FACEBOOK ADS
Facebook is a synonym of social media today, especially when it also acquired Instagram to capture a younger generation of millennial and Gen Z audience.
It is also one of the most effective ways to reach out to your audience.
The Facebook Ads course from CXL Institute Growth Marketing Minidegree has described the following objectives:
1. Understand the customer journey to structure your Facebook ad campaigns for success.
2. To build brand awareness around the problem that your product/service solves, provide nurture them, and ultimately get customers to invest in the product / service.
3. Design a scalable Facebook marketing campaign that generates less expensive traffic.
“The Rule of 7 is a marketing rule which says that ideally the brand needs to have seven different contact points with you before they make a decision.
We can get a lot from the platform by targeting and leveraging all the targeting objectives defined by business requirements. The audience reached out through the first paid ads is the core audience.
Then, there’s very specific people, custom audiences, these are the audiences that we’re going to set up and re-target.
Then there’s lookalike audiences. We’re going to tell Facebook, hey, Facebook, we have these leads or we have these buyers.We have these video viewers.Go out and find more people who are like their type of personality.
We will drive the audience down the funnel by retargeting video views and website clickers and people with different learning modalities.
Best Practices
1. Adopt a full funnel strategy with different campaign objectives and formats to preferably reach differentiated profiles within an audience
2. Use various targeting options by leveraging the three targeting options: core audience, custom audiences, lookalike audiences
3. Drive reached audience down the funnel by retargeting video viewers and website visitors
Decoding the funnel:
Top of funnel: The idea behind TOFU is to begin building trust by helping the prospect with questions related to the issue that you can help them solve, the content may not talk about the exact problems your product solves — and that’s a good thing!
Middle of funnel: In the Middle of the funnel your prospects are aware of the solutions to their problem. They are more interested than prospects in the TOFU but need to be nurtured further before making a buying decision. Content for the MOFU should be educational and entertaining, and also introduce more information about your brand’s solutions.
Bottom of funnel: BOFU content is for people who have considered their options and are ready to make a buying decision. At this point people may be choosing between you and another solution. Content for BOFU should encourage clicks to your sales/cart page, or to purchase through ManyChat if you have that functionality set up.
The B.E.L.T. Method
According to the CXL’s Facebook Ads course, 4 Steps to transitioning a person from stranger to buyer with Facebook Ads:
BELIEF: Help the audience believe that they have a need and realize that your business can potentially fulfill that need.
ENGAGE: Help the audience to evaluate why your offer is best positioned to give them the solution they need.
LEAD: Help the audience to a clear next step by leading them to your solution or by offering them something of value.
TRANSACT: Help the audience to do business with you through offers and targeting
The Full Built Method in example:
Let’s say we want to target copywriters. We run a video for top of the funnel targeting top copywriters who like to follow the personalities of top copywriters. We can have the audience watch an entire two-minute video for two cents. So, for two cents someone gets to know our brand.
Now that they’ve watched the video on copywriting, we want them to start engaging with other content and fall in the mid-funnel.They could watch three or four other videos mid-funnel for another five or six cents. We’re building a rapport through video and our engagement. Now we’re looking to become a lead. After they’ve seen a bunch of videos about online marketing mid-funnel, there’s an ad that comes up that says hey, I help entrepreneurs start and grow the business of their dreams. And, now what we’re going to do is because they hit the sales page they’re going to see testimonials. They’re at the consideration stage.
The Golden Ads Strategy:
This strategy described in the CXL course uses video to pre-qualify our target audience with six, seven-minute long videos because it filters people. When targeting the audience, we know that they are the right people they’ve consumed content. With our top of funnel we exclude anybody who’s visited any of our sites in the last 28 days.
We should have lots of pieces of content running for a couple of dollars a day. Facebook’s going to find the right piece of content at the right time. We need to post content on a regular basis.
With a little bit of money, we are running some traffic to our posts to the middle of the funnel audience, a paid audience who wouldn’t have seen this organic traffic. In a week or two, you will see one of the pieces of content which is really liked organically and we started spending some money on it. Over the last two weeks people have really enjoyed this piece of content.
Now, we can reposition this piece of content and add a link to it for a call to action and target that video as an ad to the middle of the funnel. Now you can start testing these ads that are proven in the middle to the top of the funnel because we know that these ad creatives are exactly for the right demographic and have a very high probability to be very relevant with our cold audience.These are Golden Ads.
