Historically, email has been the marketing strategy that gave the best ROI. However, social media now is becoming more effective. Here’s how you can combine them to create the ULTIMATE marketing process that creates better conversions.
Why email is so effective
If email marketing is done well, it can drive a constant stream of traffic to your site. It allows you connect with your audience in a targeted way, creates brand awareness, and you can choose when to send your marketing.
Why social media is (becoming) better
You can target your precise market; geographically and by age, gender, and interests. The reach of Facebook is huge, there more than one billion people on there- from every corner of the globe, every socio-economic group, every interest group. You don’t need to form a distribution list- Facebook has done it all for you.
You can make your Facebook ads even more successful by combining them with email marketing. Use Facebook as the top of your sales funnel, and then fine tune your website and emails et voilà! You have an effective strategy that delivers results.
1. Set up Facebook ads that drive traffic to a landing page
Effective advertising on Facebook requires a little bit of thought but not a huge level of technical skill. Go to your Facebook page and click the ‘Promote’ button on the left-hand menu.
URL: Choose what goal you want here- in this case, scroll down and choose ‘Get More Website Visitors’. Add the URL of the page you are wanting people to go to. This creates a preview on the right hand preview pane. Choose the format of your ad- although most ads are fine with a single image.
Headline: You have a 25-character limit to attract attention and convey what your business can do for the viewer. A common technique here is to solve a problem for the viewer, such as; Broken phone? We fix fast.
Text: Once your audience have been reeled in, write copy that lands them on your CTA. There are rules around what you’re allowed to say; it must match the image and be a concise, clear value proposition. Remember your target audience here and use words and a tone that they relate to.
CTA: Your Call to Action is what you want people to click on. Facebook offers a range of CTA options- pick the one that suits your needs. ‘Sign Up’ or ‘Learn More’ are the ones that will likely work best in this instance.
Define your target audience: Facebook offers a huge number of options for targeting your ad. You can create a target audience based on user demographics. You can create a ‘lookalike’ audience based on your existing followers, which Facebook then distributes to exactly that group. Or you can build a custom audience based on other data sources such as an Instagram account.
Remember that this target audience is who you are creating this entire marketing campaign for.
2. Design an effective landing page to convert Facebook leads to subscribers
Creating a landing page is the amalgamation of great UI, fantastic design, and copy written to convert. It’s a psychologists dream. Essentially, this landing page is created purely to convert, it is just an elaborate CTA. Make it simple, compelling, and easy to do.
No distractions: The best landing pages don’t lead anywhere. There will be no-where else for the user to go other than perform your desired action. Remove headers, footers, and toolbars that aren’t needed.
Provide a value proposition: Tell your customer quickly: What is in it for me? Your main headline needs to provide a value proposition that is based on what your target audience needs.
Write a headline that converts: There are three tricks that headline writers use to help with this. They use negative superlatives- ‘the worst’, or ‘never do this’ can increase engagement. Using real numbers is to provide exact numbers- ‘How to get 10,000 visitors a month’ rather than the generic ‘Get more website traffic’. There are also a range of phrases such as ‘why you need to’ and ‘will make you’ that increase click-throughs.
Design for mobile users: Most of your traffic is going to be from mobile devices. Optimise your landing page for phones! If you’re not sure if your site is mobile-friendly, pop over to this mobile-friendly-test.
A/B Testing: Test your landing page and see if it works. This allows you to test two or more variations of your landing page to see which one performs better.
3. Create the perfect campaign
Your Facebook ad got people to your landing page. Your landing page got people to enter their email addresses. Now, you have to convert these leads into customers.
Welcome them: This mail thanks people for signing up and tells them what to expect. Also ensure you include an unsubscribe link- there’s no point sending emails to people who don’t want them. You only want high-quality leads.
Track people in the sales funnel: People have different needs depending on where they are in the sales funnel. Think about the stage they are at. Use MailChimp or Drip to get the most from your emails.
- Awareness: This is when your customer is just finding out about you. They need a welcome email that introduces you, your brand and provides helpful information. This is likely most people you garner from social media.
- Consideration: These people aren’t quite ready to buy yet but they are on their way. They need validation- in the form of reviews, trials, tutorials and other product information. Provide them confidence to buy.
- Purchase and repurchase: Build brand loyalty with requests for reviews, special offers and other buying opportunities.
Test and improve emails: Most email marketing software has analytics tools that help you to track what your users do and improve on it. If you get an email sequence that works well, see if you can adapt it for your business. You can also use Really Good Emails and WhoSendsWhat to help with this step.
And there you have it. From the start, to the finish, a complete marketing funnel utilising the power of social media and email marketing.