Business owners and marketers are all too familiar with the constant struggle of connecting and engaging with their target audience. This is particularly true for social media channels like Facebook, where there’s an abundance of content vying for people’s attention.
With over two billion users on Facebook alone, it is necessary to have a strategy to get your message to the right person at the right time. Facebook Ads is a powerful tool that can help to achieve this. In this article, we’ll let you in on the secrets for high performing Facebook Ads.
Facebook Ads Formula: 3 Phases To Go Through
When it comes to setting up Facebook Ads, there are three phases you need to go through for a campaign to work well and generate engagement, leads or sales. Think of it as taking your audience on a journey.
Phase 1: Top Of Funnel – Warm Up (Awareness)
In this stage, the objective is to introduce your business to your audience on Facebook. You’re targeting users who may not have an idea who you are, so the prime goal is to introduce your business and add value for your audience. Make your campaign engaging and use it as an opportunity to educate by solving one small problem that they have that relates to your products or services.
It is also important to remember that people go on Facebook mainly to socialise. Their intentions are not usually shopping related. So try a more casual approach as it is still the ‘getting to know you’ stage of the journey.
Tip: As a hook, create an engaging video or blog post that educates your audience and provides value.
Phase 2: Middle Of Funnel – Conversation (Consideration)
At this phase, you have already started building awareness, and your targeted audience may already have a basic understanding of what you do.
To transition to consideration, introduce them to some of the ways you help solve their problems with your products and services. At this stage, you may ask for their email address in exchange for some content such as an eBook or training video. It’s an opportunity to make a stronger connection and build the ‘know’ factor of the ‘like, know and trust’ elements that go into making people purchase from you.
If you haven’t already, it’s also a good idea to introduce Split or A/B testing to see which group is more likely to convert. It will provide insights into how each group responds and performs in relation to your product or service.
Tip: Use clear call to action (CTA) buttons. After providing multiple touchpoints that created a higher level of exposure to your business, your audience clicking on the CTA inviting them to LEARN MORE or FIND OUT HOW means they are more likely to convert.
Phase 3: Bottom Of Funnel – Close (Conversion)
Your audience, at this point, would have gotten to know you and what you do, so this is when you need to ask for the sale. Prompt them to book an appointment with you, buy your product or attend your event. The objective here is to add that final touchpoint to motivate them to take action with your business.
Tip: In the final stage, make them eager to buy by creating a sense of excitement, urgency and exclusivity (e.g. ‘limited offer’, ‘only a few slots left, ‘discounted only until today’, ‘exclusive offer’ etc.).
What Can You Do To Improve Your Facebook Ads Strategy?
The secret to high performing Facebook ads is in the three phases and how well they are executed. If you already have a Facebook Ad set up, we can help you identify which stage your campaign is at and what changes need to be made for it to generate incredible results. We can also help create, execute and manage a Facebook Ads strategy tailored to your business. Contact us or book a FREE strategy call HERE.