Is what you’re advertising with so compelling that they had to click?<\/li><\/ul>
For example, let’s say your business is a marketing agency and you want to get more qualified prospects into your sales funnel. You started in the awareness stage<\/b> and boosted one of your top performing posts on Facebook which drove some traffic to your website.<\/p>
Awesome! Now what?<\/p>
If you have Facebook Pixels set up on your website, you can create a Custom Audience based on traffic to that specific page and retarget those users with an add for another similar piece of content. Or you can target them with an invitation to an upcoming webinar on marketing strategy. Or, a free download of an ebook that you created on starting a business.<\/p>
Since that audience already interacted with your content on Facebook and has now visited your website, you’ll have a much higher chance of getting them to sign up for something in the future and might even get their email address while you’re at it!<\/p>
Here’s an example of a piece of consideration (MOFU) content<\/a> we ran with HubSpot last year:<\/p>
One more example of targeting in the consideration stage!<\/p>
First, we created a TOFU video that was meant to purely drive views and engagement.<\/p>
After posting the video organically to Facebook, we boosted it for extra views. After about three or four days the views climbed up into the thirty-thousand range.
We then created a Custom Audience based on people who watched more than 10 seconds of this video we created (making them a highly-engaged user). Within that custom audience, we excluded anyone who had visited Buffer.com or blog.buffer.com in the last 60 days.
Finally, we targeted a top performing and related blog post to this audience to drive traffic to our website.
This ad has driven more than 3,500 visits to our blog for less than $ 0.15 per click. All of which haven’t been to any of our pages within the last 60 days!
Which leaves us with one last stage, the money maker, conversions.
Social media advertising: conversion stage
The conversion stage is one of the trickiest stages to master, but those that get the hang of it can drive big results for their business.
Success in the conversion stage comes down to three critical components:
- The quality of your targeting
- The quality of your ads
- The ability to track results.
It’s also worth noting that great conversion-focused ads almost always contain an irresistible offer.
For many companies, this might be a discount on a product, a free-trial, a coupon, a buy-one-get-one-free offer or even the standard product in full price depending on the industry.
Along with this is the importance of being able to track results of your conversion ads through tools like the Facebook Pixel, Google Analytics, a product like AdRoll, or even maybe your brand’s CRM.
Understanding which campaigns are driving conversions, which campaigns are resulting in higher lifetime value customers, and which campaigns are losing money is super important in helping you to double down on what’s working and drop or iterate on what’s not.
Here’a a great graphic from our recent interview with Ian Cleary on creating a sales funnel that converts:
It’s important to note here that the word “conversion” doesn’t necessarily have to mean purchases or sales. A conversion can mean a variety of different things to different businesses.
You might find that a user who signs up for your webinar is much more valuable then someone who signs up for a free trial.
In that case, you’ll probably find it valuable to spend a majority of your ad dollars on webinar conversions, which you can track with a simple landing page and thank you page.
Speaking of budgeting, here’s a sneak peek at “Budgeting” from our new Skillshare class!
The conversion stage is all about knowing how to track valuable pieces of content in every part of the customer journey.
Over to you!
Social media advertising can be a daunting venture for many businesses and marketers. It’s what prevented us at Buffer from experimenting with ads for a long time.
Thinking of advertising in terms of the three different stages: awareness, consideration and conversion, you’ll be well-ahead of 90 percent of the social media advertising marketers out there.
You can begin with the basics such as boosting posts to help build an audience that you can eventually target down the line. Or, you can jump right into the bottom of the funnel if you have a piece of content that you think would work particularly well.
We encourage you to get out there and try it for yourself!