They structure campaign objectives into 3 stages of the funnel– Awareness, Consideration, and Conversion.

And within these stages, they have objectives like awareness, lead generation, video views, and website visits.

Facebook has the same ones, but it’s not Facebook.

Google has the same ones, but it’s not Google.

Twitter has the same ones, but it’s not Twitter.

It’s LinkedIn!

Is it because they’re copying each other?

No, it’s because these are BUSINESS objectives that we as marketers and entrepreneurs need to be using to structure funnels that drive sales.

If you recognize this pattern, you also recognize why your digital strategy needs to be CHANNEL-INDEPENDENT.

That means you set up your Goals, Content, and Targeting (also known as your “strategy”)— and then distribute them across Facebook, YouTube, LinkedIn, Email, and whatever.

As a smart marketer, your relentless focus on the customer’s journey– solving their pain points and creating helpful “content” means that you don’t focus on channel-level minutiae.

Besides, the pros know that all channels are converging into the same engine and same interface. So get your strategy right first before getting distracted in the weeds.

Do you want to make a quick buck today off some hack that dies tomorrow or set a strategy that will generate results for you for years to come?

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.

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