9. Conclusions
Understanding Facebook as a source for inbound business in the brow industry can be effectively achieved through the concept of the conversion funnel. This concept revolves around the idea that each customer is at a specific stage in the sales or conversion funnel, requiring tailored communication in terms of semantics, optics, and attitude to match their current state.
In the context of Facebook, we can delineate the funnel stages as awareness, interest, consideration, and conversion, followed by advocacy and promotion. Research indicates that many potential brow business clients on Facebook are in the awareness and interest stages. Therefore, presenting them with direct sales offers and immediate booking requests often results in a wasted budget, given that Facebook's nature isn't centered on constant purchasing, unlike platforms such as Amazon.
Furthermore, it's established that clients typically need 10-15 touchpoints, or instances of interaction with the artist's messaging, to reach the conversion stage. Keeping this in mind, the messaging in ads should be designed to guide the client further down the conversion funnel rather than alienating them with aggressive "hard-closing" tactics.
Regarding the questions clients need answered, there are two common pitfalls among artists. Firstly, less knowledgeable artists may overcomplicate simple matters to showcase their understanding, not realizing the average customer's limited knowledge. More commonly, competent artists hesitate to discuss basic topics, believing them to be common knowledge.
Practical research demonstrates that addressing simple issues is often what a large portion of the target audience seeks, and catering to this need is beneficial. However, there is a crucial aspect to consider: because most clients are in the conversion funnel on Facebook, success should be measured over longer periods (weeks and months), not in mere hours or days.
Consequently, only a minority of artists successfully convert Facebook marketing into a continual, profitable source of inbound leads. Many prematurely conclude it as "ineffective" due to a mismatch between their expectations and the actual position of potential customers in the conversion funnel on Facebook.
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