Geometry. It was the only math class that ever truly made sense to me.
I’ve never been the type to bend the rules, so the confines by which proofs operated aligned with my Type A, writer’s mentality.
Thinking of numerical outcomes in terms of proven logic laws helped me generate answers to problems that would otherwise confuse me.
In its most fundamental form, a proof is built on connections determined by the following formula: If A, then B and If B, then A
You can’t have one without the other. They must be equivalent to prove the theorem true.
While most of us left if/then sequences behind with school books and backpacks, the constructs can inform our marketing in monumental ways.
The Buyer’s Journey and Your Ad Campaigns
The first concept any marketer or business owner promoting their services and products learns is the buyer’s journey. It’s an explanation of the psychological and physical stages your prospects go through after an initial interaction with your company. Typically, there are 3 steps in the sales process.
Many marketing campaigns - from discounts and trial offers to seasonal promotions - target one of the 3 stages singularly and independent of other workflows. To have a healthy marketing mix, however, you should create one comprehensive funnel that takes new leads from the awareness to decision stage seamlessly and automatically.
Yes, I did say AUTOMATICALLY.
Now, I can’t take all of the credit for the strategy I am about to introduce to you. Dennis Yu, writer at Adweek and Chief Technology Officer at BlitzMetrics developed a Facebook advertising strategy based on a 3x3 grid of 1 minute videos.
Basically, using Dennis’ format, you would shoot 3 one-minute videos detailing different parts of your story for starting your business or providing the services you offer. The key here is personalizing yourself and your company through that origin story because Facebook is a highly personal and family/friend-driven platform. Your content must mesh with the user’s Newsfeed in order to gain that first engagement.
From there, it’s setting up if/then sequences based on custom audiences segmented by video views and percentage of the video users watched.
WHY VIDEO #1 → 3.5K 10 second views = A custom audience
If user watched 10 seconds of WHY VIDEO #1, then user gets served HOW VIDEO #1
HOW VIDEO #1 → 2.8K 10 second views = A custom audience
If user watched 10 seconds of HOW VIDEO #1, then user gets served WHAT VIDEO #1
WHAT VIDEO #1 → 1.5K 10 second views = A custom audience
Creating nine videos may seem overwhelming for first-time Facebook Ads Manager users, so I’m going to break down Dennis’ grid format into an abbreviated series of 3 videos.
Instead of creating 3 videos per content topic (i.e. why, how, and what), streamline the funnelization of your services to 1 video for each bucket like I did in the example below.
A core marketing funnel takes advantage of real-time user engagement and specific retargeting to weed out the poor quality leads who are least likely to convert on an offer you introduce later in the sales process.
But, there are a few caveats to note during the setup process.
According to Dennis Yu, the relevance of your ad to any given audience is found at the interaction between content and targeting. Always make sure that the videos, images, and copy you create for an ad or boosted post resonate with the audience you’re attempting to reach.
And don’t forget to structure your campaign like a proof using if/then sequences.