Facebook Marketing Made Easy
Posted: Tue Apr 22, 2025 5:28 am
Before you do marketing with Facebook you need to understand the type of strategy you want to use. In this article we will also understand the differences between expressed and latent demand that will help you choose the right tool to do your marketing actions.
TABLE OF CONTENTS
Before doing Facebook marketing, let's understand how we want to intercept potential customers.
Facebook Marketing and Google Ads: Tools to Implement Your Strategy.
How to do Facebook marketing.
How to create a funnel for Facebook marketing?
How does Facebook know that you are interested in that specific brand of car?
Before doing Facebook marketing, let's understand how we want to intercept potential customers.
To sell or promote your company online, a website, even if masterfully made, is not enough.
In order to function, in fact, it requires visits, people who in one way or another arrive there because they are looking for something or because they are stimulated by a direct marketing action.
There are 2 main marketing actions that can be done:
stimulate an expressed (conscious) question
stimulate a latent demand (that exists but not at that moment)
In order to find new customers, it is therefore necessary to go and whatsapp number list intercept those who at that moment have a more or less present need that can be satisfied by you or your company.
The choice of one or the other will therefore depend on the strategy you want to implement to intercept our future customers.
Facebook Marketing and Google Ads: Tools to Implement Your Strategy.
Let's take a step back and see how to correctly place the two tools within a more complete and integrated web marketing strategy.
To do this we need to recall the concepts of conscious (expressed) demand or latent demand. The first is the search for something (a guitar course, a new smartphone, an architect specialized in green building) for which the user at that moment has a very clear need in his mind and is working to solve it.
The conscious question is normally solved through the use of search engines and therefore Google which has about 95% of market share in Italy because it is the simplest and fastest method to find something.
The landing then takes place on the websites that, if well-made, will help the user to convert and therefore purchase or book.
Instead, a need that is still little or not at all clear in the consumer's mind (I'm officially engaged but I haven't thought about getting married yet, I'm going to Australia but I haven't thought about buying a surfing course yet, I want to increase my customers but I haven't yet understood how to do effective marketing) is in some ways a latent demand.
This latent demand, if stimulated, can transform into conscious demand and therefore from an “uninterested” consumer become a potential customer looking for information to purchase.
The place par excellence to stimulate latent demand is social media, including Facebook and its “cousin” Instagram.
How to do Facebook marketing.
To stimulate demand on Facebook, it is almost always a matter of creating a “funnel”, that is, a sequence of studied marketing actions that channel (hence the word “funnel ” which means funnel in English ) and stimulate a consumer's latent demand.
Let me explain with an easy example: on a hot summer day, you are on the beach under an umbrella, sheltered from the heat, and you spend your morning relaxing. At a certain point you hear a man's voice from afar saying "cocco bello, cocco cocco bello"...
Those words, that voice bring to mind the taste and freshness of fresh coconut and, even if you weren't thinking about it at the time, the heat, the beach and the fact that you heard that call in your memory, made you want coconut.
Now, the coconut seller has stimulated a need of yours that you didn't have at the moment but that resided within your memory.
How to create a funnel for Facebook marketing?
We have therefore explained that the marketing funnel is a long process that stimulates a latent need of yours (that is there but is not expressed at that moment) and therefore tries, first of all to draw your attention, then to increase your interest and finally to create your desire which then leads to the final action of purchasing.
Funnel marketing tries to “trap” people who are targeted but who are not currently looking for that specific product.
The queen platform that helps stimulate latent demand is undoubtedly Facebook. You are there, you are spending a few minutes of your time reading posts, looking at photos and videos and at a certain point you are stimulated by targeted messages that “coincidentally” interest you.
How does Facebook know that you are interested in that specific brand of car?
Always remember that Facebook is free so it earns money not with your money but with your data that it resells to third parties (advertisers).
On their platform, we behave like Tom Thumb, that is, we leave little pebbles along our path that are collected and studied: every like we give to a page, a hashtag, every thing or comment we write, becomes very useful material to profile ourselves and to better understand our tastes and our intentions.
“If something is free, then you are the product.” (Steve Jobs)
Social media and Facebook marketing
From here the social network is able to “pigeonhole” us precisely and understand what our real tastes are, what we like and what interests us. The ability of the algorithms then manages to provide other information that can also predict whether we have purchase intentions in the short term or in the long term.
