Beyond Facebook Awareness Integrating Facebook Advertising at Every Stage of the Sales Funnel By...

#SocialPro #14B @SarahAHumphrey

Sarah Humphrey – Director of Social Media

Beyond Facebook Awareness Integrating Facebook Advertising at Every Stage of the Sales Funnel


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The Evolution of Facebook Advertising

Early Right Column Ads Some Current Ad Formats


Facebook Advertising: Within Each Phase of the Sales Cycle

Awareness •  Finding New Customers:

Pitfalls & Strategy

Consideration •  Leverage Content

Decision •  Remarketing Tips & Pitfalls

Loyalty •  CRM, Email & Facebook

Ads


Tips and Pitfalls for Facebook Awareness Campaigns

Awareness Phase


Brand Awareness Tip 1 New Customers by Targeting Competitors

Competitor Brands, Interests & Purchase Behaviours


Photo Printing & Wall Art §  Customers upload images §  Select medium §  Canvas §  Acrylic §  Metal

§  Select size §  Delivered to home



Narrows target audience by adding a second condition List of Relevant List of Required Interests Interests Audience Size Audience Size

Brand Awareness Tip 2 Secondary Interest or Behavior


Brand Awareness Tip 2: Secondary Behavior or Interest


Brand Awareness Tip 2 Customer Lookalike Audiences


§  Use Facebook data to generate a list of potential customers that are similar to an existing selected audience

§  Email Address Lists (Customer Lists) §  Website Visitors (Remarketing Audience)

Brand Awareness Tip 3 Site Visitor Lookalike Audiences


Granular Audience Lists


Site Visitors

1 Target Market

Categories determine who customers are –

1 audience per category

Products are tailored to customers - as many

audiences as site traffic will allow

A Few Distinct Targets Product-Specific Targets

All customers are the same – 1 lookalike audience for

everyone

General Site Visitors Category Page Visitors Product Page Visitors


Site Visitor Lookalikes §  Remarketing lists that are as granular as your site and products/categories

allow

§  Exclude those who visit multiple category pages of the site

§  Lookalike will be highly targeted §  Allow for greater ad creative customization

§  Ad images and text featuring specific products/product lines §  Landing page relevant to the original audience

§  At the adset level – exclude those who have converted recently



Brand Awareness Tip 4 Customer Lookalike Audiences

Confirmation


Leverage Content To Inform and Engage Your Target Market

Consideration Phase


Who are you targeting? §  Aware of your brand or product §  May follow you on Facebook §  Educating themselves about the topic §  Comparing to competitors

What should you do? §  Create content that will help in their decision §  Establish your brand as an expert §  Remain top of mind

What is the Consideration Phase?


§  Written Site Content §  Blog posts §  Resource articles §  Calculators/tools

§  Engaging Media §  Videos §  Instructional Slides & How-to’s

§  Interactive Activities §  Quizzes §  Contests

Consideration Phase: Leverage your Content


Graphic Designers & Printers

§  2016 Pantone Colors of the year

§  Designing with Translucents

Consideration Phase Blog Post Content


Crafters & Scrapbookers §  Inspiration & ideas §  Techniques & tutorials

Consideration Phase Blog Post Content


Common Customer Questions §  Ask a few key points §  Budget §  Duration §  Visiting goals §  Interests

§  Recommend a Rim, additional information on that rim and several tours

Consideration Phase Quizzes and Activities


Boosted Posts §  Target Audience: “Engagers”

Consideration Phase Selecting Ad Objectives

Conversion Ads §  Target Audience: “Converters”


Ad Objective: Engagement Ad Objective: Conversions

Consideration Phase Tip Selecting Ad Objectives

What is the same? §  Clicks §  Frequency §  Budget §  Reach

What is different? §  Conversions §  Engagement


Granular and Effective Remarketing

Purchase Decision Phase


What is Remarketing? §  Custom audiences from your website §  Encourage site visitors to return and complete the transaction

Granular Remarketing Basics §  Possibly multiple clicks (SEM, Display) before conversion occurs §  Aim for a lower CPA than “awareness” campaigns §  Ad creative and landing page should reflect the category/product page visited §  Watch ad frequency §  Restrict remarketing audience (max days) §  Identify underperformers and update ad creative

Purchase Decision Phase Facebook Remarketing


Purchase Decision Phase Granular Remarketing Pitfalls

Website

Men’s Products

Hair Care

Body Wash

Women’s Products

Makeup Hair Care

Body Wash

“Leftovers”


Purchase Decision Phase Remarketing Feedback Loop

Bounce!

Tour Provider Landing Page


Purchase Decision Phase Remarketing Feedback Loop

Ads will continue until the duration times out or they “hide all”


Avoid Excessive Remarketing §  Don’t create audience from common landing

pages §  Homepage §  Primary Google sitelinks §  AdWords/PPC landing pages

§  Require 2+ visits before they are added to the list

Purchase Decision Remarketing Solutions


Purchase Decision Remarketing Solutions


Increasing Customer Lifetime Value

Post-Purchase Decision Phase


Customer Becomes An Email List Subscriber §  Create a Lookalike §  Send email blasts

§  Integrate CRM with Facebook advertising §  Already a customer so CPA needs to remain low §  Strategy will depend on purchase behavior of typical customers

Post-Purchase Decision Phase Increasing Customer Lifetime Value with Facebook Ads


Crafter/Paper Enthusiast §  Purchases are somewhat random and project dependent §  Interested in new stock and trends §  Seasonal – holidays and summer crafts §  CRM – Favorite brands (ex. Kraft Papers, ColorMates)

Post-Purchase Decision Phase Paper Client Purchase Behavior

Ad Content §  New Products §  Contests

§  Crafter Blog Posts §  Sales

§  Brand Ads


Graphic Designer/Printer §  Repeat purchase of stationery several times a year §  Some interest in new brands or finishes

Post-Purchase Decision Phase Paper Client Purchase Behavior

Blog Post Ads

Sale Ads

Urgency Ads

90 days


§  Segments are created automatically with a variety of e-commerce and email data

§  Automatically fed into Facebook Audiences

§  Segment your list based on email activity or e-commerce data if available

§  Export the segment and upload customer list into Facebook Audiences

Post-Purchase Decision Phase Email Management Platforms


Post-Purchase •  Increasing customer lifetime value •  Tailor audience creation to target •  Highly relevant ad content

Summary

Awareness •  Competitor targeting •  Secondary interests and behaviors •  Lookalike audience segmentation •  Customer lookalikes

Consideration •  Leverage content •  Targeted blog posts •  Videos and interactive activities

Purchase •  Granular remarketing •  Frequency •  Positive feedback loops •  2+ visits


THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!

Beyond Facebook Awareness Integrating Facebook Advertising at Every Stage of the Sales Funnel By...

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