Adaptly, Sprint, and Facebook Talk Full-Funnel Advertising at Social Media Week
Advertising formats on Facebook span all stages of the funnel, from awareness and consideration down to conversion and retention. Adaptly works closely with top brands like Sprint that understand how to leverage ad formats at each stage of the funnel to reach customers online and in-store.
This year at Social Media Week in Chicago, Adaptly Account Director Amy Page sat down with Sprint Media Manager Brandi Dreiling, and Facebook Client Partner Dawn Baskin to discuss Sprint’s full-funnel advertising strategy on Facebook. Read the session recap to find out how advertisers can guide users through each stage of the funnel to make the most impact on their business goals.
For a well-known brand like Sprint, awareness is not necessarily a problem. Because Facebook users know the brand well, Sprint employs an always-on strategy at the top of the funnel to stay top-of-mind with users. Maintaining an always-on presence helps keep a brand visible and memorable for when users eventually enter the consideration phase.
Facebook captures information about which carrier a mobile phone owner is using when they log into the app, so telecommunications companies like Sprint are able to distinguish between customers and non-customers and tailor messaging accordingly. An awareness-phase message for a customer may focus on special offers or the perks that come with being a Sprint customer, while an awareness-phase message for a non-customer would look completely different.
The consideration phase of the funnel is where brands need to sell their value in the marketplace. Facebook recommends saturating your audience in the upper-funnel stages and reaching them multiple times to get your message across. In trying to introduce new users to your brand, it is important to keep in mind both the cadence and the content.
“I would rather see a campaign be condensed and use the budget to reach somebody two or three times. Getting one message once from an advertiser isn’t going to blow your mind and change your world and get you to run to the store and buy something.” – Dawn Baskin, Facebook
While effective at any stage of the funnel on Facebook, video is typically considered an upper-funnel tactic. The goal of marketing is to earn someone’s attention, and the team at Facebook has found that video or motion is more effective at capturing attention than static images. The consideration phase is a great place to leverage video to show users the value of your brand. And because mobile video is changing user behavior, it’s important to shift strategies to focus on how people actually consume content on Facebook. In today’s mobile world, users are spending less time clicking and more time watching, which makes views a better KPI than clicks, especially at the conversion stage.
One of the best way to drive and track conversions on social is Facebook’s Offline Conversions API. This tool lets brands upload their sales data directly to Facebook and then tracks in-store and offline purchases back to the campaign level so brands can understand which people were exposed to an ad before making a purchase. The majority of Sprint’s sales are happening at retail stores, so being able to analyze the impact a particular Facebook ad on mobile has on an offline sale is an important insight.
“We’ve proven that a full-funnel, always-on social strategy is a way better approach to push people down the funnel to conversion.” – Brandi Dreiling, Sprint
Another key conversion ad format is local awareness ads. Brands can upload their store data to Facebook and dynamically serve localized, contextually-relevant ads to users that highlight the nearest store location. Because many consumers still like to shop in stores, local ads help advertisers get them in the door by providing a phone number or option to get directions to the nearest store. In terms of capturing attention, Facebook finds that providing contextually-relevant details to users stands out by making advertisements useful and actionable.
Personalization is central to retention. Almost everyone on Facebook has a phone, so Sprint makes use of the platform’s audience tools to identify exactly who their customers are on Facebook. From there, the team develop specific creative to appeal to people who have certain devices or devices of a certain age. Serving personalized creative helps encourage Sprint customers to upgrade directly through Facebook.
Customizing creative by segment helps brands resonate more deeply with their various audiences. One of the key advantages of having multiple creative iterations on a platform like Facebook is taking the human guessing out of a campaign. Instead of assuming that a particular version of creative will hit home with an audience, uploading several assets and then optimizing towards the best-performing version produces the most efficient results and provides creative learnings that can be used to inform future campaigns.
Each stage of the funnel plays an important role in converting and keeping customers. Social advertising experts like the teams at Sprint, Facebook, and Adaptly understand how to plan for each stage of the funnel to drive real business results.
Employing a full-funnel approach on social is key to reaching customers online and in stores.
Contact Adaptly for help upping your social advertising game.