If you’ve been running ads for a minute now, but haven’t seen great results, maybe it’s time to re-evaluate your advertising strategy. If you don’t have a strategy, then it’s definitely time to whip one up.
We’ll help out by teaching you the BCS Triangle strategy. This strategy is similar to a traditional marketing funnel, but it has the ability to bring in new leads anywhere, not just as the top of it.
Think of the BCS Triangle like a funnel with a bunch of holes in it, but instead of leads leaking out, they’re pouring in. (It’s a weird funnel, okay?!)
Let’s get to it.
- (02:42) The BCS Triangle is a funnel for building your advertising strategy. It allows people to enter at multiple points, rather than just the top of the funnel.
- (03:22) Build your traditional advertising funnel by targeting cold audiences with content and then retargeting them with conversion-focused campaigns. But with BCS, you also add cold audiences to the conversion-focused campaigns.
- (05:35) Each section of the BCS Triangle has its own separate objective. The top section is focused on branding, the middle on conversions, and the bottom on smart retargeting.
- (06:30) Budgets for each section. Spend 10-20% on branding, spend 50-70% on conversions, and spend the remaining 10-40% on smart retargeting.
- (11:41) The top of the triangle will take a long time to see results, but it is way cheaper than any other part of the triangle.
- (15:38) The bottom of the triangle is where you have product-focused messaging. This is when you can give a harder sell. Retarget based on visitors who stopped by pages on your website that lead to conversions—your pricing page, your hire us page, etc.
- (21:23) In the B section, pay attention to CPM as the primary metric. In the C section, focus on education based messaging and optimize for cost-per-lead, relevance, and engagement. In S, focus on Return on Ad Spend. This is where you have a positive ROI.
That’s the gist of it, but there’s still more in here.