Facebook Marketing Strategy: Crush 2019 with Facebook Sales Funnels

YouTube ClickFunnels™ - Bonus - Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:01

  • [Russell] Hey everyone who is just tuning in my name is,
    00:02
    Russell Brunson, and today we’re going to be talking
    00:04
    about Facebook funnels, everyday I go through a bunch of
    00:06
    questions you guys ask me, about building your company,
    00:09
    and growing your traffic and your sales and your leads.
    00:10
    And all sorts of fun stuff, and today we’re talking about
    00:12
    Facebook funnels.
    00:13
    So the question is,
    00:14
    how do sales funnels and Facebook funnels match up?
    00:16
    How should I be using Facebook?
    00:19
    So, that’s a good question and the strategy changes often,
    00:21
    and there’s a lot of different ways, but imma kind of walk
    00:24
    you guys through the basic principles that we focus on here
    00:26
    at Clickfunnels, as we’re growing ours.
    00:28
    So, for me and for our team everything kind of starts at the
    00:32
    offer level, right, so we figure out first off
    00:34
    what is the offer we want to make, okay?
    00:37
    So the offers like imma sell this and you’re gonna get this
    00:39
    and then you’re gonna get this and we figure out the offer
    00:41
    right?
    00:42
    Then we come back and say okay cool, that’s the offer we’re
    00:44
    getting, then how do we sell that.
    00:48
    K, which this is usually, primarily, like the story.
    00:50
    What’s the story we’re gonna use to sell it.
    00:52
    And that’s like cool, here’s the story
    00:53
    and maybe we’re gonna do that story on a webinar
    00:55
    or a video sales letter or a long form sales letter.
    00:57
    Or whatever, but there’s some story.
    01:00
    That we’re telling here, that’s gonna sell that offer.
    01:04
    Right? Pretty simple.
    01:05
    And then the last thing is like what is the hook we’re use
    01:07
    to grab them, okay.
    01:08
    And so the hook then for me, comes back here.
    01:12
    Let’s say this is Facebook or Youtube or whatever platform
    01:14
    you’re selling on, now I can’t to kind if caveat real quick.
    01:17
    Every step in this process, there’s going to be a hook,
    01:19
    story and offer.
    01:20
    There’s a hook, story and offer in Facebook
    01:21
    and there’s a hook story and offer in the sales video.
    01:23
    There’s a hook story offer in the upselling,
    01:24
    every piece has that, but as an overarching strategy,
    01:27
    if you look at it from a high level.
    01:28
    It’s like, the macro before the micro.
    01:32
    The macro is like the ad is like the hook, right.
    01:36
    Then the sales message, the funnel, is the story
    01:39
    and what you’re selling is the actual offer.
    01:42
    K, so if you come back to our core framework of
    01:43
    hook, story, offer, k so this is the macro looking down.
    01:51
    Now the micro looking down, again is our hook, story, offer
    01:53
    in each, every single element of this.
    01:56
    But for this question, we’re gonna get to the bigger one.
    01:58
    Alright, so the question is,
    02:00
    how do sales funnels and Facebook match up?
    02:02
    So for me its like, these two things are tying together.
    02:03
    Very very similar, right, Facebook is the group of people
    02:07
    So over here there’s all these people all of these dream
    02:09
    customers are over here, Facebook, Youtube
    02:12
    or whatever you want to target makes it simple for us,
    02:14
    who are the exact customers who want our products right.
    02:16
    So when I started selling my, the book Dotcom Secrets.
    02:18
    I was like who are the people who would want this book,
    02:20
    and I’m like K its entreprenaurs who are mission driven,
    02:23
    who are whatever right, and I figure out exactly who those
    02:25
    people are, and Facebook gives me the ability to like
    02:27
    find out exactly who those people are so I can target them
    02:29
    perfectly, right.
    02:31
    So I’ll put it like a target here like we can find exactly
    02:32
    who we’re trying to target, almost perfectly on Facebook, K.
    02:35
    Now, the goal of this Facebook is to set the hook, right.
    02:39
    So people on their feed, and they’re scrolling through
    02:41
    their feed as fast as they can.
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    They’re doing it at their desk,
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    they’re doing it in the bathroom,
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    they’re doing it while they’re walking,
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    they’re doing it while they’re driving, its horrible!
    02:47
    But, that’s what we’re doing right.
    02:48
    And your job in Facebook, the first step of the funnel is to
    02:50
    stop them, and grab them and hook em right.
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    So we hook em, get their attention for just long enough
    02:54
