Growing your email list and staying in touch with customers with frequent newsletters can be very profitable for your e-commerce store. While website visits are transactional – visitors are there to accomplish a task – newsletters build ongoing relationships with customers. But starting that relationship depends on a simple, fast sign-up.
Facebook Lead Ads make it easy to reach interested customers – and keep them interested with frequent newsletters – using a simple sign-up from a Facebook feed on a mobile device. You can even follow up immediately with an email sequence and newsletters while customers are signing up. You can:
- Customize the form with open-ended or multiple-choice questions telling you more about subscribers so that you can personalize future conversations. Follow-up emails should interact with your customers based on these answers, and in a dynamic conversation based on their engagement. For instance, you can ask a new subscriber is “what info are you most interested in?” or “how often do you want to hear from us?” Here are examples:
jaspers market facebook lead ads
- Create a two-step subscription process – clicking on the ad and autofilling the form.
- Segment your audience from the very first interaction with questions that give you insight for optimizing communications, and, at the same time, are easy to navigate and answer on mobile devices.
- Integrate Lead Ads with your CRM system, and set up autoresponders and personalized messages to continue the dialogue with the subscriber. Some CRM integrations are already supported – including Salesforce and Marketo. For others, you can do the integration yourself using Facebook’s API.
- Track the conversion funnel of subscribers using the Facebook Conversion Pixel to s, and help Facebook identify the target audience most likely to subscribe to your ads.
- Use a variety of call-to-action buttons, including:
- Sign up
- Subscribe
- Learn more
- Apply now
- Get quote
- Download
There are several ways to set up the autoresponder. Some tools, such as SyncSumo and DriftRock, have built-in integration between Facebook and some CRM systems.
Here’s an example using DriftRock to set up an autoresponder email:
(Image source: http://www.jonloomer.com)
You can also set up the email autoresponder through a pre-built integration to your existing email service. DriftRock has developed integrations for MailChimp, InfusionSoft, Intercom and others.
Here are some examples of how Lead Ads are being used.
Getting a Quote:
Land Rover and Properti Brazil, a real estate company, both use Facebook Lead Ads to make it easy for visitors to get quotes via a mobile device. These ads drove a 4x reduction in cost-per-lead compared with other lead generation tactics, reports Land Rover’s digital marketing manager. Properti’s CEO saw the same 4x reduction in cost-per-lead plus a 3x increase in the number of leads.
(Image source: www.facebook.com)
Signing up for offers and promotions:
Footwear company Stuart Weitzman uses Facebook Lead Ads to identify the right audiences for special offers and promotions.
(Image source: www.facebook.com)
Stuart Weitzman’s chief marketing officer says that the company’s Facebook Lead Ads yielded 52 percent more efficient cost-per-lead across different markets.
Jasper’s Market, a premium prepared foods retailer, uses Facebook Lead Ads to manage the sales funnel:
(Image Source: www.facebook.com)
Planned Releases: Facebook has said that in the future it will introduce new Lead Ads formats such as video and carousel. We think that means interactive ways to subscribe after watching a video and viewing dynamic product ads.
In summary: Facebook Lead Ads can be a tremendous opportunity for brands and ecommerce sites to collect signups, grow email lists, segment customers based on tailored questions, and automatically conduct personalized email conversations with interested customers.
Success depends on:
- Segmenting customers correctly
- Personalizing conversations based on customer’s interests
- Automating the email sequence so it’s scalable and repeatable for a large number of interested customers.
Back to you – Have you tried Facebook Lead Ads? Or have you tried other lead generation techniques and used automation and personalization for the follow-up sequence? What has your experience been?