All of this is sold to advertisers who, by exploiting these profiles, are able to develop a well-defined marketing strategy designed to meet and stimulate our desires and needs.
Have you ever wondered why you always receive advertising in line with your tastes or interests? This is profiling.
The funnel with Facebook marketing then, being a long process (we are not trying to purchase that product or service at that moment), develops in different steps aimed at stimulating your attention in a progressive way.
The biggest difficulty is to capture our attention while we are doing or thinking about something else and therefore it will have to have an effective and authoritative message to interrupt our cognitive flow.
But if done well you will receive messages that evolve already after interacting with the first one to make you take the next step.
Each step will try to stimulate you more and more to convince you to follow the flow and finally convert (purchase).
Marketing with Facebook Business
An example of a Facebook marketing funnel is the sale of video courses.
Based on the “pebbles” you have left along your path on social media, your tastes and tendencies are identified so that, if you enter the target, you will see a text with a link or more easily an introductory video of the course that will encourage you to continue.
At this point two things could happen:
I invite you, at the end of the video, to sign up for the newsletter on the site or to purchase a short course at a very low price (for example, €7, the cost of an aperitif);
if you have completed watching the video, you will receive other, probably different and more in-depth ones that can then stimulate you.
Maybe, if you were not aware of these mechanisms, now you might be a little surprised, but you do not have to worry because they do nothing but reason about things that you are actually interested in, bringing you closer, or rather stimulating your desire to buy them.
It's not much different from your friend who calls you on Sunday morning and asks if you want to go and watch your favorite team play that afternoon: at that moment you weren't thinking about it, but you would have liked it and you do it following the direct stimulus received from the outside (your friend) that encourages you to buy the ticket.
To summarize, the Facebook marketing funnel is a slower customer acquisition process because the user at that moment is not looking for you but offers you the possibility of reaching a very large pool of potential customers.
The downside is that it is not easy to create an effective marketing funnel, so my suggestion is to be careful about investing money without first understanding the correct mechanisms to create conversions and in any case to evaluate the advice of a Facebook marketing expert.
If in addition to Facebook marketing, contact us if you are interested in having more information on how to optimize your online presence with the website , or if you want to add a mobile application to your e-commerce .
TABLE OF CONTENTS
Before doing Facebook marketing, let's understand how we want to intercept potential customers.
Facebook Marketing and Google Ads: Tools to Implement Your Strategy.
How to do Facebook marketing.
How to create a funnel for Facebook marketing?
How does Facebook know that you are interested in that specific brand of car?
Before doing Facebook marketing, let's understand how we want to intercept potential customers.
To sell or promote your company online, a website, even if masterfully made, is not enough.
In order to function, in fact, it requires visits, people who in one way or another arrive there because they are looking for something or because they are stimulated by a direct marketing action.
There are 2 main marketing actions that can be done:
stimulate an expressed (conscious) question
stimulate a latent demand (that exists but not at that moment)
In order to find new customers, it is therefore necessary to go and whatsapp number list intercept those who at that moment have a more or less present need that can be satisfied by you or your company.
The choice of one or the other will therefore depend on the strategy you want to implement to intercept our future customers.
Facebook Marketing and Google Ads: Tools to Implement Your Strategy.
Let's take a step back and see how to correctly place the two tools within a more complete and integrated web marketing strategy.
To do this we need to recall the concepts of conscious (expressed) demand or latent demand. The first is the search for something (a guitar course, a new smartphone, an architect specialized in green building) for which the user at that moment has a very clear need in his mind and is working to solve it.
The conscious question is normally solved through the use of search engines and therefore Google which has about 95% of market share in Italy because it is the simplest and fastest method to find something.
The landing then takes place on the websites that, if well-made, will help the user to convert and therefore purchase or book.
Instead, a need that is still little or not at all clear in the consumer's mind (I'm officially engaged but I haven't thought about getting married yet, I'm going to Australia but I haven't thought about buying a surfing course yet, I want to increase my customers but I haven't yet understood how to do effective marketing) is in some ways a latent demand.
This latent demand, if stimulated, can transform into conscious demand and therefore from an “uninterested” consumer become a potential customer looking for information to purchase.
The place par excellence to stimulate latent demand is social media, including Facebook and its “cousin” Instagram.
How to do Facebook marketing.
To stimulate demand on Facebook, it is almost always a matter of creating a “funnel”, that is, a sequence of studied marketing actions that channel (hence the word “funnel ” which means funnel in English ) and stimulate a consumer's latent demand.
Let me explain with an easy example: on a hot summer day, you are on the beach under an umbrella, sheltered from the heat, and you spend your morning relaxing. At a certain point you hear a man's voice from afar saying "cocco bello, cocco cocco bello"...
Those words, that voice bring to mind the taste and freshness of fresh coconut and, even if you weren't thinking about it at the time, the heat, the beach and the fact that you heard that call in your memory, made you want coconut.
Now, the coconut seller has stimulated a need of yours that you didn't have at the moment but that resided within your memory.
How to create a funnel for Facebook marketing?
We have therefore explained that the marketing funnel is a long process that stimulates a latent need of yours (that is there but is not expressed at that moment) and therefore tries, first of all to draw your attention, then to increase your interest and finally to create your desire which then leads to the final action of purchasing.
Funnel marketing tries to “trap” people who are targeted but who are not currently looking for that specific product.
The queen platform that helps stimulate latent demand is undoubtedly Facebook. You are there, you are spending a few minutes of your time reading posts, looking at photos and videos and at a certain point you are stimulated by targeted messages that “coincidentally” interest you.
How does Facebook know that you are interested in that specific brand of car?
Always remember that Facebook is free so it earns money not with your money but with your data that it resells to third parties (advertisers).
On their platform, we behave like Tom Thumb, that is, we leave little pebbles along our path that are collected and studied: every like we give to a page, a hashtag, every thing or comment we write, becomes very useful material to profile ourselves and to better understand our tastes and our intentions.
“If something is free, then you are the product.” (Steve Jobs)
Social media and Facebook marketing
From here the social network is able to “pigeonhole” us precisely and understand what our real tastes are, what we like and what interests us. The ability of the algorithms then manages to provide other information that can also predict whether we have purchase intentions in the short term or in the long term.
All of this is sold to advertisers who, by exploiting these profiles, are able to develop a well-defined marketing strategy designed to meet and stimulate our desires and needs.
Have you ever wondered why you always receive advertising in line with your tastes or interests? This is profiling.
The funnel with Facebook marketing then, being a long process (we are not trying to purchase that product or service at that moment), develops in different steps aimed at stimulating your attention in a progressive way.
The biggest difficulty is to capture our attention while we are doing or thinking about something else and therefore it will have to have an effective and authoritative message to interrupt our cognitive flow.
But if done well you will receive messages that evolve already after interacting with the first one to make you take the next step.
Each step will try to stimulate you more and more to convince you to follow the flow and finally convert (purchase).
Marketing with Facebook Business
An example of a Facebook marketing funnel is the sale of video courses.
Based on the “pebbles” you have left along your path on social media, your tastes and tendencies are identified so that, if you enter the target, you will see a text with a link or more easily an introductory video of the course that will encourage you to continue.
At this point two things could happen:
I invite you, at the end of the video, to sign up for the newsletter on the site or to purchase a short course at a very low price (for example, €7, the cost of an aperitif);
if you have completed watching the video, you will receive other, probably different and more in-depth ones that can then stimulate you.
Maybe, if you were not aware of these mechanisms, now you might be a little surprised, but you do not have to worry because they do nothing but reason about things that you are actually interested in, bringing you closer, or rather stimulating your desire to buy them.
It's not much different from your friend who calls you on Sunday morning and asks if you want to go and watch your favorite team play that afternoon: at that moment you weren't thinking about it, but you would have liked it and you do it following the direct stimulus received from the outside (your friend) that encourages you to buy the ticket.
To summarize, the Facebook marketing funnel is a slower customer acquisition process because the user at that moment is not looking for you but offers you the possibility of reaching a very large pool of potential customers.
The downside is that it is not easy to create an effective marketing funnel, so my suggestion is to be careful about investing money without first understanding the correct mechanisms to create conversions and in any case to evaluate the advice of a Facebook marketing expert.
If in addition to Facebook marketing, contact us if you are interested in having more information on how to optimize your online presence with the website , or if you want to add a mobile application to your e-commerce .