    to send them over here, okay.
    02:56
    And so that’s kind of the first step, it’s like,
    02:58
    it’s the prefunnel, everything happening in Facebook is the
    02:59
    prefnnel, right.
    03:01
    And from here, then the message needs to match, okay.
    03:04
    So whatever my, hook and stuff that’s gonna be over here
    03:07
    on the sales page has to be similar to over here.
    03:10
    We’ve done funnels in the past where like our hook
    03:12
    on the Facebook is amazing, then the come over here,
    03:14
    there’s a mismatch, and doesn’t convert.
    03:16
    No matter how good it is here or here,
    03:18
    if there’s disconnect it doesn’t work, right.
    03:20
    In fact a lot of times our headline for the ad will be the
    03:21
    exact same line, that’s over here, right.
    03:24
    So I want congruency between the first step and the second
    03:26
    step and from there for them to take the offer, okay.
    03:28
    So then the strategy is like how do I, how do I do this?
    03:30
    How do I create the hooks and the ads?
    03:32
    And it obviously is always changing all the time,
    03:34
    but one of my favorite things to do is we never know
    03:37
    what hook is gonna get somebody to listen right?
    03:40
    So, I’m tryna hook them to have them come listen to a story
    03:42
    about why they should buy my offer.
    03:44
    And inside the story there might be four or five or six or
    03:45
    ten different things inside this story that I’m telling
    03:48
    right.
    03:50
    And so inside the story there might be a bunch of
    03:51
    different hooks, and so I’m thinking what’re the different
    03:52
    hooks that’s gonna grab someone and say how quick I did it,
    03:54
    how much weight I loss, how much money I made,
    03:56
    how much time I took, you’re one of my successes stories
    03:58
    of my students.
    04:00
    All these are little hooks, and so I look at Facebook like
    04:01
    a big pond and I’m throwing out these different hooks,
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    and I’m tryna figure out which ones are gonna work
    04:04
    and which ones won’t work.
    04:05
    One of my favorite examples of this was at
    04:07
    Anthony DiClementi, he owns a company
    04:08
    called Biohacking Secrets.
    04:10
    And he had a book that he created, that was a free book
    04:12
    to teach people how to bio hack,
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    And at first we set the funnel and it worked awesome,
    04:15
    but then we couldn’t come and get people to come over,
    04:17
    and we couldn’t figure out what hook would actually get the
    04:18
    right people to come like how do we get his dream customers.
    04:21
    So we told Anthony, go do a Facebook Live every single day,
    04:24
    and each day try a different hook.
    04:25
    So one day he did a Facebook Live
    04:27
    that was like hey, Imma show you guys my number one way to
    04:29
    biohack my mitochondria or something weird like that, right.
    04:32
    And he does a Facebook live about that, puts it out there
    04:34
    and guess what, it was a horrible hook and nobody bought
    04:36
    on it, like, nobody came and watched it.
    04:39
    So the net day he tried a different hook,
    04:40
    and he tried a different hook,
    04:42
    and he kept doing different hooks all of them leading
    04:43
    back to the same free book offer he created.
    04:45
    And he kept trying thing after thing,
    04:46
    and after like day 11 or day 12,
    04:48
    he made a video that’s called how to biohack your vegetables
    04:50
    and he’s basically like, cooking your vegtables in
    04:52
    Kerrygold butter, something really simple
    04:54
    but for some reason that hook, grabbed his dream customers.
    04:57
    And that video ended up getting viewed a million times,
    04:59
    drove tons of people into his funnels,
    05:00
    and made a bunch of money, okay.
    05:02
    So if you look at this from the macro,
    05:04
    it’s hook, story, offer in Facebook or the ad platform
    05:06
    we’re throwing a whole bunch of different hooks
    05:08
    tryna find out which ones people will grab onto.
    05:09
    And now if we get em, then we pull them back here,
    05:11
    tell them the story and we make them the offer.
    05:13
    And that’s basically how Facebook and how our funnels
    05:16
    how they kind of coexist and how they work together.
    05:19
    Is Facebook we’re replacing a whole bunch of hooks,
    05:21
    and over here we’re actually telling them the story,
    05:23
    to then make them the offer.
    05:25
    And so I hope that helps you guys understand how those two
    05:26
    things, Facebook funnels and sales funnels,
    05:29
    how they work together.
    05:30
    Thank you so much for watching!
    05:31
    Every single week we publish new secrets just like this one.
    05:33
    Make sure you subscribe, so you don’t miss any of them.
    05:36
    And I will see you on the next video.

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