B.E.L.T STRATEGY ~ SIMPLE YET COMPLEX

If you follow B.E.L.T strategy for your business then you can get ROAS upto 12x with this simple strategy based on your customers journey.

Stages of the buyer’s journey we need to understand:

B – Believe in TOF (Top of the funnel)
E – Engage in MOF (Middle of the funnel)
L & T – Lead and Transact in BOF (Bottom of the funnel)

Believe in TOP

The top of the funnel in the sales process, or buyer’s journey, is all about education. Providing the buyer with relevant, meaningful information about your product or service. This is the stage when we want to understand specific buyer triggers. What is a change in the buyer’s behavior that we want to be able to assist your buyer? All about VALUE here.

Top of the funnel will be where you’ll want a larger audience, as your audience will get smaller as they move down to the bottom of the funnel and you’ll want to drive as many conversions through the funnel as possible. Content that works great for the top of the funnel could include a video that allows your audience to self-segment. What we mean by this is if someone watches a video on “How to Claim a Business Page” 75% of the way through, they’re likely interested in the topic. You can compare this audience to those who only watched for 3 seconds or 10%, which would be a pretty disinterested audience. The cool thing about Facebook Advertising is that you can now take the audience who watched a certain percentage of your video and then retarget a different set of ads to them. Gamification also works great at the top of the funnel stage, especially in dryer industries. For example, If you’re a financial planner, you could put together a quiz with a built-in calculator that predicts how much they could have in a 401K by the time they retire. They fill in a few fields and just like that, they become a lead you can follow up with or retarget that’s interested in building their 401K.

Engage in MOF

Is all about positioning the solution as one that solves the buyer’s needs. At this stage, if you can answer a lot of the consideration questions you will build trust and credibility with the buyer. Providing case studies, white papers and videos are great tools to demonstrate your ability to solve the buyer’s challenges. All about answering questions here.

The middle of the funnel is the consideration phase. Keep in mind that conversions can happen anytime throughout the funnel, but this is where you should start targeting warm and highly interested audiences. The type of content that usually does well at this stage in the funnel can include a conversion campaign where you send those who are interested in your product to a landing page funnel with a pixel to track the traffic throughout it. The pixel on this landing page is key, as it tracks who became a lead and who did not. This information is incredibly important as you create the bottom of the

Lead and Transact in BOF

This is when someone is ready to buy, so the solution that has helped the most and has gained the most trust, and makes the process as frictionless as possible will win. This stage of the process provides more specific details about pricing, demos, or product trials. All about making it simple here.

The bottom of the funnel is where you’ll retarget highly interested audiences who did not convert to become leads earlier. It’s important to switch up the offer/creative in these ads, since seeing the same ad over and over again will inevitably irritate your customer and lead to low conversion rates. Often, a direct response messenger ad works well with this type of audience.

Thank You!