The 3 Stages of Customer Acquisition with Facebook Ads

In this article, we’ll familiarize you with various promotions, motives, and advertisement types that you can craft to promote or sell your products or services. Find this guide as a model of effective campaign planning and understanding of the buyer’s journey.

At the end of this guide, you can expect to be knowledgeable enough to make your next Facebook campaign run more effectively and for a profit.

Facebook splits every step into an ad manager’s campaign goals. It optimizes your plan for a certain outcome or goal when you set your customer specifications. The way your advertisement is distributed to your audience is also decided by the type of ad you wish to run on Facebook.

Depending on the aims of your campaign, you can use any of the ad objectives at any time.

Today, we are going to break it down for more clarification:

3 stages of acquisition of your customer

1. Awareness

“Your customers can only buy your products/service if they know you” 

In simple terms, you need to reach out to the buyer and they need to know that you are in the marketplace selling the product they need, or will need in the future. These objectives are perfect for prospecting campaigns.

The goals of the Awareness stage are: 

• Brand Awareness: Facebook advises using this ad type to “Shift your brand’s visibility to people more likely to engage,” This ad form is explicitly tailored for individuals in a certain niche or audience.
  
• Reach: The aim of these ads is to show your promotion to as many unique viewers as possible.
  
• Boosting Your Posts: All business Facebook profiles must be familiar with the blue button “Boost Post”

Boosting a post can help build meaningful engagements to your post, generating more visibility to the public. This service offers you to target a certain group of audiences with the flexibility of choosing your budget and timeframe for the ad.

As of January 2020, more than 16,190,000 people in Nepal are active Facebook users. The amount of opportunity to market is endless if you are planning worldwide. Even if Facebook has increased its costs for promotional ads, businesses surely are benefitting more than ever from it.

2. Consideration

At this point, customers are aware of your business and seek to decide whether they want you or a rival to buy. This is an important step because you want to begin to build a relationship with your potential customers–in marketing terms, “lead generation“.

You should be able to gather important and valuable information, referred to as the lead magnet, for the address of a potential customer (at least), to help cultivate customer relationships.

You may use these goals for prospecting and remarketing strategies, depending on your priorities.

Some of the main objectives for the Consideration stage are:

• Traffic: Traffic campaigns power your platform, landing, or e-commerce sales traffic. This is one of Facebook’s growing forms of advertising.
  
• App Installs: This form of campaign is app-specific and works only on mobile phones. So, it’s great for you if you sell an app. This goal encourages people to install their applications on their phones or tablet. It also monitors how many people are downloading your software and how many are registering and logging in to the software.
  
• Video Views: Track the number of watch times in your videos on Facebook and pump up your marketing through video content. The longer you watch, the more you’re interested in it. Video ads of 10 seconds or longer tend to produce great results, particularly when re-targeting audiences are created.

• Lead Generation: This target is set to directly gather an email address on Facebook. You don’t have to put your future customers on a landing page or on a form in order to receive their e-mails. However, to make this work well for you, you need an appropriate follow-up series. A coupon code is one of the easiest ways for an e-commerce company to use this program. After your prospect has opted into the Lead Form Ad, you can offer them the coupon code.
  

Your potential customer will be able to fill out a questionnaire after you create an ad for this campaign target.

• Engagement: Such campaigns include the audience, preferably to take action. The 3 types of engagement objectives are:
  • Post Engagement: This is perfect for smaller businesses that want to attract their target audience’s attention. When you want to get exposure to sales, promote, or even lift your business visibility by using a certain message, equivalent to promoting a newspaper, you can use the post engagement campaign.
    
  • Page Likes: It literally aims to make people like the Facebook page of your company. The benefit of this form of advertisement is that it is very inexpensive. If you get more people to support your profile, you will build an audience that you choose to use later.
    
  • Event Responses: This is the perfect initiative if you have a business around events and shows. If you want to host any functions, or if you have a special event for your online store (such as a special sale). You can create an event on Facebook and get people to RSVP.

While Facebook can help sell goods, it should be viewed as a forum for building genuine long-term customer relationships. Do not use the platform solely to sell; use it to inform and connect, because it promotes customer loyalty far higher than a random Facebook ad for sale in increments.

• Messages: Your potential customers will respond to a Facebook message that is chosen for your Messaging list and not everyone can do it or know it. Or use this as a choice for customer service, ask how the buying experience of a customer was handled, which would be an excellent application for eCommerce. You may also use it as an extension to your e-mail campaigns to support or use your blog.

3. Conversion

This stage is where you want a client to take action in particular. Preferably, to buy.

These conversions are tracked on Facebook, which makes them suitable to support promotions because it is easier for you to create visibility for your ads.

Objectives for the Conversion stage include: