Awareness, Consideration, Conversion. [What you need to know]
No, they are not just buzz words, this is what you need to know about them.
Advertising on Facebook has been built in such a way that helps every business not just sell but GROW.
Only if you refuse to see how easy they have made this for you and me, only then would you refuse and jump alongside the bandwagon of folks who say “Facebook ads don’t work”
Come to think of it who actually did not work, you or the Facebook advertising system?
Let me leave you to critically analyze that after this post.
With community and people at the heart of the Facebook company itself, a close follower of it growth would have noticed that every new invention, update, and improvement, is all towards enhancing that mission of bringing people of like interest together to share their voice and thoughts to the world.
Building relationships amongst people is therefore a core of all their activities.
This in itself is evident in their dealings with businesses on the platform.
With them reducing the organic reach of business pages, enhancing groups, and personalizing the experience for each of their users, you would agree with me that they want customers to choose themselves what they want and want not to see and interact with on the platform.
How does this then reflect in the advertising world?
The Facebook Campaign objectives are divided into 3 tabs.
The awareness tab, the consideration tab, and the conversion tab.
In the posts forthcoming we would discuss the details of these but let’s stay on a primary level here.
The mindset behind the structuring of the campaign objectives is simply a replica of the typical buyer’s journey.
The first stage for anyone making a final buying decision is to be AWARE of the business and the solutions they provide.
At least you cannot buy from a person you do not even know exist!
They are not in your sphere of consciousness therefore for any brand to earn your business, they need to bring themselves into your AWARENESS.
This is what Facebook has made possible with the awareness objectives where you can get to place ads based on your brand awareness objective or the reach objective.
On each of these objectives, you get to measure either how many times the people who viewed your ad remembered your brand or how many people your business reached.
While this is good to start with the real juice begins to flow from the second stage of your journey.
The CONSIDERATION Objectives.
The objectives on this tab are simply directed to help you get to engage, start a conversation or get on building the desire for the solutions your business would be providing for the audience whom you’ve reached.
With all objectives from the traffic objectives which helps you send people from Facebook to somewhere outside the platform at which you get to either give them an offer, they would consider taking or not.
To the engagement, app installs video views, lead generation, and messages objectives they are all with the aim to get your ALREADY aware audience to either consider your options as a solution for them or not. Sales can be made here but it is not the major focus. The focus here is to get them to engage with your business and build the relationship needed for the third stage which is..
The CONVERSION Objectives.
The objectives on this tab are focused on driving in the sales as the word said CONVERSION!
This is where you get to convert your now aware and engaged audience.
From the conversion objective itself to the catalog sales and store traffic objectives these are all directed towards driving in the sales.
Following this simple journey model, a clear path from taking a total stranger to becoming a paying customer would emerge right before you.
You would see a perfect model of putting on first the relationship right before demanding their money.
While you can always work around each objective based on your business goals, hold steadfastly the mindset behind the structure.
Build a relationship today that would pay you tomorrow.
Thesocialmediaguy
