This action-packed episode is brought to you by the performance marketing experts at Voy Media.
INTRO: Many marketers are advertising to every single person in their funnel the same way. But the truth is that your marketing funnel consists of people with extremely varying relationships to your brand. The same way someone you just met is a different relationship than your best friend. This episode breaks down each part of your marketing funnel in the context of digital marketing, and how to communicate with each level.
Top of Funnel, or Cold Audiences
These are people who have never heard about your brand before.
Audiences would be lookalikes, interests, or even broad/no targeting, as long as you exclude FB/IG Engagers last 365 days, and exclude website visitors last 180 days.
Content is introductory or educational to your brand or core product.
Middle of Funnel
These are people who have interacted with your brand, but have not necessarily displayed purchase intent.
Page/post engagers, website visitors, even product page visitors who have not added to cart.
They require more touchpoints.
Content here can be more product-centric, or sales-oriented, because they are familiar with your brand or core product. So you don’t need introductory or educational content as much.
Content here should also overcome objections. Maybe someone saw your product, but they had doubts about the quality or the price.
Quality (30-day risk free guantee)
Price (discounts, slash pricing, or justify price)
Credibility (reviews/testimonials, social proof, user-generated content).
Bottom of Funnel
These are people who have displayed serious purchase intent.
Added to cart but not purchased, added payment info or initiated checkout (clicking checkout button), but have not purchased.
Content here is very similar to Middle Funnel, but you can be even more sales oriented.
They basically just need a reminder to purchase.
Ads here should go to the /cart page.
Dynamic product ads are great here too.
Already purchased from you, know you well.
Content here can be very sales-oriented, but you can also be very personal and invite them to Facebook groups, forums, things you’re building a community around.
FB AD PRO TIP: Reach objectives are worth a try here because the audience is already qualified, you just need to reach them.
Email and unpaid media is a good idea here too.
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