THE FACEBOOK FUNNEL: CHEAT SHEET

This is your most consistent testing area, whether it’s your creative, your
audiences, or buyer personas. Spend 60%+ of your time and budget here.
MAIN
MAIN COLOURS:
COLOURS:
Prospecting is all about finding the right potential customers who might be
interested in your product or service. You should be communicating to NEW
customers all the time, and bringing them through your funnel.

Prospecting Targeting: white

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• Broad
• Interest-based
• Lookalikes

Here’s where people have a bit more information as to what you’re about, but they still
don’t have the full trust to make a purchase. How can you continue to build that trust and
speak to their objections? Spend 10-20% of your time here.

How do you bring them from “cold” to “warm”? Re-Engagement Targeting:

• Social Proof • Facebook likers

• Testimonials • Instagram followers
• Positive Reviews • Saw one of our ads
• Highlight Benefits • Saved a post
• Differentiate Yourself
• Debunk Objections

You’ve worked so hard to get them to this point. They put in their email, phone number, information etc.
and/or visited your site and shopped around. Now, why have they not yet purchased? This is your final step
to convince them to be part of your tribe/community, and take action on a purchase.

What are we offering here to finally push them Remarketing Targeting:

over the edge?
• Site visitors
• Special Offer? • Email subscribers
• Discount? • Took some action on our site
• Scarcity? • Tracked by the Pixel
• Loss Lead?