In this week’s post, I introduce you to the concept of the “learning spectrum” and then apply it to the three levels of Facebook Advertising.
The learning spectrum is critical to understand if you use Facebook ads to generate preneed leads.
Below the video is an AI-generated transcript. I used Rev.com’s AI tool to create a transcript and then gave it to ChatGPT and asked it to clean up the grammar and sentence structure. The transcript is not 100% accurate but it’s getting pretty darn close!
AI Generated transcript of the video – Facebook Advertising for Funeral Homes
Hello, this is John Callaghan, and I’m continuing my series on advertising with a focus on promoting your funeral home to win more calls.
This week, we’re diving into Facebook advertising, a vast and powerful platform that can either drain your funds or become one of your most effective advertising tools, all depending on your approach.
Today, I’d like to discuss two topics: the learning spectrum and the three levels of Facebook advertising.
The learning spectrum isn’t exclusive to Facebook advertising but it’s often encountered there, and it’s crucial to understand when advertising on Facebook.
Here’s the basic concept: when someone is considering a significant purchase, like a new roof that might cost between $10,000 and $20,000, or a new car with a budget of $30,000, they start at a certain point on the learning spectrum based on their familiarity with the product.
If it’s a new experience, like buying their first electric car, they’ll begin at the early stages, like A, B, or C, because they have a lot to learn. However, if they’re purchasing another gas-powered car, which they have done several times before, they may start around M or N, looking to learn what’s new for the current model year.
And if they know exactly what they want, they jump to the end, at X, Y, or Z, focusing on the choice of dealership and price.
As marketers, it’s our job to meet people wherever they are on this spectrum and assist them in the decision-making process. We’re not just selling; we’re facilitating the buying process.
This is important to remember as we explore the three levels of Facebook advertising since they’re all connected.
The first level is basic: posting and boosting. When you post on your Facebook page, you’ll see an option to boost that post if you’re the page administrator. However, boosting options are quite limited. You can target people in a specific geographic area or those who follow your page, but that’s about it.
The second level is intermediate, involving the Facebook Ads Manager. This is a more advanced tool, available to those with a business account, offering a broader range of targeting options and better analytics. It’s a bit more complex, but allows for more detailed targeting and periodic billing.
The third level, the advanced stage, is what we use when managing a client’s Facebook page. This is called behavioral marketing or retargeting, where you target people based on actions they’ve taken, like visiting your website or watching a video.
For instance, if you run a “We Are Hiring” ad, you can tailor your targeting to reach potential candidates who have visited your obituary page, indicating they’ve experienced loss and may be more receptive to a role in pre-need sales.
At the first level of advertising, you’re casting a wide net, targeting anyone and everyone. At the second level, you can be more selective, perhaps focusing on people interested in sales or with relevant job titles. But at the third level, you can target individuals based on specific behaviors, connecting with them at various points on the learning spectrum and guiding them through to your desired action.
Our Facebook management program, called Social Leverage, works through three phases: Plant, Nurture, Harvest.
We start relationships at different points on the spectrum, avoiding targeting price shoppers at the very end, and instead focusing on those earlier in the process. Our goal is to catch potential clients early, cultivate that relationship, and then be there for them when they’re ready for our help.
Facebook advertising can be incredibly effective. If you’re a current client, we’re already applying these advanced techniques. If you’re investing in Facebook advertising but not seeing a return, reach out to me, and I’ll walk you through our process to see if it’s a fit for you.
This is John Callaghan. Next week, I’ll return with more insights on how to advertise your funeral home to win more calls and serve more families.
Goodbye for now.
