MASTERCLASS
How to Structure a Simple Funnel: Prospecting vs. Retargeting
Imagine you are hosting a dinner party. You wouldn't propose marriage to someone the moment they walk through the door—that is overwhelming and likely to result in a rejection. Yet, this is exactly what thousands of e-commerce store owners do every day. They run a single ad campaign showing a "Buy Now" button to millions of strangers who have never heard of their brand. The result? High costs, low conversions, and frustration.
A "Funnel" is simply a strategic way of organizing your conversation with the market. It acknowledges that human relationships—even commercial ones—happen in stages. You cannot speak to a cold stranger the same way you speak to someone who has visited your website, browsed your products, and almost bought. These two groups have different levels of trust, knowledge, and intent.
In this masterclass, we will build the foundational architecture of paid social advertising: the Prospecting vs. Retargeting split. Prospecting (Top of Funnel) is your discovery engine; it goes out into the ocean of the internet to find new people and introduce your brand. Retargeting (Bottom of Funnel) is your closing mechanism; it circles back to the people who showed interest but got distracted, reminding them to return and complete their purchase.
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