Facebook's Conversion Funnel

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"Many eyebrow artists, especially those new to powder brows and hairstrokes, delve into Facebook advertising only to find themselves disillusioned by the outcomes. They hastily deem it ineffective, missing the real problem: a need to understand their prospective clients' conversion funnel stages. This article is designed to illuminate this vital area and provide actionable recommendations for enhancing Facebook advertising efforts."

1. Background

Originating from interviews with 65 pigment specialists focusing on powder brows, hairstrokes, and microblading, this article draws on sales and marketing strategy research conducted between 2019 and 2024, with some studies still in progress. Fifty-one artists hail from EU countries, eight from the UK, and six from the US, each possessing at least three years of experience. A notable number have taken up digital marketing from the ground up, offering insights based on their direct experiences while striving to penetrate the market and grow their clientele.

Additionally, the observations collected have been meticulously evaluated by two senior digital media experts at powderbrows.io, the digital marketing arm of the Powderbrows.com Research Center (owner of hairstrokes.com).

This article aims to deliver practical knowledge and insight. It caters to budding and seasoned artists in the Permanent Makeup (PMU) industry who are either employing Facebook for their digital campaigns or contemplating its use.

2. Conversion Funnels in the Brow Business

Discussing Facebook's conversion funnel necessitates explaining the funnel concept and its significance within the brow business and social media marketing. A conversion funnel, or sales funnel, outlines the customer's journey from the initial awareness of an artist to the final step of booking or purchasing a procedure. This concept is fundamental in digital marketing for understanding and enhancing the customer conversion pathway.

The funnel analogy is apt because, at each stage, the number of prospective customers dwindles. Picture an actual funnel: broad at the top and tapering to a narrow end. Initially, a large audience becomes aware of the artist and their services, but only a few complete the journey by making a booking.

Funnel Stages on Facebook for Brow Business

Awareness. The funnel's entry point is where potential clients discover the artist and their services in a given locale. The primary aim is to forge initial contact and inform potential clients about the artist's existence and offerings.
Interest. After establishing awareness, the next step is to generate interest. The artist must offer compelling content that motivates potential clients to interact and engage through targeted messaging for specific demographics or by highlighting their services.
Consideration. This stage presents a concrete offer to potential clients for their consideration. It's a pivotal moment when clients broaden their understanding of the artist and their services, compare them with competitors, explore reviews, or seek more information to make an informed decision.
Conversion. The funnel's culmination, where actual sales happen. Clients decide to book, having both the desire for the procedure and the financial means to afford it.
Loyalty/Advocacy. Post-purchase, the emphasis shifts towards fostering repeat business and encouraging clients to recommend the artist's services to others.

3. Facebook Environment

Facebook's landscape is distinct from Google's, primarily because of the difference in user intent. Users on Google often have a clear intention to purchase, whereas Facebook users engage more in discovery and relationship-building. People do not typically log into Facebook to make immediate purchases; they are often at different stages of their decision-making journey. The subsequent section will explore these varying conversion stages on Facebook, emphasizing the strategy of reaching beyond the minority who are immediately ready to commit.

Successful Facebook marketing hinges on recognizing that most potential clients are in the nascent stages of awareness and interest. Accordingly, marketing messages should be tailored to these early phases. Emphasizing aggressive sales tactics or pushing for immediate conversion with messages like "Last chance to buy! Do you want to go for it now or not?" can be counterintuitive, as such strategies do not resonate with where most customers are in the funnel.

Studies suggest that potential clients for brow services need 10-15 interactions with an artist's messaging before moving toward severe consideration and conversion. This underscores the importance of crafting ads that build interest and address common queries, helping customers navigate the funnel smoothly rather than pushing them towards a hasty decision with high-pressure tactics.

4. Common Facebook Marketing Errors

A fundamental principle in effective marketing is speaking the language of your target audience, which includes simplifying complex industry terms, ensuring messages reflect the customer's viewpoint, and directly addressing their needs. This principle is universally applicable across different industries.

However, in the specialized field of powder brows and hairstrokes, there's a need for a nuanced approach. Artists, being deeply knowledgeable about their craft, often mistakenly assume their clients possess similar understanding. This overestimating the client's familiarity with powder brows and pigmentation frequently leads to communication gaps.

Artists may shy away from explaining the basics, fearing it might seem too elementary for the client. This phenomenon can be explained by the Dunning-Kruger Effect, a cognitive bias outlined by psychologists David Dunning and Justin Kruger in 1999, highlighting a mismatch between expertise and self-perception. Typically, novices might overestimate their knowledge, whereas experts might need to realize their level of expertise is not common knowledge.

In powder brows and hairstrokes, experienced artists may refrain from discussing foundational topics, worrying that it might detract from their professional image or assuming such information is universally known. This reversal of the typical Dunning-Kruger trend highlights a challenge: recognizing that, despite being highly skilled, discussing "basic" aspects is essential for effective communication with clients who may not share the same level of knowledge.

5. Overcoming the Knowledge Divide

For artists specializing in powder brows and hairstrokes, acknowledging their cognitive biases marks the beginning of refining their marketing communications. Embracing the educator's mantle, artists can clarify the fundamentals of powder brows and hairstrokes, establishing their authority while ensuring clients feel well-informed, comfortable, and confident in choosing their services.

Bridging the knowledge gap with inclusive, detailed, and client-centric communication is essential. This strategy strengthens market presence, fosters trust, and enhances client satisfaction.

