The social media landscape is changing, now more than ever. Where it used to be enough to use a simple link post to attract a lot of traffic to your site at a low cost, this is quite different these days. Almost every company now advertises via social media, which means that the competition is unprecedented. An additional effect of this is that the CPCs continue to rise.
A good advertising approach is therefore crucial in the world of social media today. Here, it is important to be aware of all the latest trends and developments in this area. When you are up to date and are good at determining which social strategy best suits your company, you can stay ahead of the competition.
In order to develop a social strategy, we make use of the full funnel model. This model ensures that your brand is visible in every phase that the target group goes through. This way, you can reach new potential customers and ensure that they end up in the funnel of the full funnel model and ultimately make a purchase (see figure 1).
The first phase - See phase- what we are looking at is making your company or product known. Here, the focus is on brand awareness and we focus on potential customers who do not necessarily have a purchase intention yet.
It's important to get your company's story across as well as possible. This can be done, for example, by using a brand awareness campaign, but also through a reach or video viewing campaign. Because people are not yet familiar with your brand in this phase, we recommend using a video viewing campaign. With the use of video, conveying a story will be considerably easier than with a static banner.
The focus of this campaign is on achieving ThruPlays. This is the number of times the video has been played in full or at least 15 seconds. You can use a brand movie for this, explaining what your brand stands for within 15 seconds.
When making a brand movie, it is important to take a number of things into account:
Furthermore, it is of course important to address the right target groups. Within the See phase is the advice to target groups or a Broad Audience to work. With the latter audience, you do not include targeting in your campaign. This lets Facebook's algorithm determine which target groups might be interested in your content. Using this makes it easier to find potential customers who you would never have known existed otherwise. By then consulting the target group statistics or ad reports in Facebook Business Manager, you get insights and more information about the target groups targeted by Facebook's algorithm.
In the Think phase of the full funnel strategy it's about customer consideration. In this phase, the customer acknowledges the need. After the customer has become aware of your company, it is important to arouse interest among these customers. Here, it is important to use more specific content and to further stimulate this interest.
Within the social landscape, we set up a traffic campaign for this in combination with the right targeting. The goal is to send as many people as possible who recognize their needs and are aware of your brand to your website. This is the first step to then take these people to the do phase to move where the purchase takes place.
In the Think phase we use an Instant experience in combination with a video or a static banner. These two expressions then run side by side.
In this phase, an Instant Experience is an extremely suitable means of providing additional information to the target group. The best way to describe an Instant Experience is as a mini website where you don't leave the Facebook/Instagram platform (see image 2). You know that the customer has already recognized their needs, so it's important to provide them with extra information and properly convey the atmosphere. Using an Instant Experience results in a lot of traffic to the Instant Experience, at a low CPC. This gives you a higher degree of intent when someone clicks through to your website from the Instant Experience. In addition, we see that the duration of the active target group within the Instant Experience is also very high.
Because inside the Think phase if the target group already recognizes a need, it is important to layer your target group strategy. We recommend using a lookalike audience here. Based on the source audience, you create a similar target group that has the same properties. That's what we call a lookalike audience. In this way, you go from an unknown target group to a slightly warmer target group. If a video was used in the previous one see phase and there is sufficient budget, you can choose to retarget the video viewers. This way, you can take the target group with the most interest to the next phase in the full funnel strategy.
Where we are in the See and Think phase focused on convincing and getting acquainted with the service or product, we steer into the Do phase on the ultimate desired behavior: the conversion. The expressions will be more product-related instead of atmospheric. There will also be more focus on the USPs and unique features of the products/services. The information acquired in the previous phases is crucial to finding the right target groups in the Do phase to be able to build with.
What type of expression, information or textual persuasion worked well in previous phases? For example, which target groups have been the most responsive to those campaigns? Which ones have been on the website the longest? Who visited the most pages or left products in the cart? With all this information, you can then build your target groups and expressions based on this behavior. In this phase, it is possible to retarget based on this behavior. You can also target with the specific products/services that the person viewed but did not order (cart abandonment). The most relevant target groups, such as people who ordered one or more products, can also be used to create lookalike target groups. Here, you use Facebook's algorithm to find people who are most similar to your most valuable target group.
An example of relevant retargeting for website visitors is dynamic remarketing. This shows your products again to people who viewed them on the website. Here, it is important to show the same products, but also to add important USPs and information. The aim here is to remove the customer's doubt, so that the threshold for switching to conversion is lowered.
With overlays, it is possible to add extra branding and recognition to an image and/or video. This includes, for example, a logo or corporate identity. However, it is also possible to work with dynamic overlays. Working at Yellowgrape with the Smartly tool. This tool is ideal for automating social processes. This includes automating creation by means of templates for video and images. In addition, a dynamic overlay can also be used that you place over the product feed (see image 4).
The full funnel model offers a foothold for building your social campaigns. You ensure that you reach a new target group and include them completely in all phases of the funnel with the ultimate goal: a new customer. We have summarized our social approach in a full funnel approach model. Here you can see step by step what content and targeting you can apply per phase of the funnel.
Are you curious about how to develop a social approach? Or would you like to know more about this? Then take contact with us on and we'll help you out!
