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Instructions to create a standard marketing funnel with examples from Facebook

January 13, 2023
XDIGI
In today’s article, XDIGI will share with you one of the most standard methods of creating a Facebook marketing funnel for you to find your customers without spending too much effort and money. Guidelines apply on websites and Facebook ads.

What is your marketing funnel?

Each field has a different way of creating a funnel, but they can all follow the same path. For example, a funnel ridge looks like this:
Các bước trong phễu marketing

Steps in the marketing funnel

The upper funnel divides audiences into 4 groups including discovery, need, conversion, and loyalty. Discovery objects are the largest number of objects, a large number of discoverable objects can be converted into needs. Demand audiences will generate conversions, and those that convert will likely become your loyal customers. The above is the theory, but when applied, many people did not grasp and implement correctly, causing the funnel to be confused and ineffective. In this article, I will share with you how to understand and create an effective marketing funnel according to your field.

How to build an effective marketing funnel

There are two ways to build a marketing funnel in Facebook, the first way is to use only Facebook and the second way is to combine with the Website. With the first method, you will be very limited in how to create a funnel. It seems that it can only be classified into two categories as discovery and need, the following steps are often easily overlapped. Therefore, to build a funnel, I recommend combining with Website. Like website simebeauty.com a marketing consulting XDIGI website has made the steps to create a funnel very flexible and clear. In this website you will find it has 3 very clear contents, including: News (contains beauty articles, beauty and skin care tutorials,…), Reviews (reviews, compare, comment on products, brands,…) and Products (product articles). These 3 parts will be the 3 parts that make up the first 3 steps of the funnel, specifically as follows:
  • News: All visitors here will be stored as an object, that object is discovery. They are people who have a need for beauty, but have no need to buy products, still in the stage of wanting to find natural beauty methods.
  • Reviews: The objects that visit here will be considered the objects in need. These objects are filtered from the discovery object. For example, a person has a lot of acne skin, they initially search for keywords like “best acne treatment”,… and find articles on how to treat acne (news), but However, the effectiveness if applied is only about 15-20%, so they will be very frustrated and need another method. Surfing facebook and they came across the article “review abc skin whitening cream really good”. Although there is no need, but after reading it, at least they will have a need and click. The ratio from discoverer to need can fall in the 70-80% range.
  • Product: If your Reviews are good, it will be able to drive customers to the product. There will probably be a lot of people here who have not placed orders right away. But they are the audience with the highest conversion rates that have been screened. You can confidently use this audience for remarketing on Facebook, and the effect can be up to 80%.
So you can understand the basics of how XDIGI builds a detailed funnel for a field, now XDIGI will show you how to do it in detail.

Build a link structure on the website for classification

There are some websites that rely on XDIGI for funnel advice that are not applicable, simply because their website does not classify the URL structure clearly. For example, a website with domain www.abc.com. Product pages have the url www.abc.com/ten-san-pham, news sites have the same url as www.abc.com/ten-bai-viet. At a glance, there is nothing to distinguish what is a product and what is news. so pixel classification doesn’t work, and you can’t create hundreds of pixels to give each article one pixel, so XDIGI’s advice is to build a website with a standard URL structure for easy section type.
URL của bạn nên có cấu trúc rõ ràng để dễ dàng phân loại

Your URL should have a clear structure for easy categorization

Going back to SIME Beauty, you can see that all URLs have a prefix. For example news articles, its URL is:  https://simebeauty.com/lam-dep/ten-bai-viet, https://simebeauty.com/duong-da/ten-bai-viet, … with lam-dep, duong-da is the category in news. Articles in Reviews have a URL structure of  https://simebeauty.com/reviews/ten-bai. And the articles in the product have the URL structure:  https://simebeauty.com/san-pham/ten-san-pham. Thus, the URL structure on the website is clear, only the content orientation is clear and attractive, the success rate will be very high with the funnel and can be applied for a long time. XDIGI also would like to add that the above URL structure does not make the website difficult to SEO as many people say, but on the contrary, it is also very good for SEO. However, this structure must be built from the ground up, but if it has been operating for a long time, the change will definitely have an impact on SEO.

Create objects by level

Now XDIGI will create objects according to each level of classified funnel as above. Website needs to be inserted Pixel code first, then proceed to create objects according to what has been analyzed. You access the business manager at the link  https://business.facebook.com.
  • Go to the “Objects” section of the “Assets” section.
  • At the “Create Audience” button click the drop-down and select “Custom Audience”.
  • At the “Create Custom Audience” panel, click “Site Traffic”.
  • The “Create Custom Audience” panel appears, perform the following steps:
    • 1. Select the Pixel that you pasted into your website. If you don’t see it, please select your ad account again on the left corner of the screen. (the account for which you specified the pixel in the business manager settings).
    • 2. Select “People who visited specific websites” and the number of days the audience was obtained, up to 180 days.
    • 3. There are 3 types of URL comparison you can choose from “yes”, “not include” and “equals”. You should note to choose yes because only containing that part will be recognized as an object, if you choose equal, it can only be used for a specific page or if it is not equal to remove that page.
    • 4. URLs containing taxonomy prefixes. In the example XDIGI used category prefixes to get the entire audience that visits the news site.
    • 5. Object name, you should name it according to the type of object to easily choose to run ads later, for example DISCOVER.
    • 6. Click create to create a custom audience.
Chi tiết cách tạo đối tượng tùy chỉnh "KHÁM PHÁ"
Details on how to create a “DISCOVER” custom audience
Similar to the above you can create more objects like “NEED”, “CONVERT”. Objects will be ready to use when the number is large enough. Your next job is to create great content and make the right marketing plans to use the best audiences. Good luck !