Discover each stage of the buyer's journey using the Facebook Funnel. Find out what type of content, audiences and metrics your brand or business should be utilizing at each stage of the marketing funnel.

1. Presented by
THE
FACEBOOK FUNNEL:
Understanding How it
Works to Build a
Social Media Strategy

2. FACEBOOK
FUNNEL
BUYER’S JOURNEY

3. AWARENESS: TOP OF FUNNEL
AUDIENCE CONTENT KEY METRICS
➔ Audiences based on relevant
behaviors & interests
➔ Lookalikes of website
audiences
➔ Competitor Audiences
➔ Information about the brand
➔ Helpful: Tips, advice,
answering common
questions
➔ Engaging: content that will
ignite an emotional reaction
from a user
➔ Impressions
➔ Reach
➔ Engagement (Reactions)
➔ Shares
➔ Clicks

4. AWARENESS: TOP OF FUNNEL - EXAMPLES
Drive interest about the
brand to new, relevant,
targeted audiences.
Inform users about the
brand to build trust,
exposure & awareness.

5. CONSIDERATION: MIDDLE OF FUNNEL
AUDIENCE CONTENT KEY METRICS
➔ Followers & Fans
➔ Customer Lists
➔ Website Visitors
➔ Engaged Users
➔ Lookalikes of all these
audiences
➔ Testimonials & Reviews
➔ Positive UGC
➔ Reminder/Retargeting
content with differentiators
about the brand, products or
services
➔ Answer BOFU FAQ’s
➔ Contests & Giveaways
➔ Generic Offers (freeshipp)
➔ Impressions & Reach
➔ Referral Traffic
➔ Time on Site
➔ Checkout Initiations
➔ Specific Pageviews

6. CONSIDERATION: MIDDLE OF FUNNEL - EXAMPLES
Reassure and prove to users that
your brand, service or products
are credible & trustworthy.
Showcase the differentiators
from the competition & give
users reasons why they should
go with your brand instead of
another. Also, let others tell the
story - not just you.

7. CONVERSION: BOTTOM OF FUNNEL
AUDIENCE CONTENT KEY METRICS
➔ Segmented Customer Lists
➔ Cart Abandoners
➔ Previous Purchasers
➔ Specific Category/Product
Page Visitors on Site
➔ Users that Spend a Lot of
Time on Site w/o conversion
➔ Users that visited site 2 or 3+
times w/o conversion
➔ Specific Offers/Promotions
for segmented lists
➔ Specific Content catered to
specific lists
➔ Exclusive offer for loyal
customers
➔ Final piece of value that will
drive the sale
➔ Clicks-to-Site
➔ Cart Initiation
➔ Purchases
➔ Multi-Channel Attribution
that includes social media
➔ Goal Conversions

8. CONVERSION: BOTTOM OF FUNNEL - EXAMPLES
Show up and give the user
that’s ready to convert the final
piece of exclusive, specific value
that they need to pull the
trigger on that purchase or
conversion.

9. THE KEY POINTS - THE FACEBOOK FUNNEL
● Social Media is a long play strategy - you have to start
at the top of the funnel and work your way down
● Each stage of the funnel contributes to building new
audiences - it is an ongoing cycle from top to bottom
● Brands need 6-9 touch-points to move customers to
the bottom of the funnel