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Building block 1: work from a funnel

The first step in setting up your advertising campaigns on social media is to set up a funnel. At the top of the funnel you try to create awareness among the target group and at the bottom of the funnel the goal is to convert a lead into a customer. There are several ways to organize and build your funnel. The well-known ones are AIDA (Awareness, Interest, Desire, Action) or “See Think Do Care” from Google. It doesn't really matter which one you use, as long as you understand that there are different stages someone can be in before he or she becomes a customer of yours.

The funnel is important because it is a framework on the basis of which you devise and execute your ad campaigns. The funnel also forces you to make choices in your budget. How much money do you want to spend on advertising for the top of the funnel and how much budget for the bottom? Splitting your budget 50/50 is an excellent starting point.

Although many marketers and ad campaigns are judged on ROAS, that should not be the primary goal. On the contrary, perhaps even. Because a campaign that focuses exclusively on attracting conversions is a strategy that will not yield anything in the long term. Scoring conversions is not sacred. Building awareness, awareness and involvement with a specific target group lays the foundation for conversion.

Building block 2: good content for your campaigns

Just as you make choices in the budgets you make available for each phase in the funnel, you also do the same for your content. Each step in the funnel requires unique content. A potential customer has different questions that need to be answered in each phase of the funnel. So ask yourself per phase what information is really important for the target group and then create the right content for it.

An important trend in content creation is the shift from static to visual content. Simply put, from text to video. Various studies show that 79% of users on social platforms would like to get to know a product or service in video form. Are you prepared for that?

Building block 3: perfect control of the FB Ads manager

Coming up with a successful campaign is the first step, after which all ideas must be implemented. Smart and good use of the Ads manager of FB and Instagram is an indispensable link in the whole.

Did you know, for example, that you can create so-called “instant experiences” in the ads manager? This makes it relatively easy to build small magazines that the user can immediately open and read in FB. From there you can link to other content. But, you can also retarget based on the number of seconds they looked at your magazine. Someone who has looked briefly probably needs some more convincing, while someone who has looked for a long time may already be ready to convert. With smart retargeting and good control of FB's Ads manager, you can respond optimally to this.

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