICE.
• Prospects (hot audience) - People who are aware of you and have shown some interest whether in your ad, your business page, or their past interaction on your site.
• Leads (hot audience) - users who have previously shared their details with the business.
• Customers buy your products/services.
• LOYAL CUSTOMERS - HAPPY CUSTOMERS WHO LOVE YOUR PRODUCTS/SERVICE SO MUCH THAT THEY NOT ONLY BUY FROM YOU REGULARLY BUT ALSO SHARE THEIR EXPERIENCE WITH YOUR PRODUCT ALONG WITH THEIR FRIENDS.

Facebook's platform is one of the only marketing channels that allows you to build a full funnel for the customer journey and all this in one place. (also in google it is possible to build a funnel and can be read about Google Advertising Options”)

You can do this by moving users from one stage of the funnel to the next and displaying different ads that resonate every step of the buyer's path.

It is very important to understand:
Facebook is indeed powerful and can keep your business from advertising with this system alone, but you really don't have to put your advertising budget in just one place! THERE ARE OTHER GREAT ADVERTISING CHANNELS LIKE GOOGLE ADVERTISING, YOUTUBE ADVERTISING, SEARCH ADVERTISING, AND MORE — THAT CAN HELP YOU BUILD YOUR BRAND AND REACH NEW AUDIENCES.

DON'T PUT ALL YOUR EGGS IN ONE BASKET

If you succeed in setting up a perfect customer journey funnel, this can definitely increase your conversion rate and, of course, your sales and, importantly, save you a lot of money in sponsored advertising.

It's very tempting to tell the truth, there are a lot of promoters and not just business owners who promote themselves and just create one or several campaigns and then create some ads with a discount or a presentation of the product or service and just advertise — this method which is not a method at all results in a huge waste of your advertising budget and will hardly yield you results and if it does not give you any worries it does not last long.

What actually happens is that campaign operators run it for a few days or weeks see that the purchase cost is high above what they expected and just wrestle with themselves why the campaign is not working!

The problem is in front of your eyes

You go straight and try to sell a customer who doesn't know you at all and doesn't trust you yet your product or service.

AS LONG AS YOU'RE NOT ADIDAS, NIKE, DELTA, OR SOME OTHER LARGE COMPANY THAT WITH ALL DUE RESPECT WE ALL KNOW THEY CAN AFFORD TO SKIP THE INTRODUCTORY STAGE AND JUST SUBMIT A SALES OFFER OR PROMOTION TO THE SURFER.

So why is it hard for surfers to purchase from you after seeing you once?

Most people don't want to buy from you after just one Facebook ad. And you can understand them completely! It's simply because they don't know your brand, don't know who's behind it and of course don't trust you yet.

Ask yourself the following question — would you purchase a product from a brand or an unfamiliar company without checking them out before or getting to know them in depth?
If the answer is yes then good luck with your publication and if not just keep reading...

Be careful and not be tempted to go straight to an acquaintance offer to the surfer although it is very tempting as very few will purchase your product the first time!

Anyone who browses Facebook or Instagram does not come in advance with the intention of purchasing any product, your ads even prevent the surfer from watching stupid and funny videos. Therefore, you must have your ad stop the surfer while scrolling and attract the intersection of his heart. And we are not talking here about making an acquaintance at the moment but about the familiarization phase. In any case, if you have managed to attract the node of his heart, do not expect him to buy from you — do not forget that they do not know you well enough yet!

Let's take an example of why not:
Imagine that you have decided to adopt an adult dog and you try that by calling the dog's name it will come straight to you...
You wouldn't think for a moment that it would work for you the first or second time properly and that you don't know right at all...
Only after you have established trust with the dog and established a stable relationship only then will you interact better.

The same is exactly what the campaigns have to be built: an acquaintance must first be made, then a relationship must be built, and then the so-called You can get married 🙂 (of course, it is worthwhile that even after the wedding the relationship continues)

I devoured my head a bit and now let's get down to business!

