Need advice for content marketing on FB (8)
Hi,
usually I'm doing direct response on FB with MMO offers which is working well for me. But in order to reach new audiences I got curious about content marketing in order to warm an audience up and reach more customers who aren't instant buyers. I mean people who are "open to it" on the Chet Holmes buyer's pyramid.
What I don't know yet is how to practically do that. What kind of content does a person need to see and which action steps should he perform to warm him up? Is there something like an escalation formula? Like first see a post, then ask for a like, then ask for email, then ask for the sale, etc. I guess you know what I mean.
Maybe somebody can point me into the right direction.
Thanks
The best content is something that educates the customer on what they are missing out on. You need a solid hook that is related but not obvious, to pull in qualified prospects. The best way I have heard it described is to make the content “useful but incomplete”. It can also give less desirable solutions, before leading into your product being the easiest “done for you” solution.
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Originally Posted by revale
Based on my somewhat limited experience promoting games, visuals are what appeals to this crowd. i.e. "Hey that looks pretty cool - might be fun - I think I want to check it out!"
Amy
The first step to convert cold audience into "warm" is to make them engage with whatever content you post. So basically use one of the FB features to make them part of a custom audience you can use for retargeting or to build lookalikes.
Now, you need to figure out what kind of people work the best with your products and plan the strategy accordingly. Is that people who liked your page, people who watched some videos, maybe people who actually clicked on a specific content piece. You need to identify the type of content that brings you the best results, and focus on that.
To illustrate better what I'm talking about ... there are people who're literally sharing anything and they click on the like button like it was a mandatory thing, I guess they don't fully understand how the platform works or they have some other reasons for this, but these are not the people you want in your audience. So running FB campaigns or boosting posts just to get likes and grow your audience that way, might not be the best idea.
What I believe would work better, is posting educational/informative posts and then link to full articles or longer content pieces... if people take the time to read a longer post and then actually click to read more, those have shown strong interest and would easily convert into customers.
But really, I'm cooking from water here, if you could provide more info on what you are actually promoting that would help to provide better advice.
For warming up audiences on FB in general, I've been using two methods with success (for another business of mine that is not affiliate marketing related, but these can absolutely be applied to AM as well):
1)Build and nurture a messenger list/audience.
A chatbot can be used to collect subscribers and interact with them. But with FB's recent changes in rules it can be difficult to nurture a long-term relationship:
https://manychat.com/blog/an-updated...-message-tags/
Which is where the following comes in...
2)Build and nurture a Facebook group and/or mailing list.
In the chatbot, capture users' email early on - by automatically detecting the user's FB email and showing it in chat so the user can select it with one click:
https://www.maxvancollenburg.com/ema...ture-manychat/
Then you can do all the email marketing you want. 
Another really powerful thing you can do, is ask them to join your FB group. Then you can nurture them using posts and any other content you like.
You can do SO MUCH with groups. For example, I've been seeing a LOT of advertisers put together temporary FB groups to run "5-Day Challenges", which can be anything from improving your health to improving your business in 5 days or whatever.
Basically they would be mini 5-day courses. Usually the organizer would do an FB live session every day, or put up new video content daily. The former works especially well because people love live content. Increasingly more people are catching onto the fact that those "live webinars" that are held every 15 minutes are not actually live.
I'm seeing the trend that more and more marketing is being done by people via live video. The general masses are tired of seeing ads. They crave human interaction. If you're willing to put yourself out there and connect to and interact with your audience on a personal level, they'll be so much more receptive to what you have to say (and sell!) than they would be to any ad.
First there were static ads. Then those were trumped by video ads. Live video is the now and the future.
Amy
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Thanks for the feedback. Meanwhile I did some further research.
There’s some new terminology for me:
ToFu (Top of Funnel) ---- create awareness of a problem
MoFu (Middle of Funnel) --- get user to consider your solution (retarget)
BoFu (Bottom of Funnel) --- Purchase (retarget)
The indoctrination process would be something like:
- Create a belief that the user has a problem (that he was not aware of before)
- get him to engage with educational and entertaining content and introduce a solution (videos, articles, quizzes, webinars, etc.)
- capture lead by leading to solution (free ebook, webinar, etc.)
- Purchase by sending prospects to sales page(s)
When looking at social media gurus they seem to follow a similar strategy. Putting out lots of content to warm up an audience with as useful perceived advice, tips, etc. e.g. “10 things you don’t learn in school…”. “What your banker will never tell you…” etc.
When I compare that with my direct response marketing then it makes the funnel much longer but as the objectives like engagement and reach, etc. are very cheap (in FB) it should bring down the cost per purchase significantly.
The difficulties I see here are 1) the extreme amount of content that needs to be produced and 2) it seems to work only with branding.
@revale Please understand that only 2 percent of a targeted audience will be ready to buy(for high quality traffic like Facebook) when you start selling right away. They are mostly impulse buyers and if you get lucky. Yes, this works and most marketers keep "testing" to find their ideal buyer.
