There are many ways to strategically think about your brand’s dissemination actions on social networks; One of the most effective is think about the strategy based on our sales funnel.
The instances that our customers and users go through until they complete their purchase.
In each of those stages, people have a different approach to our brand. That is why the way to address them in each of them should also be different.
Then I invite you to think about your advertising campaigns in and through four key objectives within the sales funnel. Shall we start?
1- Recognition stage: the first link with your brand
In this stage users still don’t know who you aremuch less than what you
you dedicate or what you have to offer them. Therefore, it is very difficult for them to “bite” with a sales message.
A notice that says “Buy me!” In this instance, it is more difficult for it to have good results, so it is good to think about another type of content for your paid campaigns.
The Facebook Manager, from which we can manage paid ads for Facebook and Instagram, allows us to select different objectives when we run our campaigns. That objective not only has to be aligned with your commercial goal, but also has to take into account the instance of the funnel in which you are working.
At this awareness stage there are two key advertising objectives for your paid campaigns:
– Traffic: which allows you to generate a greater number of visits to your store.
– Potential customers: the perfect option for those looking to attract new subscribers.
The message of these ads has to be a “hook” and the ideal is to think of certain free content, attractive and of interest to your audience. For example, if you sell children’s clothing, you can generate interesting content about motherhood; if you offer origami courses, you can share a video tutorial of an easy piece; If your product is deco objects, you can design an ebook on trends or decoration styles.
The draws and actions with influencers They are also good options in this first stage, because they expand the presence of your brand on the networks.
This type of message has multiple advantages: on the one hand, it allows you to address your potential customers in a more friendly way, so your brand image will surely be better.
On the other hand, it arouses interest and allows the content to go viral and, in addition, it gives you the possibility of requesting certain data in exchange to increase your contact base.
2- Interest stage: present your offer
At this stage, people have already had a first contact with your brand, so your goal will be to arouse interest so that they become buyers.
The advertising objectives to work from the Ads Manager can be similar to those of the first stage, but the audience and the message change.
In this instance, you can use the What does Facebook offer for show your ads to those who have received your message in the recognition stage.
For example, you can ask Facebook to show ads to those who have engaged with a video, to those who have visited your website, or to those who have subscribed to your base by downloading free content or through a sweepstakes.
You will find all these options in the section of from Facebook Ads Manager.
As for the message, this is the time to position your brand: present your products or services, focus on the problems you solve, the characteristics of your offer, its advantages, etc.
Works messages 100% focused on positioning. Although they do not have sales as their ultimate goal, they do speak strongly of the offer of each brand, its values and the commercial proposal.
3- Purchase stage: drive conversion
At this stage we strongly activate our commercial ability to propose to our public that they buy our products or services. Therefore, the objective changes: through the objective ofyou can tell Facebook to show your ads to people who are most likely to convert (in this case, make a purchase).
For this it is essential to have installed and working correctly the in your online store.
Remember that the public must be made up of those people who have already interacted and shown some interest in your brand. For them, you must generate 100% sales-oriented messages: offers, discount codes, combos, free shipping for a limited time, etc.
When thinking about these promotional messages, keep in mind the “urgency effect”: Those promotions or discounts that have an upcoming expiration date will always work better.
Facebook allows such a level of personalization in the message that, for example, if you sell baby strollers, you can create an ad that says “Have you not chosen the stroller for your baby yet?” and direct it to those people who have visited the website of this particular product.
These types of questions only make sense if we aim the message at people who have already shown an interest in what we are selling. And it is a good way to generate conversation and allow users who are still undecided to clear their doubts.
4- Loyalty stage: get loyal customers
In the world of Marketing there is a maxim that says that “it is easier to sell to someone who has already bought than to generate a new client”. And it is very real. Therefore, once you manage to generate sales, it is important that you think of messages that allow you to encourage repurchase, to achieve loyal customers.
At this time, the advertising objective that we will work for paid campaigns will also be Conversion, but we are going to focus our ads on a smaller audience, for example, loading a base of customer emails through personalized audiences.
This type of segmentation is useful if we have a large email base. On the other hand, if our base is small, we can work with .
The messages will also be 100% commercial. A good tool at this stage are the cross-selling or cross-selling messages: to those people who are buyers of a category of your products or services, you can show them complementary products, offer special benefits, exclusive discount codes for second purchases, etc.
How can you apply this methodology to your project?
If you are not familiar with strategic planning, You can start planning paid campaigns that accompany a specific stage of your communication: the launch of a product or a collection, the dissemination of a workshop, a special date such as the or the , etc. In this way it is easier to set a deadline, identify the funnel and work on possible messages throughout it.
the key is in be aware of to whom we are directing each of our messages and generate ads that respect each of the stages of the funnel.
On the other hand, it is key that we make friends with the Facebook Administrator, that we test, that we analyze how our campaigns work and that we devise our ads based on our objectives.
If not yet, you can try the Tiendanube platform for free for 15 days. Cheer up!
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