Want an effective way of generating more leads? How to nurture leads towards becoming customers? In this article, you’ll find out how to use email marketing with Facebook ads to improve your conversions.
Facebook Ads and Email Marketing, Why Your Business Needs Both?
Marketers have praised email marketing as the best approach in terms of ROI and complexity. Email marketing, if performed correctly, drives a steady stream of traffic to your content. It lets you connect more personally with your audience, retain brand awareness, and plan your marketing campaigns for more ideal times.
Nevertheless, a new survey shows that four factors have overtaken email marketing: SEO, web marketing, marketing technology, and social media marketing. To most individuals, these results will end, once and for all, to the debate on “email marketing versus social media marketing.” Nevertheless, smarter marketers will take the comparative effectiveness of both strategies to find ways to merge them.
Let’s turn to the facts. An email marketing campaign ‘s effectiveness is tied to the number of leads subscribing to the list. The standard strategy is to direct traffic to a landing page to create leads, which social media sites excel at.
Social media sites serve as reliable channels of content distribution for your lead generation landing pages other than social advertisements that allow you to take advantage of the vast and diverse user base of a network. In return, you can use a growing list of emails to raise your followers on social media. You just need email templates with links that guide subscribers to your social media accounts — that is, of course, if they don’t follow you already.
So how do you build a campaign that fuses those two components seamlessly? Begin with a robust ad campaign on Facebook that promotes your landing page to as many users as possible.
#1: Use Facebook Ads to Drive Traffic to Your Page
Successfully advertising on Facebook involves learning multiple options for targeting audiences, various ad formats, and marketing practices that enhance your results. Due to Facebook’s preconfigured settings, the configuration process is more straightforward and more efficient than ever.
Visit your Facebook page to get started, and press the Promote option below the navigation tabs. Skim down the list of goals and select Get More Website Visitors to create a Facebook ad campaign that drives traffic to your lead generation pages. Clearly state the URL of the website you are promoting in the Promote Your Website tab. Note that for numerous placements, you will see a preview of your ad to the right. If you like, you can change your Facebook ad format too. In most cases, the task of promoting a landing page would be to do a single picture ad. But then you can also opt for video, carousel, or slideshow ad format if you have the right visual resources.
The other elements that you can change are the title, text, call to action (CTA), and target audience for your ad. Below are some tips on how to craft these ad components.
Besides the picture featured in your Facebook ads, the purpose of your title is to catch your intended audience’s attention while providing them a sense of what your firm can do for them. By stressing your audience’s pain points, referencing real statistics, and inculcating a sense of urgency, you will accomplish these goals. Facebook ad titles have a cap of 25 characters, so pick your words wisely.
Text or Copy
if you manage to gain your viewers’ attention, the copy of the ad will fill in the information they must learn before they can make the next move. Some basic rules are to ensure that the text reflects what you are displaying on the picture and to concentrate on a straightforward, brief value proposition. To enhance the effectiveness of your copy in Facebook advertising, follow your target audience’s preferred communication approach and language. A pleasant, conversational style is most effective in getting the brand’s message to users on Facebook.
Call To Action (CTA)
The CTA supplies the audience with one last nudge to click. Facebook has streamlined this method by making predefined CTAs available for all forms of campaigns. ‘Sign up‘ and ‘learn more‘ are two of the several CTAs which work well for generating leads.
After the design and layout of your Facebook ad are finalized, the next move is to identify your target audience. As an ad site, Facebook’s targeting choices are impressive. Together with developing target audience profiles based on the user demographics and preferences, you can also establish a lookalike user based on data collected from the Facebook pixel, followers of your page, or users of your app. Furthermore, you can build a personalized audience to use information from external data sources, such as a related Instagram account, a particular Facebook event, and sets of offline events.
Be mindful of the audience you’re building for your Facebook advertising. The remaining steps in this article (from the development of landing pages to the creation of nurturing experiences) should be adjusted to your audience’s expectations and objectives.
The last aspect you need to configure is your budget before you publish your Facebook ad. Learn the ins and outs of successful Facebook ad budgeting, such as defining target revenue and building custom conversion channels.
# 2: Convert Leads from Your Facebook Ads to Subscribers via a Landing Page
It’s only a part of the equation to build Facebook ads that can turn the heads of potential customers. You must also design landing pages that urge your audience to engage.
This move would be no challenge for a well-funded company with an in-house development team. On the other hand, if you are a startup, an entrepreneur, or a freelancer, you may want to use a particular landing page builder such as Instapage, which prevents the need for a professional web designer to build professional-looking landing pages.
Instapage kicks off the design phase with ready-to-use templates for the landing page. The tool provides a free 14-day trial and paid plans at $99 / month (when billed yearly). Select the Lead Generation box on the template selection page to find a template that suits your goal easily.
While the lead generation templates differ slightly in design, they all include the same on-page elements needed for conversions. Besides the popular headline and short-value proposition, the exposure of critical-type fields and CTA is also prioritized.
Start with the Blank Page example to discover much of the functionality of Instapage.
You can see the main Instapage editor after giving your landing page a name and click through a short tutorial. Here you can start to piece your landing page together. Click the elements you want to add on the main toolbar, which ranges from CTA buttons to fields forming.
