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*** IMPORTANT DO THIS FIRST *** Click File, then Make a Copy
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The Marketing Funnel
Description of StageGoals of Your AdsKey Performance Indicators (KPIs)Campaign Objectives / OptimizationTarget AudiencesIdeas for Offers
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Cold (ToFu) -->-->Not yet familiar with your business or products/services. May not be shopping, but they are in your target demographic.Expand Your Reach: Drive traffic, get video views from prospective customersClicks, length of video viewsTraffic, Video viewsLookalikes, Demographics and interestsRelevant content (articles/videos) that highlight problems or solutions. Use engaging ads instead of hard selling your products (ex. ask questions)
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Consideration -->
-->Actively researching your product/service, but may not be ready to buy right now.Convert to Leads/Sales: Drive website form leads, website phone calls, or leads on Facebook.form submissions, calls, leads on FacebookTraffic, Conversions, Lead generationLookalikes, Retargeting visitors, engaged with videosLead magnet, webinar, ebook, checklist, coupon, free app
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Hot (BoFu) -->
-->Ready to buy right nowConvert to Leads/Sales: Drive website form leads, phone calls, e-commerce sales on your site, or e-commerce sales on Facebook.form submissions, calls, leads on Facebook, e-commerce salesConversions, Lead generation, Catalog salesRetargeting product/service pages, Prospect listsrequest proposal, purchase product
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Customers -->
-->Already your customerRetention: Repeat purchases, loyalty, referralsform submissions, calls, leads on Facebook, e-commerce salesConversions, Lead generation, Catalog salesCustomer lists, retargeting purchase conversion pixelsupsells, cross-sells, refer-a-friend promos, request for online reviews
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