6. Key Client Queries Addressed

Artists often wonder what questions their clients might ask and how best to answer them. Here are several examples with suggested responses.

Difference Between Permanent Tattooing and Semi-Permanent Hairstrokes? Permanent tattoos delve deeper into the skin, lasting longer but with a risk of color distortion. Hairstrokes, being semi-permanent, offer a softer touch and fade gracefully within 1-3 years.

Microblading vs. Hairstrokes?

Microblading creates fine, hair-like strokes with a special blade, while Hairstrokes are created with a PMU machine.

Durability of Hairstrokes?

Typically, hairstrokes last 1-2 years, varying by skin type, care routine, and exposure to the sun.

Color Changes in Brows?

Changes may occur based on pigment choice, depth of application, and individual skin tones, but skilled artists can minimize these effects.

Age Considerations for Microblading or Hairstrokes?

Recommended for those 18+, without a strict upper age limit, emphasizing the importance of personal consultations.

Hairstrokes vs. Powder Brows?

Hairstrokes involve drawing fine lines to mimic hair, while powder brows offer even, shadow-like coverage.

Removal of Hairstrokes?

Though removal can be challenging and require lasers, brows naturally fade if applied with quality mineral pigments.

Frequency and Cost of Touch-Ups?

Yearly touch-ups are expected, with prices varying by artist and location.

Post-Procedure Care for Activities?

For the initial 7-10 days, avoid activities causing sweat or steam to ensure pigment preservation.

Personalization of Brow Designs?

Each design is uniquely tailored to the client's facial structure and preferences.

What Are Combo Brows?

A technique blending microblading's detailed strokes with the soft fill of powder brows.

Procedure Duration?

The process typically lasts about an hour, including time for planning and client approval.

Addressing these and other questions helps advance potential clients from initial awareness to consideration without overwhelming them with complexity.

7. The Importance of Clarity

Focusing exclusively on those ready to purchase immediately is a standard advertising error, especially on platforms like Facebook. This overlooks a broader audience still navigating their decision-making process.

Informative yet simple ads can attract individuals at various funnel stages, from initial interest to near-decision. Conversely, advertisements that push for a hard sell or delve too deeply into technical specifics may alienate those who must still be ready to commit.

Effective advertising isn't just about showcasing expertise in every message but about communicating clearly and accessibly, meeting people wherever they are in their decision-making journey. While simplicity and clear communication are paramount, be ready to offer more detailed insights to clients who seek them. This balanced approach can significantly boost the impact of your marketing efforts.

8. Optimizing Outcome Measurement

A common misstep for artists new to Facebook marketing is an exclusive focus on reaching consumers poised at the conversion funnel's "bottom" with aggressive, short-lived campaigns. Launching a sale and expecting swift conversions for immediate profit, they overlook the essential dynamics of Facebook's conversion funnel. This strategy misses the mark in targeting an adequate audience at the funnel's bottom – as these individuals are seldom found on Facebook – and falls short of establishing the needed touchpoints due to its transient nature.

Artists adopting this approach might hastily deem Facebook advertising ineffective for the brow industry, diverting their efforts prematurely. Yet, this perspective overlooks the potential effectiveness of longer-term campaigns and a more substantial marketing budget allocation to Facebook. Seasoned artists and social media marketing professionals concur that expecting immediate returns from frequent ad changes is a flawed strategy. Sustainable success on Facebook often emerges from extended campaigns that are less aggressive, with outcomes materializing over weeks or months, not merely hours or days.

Identifying strategies that reliably generate leads at an acceptable cost can transform Facebook into a valuable marketing channel. Scaling investments in such strategies can significantly amplify returns. Nevertheless, this level of success demands patience and persistence, attributes that may challenge many artists.

9. Conclusions

Leveraging Facebook for inbound business in the brow sector hinges on understanding the conversion funnel concept. This involves recognizing that customers are at various stages within this funnel, necessitating adjusted language, presentation, and approach communication.

Facebook's funnel can be segmented into awareness, interest, consideration, and conversion stages, culminating in advocacy and promotion. Given that a sizable segment of potential clients on Facebook are primarily in the awareness or interest phases, direct sales pitches and immediate booking prompts often lead to ineffective spending. Unlike platforms geared towards instant purchases like Amazon, Facebook's ecosystem is not inherently transactional.

Additionally, it's crucial to acknowledge that clients usually require 10-15 touchpoints with an artist's messaging to advance to the conversion phase. Advertising content should thus aim to progressively move clients down the funnel rather than deter them with overtly aggressive selling techniques.

A typical challenge for artists involves either overly complex explanations from less experienced individuals attempting to demonstrate their expertise or, more frequently, the reluctance of knowledgeable artists to cover foundational topics under the assumption they are universally understood.

Empirical evidence suggests that addressing straightforward issues aligns with the interests of a broad audience segment, enhancing engagement. However, it's vital to measure success on Facebook over longer periods, acknowledging the platform's unique positioning within the conversion funnel. Despite these challenges, a minority of artists harness Facebook as a consistent, lucrative lead generation tool, often deterred by misconceptions about its efficacy due to unrealistic expectations about customer readiness within the conversion funnel.

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Comments

Helen

Sunday, Mar 10, 2024

Cool and informative article. I used the ideas from that for my ad campaign, and I’m very excited to see if the change in strategy turns out to be helpful.

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