Speaker 1: In the marketing industry, you must have heard a lot of people that how they are generating a lot of sales by making funnels or bringing leads. And when we see their funnel, everything goes out of our understanding. Because we never theoretically understood what marketing funnels are and never tried to implement it. That's why before making a funnel, you have to understand what marketing funnels are. And this video is definitely going to help you. Now suppose a new food shop has opened in the lane where you live. You pass by there every day, keep coming and going. And you see that shop every day. But you never thought to go there and eat. And what happened one day, the same particular shop distributed a pamphlet at your house where it was written that if you come here to eat, then you will get a 30% discount on your first order. There you got very attracted. And you thought, let's eat and see, it's next door. You went there, you ate there. And if you like their customer service and their food very much, then you become their repeated customer. This is the marketing funnel. And if I tell you the same thing from the perspective of Facebook ads, then when people see your business in the beginning, then only three things come to their mind. Who are you? Where are you from? And why are you seeing them? Then what happens slowly, you try to bring them down from above so that you can convert them into sales. Basically, we convert this top of the funnel audience into the bottom of the funnel audience. And when the whole audience, which will be your specific audience, will come to the bottom of the funnel, then they will always remember what is the name of your brand? What do you offer? They have already engaged with your website or your brand. They come to the bottom of the funnel audience. So it becomes easier to convert them into sales or leads compared to if you are an audience in the beginning who does not know you and you start pitching sales directly to them. So this is the marketing funnel. Converting the unaware audience into sales or leads. Now the marketing funnel is not of one type. Your marketing funnel can be very complex, it can be fancy, but no one talks about it, it can also be very simple. And when you start creating funnels in the beginning, then simple funnels are the best because I have also worked very effectively for my clients by making a simple funnel for 4 years. And this is a big misconception in the marketing world. People keep saying that my funnel is not complex, that's why it is not working. I have not made it deeper, that's why it is not working and so on. But you make the funnel simple and work very effectively on it. Now let's understand what kind of marketing funnels I create for my clients. But first of all you need to understand that if you are going to sell your stuff or give service to someone, then you do not have to cater to the whole world. You will have a specific target audience that you have to cater to. Suppose I have a marketing agency, then who is my audience? Small business owners, business owners or entrepreneurs whom I can offer my services to. Similarly, you need to understand your audience that whom you have to cater to. This brings us to our first point, which is the top of the funnel audience. Now this may seem very complex to you, but it is not so complex because I am going to explain. In the top of the funnel, your audience is very broad. And in this broad audience, you have to find out who is interested in your particular field. And in this, if you are going to run ads on Facebook, then I will suggest that either you run ads for reach, awareness or engagement. And in my opinion, the ads that run the best are awareness ads. And your main goal should not be sales here. Your main goal should be that the audience who is watching your ad should like it. Like the video means show some type of engagement. And in the top of the funnel audience, you always need to remember that whenever you make ad creatives, it will be better if they are video ads. Like I run a marketing agency, so I can create some memes and run ads on it. Or I can make some UGC content and run ads on it. Because people trust UGC content a lot. And the engagement on memes is of a different level. So whenever you create any type of ad, don't write your services there. Don't tell what services you offer. This is your product. You should buy this. Your main goal should be that people just know that this video or this thing is published by this particular brand. And suppose if 100,000 people have seen your particular ad and 3000 people have liked it or shown some engagement on it. Then you will understand that these 3000 people are very interested in my field. And I can take them down in my funnel. Now how do we measure this top of the funnel audience? First of all, if you have put a video, then how many people have watched it 80% on the video. We can also target it specifically. Second, if you have posted something on social media, then how many people have liked or commented with that post. We can also do that. And third, if you have integrated it in your website, then how many people have casually gone to your website to see what this brand is. So we come to our second point, middle of the funnel audience and target it. What happens here is that your unknown audience becomes known about your brand. Means your cold audience converts into warm audience. There are two major points here. First of all, we have to gather the data of our audience in any way. Now how will you gather the data of your audience? Either through mail id or you can extract their phone number. But for that, you have to show them signup ads or download now ads. But you have to show signup and download now in such a way that there is no problem in giving your data to people. Means if you say signup to our newsletter like this, then no one will give you their data for free. So it's really important that you create lead magnets or freebies. Now suppose if I have a marketing agency, then what can I do in my middle of the funnel audience? First of all, I can tell them that I will audit your website for free. Or I can say that I am taking a free webinar for an hour. I have to give some attractive element to people so that they try to sign up for my things. And what happens in the middle of the funnel audience? You don't have to make meme ads or user-generated content. Here you need to tell your services what you give. And with that, you need to attach