The following excerpt is from Perry Marshall, Keith Krance and Thomas Meloche’s book Ultimate Guide to Facebook Advertising. Buy it now from Amazon | Barnes & Noble | iBooks | IndieBound When it comes to Facebook marketing, there’s NO one-size-fits-all solution. Yet most businesses advertising on Facebook are trying to follow a marketing model that was created and designed specifically for information marketers.
The good news is, the vast majority of businesses advertising on Facebook fall into one or more of the three following Business Categories . . .
- Ecommerce and physical products
- Digital and information products (including software-as-a-service companies)
- Retail, local and service businesses
These three different Business Categories are very different in terms of what they offer, inventory requirements, pricing strategies, profit margins, frequency of purchase, competition and costs of business — including rent, manufacturing, shipping and handling, etc.
Now we’ll share with you the three bestselling systems for generating leads and customers on Facebook in each of the three different business categories.
Ecommerce and physical products
There are two funnels that work well in this category. The first is a Facebook ad to a lead magnet to a product sales page to an order form. The second is a Facebook ad to a product sales page to an order form. There may not seem to be much of a difference between the two, but the second is one step further down the sales funnel.
The first funnel will take your target to a basic squeeze page lead magnet. A traditional link post ad works here because the goal is to just get a lead. At this point in the funnel, you want to transition into why your product is the absolute next best step. One way to do that is with a video ad. Video ads attract quality leads — people whom you’ve most likely built brand awareness with — which makes the transition to the sale easier since these type of prospects are more likely to pull out their wallet after they’ve opted in.
The second funnel will take your target right from Facebook to a sales page. Most people will try to run a regular link post ad and send the user right to a catalog of all their products or a coupon without any effort to build rapport. They won’t have messaging to build…
