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I’ve written in the past about how you have to know your customers and, on this site, how to define personas for Facebook PPC success. That is the first step to any successful PPC effort. However, what do you do once you know who you’re after?
The Customer Acquisition Funnel
To understand the funnel you need to put yourself in the shoes of your customer. Then go through the entire process they will be taking. I recently began working with a new client and we had a very lengthy back and forth. Some of the ecommerce guys out there will say that the whole process is 1.) Get the click and 2.) Make the sale once they’re on the site. The key is to realize that it probably isn’t as simple as you think.
For this post we’ll imagine that we’re a lawyer looking to acquire new clients for his family law practice. She focuses primarily on child custody and divorce. She has identified 2 main groups to target. First, currently married individuals that are considering divorce and need help filing the paperwork. Second, divorced individuals engaged in a custody battle.
Where Do They Start?
For our first group, we need to remember that their search will be somewhat secretive. Therefore they’ll need to engage in non-direct ways. Most likely they’ll start with a phone book or internet search, but how can you reach them through Facebook before they start actively searching? The easiest way is to target by Relationship Status “Separated” for those looking to get divorced or “Divorced” if looking for clients interested in custody issues. And you can target these same areas as interests on Facebook as well.
In the case of an internet search, they’ll see an ad and click to call or click through to a landing page. If they go to the landing page they’ll call the number listed there or fill out a contact form. As you can see, all these roads lead to someone getting on the phone with the potential client.
Once they’re on the phone, the process begins with a free consultation where the attorney assesses the situation and discusses possibilities. This is where the heavy lifting of conversion takes place. There might even need to be follow-up calls to close the deal.
What Are Next Steps?
If the consultation goes well, the potential client is given the next steps needed to become a client. This will include signing some type of agreement and beginning the new client procedures for the attorney. As you can see, the ideal client could go from search to client in a very short time. However, there are many ways the process could be lengthened or the potential client could be lost.
For sensitive areas such as family law, a word of caution: Advertising, especially retargeting/remarketing on Facebook could present problems if the spouses have a shared Facebook account or use their devices in close proximity.
Funnel Defined: Now What?
Now that you know the funnel, what are the areas where you could improve? Here are some questions to ask yourself:
-What % of impressions click your ad (CTR)?
-What % of clicks fill out the form?
-What % of form fills turn into a viable call?
-What % of clicks are directly phone calls (if possible)?
-What % of phone calls lead to signed clients (close rate)?
For each answer above, ask the follow-up questions of “How can I increase this %?” and “Why are people dropping out before taking the next step?” The answers to these questions will tell you how to optimize your funnel.