Are you thinking about leveraging conversion focused videos in your Facebook ad campaigns?
In this article, we’ll learn how to move your customer through the decision-making process by serving them the right type of video at the right time.
Why Use Performance Video Ads?
When you start creating video campaigns for your sales funnel, it helps to know exactly how a sales funnel is defined.
In its simplest form, a sales funnel is a series of stages designed to guide target audiences toward a buying decision.
The technique outlined in this article relies on understanding digital consumer behaviour.
Your target audience online is typically broken down into a four-part funnel. The idea is to move a target customer from “not problem aware” to “buying now”, and using video content is one of the most effective ways to do this.
Facebook awareness videos have proven their effectiveness at capturing attention compared with other content types such as banners or image albums.
Performance videos are the most effective format for driving conversions from the audience in the “buying now” stage.
Facebook users currently watch more than 100 million hours of video per day, so it is no surprise that Facebook video’s popularity is increasing. Traffic from online videos will constitute more than 80% of all consumer Internet traffic by 2020 (up from 73% in 2016).
– Videos get cheaper traffic because Facebook favours video content. Facebook sees video content as more engaging + leading to higher user-satisfaction on the platform -> win-win-win for advertisers, Facebook and users.
– Videos will make you stand out from the competition. Everybody wants to do FB marketing these days. To set yourself apart, invest in video content that better engages your audience.
– Good videos allow potential customers to see & experience the product beforehand, which is more crucial than ever at a time where online shopping increasingly replaces offline shopping.
– Performance videos are much faster to create, are built for sales, and are much more cost-effective than highly produced television ads for example.
For advertisers, a highly impactful benefit is that we can build video custom audiences from video views.
Reason 1: You Can Nurture Cold Audiences With Video
A common mistake is selling without ever giving value to your audience through great content and storytelling that resonates with them. This is like asking someone to marry you without ever having been on a date with them, likely you’ll be perceived as a very low-value partner.
The largest section of your target audience are not problem aware, they are cold; your business means nothing to them, there’s no context and you have no credibility with them. With this in mind, the goal is to build awareness of your business.
You can nurture cold audiences with valuable content, based on market data that shows the kind of content they want to see and will engage with. Your content must be built to establish credibility and authority with your target audiences.
For example, educational content is a great way to bring value. In your cold audience video ads, aim to educate viewers.
Reason 2: You Can Drive Your Facebook Audience to Landing Pages via Performance Video
In the middle of the sales funnel, your video ads target people who are aware of your business as a result of you providing valuable awareness / educational content. Because the next sequence of ads target people who are already aware of your business on Facebook, these audiences are now problem aware or are actively gathering information.
Our next objective will be Facebook page engagements or video views. To target people who visited your page, you create a custom audience based on page engagement. To target people who have viewed one of your videos, create a custom audience based on video views.
At this point, we will provide benefit-driven videos to position your business. With this content, we drive people from Facebook to your website to discover more and make a purchase.
The goal is now to encourage the target audience to take action on your website and not just watch the video. Whether you do a discount, a trial, or some other offer, conversion is the most effective campaign objective.
For example, using emotion triggering, benefit-focused content like the video below, allows you to move your audience on an emotional level:
Reason 3: You Can Remarket to Website Visitors
At the next stage of the sales funnel, the goal is to drive conversions by re-engaging people who have visited your website but haven’t taken action. This is also known as remarketing
This approach is proven to be one of the most powerful aspects of Facebook performance marketing for driving conversions. To make it work, you need to install the Facebook pixel and conversion tracking on your website.
For example, if you’re an e-commerce company, one of the most effective campaign types at this level is the abandon cart remarketing campaign. This targets people who have added your product to their cart but then abandoned the checkout process.
Target cart abandoners with video testimonials to build social proof and complete their purchase.
The most effective campaign objective for videos at this stage of the funnel is the conversion objective because we want our audience to take action.
Wrapping It All Up
Facebook Performance Videos can do more than generate awareness. By using video, we can increase conversions with the right content, the right campaign objectives, at the right time.
Does running Facebook Performance Videos seem like a no-brainer to increase sales for your business? If so, reach out to us and let’s see if we’re the right fit for each other.