The Facebook Ads Funnel for Charters and Agencies

To be successful in marketing today, you first need to have a basic understanding of how marketing works.

Nobody buys something they see for the first time. Several contact points are needed to create an awareness of your offer in the minds of your customers. In order to implement exactly this there is the principle of the so-called Funnel. This concept may also be described by other words such as customer journey or purchase cycle.

 

What is a Funnel?

At the very beginning of a funnel there is always a traffic source. This is used to guide people into the funnel and then through it. There are numerous traffic sources which can be roughly divided into free and paid. Free sources are your own website with a good ranking in the search engine, platforms such as Youtube, Instagram or Facebook. It is important that you have already established a ranking/subscribers/followers or fans there. Paid sources are for example Google Ads, Facebook and Instagram Ads, Influencer Marketing, paid blog articles from other websites.

Awareness – The first stage of the funnel aims to raise awareness among people who have never heard of your offer. Your potential customer should recognize his problem or need and be attentive to the solution you offer. If you use paid traffic channels it is incredibly important to understand that the advertising you create has to address exactly the needs of the customers and is not directly or only oriented to sales. 

Consideration – In this second stage of the funnel, customers already know that your offer exists and are considering whether it is right for them. Only people who have engaged with your ads or content and are therefore likely to be interested in your offer come to this stage. It is important to show the people how well your offer can solve their problem or satisfy their need by advertising them again. This will make it easier for your customers to decide to buy.

Conversion – In this third phrase, the focus is clearly on convincing the people who are still in your funnel to make a purchase. Only people who have passed the second level of the funnel and have actually viewed your offer (i.e. have been on your website) will be directed to this level. In this way you make sure that all people in this level are really interested in your product and consider it as a possible solution to your problem or need.

Retention – This is the last stage of the funnel but is not really the ending of the funnel. Only people who have decided on your offer and purchased it are in this level. The goal here is not to let the customer get cold after the purchase, which means not to lose him. That’s why you should be constantly present to them with advertising and content that is interesting for the customer. You can try to sell more products to the customer, but you should find a good balance between interesting material and relevant offers. 

Here is a graphic that illustrates the whole process.

 

A good funnel for yacht charter companies and travel agencies

Here above all a little creativity is in demand as well as a good understanding over the needs of the desired customer.

Awareness 

Here you should ask yourself the question ”What does my customer really want?”, ”Where does my customer have a problem in fulfilling his need?” or also ”How could I arouse interest in persons who are generally interested in the type of my offer?”.

Let’s say they’re offering a yacht in Greece. Here a video with some texts would be very useful. In this video you show how a few people are on a yacht enjoying beautiful weather and obviously having fun as well as a fantastic view of the sea. 

All persons who watch this video up to a certain percentage, are interested to at least basically in the topic of travel on a yacht or wish to do so. Between 50% and 95% view time, depending on the length of the video should be a good indicator. All these people then go to the next stage of the funnel.

Facebook Campaign Objectives: Video Views, Engagement or Conversion (View Content)

Targeting per Ad Group: Interests, Behaviours, Broad demographics

Ads: Video (best), Slideshow or Carousel

Consideration

So far so good! The people in this level are basically interested in a trip on a boat. Now the question arises: ”How do I show my customers that my offer can satisfy their needs very well?”.

A great way to do this are testimonials in which you show people who have already taken a trip and report how satisfied they were. Show people who are very similar to your target group and also enjoy the trip on one of your boats. In the text you should mention that you offer this kind of trips or boats and include a button or link to your website. So the people who are really interested can learn more about it and get deeper into the funnel.

People who are really interested in making such a trip will certainly want to know more about your offer or the company and visit your website. This will take them to the next level of the funnel.

Facebook Campaign Objectives: Conversion (View Content) or Traffic

Targeting per Ad Group: Engagers (% view time, like, share, comment), Page Fans, 

Ads: Video (best), Slideshow or Carousel, Collection

Conversion

Only a few will skip the conversion phase and buy directly. For this reason, it is important that you pick up all the people who are really interested in your offer and have already been on your site at the right place.

Ask yourself the question ”What is stopping my customers from buying now?” Show everyone who was on your website how easy it is to book, give them a good offer with a small discount or offer them a reasonable bonus. It is also very easy to find out from previous surveys on the website what keeps people from making a purchase.

A lot of people will buy know. And If you price point is very high, give them a little time to think about the purchase and show them more conversion focused ads. 

Facebook Campaign Objectives: Conversion (View Content,Purchase, Lead) or Traffic

Targeting per Ad Group: Website Visitors (7days, 14 days, 28days)

Ads: Static or Carousel

Retention

Now what do you do with the people who bought it? I think as a charter company or as a travel agency there are many possibilities.

Thank your customers for the purchase with a short personal video. Give them tips to prepare well for the trip or to places you should visit in the destination in any case. Also you could try to sell a suitable insurance for the trip or tickets for certain events.

Get creative and make sure you don’t just show your existing customers offers. After all, these people have already done something for you and bought from you. The focus should be on increasing the satisfaction of the customers with the purchase in order to bind them to your company in the long run.

Facebook Campaign Objectives: Conversion (View Content,Purchase, Lead) or Traffic

Targeting per Ad Group: Purchasers (30days, 1-3 months, 3-6 months, 6+ months)

Ads: Static, Video or Carousel

 

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