When we work with Facebook as an advertising tool, we work simultaneously in funnels: top, middle and lower funnel. We do this so that users get the best possible experience with you and your brand.
Let's use a metaphor most people can relate to, imagine that your funnel strategy is like building a house. First we need to lay a solid foundation, then we build the shell, put up walls and lay flooring, and finally we paint and furnish.
By topfunnel, we mean introducing new potential customers to your brand. This is the first time they get to know your company and your products. A topfunnel campaign should therefore be informative and inspiring. It is in topfunnel campaigns where we lay the "foundation" of our metaphorical house. This is where we create the foundation for your future campaigns, as this is where you have the opportunity to collect a lot of useful data - and more data = more solid foundation for your marketing.
As a brand, when you first start to shoot money at Facebook advertising, it can be frustrating that online orders or leads don't just pour in! And I can understand that, but but but... You can't move into a house when only the foundation has been laid (does the metaphor still work?).
In the topfunnel stage, our primary objective is one of two scenarios; either to drive the user to your website via a traffic campaign, or to reach as far and wide as possible with a reach or awareness campaign. The data we get on the other side of the campaign is worth its weight in gold going forward! Let me elaborate.
Our topfunnel campaign is now well over, we have led a lot of relevant users to your website and have collected a lot of nice data. That data is only good to have if we use it for something - and that's where our midfunnel comes in.
Now the foundations are laid, we can move on with our house project and put up walls, lay flooring and other things that make a house a bit more house-like. For midfunnel campaigns we can use retargeting to our advantage. Retargeting means that we go in and expose your campaign to users who have already been introduced to your brand before - we therefore assume that they are more "likely" to click through again, as your brand is no longer a complete stranger to the user.
It's also in midfunnel campaigns where we can afford to be a little more playful in our wording. Here we can speak to users with the assumption that they know who you are as a brand. Here, in the ads themselves, we can go a little more in-depth and be more specific by, for example, showing images and descriptions of some of the products or services your brand offers.
Examples of a midfunnel ad can be one of the "common" ad formats such as image, carousel or video, but you can also move into creating a lightning experience here. A quick experience is a page that opens up inside Facebook when you click on the ad - the user is not redirected to an external website.
Lightning experiences can be set up in a few different ways, but when we talk midfunnel, I want to focus on the way you can use a lightning experience to set up a storefront or digital tour of your brand. Here, as a brand, you have the opportunity to show your products in a more inspiring and vibrant way, while introducing the user to your universe and aesthetic.
Once our midfunnel campaign has run, we have EVEN more data that we can use to achieve our goal, which is ultimately to get conversions/leads - or move into our house, if we continue in the house project metaphor.
We've laid the foundations, we've put up the walls and laid the floors and we've finally got to the fun part! We're going to paint and decorate our new house - or rather, we're going to get out and grab our conversions/leads that we've been working hard to lead up to. We need to get started on the lowerfunnel.
Lowerfunnel is the final stage of our advertising journey. This is where we can assume that the user has made our acquaintance before and therefore has a fair amount of trust in us.
Start with yourself - would you ever buy something from a brand you've never heard of before, the first time you saw an ad on Facebook from them? Most people would probably answer no to this, therefore we can't expect users to do that with your brand (hence why we work with top and midfunnel).
Now that we're coming to the end of our funnel strategy, let's dive into what a lowerfunnel campaign can be. This is your chance to really go in-depth and communicate with users as if you were old friends!
In the most literal sense, imagine you're talking to someone you know well. You can talk about things they like, you know their favourite colour, you know what type of car/bag/cake they like etc. It might sound verging on "creepy", but you can actually go in and advertise specific products that the individual user has been looking at themselves! You can do this by creating a conversion campaign with a dynamic catalogue.
A dynamic ad works particularly well when we're talking lowerfunnel - because we have some facts straight; we know that the user has looked at that particular product before, and therefore we can afford to put a CTA button here that encourages "buy now" or similar. It would also be at this stage that, instead of writing more fancy words about your brand, you go a bit more to the metal and say something like, "We see you've been looking at the following - buy now and get delivery within 2 days!" It's short and to the point, but we've spent the previous steps softening up users and building trust.
Far from being a dynamic ad, a lowerfunnel campaign can also be a "regular" ad, where you simply show products or services in an image, video or carousel ad - for example with a CTA that encourages you to take action here and now - whether that's buying something or making contact.
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