Each part of the client journey addresses a different aspect of a business, therefore the advertisements that they see throughout the journey should reflect that.
Our friend from Slingshot Media Consulting, Eric Saar, has some brilliant strategies to organize your ad strategy for leads to see before they convert to paying customers.
The Video Views Funnel focuses on the amount of content that leads are watching, and basing their next ad on that watch time.
Let’s go through a step-by-step of how to implement this strategy, then watch the live video training video for more context.
Step 1: Create The Content
The first step is a bit obvious, but in order to show leads new, exciting ads – you need to create ads that provide something different in each video. These “ads” are a bit longer (1-2 minutes) than the normal, quick ads they’re used to seeing on Facebook.
Here are some examples from our beloved Harmon Brothers Easy Ads That Sell course.
- Explainer Ad
- Tell them what you do! Explain the basics about your company and the services you provide. Consider this to be an intro for new leads that may be just learning about you.
- Why Ad
- Tell your story. Show leads what they can gain from using your company for their needs, what sets you apart?
- Getting Started Ad
- Show them how to get started! This may be a simple demo of how to utilize one of your goods or services.
- Customer Journey Ad
- Use your current customers rave reviews! Show leads how they can use your company from your current customers themselves.
- FAQ Ad
- Skip the Q&A and create an ad that answers the frequently asked questions that new customers tend to have when getting started with your company.
Step 2: Segment Your Leads
Even as leads, they are going through the stages of the client journey. These segments are dependent on the amount of the ad they watched. In order to move from one segment to the next, the leads have to watch at least 75% of the previous ad.
- Maybe they’ve heard or slightly engaged with your company, but likely don’t know what you do.
- These are the leads that have watched over 75% of the first(cold) ad, and have an understanding of what you’re offering – but do not have all the information they’d like to have before converting.
- Call To Action
- The final segment is the one that pushes the lead to become a customer. This is the offer or the request to convert the lead after they have continued to watch 75% of the advertisements.
Step 3: Determine Your Audiences
There are 3 main Facebook audiences to look at in this funnel.
- These are your ideal leads. The leads that have engaged with your company previously, or are considered to be “matched buyers.” This is the priority audience for the cold advertisement, as they have already heard of your company and are more likely to want to learn more. It’s recommended to have a larger audience for this, with at least 1,000 leads included.
- Detailed Targeting
- In the event that there are not enough “Lookalikes” for you to initiate your cold ad, detailed targeting is the perfect substitute. This audience is based on interests, demographics, job titles, industries, etc.
- Retargeting is for the subsequent ads that are shown if the lead watches 75% of the previous video. By doing this, leads see a new, different content that are more aligned with their position in the client journey.
Step 4: Organize Your Videos
Determine which ads are applicable to each segment.
- What video ad would be best for those that have barely heard of you? What video provides the basics of what you do and what you will provide?
- Example: Explainer Video Ad
- Different video than the cold segment, but can vary depending on the content you create.
- Example: GSA, Why Ad
- Call To Action
- In your final segment, what video will be the final push to convert the lead? Final information, offer, or call to action to convert.
- Example: FAQ Ad
Step 5: Pay Attention, Be Patient
Eric has some tips to consider when it comes implementing this funnel.
- Let the funnel sit
- Rome wasn’t built in a day, so give the funnel 2 – 4 weeks to settle and produce data.
- Distribute the budget
- Since your cold audience is the largest audience, you’ll want to spend a considerable amount (80%) of your budget on the first ad to be sure that it is getting in front of enough of the right people.
- Track the amount watched
- While we focus on those who watch at least 75% of the videos, still pay attention to the number of people that are watching 100%.