Beyond Facebook Awareness Integrating Facebook Advertising at Every Stage of the Sales Funnel By Sarah Humphrey
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From the SocialPro Conference in Seattle, Washington, June 20-21, 2016. SESSION: The Role Of Social Ads In Your Overall Marketing Campaigns. PRESENTATION: Beyond Facebook Awareness: Integrating Facebook Advertising at Every Stage of the Sales Funnel - Given by Sarah Humphrey, @sarahahumphrey - Page Zero Media, Director of Social Media. #SocialPro #14B
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Beyond Facebook Awareness Integrating Facebook Advertising at Every Stage of the Sales Funnel By Sarah Humphrey
- 1. #SocialPro #14B @SarahAHumphrey Sarah Humphrey – Director of Social Media Beyond Facebook Awareness Integrating Facebook Advertising at Every Stage of the Sales Funnel
- 2. #SocialPro #14B @SarahAHumphrey Page Zero Media
- 3. #SocialPro #14B @SarahAHumphrey The Evolution of Facebook Advertising Early Right Column Ads Some Current Ad Formats
- 4. #SocialPro #14B @SarahAHumphrey 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
- 5. #SocialPro #14B @SarahAHumphrey Tips and Pitfalls for Facebook Awareness Campaigns Awareness Phase
- 6. #SocialPro #14B @SarahAHumphrey Brand Awareness Tip 1 New Customers by Targeting Competitors Competitor Brands, Interests & Purchase Behaviours
- 7. #SocialPro #14B @SarahAHumphrey Photo Printing & Wall Art § Customers upload images § Select medium § Canvas § Acrylic § Metal § Select size § Delivered to home Brand Awareness Tip 1 New Customers by Targeting Competitors
- 8. #SocialPro #14B @SarahAHumphrey Brand Awareness Tip 1 New Customers by Targeting Competitors
- 9. #SocialPro #14B @SarahAHumphrey 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
- 10. #SocialPro #14B @SarahAHumphrey Brand Awareness Tip 2: Secondary Behavior or Interest
- 11. #SocialPro #14B @SarahAHumphrey Brand Awareness Tip 2 Customer Lookalike Audiences
- 12. #SocialPro #14B @SarahAHumphrey § 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
- 13. #SocialPro #14B @SarahAHumphrey Granular Audience Lists Brand Awareness Tip 3 Site Visitor Lookalike Audiences 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
- 14. #SocialPro #14B @SarahAHumphrey 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 3 Site Visitor Lookalike Audiences
- 15. #SocialPro #14B @SarahAHumphrey Brand Awareness Tip 4 Customer Lookalike Audiences Confirmation
- 16. #SocialPro #14B @SarahAHumphrey Leverage Content To Inform and Engage Your Target Market Consideration Phase
- 17. #SocialPro #14B @SarahAHumphrey 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?
- 18. #SocialPro #14B @SarahAHumphrey § 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
- 19. #SocialPro #14B @SarahAHumphrey Graphic Designers & Printers § 2016 Pantone Colors of the year § Designing with Translucents Consideration Phase Blog Post Content
- 20. #SocialPro #14B @SarahAHumphrey Crafters & Scrapbookers § Inspiration & ideas § Techniques & tutorials Consideration Phase Blog Post Content
- 21. #SocialPro #14B @SarahAHumphrey 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
- 22. #SocialPro #14B @SarahAHumphrey Boosted Posts § Target Audience: “Engagers” Consideration Phase Selecting Ad Objectives Conversion Ads § Target Audience: “Converters”
- 23. #SocialPro #14B @SarahAHumphrey 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
- 24. #SocialPro #14B @SarahAHumphrey Granular and Effective Remarketing Purchase Decision Phase
- 25. #SocialPro #14B @SarahAHumphrey 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
- 26. #SocialPro #14B @SarahAHumphrey Purchase Decision Phase Granular Remarketing Pitfalls Website Men’s Products Hair Care Body Wash Women’s Products Makeup Hair Care Body Wash “Leftovers”
- 27. #SocialPro #14B @SarahAHumphrey Purchase Decision Phase Remarketing Feedback Loop Bounce! Tour Provider Landing Page
- 28. #SocialPro #14B @SarahAHumphrey Purchase Decision Phase Remarketing Feedback Loop Ads will continue until the duration times out or they “hide all”
- 29. #SocialPro #14B @SarahAHumphrey 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
- 30. #SocialPro #14B @SarahAHumphrey Purchase Decision Remarketing Solutions
- 31. #SocialPro #14B @SarahAHumphrey Increasing Customer Lifetime Value Post-Purchase Decision Phase
- 32. #SocialPro #14B @SarahAHumphrey 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
- 33. #SocialPro #14B @SarahAHumphrey 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
- 34. #SocialPro #14B @SarahAHumphrey 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
- 35. #SocialPro #14B @SarahAHumphrey § 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
- 36. #SocialPro #14B @SarahAHumphrey 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
- 37. #SocialPro #14B @SarahAHumphrey THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!