Let’s face it. Building an email subscriber list can be tough. Usually you need to setup a sign up page on your website, and then send us much traffic to that page as you can, with the goal of converting visitors into subscribers.
Fortunately, Facebook lead ads make it possible to short circuit the sign up page, allowing people to join your newsletter database without leaving the Facebook or Instagram platform.
Now people aren’t just going to part with their email address willy-nilly. To encourage users to give you their email address, we are going to use a compelling prize as the primary lead magnet. For people to enter the competition, all they have to do is join your newsletter via the Facebook lead ad form. It really is that simple.
Let’s dive into how you can setup a competition exactly like this. The 10 step guide below should gives a pretty solid overview of how to do this.
Step 1 – Login to Facebook Business Manager & Create A New Ad
Step 2 – Select ‘Lead Generation’ as your marketing objective
Step 3 – Select the Facebook Page that the ad will Run Through
Step 4 – Select The Audience You Want To Target.
In this example, I’ve opted for men between the age of 20 – 34 that have an interest in Nike and live in California.
Step 5 – Specify Your Budget & Schedule
Budget: In the example above, I’ve changed the budget from ‘daily’ to ‘lifetime’ and set the total to $1000. Your budget could be smaller or bigger, so just choose the amount that’s right for you.
If you are just starting out, it might be safest to run a test campaign with $100 and a lower value prize. This will help you learn the ropes before you launch your full scale acquisition monster.
Schedule – I would recommend running the campaign for 2-3 weeks. If you make it shorter, your cost per subscriber may increase. Alternatively if you make it longer, you might saturate the audience that you’re targeting. 2 to 3 weeks is a good middle ground.
Step 6 – Select Single Image Ad, Upload Your Image & Fill Out All The Fields
Step 7 – Create Your Lead Ad Form
The key thing here is to make sure people include their name and email address. Fortunately, this is very to do.
Step 10 – Review Your Ad and click Confirm
Bonus Tip – To get the most out of a campaign like this, it can be super helpful if you already have an existing email database. This is important for 2 reasons.
- You can exclude all the existing members of your newsletter database
- You can create a lookalike audience of people that are similar to your newsletter database.
If you don’t have an email database, using website visitors (and a website visitors lookalike audience) is a good second choice.
If your website receives a small amount of traffic, Facebook core targeting will still do an excellent job, so don’t worry too much if your email database is tiny and you aren’t receiving a huge amount of traffic.
However, when your audience is a bit bigger, keep this golden bonus tip in mind