How should I structure Meta campaigns for initial outreach and retargeting?

How should I structure Meta campaigns for initial outreach and retargeting?

The most effective Meta structure uses two stages. The first stage brings qualified people to your website. The second stage deepens the relationship once you know who they are.

Stage 1: Initial outreach (top of funnel)

  1. Use a Meta Traffic campaign with your Franchise Ninja custom audience.
  2. Send ads to pages on your franchise development site that have the Franchise Ninja script installed.
  3. Do not use Meta Lead Form ads. They keep people inside Facebook, so we cannot identify them on your site.
  4. Keep early messaging educational. "Apply Now" messaging usually works better later.

Stage 2: Retargeting and nurture

  1. When an in-market candidate visits your site, they become an Engaged Candidate in your dashboard.
  2. Send Engaged Candidates into your CRM or email platform, such as ClientTether, through a webhook or connector.
  3. Run Meta retargeting in parallel with deeper brand messaging, such as the investment, support, and ownership story.
  4. The goal of this stage is to move visitors toward an explicit inquiry and further qualification.

Info
What to avoid
  1. Lookalike audiences or extra platform targeting layered on the Franchise Ninja audience
  2. Combining Franchise Ninja ads with other campaigns
  3. Letting creative go stale. Plan a refresh every 45 to 60 days.
Notes
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