Mapping the Customer Journey: Using Facebook Ads for Cold, Warm, and Hot Leads
Imagine walking up to a stranger on the street and asking them to marry you. They would run away, right? Well, showing a "Buy Now" ad to someone who has never heard of your brand is the exact same thing. To succeed with Facebook Ads, you need to treat relationships online just like you treat them in real life.
Marketing experts talk about "Cold," "Warm," and "Hot" audiences. This isn't about the weather; it is about how well they know you.
Cold Audience (The Strangers)
These people have never heard of you. Your goal here isn't to sell immediately; it is to get their attention. Your ads should be educational or entertaining. Show them a video of your product solving a problem. Don't ask for money yet; just ask for a minute of their time.
Warm Audience (The Acquaintances)
These people watched your video or visited your website, but they left. They know you, but they aren't sure yet. Your ads here should build trust. Show them testimonials, reviews, or unboxing videos. Remind them why you are the best choice.
Hot Audience (The Ready-to-Buy)
These people added an item to their cart and almost bought it. Now is the time to ask for the sale. Your ads should be direct. "Forgot something?" or "10% off if you finish your order."
Matching the Creative to the Step
You can't use the same image for all three groups. You need a variety of ads to talk to people at different stages. Stirling makes this easy by generating different angles and hooks for every stage of the journey in seconds.
