If you’re already in marketing then this might be old news, but if you’re out here winging it, here is some vital information. Buyers don’t pull out their wallets right away. Most consumers will follow a fairly predictable buyer’s cycle that looks like this:
- Awareness (you appear on their radar)
- Consideration (the more they see your ads or content, the better the deal sounds)
- Conversion (they either buy or they move on)
It just so happens that Facebook ads have different objectives that you can match up to these buyer stages. This is called a sales funnel. You start with casting a wide net, and as people move through the funnel some may drop off but you are left with just the people who are truly interested in buying your product.
Luckily, you can use Facebook ads and video content to help guide potential customers to your purchase page. When moving from top to the bottom of the sales funnel, the creatives should answer these questions: “Why?”, “How?” and “What?”. We will learn how to do this in the paragraphs below.