The B.E.L.T.

Method: Belief
Curt Maly
 Here Is Where We Are In This Course
Part 1 | SETUP Part 2 | HOW TO Part 3 | APPLY

Lesson 1 Lesson 3 Lesson 5

10,000 Ft View Engage Transact

Lesson 2 Lesson 4 Lesson 6

Believe Lead Building The
Campaign
x
Lesson objectives:

1. By the end of this lesson you will have an understanding of how

to CRAFT Top Of Funnel content pieces that will allow your
prospects to identify and align themselves with a problem that
your product/service solves and become aware of your
brand/personality.  

2. We will also take a look at some real world examples of ads for
this stage and the chosen objectives and placements for those
ads.
 B Is For BELIEF
The Belief stage should allow your prospects to identify and align
themselves with a problem that your product/service solves and serve as
an early introduction to your brand/personality.  

B E L T
 B Is For BELIEF

“ At this stage of the Customer Journey

they may or may not be aware that they
have a problem, that there may or may
not be a solution to that problem, or that
your product/service could solve that
problem. 

So our job is to help them to begin

believing that there is a problem and it
can be solved.
BELIEF content
is just that…
…it’s content.

Content that relates to your offer. Content

that would be interesting to your customers
that can help to identify those customers
through their consumption and engagement.

Believe campaigns DO NOT need a

Call-To-Action.
 Remember our goal here is to raise
awareness to a problem that the audience
is facing and help them to believe that there
is a solution.
 What does Facebook tell us?

BELIEF
BELIEVE

ENGAGE

LEAD

TRANSACT
BEST AD TYPES Remember our goal here is to raise
awareness to a problem that the
FOR BELIEF audience is facing and help them to

CAMPAIGNS believe that there is a solution.

REACH BRAND VIDEO POST

AWARENESS VIEWS ENGAGEMENT
Show the ad to the Reach the people Raise awareness Share information
MAX number of more likely to pay through video about your business
people in your attention to your consumption with people
audience. brand
BELIEF:
Reach Objective

Show the ad to the MAX number of

people in your audience.

Reach Objective is when you want to

reach a small, highly targeted group
of people and ensure every one of
them sees your ad.
BELIEF:
Brand Awareness Example

Brand awareness ads look like any other

content you promote. The main difference is
in how Facebook optimizes the campaign.

The objective of Brand Awareness
campaigns is to lift your ad recall, not
generate conversions. Example
 BELIEF: Video views example
The video views objective optimizes to get the most plays out of your video ad.

Show your ads to the audience who are most

likely to watch your ad for at least 2 continuous
seconds, 10 seconds or 15 seconds

This 15-second video focuses on short

highlights of a 20 min interview. Short 15 sec
videos can drive brand/product awareness at a
very low cost in a relatively short amount of time
BELIEF:
Post engagement example

Choose the Post Engagement engagement

when you want the maximum reach and
amount of engagement on a post.

These ads are also ideal for getting the

most shares on a post. 
Assignment #1:
Compile a list of ad content ideas and objectives that you
can use for your Belief Campaign.
What content can you use to raise awareness to a problem
that your audience is facing that your product or service
solves?
Lesson recap:

1. In this lesson we discussed the first stage of the new customer

journey: Belief and the types of content pieces that will allow your
prospects to identify and align themselves with a problem that your
product/service solves and become aware of your brand/personality.

2. We then took a look at examples of Reach, Brand Awareness, Post

Engagement, and Video View ads that can be used for Belief
Campaigns.

3. In the next lesson we will dive deeper the second step of the B.E.L.T.
Method and what types of ads and messaging should be used in
move the prospect through the next step of their journey.