Everyone, at some point, starts at Step 0 (before they realize they have a need).
They can only ever buy from Step 5—when they are convinced by the proposition that the solution will address their needs.
The sequence is logical. Prospects can only go up one step at a time.
So, to achieve a sale, you must get people from their current level of awareness to the top of the ladder, one step at a time.
Impossible to sell to them until they climb on the ladder. They don’t have the problem your product solves so they’re not ready to buy anything yet. You need to create the need for them (pun intended)
These are people who already identify a problem and who may be interested in discussing it. They want to learn about what options they may have.
These people are actively looking for the right solution to their need. But they don’t know your solution yet.
So we need to make sure they hear about it 😉
These guys know about your stuff but don’t know about the benefits your solution offers. Why your product is superior to other products?
So why should they care about you? That’s why you need to get them into Step 4.
They are not yet convinced to buy. You need to push them a little bit and move their needle.
The best way to sell to these people is to build the vision in their mind of how much easier or better their life will be once they enjoy the benefits your product has.
I started so many times by stating the benefits my product had too early and all I got was blank stares…
These guys are ready to buy so you just need to send them to the sales page where they get all the details and click to the order page.
You just need to help them cross over the finish line...
“0. At the outside are people who are experiencing hair loss and who may find it an annoyance, but do not consider it a problem.
1. There will be other people for whom hair loss is a problem, but who are not aware that treatments are available.
2. Some people are aware of some solutions, but do not yet know about Joe’s Miracle Hair-Gro.
3. Others know about Joe’s solution, but do not know how it is any better for them than other products.
4. Some people may be convinced of the benefits of Joe’s product, but are not yet ready to commit to buy.
5. Finally, potential customers think that Joe’s product is probably the best, and would like to buy it.”
Excerpt From: Benjamin Hunt. “Convert!.”
Both of these campaigns need to be highly relevant or it won’t work.
the audience (who), the trigger (what), the goal/conversion (why)
The Retargeting Campaign triggers
You need multiple audiences that form a well oiled machine to track your prospects ascending movement on the Awareness Ladder
Setup the custom conversions you want Facebook to optimize your campaigns for
Create 3-4 videos for people into Step 0 and 1 and get these videos in front of them.
You do this with a Video Views campaign aimed at your target audience.
Then, as they stop and watch the videos more than 25% or another trigger you decide to use, Facebook will automatically add them into the retargeting campaign
The purpose of the retargeting campaign is to take people from Step 2 all the way to Step 5.
Now that
> they realised they have a problem (step 1),
> you will show them your solution (step 2),
> compare it with other products and tell them about your unique benefits (step 3)
> then you will show them testimonials, case studies to push them towards the finish line (step 4) and
> then to buy (step 5).
Use a mobile-first approach when creating Ads and pages.
70-90% of all Ads reach and page visits will come from mobile (already do)
Do Not Try To Be Perfect!
Record the video ads with your phone, with your DSLR camera.
Use a selfie stick or just your hand to hold on to the camera. Or ask a friend to record you while you talk.
Try to make your ads look like NOT Ads at all and then people will engage with them.
Also, ask questions in the videos, reply to comments you get, like you do on your personal profile. (I got a few sales by doing this)
Use this Automatic Traffic with Video Ads on Facebook strategy if you want to