But if you nuture your list and engage with your audience you can get 40 to 50 percent conversions over a period of time - from months to years.
Coming to your difficulties you need not produce high amount of contents with paid traffic. You can do fine with 5 to 20 pages of high quality blog content that you can brand and then nurture your list.
There are many many who have done extremely well with just one branded product. Later they add supporting products to suppplement.
Hope this helps a bit.
Originally Posted by revale
Everything you listed is pretty basic funnel stuff (good stuff!) - the important thing to figure out is how to map out a specific funnel on FB.
Specifically, there are several things you'll need to figure out.
1)Audience Targeting.
Does your offer appeal to a broad audience? Narrower audience?
Target too broad and you'll spend too much money without getting enough conversions to reach profits. Target too narrow and your CPC goes up and your traffic will be limited.
You'll probably need to test multiple audiences to see which one(s) work(s) better.
I go into details on audience targeting and testing in this newbie FB tutorial in case you want to check it out:
https://stmforum.com/forum/forumdisp...inner-Tutorial
If it's too basic for you I apologize - I have no idea how advanced you may or may not be.
2)How to Pre-Qualify/Pre-Sell Visitors with Ads.
Ask yourself: What will your ideal audience respond to? Or even: What do you WANT your ideal audience to respond to?
And also: How to prep your audience so they'll be more likely to buy/opt-in when they click on the ad?
Is it people that like to write and you want to teach them how they can make a living by writing (if your product is on blogging / content marketing / SEO)? Is it people that are already dabbling in SEO but want to take their income to the next level? These questions will help you with audience targeting as well.
Answer these questions, and work that angle into your ads, so that the right audience will click on them, and be receptive to taking whatever action you want them to in the next step (buying your course, opting into your mailing list, whatever).
You can run conversion or VV (video view) ads. You can send these visitors to your salespage, or a lead magnet opt-in page on your site. (You can also run lead gen ads to collect emails that way.)
You can run a PPE campaign to get them to "like" your FB page so you can educate them by posting regular content to your page.
You can create messenger ads to a chatbot sequence to presell them that way, plus get them to opt-into your mailing list and/or FB group etc. (what I described in my previous post above).
And of course, you'll want to make sure you have FB pixels installed on your site so you can target different custom audiences later (and build lookalike audiences from).
Be very careful how you word your ads though. There are so many scams in the MMO niche, that FB has lots of automatic checks built into their bot to catch offending ads. In particular, be careful about making income claims and such.
3)How to Warm Up the Audience and Ask for the Sale.
Of course you can test the simplest approach of sending visitors from ad to salespage directly. Test different audiences (via audience targeting) and different ad angles and formats etc. to see if you can hit profits there.
For some offers though, it may take more than such a simple funnel - which means you'll need to warm up / nurture the audience.
If you've built an FB page audience, post content there regularly, and link to your salespage in some of them.
If you've built a mailing list, mail out content regularly, and link to your salespage in some of the emails.
Content suggestion: Paint a picture of what financial freedom feels/looks like. Educate to help people see how to get from where they are now to that destination. Case studies and tutorials can work very well. Testimonials from successful students/clients work like gangbusters. Promo codes / discounts / special deals can be what people need to push them over the edge into a buyer.
And I've already talked about FB groups in my previous post (e.g. the "5-day challenges").
Funnel:
TOF or Cold Audience - Visitors that have never interacted with any of your assets before - ads, page, site, mailing list. These are the people you'll be targeting in your initial campaigns.
MOF or Warm Audience - Visitors that have interacted with you but hasn't really been exposed to your offer yet - e.g. people that have viewed a video ad, liked your page, opted into your mailing list.
BOF or Hot Audience - People that have actually been exposed to your offer, e.g. visitors to your salespage / payment page.
Existing Audience - In addition to TOF/MOF/BOF, you also have existing customers that have purchased from you, that hopefully you've been tracking with FB pixels so you can create one or more custom audiences of buyers. For example customers that have bought from you in the last 30 days, 1-3 months, 3-6 months, and more than 6 months ago. You can sell other relevant products to them.
A Word on The Length of Your Funnel: Note that you don't have to do ALL of the things I listed above. You don't even have to go through each funnel step. It all depends on your particular offer(s) and how much convincing/education your audience will need before they will buy. This in turn will depend on the nature of your offer(s) and the COST.
E.g. For a $27 ebook you can probably go from TOF -> BOF, i.e. from FB ad -> salespage.
E.g. For a $99/month membership subscription to a premium forum (*wink*) you'd probably need to have more "touch points" with the audience. For example: Ad -> Page Likes, Ad -> Lead Magnet -> Email Opt-in, then regular content via FB posts and emails linking to salespage, then retargeting visitors that have visited the salespage with promo codes and more testimonials etc.
Above is just a VERY rough outline I wrote off the top of my head. If you'd like to have a more detailed/specific discussion to come up with a plan to execute, please feel free to provide more details on your specific offer.
Amy
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