a lead magnet or freebie so that people give you their data. Now suppose I created a meme for my agency in the top of the funnel audience. All the people who have interacted with it, I brought them to the middle of the funnel audience. I made an ad in which I wrote my services that I give services related to SEO. And I wrote below that free SEO audit for free. If you want, you can sign up. As soon as they sign up, I will get their email, phone number, everything. So I got the data on one side, but I understood very well that the people who have signed up are actually looking for these services. So that I can bring these people to the bottom of the funnel audience and convert them. If you are offering any type of services, then you can create workshops for them, you can make a webinar, you can give some free e-books, or you can make a good newsletter and give it. There are a lot of options. The more creativity you do in Lead Magnets, you will get better results. And this is the service sector. But if you are selling a product, then you can make very good offers. Or you can make a trial pack of your products so that people feel comfortable buying it. And in case you are in real estate, then you can create very good freebies. Like what new house projects are opening in your area, you make a list of them and give it as a freebie. So those who actually want to buy a property, they will definitely check that list and sign up so that you will get their data. Now when we have the data of our audience, it means we have a gold mine. Now we will try to convert them. And from this we come to our next step, bottom of the funnel audience. Bofu's funda is very clear. Do you want to do sales or generate leads? What you thought that in the beginning we should generate sales and leads, that happens at the end. Because here the audience is the hottest. Now here our main focus is that we run Facebook ads very specifically. Suppose we have gathered the data of 3000 people, then it is our main audience which can be converted. So what we will do is either make a custom audience on Facebook and retarget the same audience or make a local audience. There are two options on Facebook ads, either you can make a custom audience or you can make a local audience. To make a custom audience, whatever data you have gathered of your audience, you have to enter it in the csv file and paste it in the custom audience option. Then what will happen after that, Facebook will only show ads to those people to whom you have entered the audience. Because this happens with us too, we see one ad, after that we see the same ad again and again. This is because the brand retargets us again and again, because it knows that we can be its potential customers. You have to do the same thing. You have to make a custom audience on Facebook and retarget them who have already come to your middle of the funnel audience. And if you have already done the custom audience work, then you can also create a local audience. Now suppose for my marketing agency, I have already gathered the data of 4000 people. Okay, I have retargeted them many times, but I still need the same audience. So I am again top of the funnel audience, then middle of the funnel audience, then middle of the funnel audience. I will not do any conversion. When I already have data, then I will make a local like of it. I will tell Facebook that you with the help of your AI, retarget the similar audience. So there is an option in Facebook ads to make a local like audience. If you enter the data of your audience there, then it will find a similar audience according to that, which is actually interested in your service or product. Bottom of the funnel audience It is a very good thing. But I am giving you a very big suggestion. Whenever you try to bring your audience from middle to bottom, then you make sure that you keep nurturing them in the meantime. Like you sent a welcome email, sent some more discount offers, or you gave them some more free things. Because as long as you convert them into sales, they should be nurtured in the meantime. So that they continue to engage with your brand. And if they see the next ad related to sales, then it is easy for you to convert quickly. And when your audience is converted, then you don't have to relax at all. There is one more point that most of the people do not do at all. That is our last point post-purchase activities. Now what are post-purchase activities? Now suppose I have bought a new headphone of Boat. Boat knows that I always buy some type of product from their website. They approach me for membership or give me personalized discount coupons. These are post-purchase activities. When a person has become your customer, then you should keep catering to them. And in post-purchase activities, you don't need much investment. Because here everything is done by automation. And in such cases, you can give them your membership of some kind. Or you can make personalized coupons for them. You must have seen that we order food from Swiggy Zomato. After that, we get a notification that this is just made for you. Or 20% discount only for you. So what happens with that? We feel a lot of emotional connect. That this brand is only giving me 20% discount. So we engage more in the future and become its regular customer. So in post-purchase activities, your main goal is that whatever your customer has become, keep engaging it continuously. So that if you are coming with a new product or if you have any new arrivals of anything, then go there and check and purchase them too. And post-purchase activities will only work when you have given a very good product to that customer. Or you have given a very good service to that customer. Until the customer does not get a good thing, he will not engage with your brand in the future. So this is what a marketing funnel is. First of all, top of the funnel audience comes. Then middle of the funnel audience comes. Bottom of the funnel audience comes. And after that post-purchase activities come. I hope this video has cleared the entire marketing funnel for you. And I am going to bring an e-book on Facebook ads very soon. So if you are a beginner in Facebook ads and you want the early access of that e-book, then there is a link in the description. You can check it and sign up there. And if you think you have got a little help from this video, then do like the video. And if you want to learn more about digital marketing in the future, then do subscribe to the channel.