The Key to Successful Facebook Ads

What if I state you that most of the people are not fully utilizing Facebook Paid Ads to its Full Potential.

You might agree to me to a certain extent, or you might even disagree with the above statement.

This week I will share you a fantastic methodology which was structured by marvellous Curt Maly. If you don't know him, please start following him.

Only some of you guys must be following a Full-Funnel Strategy but do you know how to differentiate between top, middle and bottom of the funnel, and how to target our audiences with bare-minimum budgets.

This method will teach you how to 'transition a person from a stranger to a buyer inside the Facebook universe'. Interesting.

The method that Curt uses is called B.E.L.T. method.

What is B.E.L.T. Method?

The method revolves around two broad steps:

a) understanding the psychology and mindset of your audience that your potential buyers might not be ready to buy after seeing just one ad (Yes that does not happen, and even if some of them are interested in buying, it's imperative to do not ignore those who were not ready to buy just yet and continue nurturing your relationship with them),

b) creating a full-funnel Facebook campaign structure that moves the customers down the funnel directly inside the Facebook platform.

Every audience segment and buyer is different, have different touchpoints, and you don't know how each of them will buy — it is also called blended attribution.

It is interesting to note that each vertical and each brand's consumer journey will be different too. Some people buy right away with an ad, but it's always just a tiny percentage. Some people require to research, i.e. video views, or engage, i.e. spend time on the website.

"The Rule of 7 is a marketing principle that states that your prospects need to come across your offer at least seven times before they really notice it and start to take action.” —

Old Marketing Adage

This is an old saying, but it makes a point that you cannot make pre-mature decisions by claiming that if someone never bought my product the first time, they will never buy it if they see my ad for the fifth time.

What most people think about how Facebook works or how their campaigns should work?

How it actually works?

The four parts of the BELT

Belief. Engage. Lead. Transact.

The BELT concept follows different stages of the customer journey (top of the funnel (TOFU), middle of the funnel (M.O.F.U.), and bottom of the funnel (B.O.F.U.):

• Top of the funnel — the biggest pool of market, the unaware audience. They've never heard about your brand or your offer.
• Middle of the funnel — they've seen your brand, they might have clicked on one of your ads or seen our website. They might have been engaged with your brand lately.
• Bottom of the funnel — they are the most aware audience for your brand. There is a high potential that they are considering to purchase your product or service.

If you found the above funnel useful, you should look for Eugene Schwartz Triangle.

B.E.L.T. = Believe. Engage. Lead. Transact.

1. Belief means how to build brand awareness and authority. We want to help our audience believe that they have a need/problem and make them realize that our business can potentially fulfil that need for them. At this point in the consumer journey, our audience may or may not be aware that they have a problem/need. They may be or may not know that there is a solution to that problem. So it's our responsibility to assist them in starting to believe that there is a problem/need and it can be solved.
2. Engage means influencing our audience to the problem, product details, solutions, offering and services. Our objective here is to help them evaluate why our offer is best placed to give them the solution that they need. We can do this by communicating more details in an entertaining/engaging way which can be called edutainment (educating and entertaining them). The real objective of engage campaign is to nurture the relationship with the prospects (cold leads). They are at this stage because they want to know more. They want to be educated, they've come to this stage of the customer journey to continue learning about their need/problem and the solution/offering, with the final goal of establishing trust. The objective here is to show them the right content — (not salesy but engaging!), at the right time to help them in the decision-making process.
3. Lead means presenting our audience with clear next steps to move forth or take action. We are driving them to our solution by proposing something of value in exchange for this information. Lead content can be product or service focused that help users engage with our brand to enter our sales funnel and buy from us.
4. Lastly, transaction, where we are taking our audience to spend in our business, purchase our product or service to meet their needs. The final stage serves up strong calls to action, specific offers that will help users make their decision. The goal here is to get the audience to purchase eventually. You will need to set up proper retargeting, and now you can run conversion ads, product catalog ads, they're called D.P.A. ads, store visits if you want to increase footfalls to a specific a location. It is best to use different objectives, such as video view ads, image ads, story ads, clicks to websites, website conversions.

You can learn about this entire course from cxl.com it has some fantastic details like;

1. How does Facebook learn about users' interests and behaviours?
2. What is the Breakdown Effect and why it matters
3. How the 1$/day strategy helps to restrict the Facebook algorithm and target the right users at the right time
4. How ignoring C.P.O. (Campaign Budget Optimization) can be negatively influencing the R.O.I.
5. What's the ideal duration and structure for Facebook Lives (including how to write a script)

Please feel free to share your thoughts on this.