Even the entertainment artists are jumping on the Facebook ad wagon, which gives me a fun opportunity for a #FunnelVision article through the eyes of a Def Leppard fan. (Yup, that’s me.) When it comes to building community and fanbases, we don’t pull ideas from the entertainment industry and figure out how we can apply them to every day businesses — but we should. From soap opera stars to music bands, there are plenty of lessons to be learned.
But I connected with an ad program from Def Leppard, stemming from an event that was created in Facebook, so I thought this was the perfect opportunity to pour some sugar on you… (couldn’t resist.)
What’s Funnel Vision? A series of articles that takes you through customer funnels from ad to email so you can see what works and doesn’t work in real-life ad journeys and how to improve your marketing story.
1. They Reignited Fans For an Event Virally through FB
Recently, I saw an event a friend had registered interest for in our area: A Def Leppard concert.
Since I’ve been a fan since my big haired high school days…
…I clicked on the event in Facebook and marked myself as interested. (Journey, too? Even without Steve Perry, well, yeah.) Anyway, I digress. I have no idea if I’ll go – depends on a lot of things, but I know I want to think about it. I like the idea of going, and if I can make it work, I’m there.
If you have events, create a FB event page for them. Every time someone clicks “going” or “interested”, it’s shared in the News feed of their friends. That’s how I saw it. That’s how I engaged with it. It’s a powerful tool that not enough people use. Once they’ve connected with the event, you can interact with them and as this funnel vision article shows, retarget them with other things.
2. They Reengaged What Their Customers Love About Them
A week or two after I saw the event notice from a friend, I was served a new sponsored post by Def Leppard:
Now I couldn’t tell you if their music was available for streaming or download before, since I have their CDs already on my iTunes… but at least I get to write a blog post about this and call it marketing. Win-win.
If we’re looking at this from the Customer Funnel, I’m familiar with this brand. I’ve bought from them. I listen to them. I’m a fan. I talk about them (obviously.) So that puts me pretty deep in the funnel, and the goal of this ad is re-engagement/secondary purchases – loyalty, advocacy.
What I want to point out here is that the first ad push I’m served isn’t about the event. It’s to connect me again with their music.
Think that through. The event is the goal: get me to click on and buy a ticket. But to get there, connecting to them emotionally again — because it could have been a while since I engaged in listening — is a really smart play.
When I clicked on this ad, it took me to a page with all the ways to interact with their music:
Click on ITunes and all their albums are there for purchase.
From the comments on this sponsored post, people are happy and this music has not been available for download, so this is good news for fans – now shared with 37.5K of Def Leppard’s closest fan friends.
What I love about this as a reengagement funnel is that they’ve found a way to remind me why I love the brand in the first place.
[Tweet “Find that emotional connection your customers have and include related content in your customer funnel.”]
For Def Leppard, it’s their music that establishes that emotional connection to their brand. But any brand can share content that connects your users or subscribers to what they loved about you — when you’re looking to ask your existing customers or fans to take additional action, a little reminder of their fangirl or fanboy-ness is a great content marketing step.
So ask: What are the emotional pulls in your service or product? What does your customer love most about you? If you don’t know these answers, time to find out. If you do, look at how you can create content to focus on that element alone: whether it be an article, a case study, a video to share, something fun — but craft it with emotional pull in mind.
3. They retargeted from the FB event list
The event has 36k people going or interested, which is a hotbed of very hot or warm leads. Now while most people who are not rock bands won’t have that level of audience from an event, this ad journey is a great example of how you can build a nurturing plan that engages people through different ways toward the ultimate goal of filling seats and deepening engagement with customers.
Since that music ad, I’ve also started getting the ads for the event itself on a fairly regular basis, letting me know where tickets stand:
The three step piece to this journey is one) event awareness, two) content marketing piece to reconnect brand fans and three) reminders and a countdown of the event. Any brand can easily take a version of this and build their own nurture.
Taking Requests
Now what else should I go click on to see what pops up in my Facebook feed…. any suggestions?? Do you have a Facebook funnel you’d like me to review? Let me know in the comments and let me know how I can activate it. (If I need to click on your site, etc…)