Since most page builders can deliver similar results, there is no need to be selective. What is important is that you follow design standards that provide a seamless experience for your audience and enable them to follow through with a conversion.
Attribute Visual Content
While in recent years, the web design industry has trended toward minimalism, companies never really ignore the use of a featured visual element in landing pages. Visual content is much more powerful than text to catch the viewer’s attention, whether it is a video explainer, a background image, an illustration, or a product picture.
Note, it is not just the visual material itself that needs to stand out. It will work as long as it attracts attention to the other conversion components on your landing page.
A distraction on a landing page may be something that breaks the dedication or diverts the viewer’s attention away from the direction of conversion.
Excessive page features like sidebar advertising, animations, extensive menus, and pop-ups are only some examples of distractions that you should avoid. Do avoid unnecessary measures in your design, such as inserting an address or reacting to a survey so that you end up with a trouble-free method of conversion. Take an example of a landing page free from all distractions that can spoil the user experience.
Present a Quality Proposal
On arrival at the landing page, most (if not all) visitors have one question: What’s for me in it? Your job is to give them a clear, firm answer as quickly as possible. So your key headline will illustrate a user-oriented value proposition focused on the needs of your target audience.
Here are a few handful of tips to help you write titles that can convert:
- Choose the superlatives, which are negative. Negative superlatives, such as “bad,” “never,” or “lowest,” will dramatically increase headline click-throughs.
- Quote real numbers. One way to pique your target market’s attention is to state exact figures to back up your statements. For example, instead of saying “points to generate traffic,” try to expand it to “points to generate more than 10,000 visitors in a month.”
- Use the most suitable phrases. A survey conducted by BuzzSumo in 2017 showed that headlines featuring such phrases such as “are freaking out,” “This is why,” and “will make you” achieve substantially higher attention on Facebook.
Do not forget that you create landing pages for users who click on your Facebook advertisements. Seventy-five percent of Facebook users access the site on mobile devices, so it’s essential to optimize the mobile display landing pages.
The great news is that most builders of landing pages, web platforms, and content management systems embrace responsive design. Yet that doesn’t mean you ‘re not going to put any work into mobile optimization. Google’s Mobile-Friendly Test is a great place to start. Only enter your landing page URL, wait to complete the test, and look for optimization suggestions.
A / B Landing Page Test
Even with a talented team alongside you, having a landing page right the first time is nearly impossible. If you use the tested techniques on the landing page, some trial and error will be involved in deciding the right design and layout for your website.
An A / B or split testing tool will dramatically reduce the amount of time it takes to collect enough data about your landing page’s output. It works by allowing you to check two or more versions of your landing page simultaneously.
Landing page builders have built-in A / B testing tools, but you can also use the free Google Optimize tool to test multiple web page versions.
# 3: Build a fantastic Campaign to Nurture leads
Now you’ve got all the elements in place to start generating valuable leads. Your social ads are busy bringing in visitors, and these visitors will be turned into subscribers by your landing pages. But you aren’t done yet. You have yet to do anything to gain your new leads’ confidence and ultimately turn them into paying customers.
Develop a welcome email
Firstly, make sure the leads are entirely aware of what they have signed up for. Creating a welcome email in lead nurturing is perhaps the most natural step. If you are using an email marketing tool like Mailchimp, you will have the tools you need to create and schedule a welcome mail.
A welcome email not only allows you to express your appreciation for new subscribers but also establishes their expectations and makes them more attentive to future emails. It can seem counterproductive, but provide a link in your welcome email to unsubscribe. This can help you weed out unqualified leads early so that you can reliably calculate your email list’s growth as far as leads of high quality go.
Track people’s position in the Sales Funnel
One of the most common errors that firms make with email marketing is that they handle all of their subscribers in the very same way. There are different stages of familiarity in a sales funnel which determine how users respond to certain emails:
- Awareness: The stage of awareness is when people discover the mark. Those are the leads that need a welcome email with links to valuable tools to get them going, including blog posts, case studies, and other educational material.
- Consideration: Leads are not necessarily ready to purchase the consideration stage of a conversion funnel yet. They also need more feedback from user reviews, videos, free trials, and other product-centered content before they can take the next step with sufficient confidence.
- Purchase and repurchase: In email marketing, all existing customers can be segmented into one list regardless of their first purchase. At this stage, your goal is to create brand loyalty through cross-selling emails, review requests, and unique event offerings.
Email subscribers that you gained from social media are possibly in the sales funnel’s recognition or consideration stage. To classify them accordingly, email marketing platforms such as Mailchimp and Drip allow you to sort your leads automatically based on activities such as visits to the website, transactions, or sign-ups from different sources.
The above steps to create effective email campaigns that complement your social advertisements look simple on the surface, and are with the right tools. But with your brand, only you can discover the pivotal steps to success.
The design of landing pages and the creation of email content are processes with no one-size-fits-all solution.
Do you need to experience?
You can do your experiments- devise a method that can achieve your particular objectives.
For your regional business, being updated about the recent trends of ‘online marketing in California’ can help you relate and engage with the visitors on a more personal level.