Leverage Social Media to Quickly Build an eMail List
One of the most important assets in marketing, as Gary V puts it, is attention. If someone or thing has people’s attentions, then there is money to be made! And there is currently one platform out there, that literally, everybody has their attention on. That platform is Facebook.
I know, it’s nothing knew that people are spending time on Facebook, but despite this fact, there are marketers everywhere who are underrating the marketing potentials of Facebook.
This post is going to show you just how powerful Facebook Advertising is by breaking down exactly what we did to land one client 1,600 emails in 7 days with only $61.60 in Ad Spend.
Why You Need to Move Your Following To an eMail List
Before I go over how we achieved those results, I want to first talk about why it is important for you to bring your following on Social Media off of that platform and onto your email list. Don’t get me wrong, it is great to build a strong following on any social media platform, the thing is, you do not want your following to solely live on that platform.
The mean reason for this is you have no control over that platform and if something were to happen, you could lose all of your hard work. This is why it is crucial for you to move your following on social media, into a funnel that you completely control, hence, an email list.
Imagine, you spent years building up a following on a specific social media platform, say Vine for example. Then, one day, Vine decides to close their doors. If you did not migrate your following, you would be shit out of luck. However, if you did funnel your Vine following into your email list, it wouldn’t matter whether or not Vine or any social media platforms shuts down because you still have access to your audience.
How We Can Use Social Media to Build an Email List
Okay, so now that you know why you need to migrate your social media audience on to an email list, let’s start talking about how we can actually use social media to build an email list.
When it comes to building an email list using Facebook Ads, there are two simple routes you can take and they are:
- Free Lead Magnet (Info Product, etc)
- Free Giveaway
Choosing the route you are going to take really depends on the product or service you are marketing. If you are marketing some form of a service, lead magnets like a free guide usually perform really well. If you are marketing products, we have found that giveaways often perform better.
Once you have decided if you are going to use a lead magnet or a giveaway, you need to get up a Facebook Ad campaign targeting your market and watch the leads roll in.
In this case study, we ran a giveaway for a company that markets products like T-Shirts, Coffee Mugs, etc.
7 Steps to Launching A Successful Campaign
In order to launch a successful ad campaign, you need to follow these 7 simple steps. Althought each step seems rather easy, it is very important that you put a lot of time and thought into each step as you move throughout the process.
1. Create Your Giveaway
This is by far, the most important step in the process. You really need to get inside the head of your target market and figure out, what it is they want. You also need to make sure that whatever you give away is relevant to the product you will remarket later on.
An example of something a Gym or Fitness Club could offer in their giveaway could be a Free 1 Year membership to their club.
In our case, we offered a free Xbox One S. This is because the products the client sells are heavily tied into the gaming niche, so we knew anyone who would want an Xbox One S, would likely be interested in the products our client is offering.
2. Design Your Facebook Post’s Image in Canva
Once you know what it is you will be giving away, you need to design the image that will be used in your Facebook post. We recommend you head over to Canva and use their platform because it’s free and it has a lot of great functionality.
When designing your image, you need to make sure it pops out on people’s news feeds so they actually notice your ad. It is also important to make sure that your image has minimal or no text at all. Facebook does not like ads that are full of text and they will increase your costs by up to 66% if your image is not properly optimized.
In this example, we ended up using the image below.
3. Sign Up For Woobox
Next, you will need to sign up for Woobox in order to build your landing page. You can also use Lead Pages or a similar service, we just prefer Woobox because it is Facebook approved, and Facebook has a history of not liking landing pages. If Facebook doesn’t like your landing page, the cost of your ads will likely rise.
4. Create Your Sweepstakes & Publish Your Landing Page
Once you are signed up for Woobox, you will need to create a sweepstake for your giveaway. Thankfully Woobox is very user friendly and if you simply follow their setup wizard, you will be able to easily create your landing page in 10-15 minutes. Something to keep in mind is you will also want to create another image in Canva that you will use on your landing page.
Don’t stress out about making your landing pages perfect either. They just need to be clean and simple. Below is what our landing page looked like for this case study.
5. Create Your Ad Copy
Once you have your landing page setup, the next thing you need to do is come up with the copy you will use in your ad. You don’t want to over-complicate this part either. Just keep your ad short and sweet but make sure that it clearly gives your point across and directly speaks to your target market.
Below is the copy we decided to use:
***HOLIDAY GAMER GIVEAWAY***
We are Giving One Lucky Winner a Brand New Xbox One S, 12 Months of Xbox Live & 3 Games of Their Choice! (Over $500 of Value)
‘LIKE’ this post and enter to win here: http://woobox.com/m2ougm – We will choose the winner on December 25th.
6. Publish Your Post With Ad Copy & Image
Once you have your ad copy written up, it’s time to go publish your post on the front-end of Facebook. Below is what our finished post looked like.
The reason we asked users to also like the post in order to enter the giveaway, is so we can later go back and invite everyone who liked our ad. This is a great way to organically build a Facebook page’s audience.
7. Boost Your Post From The Ad Management (Back-end)
Finally, you need to boost this post from the back-end of Facebook using the ad manager. If you boost your post from the front end, you will not be able to use all the same features you get from using the back-end.
When boosting your post, it is important to make sure you hyper-target your audience in order to keep your CPA as low as possible. If you are not properly targeting your ads, you will see lack luster results and end up losing money.
Our Results – 1,600 Emails in 7 Days with $61.60 in Ad Spend
Okay, so now that we have laid out the exact steps we took when setting up our campaign, along with our exact ad and copy, let’s look at the results.
The image above shows some data on how our ad performed on Facebook’s end. We can see our post reached a total of 51,295 people and had a total of 1,746 reactions, comments, and shares. We can also see the post itself was clicked a total of 675 times and the link inside our ad copy was clicked a total of 539 times.
And remember this is all with only $61.60 of Ad Spend in 7 days.
Next, let’s look at how our landing page performed.
At the end of the 7 days, we were able to collect a total of 1.6k emails. Our landing page was also shared 255 times by the people who entered through our Facebook Ad. This sharing is what accounted for the additional 500 users who opted into our giveaway who didn’t come from the Facebook Ad directly.
I also mentioned earlier, that we would then go back and invite everyone who liked our ad to like our Facebook Page.
We began inviting everyone to like our client’s page 2 days after the ad campaign started and have seen our client’s page likes grow by 35% over 30 days.
And with that, you now have all the information you need to go out and setup your own Facebook Ad campaign so you can start building your business’s email list.
Let us know what you think of this post in the comments below and If you have any questions don’t hestitate to ask!