So how do we create the perfect funnel on Facebook

Building a perfect funnel Effective advertising on Facebook It is a process of precisely mapping the entire customer journey and understanding the sequence of the campaign throughout the customer's journey, so as not to miss any step and to show the right ad at the right time!

I would recommend that before posting on Facebook just take a page and pen and create the perfect journey that will match the stamp to the target audience for your business. Along with your creative toolbox, carefully select the awareness that every image, text, drive to action at every step of the customer journey has a huge meaning!

The first stage:
TOF (the top funnel) turning a cold crowd into potential customers

At the top of the funnel (TOF) or awareness stage, the purpose of your Facebook ad is to attract new audiences, these audiences can be built through Facebook's Audience Builder by age, gender, consumption habits, interests, and more.

If we want to be able to warm up new audiences and get them to become potential customers, we need to present our product and brand to them in the best way possible — presenting the solution to the problem, the benefits of the product, how it can help you, and more.

Instead of starting the funnel with a straight seller offer, put up ads that will make surfers know why they need your product or service. This can be done by highlighting their interests, their needs, presenting their problems and how you can solve them.

The objective here as we said at the beginning of the article is to build trust among surfers.
You can show ads with educational information as well that work great about your product or service, or even create an ad with a little humor (but funny, yes).

In order to generate leads at this stage and everything depending on your business for the services it provides, of course, you can also give away free cash (leaving details such as name and email), for example — if you are an accountant you can generate a list of recognized expenses that every business owner must know and send them to the user's email after leaving details. This is how you build an excellent mailing list for both business and audience that you can then use as well as build a similar audience from it.

And not at this stage do not expect a lot of sales if any, it is your step to build a foundation for your brand so that you make a target to those surfers in the future the conversion rates will be correspondingly high.

Audience Targeting:

At this point we want to target and reach a new audience, we can usually do this by two types of audiences:

• Saved audience

It is an excellent audience since it gives us the possibility to target surfers by age, gender, location, interests, type of job, and lots more..
It is important to think intelligently who your ideal customer is in order to build as targeted an audience as possible no matter how new it is.

• A similar audience

If you already have a website that works, whether it's an image site that leaves leads or content articles, or an ecommerce site where you can buy products online — Facebook's Pixel can help you build a similar audience based on the users of your site. This is one of the well-known methods available to generate a quality audience whose chances of converting are higher. One of the best similar audiences that can be generated is a similar audience to surfers who have purchased from you in the past. In addition to those that have an online store website with a variety of products at different prices — it is possible to build a similar user audience based on the monetary value placed on the order.

Setting goals at the beginning of the campaign

At the beginning of each set up of a Goal Selection campaign, Facebook essentially determines how you want Facebook to adapt to the campaign — in the TOF phase these are the right types to choose:

• Brand Awareness
• circulation
• Views in the video
• traffic
• postings

The initial objective here of course is not your main objective which is to generate a sale or purchase of a service, here we filter the new audience that we show ads to as it proceeds to the next level in the funnel.

It is advisable not to start here as I explained at the beginning with a goal such as conversions or lead generation as they will probably not work for you as you would with the cold audiences and we will just waste your money.

These are the best types of ads for this stage:

The audiences at this stage that we are addressing are cold audiences, so Facebook ad formats should be used that will manage to capture the intersection of the surfer's heart straight. These are the types of ads at this stage that perform best:

• Image ads
• Video ads
• Collection ads
• Carousel ads
• Instant Experience Awareness

One of the best ways to start the customer journey is by Video ads On Facebook.

Videos are simply an excellent format for the simple reason that they allow you to present your brand and tell its story in the best possible way, highlighting all the great advantages of your product or service in a way that cannot always be presented in an image.
For the cold audiences that we show them an ad for the first time a video ad is excellent to make the initial acquaintance with the surfer.

Hope you enjoyed reading

The second funnel will rise soon.

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