The B.E.L.T.
Method: Lead
Curt Maly
Here Is Where We Are In This Course
Part 1 | SETUP Part 2 | HOW TO Part 3 | APPLY
Lesson 1 Lesson 3 Lesson 5
10,000 Ft View Engage Transact
Lesson 2 Lesson 4 Lesson 6
Believe Lead Building The
Campaign
x
Lesson objectives:
1. By the end of this lesson you will be able to CREATE a Middle
of the Funnel Lead Campaign to guide your audience towards
the solution that they have been warmed up to through the
Belief and Engage stages.
2. We will also take a look at some real world examples of ads for
this stage and the chosen objectives and placements for those
ads.
L Is For Lead
The Lead stage provides the audience with clear ‘next-steps' by leading them to your
solution or by offering them something of value in exchange for their information.
B E L T
The ‘L’ In B.E.L.T - LEAD
At this stage of the Customer Journey your prospect should be
product/service-focused and your messaging should offer your prospects
support, solutions, and the ability to actually BUY from you.
It’s your job to ‘Lead’ them to your sales presentation or offer.
L Is For Lead
At this stage of the Customer Journey
your prospect should be
product/service-focused and your
messaging should offer your prospects
support, solutions, and the ability to
actually BUY from you.
It’s your job to ‘Lead’ them to your sales
presentation or offer.
Lead Content
Should…
…be product/service-focused, and
help users engage with your brand,
enter your sales funnel, and BUY from
you.
Remember our campaigns for the
Lead stage should be
product/service-focused, and help
users actually BUY from you.
What does Facebook tell us?
BELIEF
ENGAGE
LEAD
TRANSACT
BEST AD TYPES Remember our goal here is to generate
a lead, appointment, sale, or at the very
FOR LEAD least get them to enter your sales
funnel.
CAMPAIGNS
Website Video Clicks Lead
Conversion Views To Website Ads
Get people to Use video to Direct your audience Lead ads allow
complete encourage your to your website and advertisers to collect
transactions on audience to take encouraging them to information from
your website. action on your offer explore your offer. prospects directly
from mobile ads.
LEAD:
Website conversion example
The Website Conversion objective helps you
grow business on your website. Whether you
want page visits, sales or another action,
website conversion ads encourage people to
go to your website and do something.
LEAD:
Video views example
Video can better engage your target audience with
the right offers at the right time, and deliver a greater
return on your advertising dollars.
LEAD:
Click to website example
With the Clicks To Website objective you will
be directing your audience to your website and
encouraging them to explore your content,
familiarize themselves with your brand, and
ultimately converting the to a sale.
LEAD:
Lead Ad Example
Facebook lead ads makes the lead
generation process easy. People can
simply tap your ad and a form pops
up—it’s already pre-populated with
their Facebook contact information
and ready to be sent directly to you.
Lead: What Does Facebook Tell Us?
Lead Ad
Lead ads allow you to collect information from potential customers. The information you can collect includes,
but isn't limited to, names, email addresses, phone numbers, and more. In addition, you can ask people
custom questions that you care about. Lead ads can be used to collect sign-ups for newsletters, price
estimates and business information, making them a great way to identify potential customers and share
relevant information with them in the future.
Assignment #3:
We have begun and nurtured a relationship through our Belief
and Engage Campaigns and now it is time to lead our audience to
an offer or solution.
Where would you like to lead your audience (lead magnet, demo,
webinar, sales piece)? What ad content and objectives will you
use to lead this segment of your audience to your offer or
solution?
Lesson recap:
1. In this lesson we discussed the third stage of the new customer
journey: Lead and the types of ad content that offers your prospects
your support, solutions, and the ability to actually BUY from you.
2. We then took a look at examples of Video Ads, Conversion Ads, Lead
Ads, Clicks to Website, Website Conversions that help users actually
BUY from you.
3. In the next lesson we will dive deeper the final step of the B.E.L.T.
Method and what types of ads and messaging should be used in
move the prospect through the next step of their customer journey.
