By Gavin Hewitson (In-box.co.nz)
Social media marketing and email marketing work hand in hand when it comes to creating sales funnels that generate long-term revenue and loyal customers. Here is an easy way for you to build and implement your own sales funnel using a combination of email and social media marketing strategies.
Facebook Lead Ad Funnel
Before you start, you will need to make sure you have the following:
- A Klaviyo or Mailchimp account
- A Meta Ads Manager Account
Step 1: Define your audience
Be specific about demographics, interests, and behaviors. Facebook’s detailed targeting tools make this easy and efficient. Have the current audience you have been targeting been generating results as far as sales go? If so, replicate that demographic in your ad sets. If not, pivot slightly to promote your ads to a slightly different demographic. Remember, the goal of these ads is not to generate sales but to encourage people to enter their email address, so be mindful of what you are offering in exchange for that information.
Step 2: Create a lead magnet
To incentivise sign-ups, offer a lead magnet. This could be an exclusive piece of content, a discount, or access to a webinar, etc. Ensure that this offer provides significant value so it becomes irresistible for your audience. If you have the time, create different lead magnets for different segments of your audience. While your audience may be large, different incentives will appeal to different segments of that audience.
Step 3: Design an attractive ad
Your ad’s design is crucial for generating interest. It needs to grab attention, communicate your message effectively, and inspire action. Use compelling images or videos and ensure that your text is clear, concise, and benefits-focused. Ensure your lead magnet is the center focus with your company being secondary. If you are using video, make sure it is short and snappy.
Step 4: Craft a compelling call-to-action (CTA)
The CTA is where you tell your audience what you want them to do. In this case, you want them to subscribe to your newsletter. Make sure your CTA is clear, actionable, and creates a sense of urgency.
Step 5: Leverage Meta’s Lead Ads
Meta’s Lead Ads are specifically designed for lead generation. When users click your ad, they’re presented with a pre-filled form with their Facebook contact information, making the sign-up process as easy as possible.
Alternatively, If you prefer not to use Meta’s lead forms, direct potential leads to a dedicated landing page instead. Ensure this page is designed to convert – it should be attractive, clearly communicate the benefits of signing up, and make the sign-up process simple. From an email marketing perspective, the less fields someone has to enter the higher your conversion rates are going to be. You need to strike a nice balance between necessary information and the resulting conversion rates. At the very minimum, you need to capture their email address. Their first name should be the next piece of information to capture to help with email personalisation. After that, their cell phone number for SMS marketing. The list goes on, but it all comes down to what information you intend to use, and what you deem worthwhile to capture in regards to compromising on conversion rates.
Step 6: Follow up quickly
Once you’ve collected a lead, time is of the essence. Quickly send a welcome email thanking them for signing up and delivering your lead magnet. Make sure you have an email automation sequence set up to nurture these leads and eventually guide them towards a sale or a meeting. Automations can be set up in systems such as Klaviyo or Mailchimp. However, if you are an e-commerce brand, we recommend using Klaviyo. Klaviyo also integrates with Facebook, so ensure that you have your lead ads connected to a specific list. If you have never done this before, follow the steps below:
- Create a Klaviyo account: If you haven’t already done so, sign up for a Klaviyo account.
- Navigate to Integrations: Once logged in, click on the ‘Account’ dropdown in the top right-hand corner, then choose ‘Settings’ > ‘Integrations’.
- Find Facebook: In the integrations list, locate Facebook Advertising and click ‘Add Integration’.
- Authenticate your Facebook account: You’ll be redirected to Facebook. Here, log in and authenticate Klaviyo to access your Facebook account.
- Choose your Facebook page: Select the Facebook page you want to connect to Klaviyo. Make sure this is the page where your lead ads are being or will be run.
- Choose a Klaviyo list: After you have selected your Facebook page, choose a Klaviyo list where you want your Facebook leads to go. If you don’t have a list yet, you can create one in Klaviyo.
- Select ‘Add integration’: Once everything is set up correctly, click the ‘Add integration’ button.
- Set up your lead ads: Go back to Facebook and set up your lead ads. Make sure you select the same page that you connected to Klaviyo.
Step 7: Test and adjust
Always test your ads to identify what works best. Experiment with different images, headlines, ad copy, CTAs, etc. Make use of Facebook’s A/B testing feature to determine which variables drive the most sign-ups. The bigger the budget you have, the more you can test. Keep in mind, you will need to look at a few factors when determining effectiveness. One adset may perform better from a leads generated perspective, but from an email marketing perspective such as open rates, it may be underperforming. Be mindful to look at both of these mediums to get a true indication of effectiveness.
Conclusion
Creating a lead-generating Facebook ad that funnels people into a newsletter list is a powerful strategy for driving sales. It combines the reach and targeting capabilities of Facebook with the personalised, relationship-building power of email marketing. By carefully crafting your adverts, offering value, and following up effectively, you can create a powerful sales funnel that drives growth for your business.
The great part about integrating email into your social media marketing strategy is that you can remarket to the database you build as many times as you want, at a much reduced rate compared to Facebook’s advertising fees. For context, Hubspot reports that email marketing tends to generate $36 in revenue for every dollar that is spent. It is one of the most effective forms of marketing out there, and you can do it as many times as you want for typically a flat fee.
If you have any questions in regards to your email marketing, please don’t hesitate to reach out. You can found out more by checking us out at in-box.co.nz