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At Verve we have extensive experience planning, creating and optimising a wide range of Meta Ads for completely different businesses and as Digital Marketing Manager I am also a Meta Certified Media Planning Professional. Meta is as vast as it is complex, and you could pour hours upon hours into different ads and avenues to provide value to your business.
However, there is one campaign I always go back to, because it is a gem. I am yet to find a business where a variation of this advert has not formed a core part of a successful E-commerce digital marketing strategy.
I probably shouldn’t share the secret formula, but here it is…
Meta Leads: A Golden Newsletter Nugget
Email marketing should be a cornerstone of your digital marketing strategy because it is both cheap and effective. It is often referred to as a safety net because it is a database of people who are all interested in your business who you can market offers to with considerable ease. Building both the size and quality of this database is therefore essential, and that’s where this Meta Ad comes into its own.
Picking the right crowd
Meta Ads is the perfect platform for building your email newsletter database, because you can target audiences, not intent. For example, you can target millions of people who have shown an interest in bike repair services, and then even narrow your audience down based on demographics like age and gender. Alternatively, you can feed Meta a list of your current subscribers; Artificial Intelligence will do the rest, as it finds look-alikes and serves your advert to them. As it captures leads, the algorithm will learn and improve, serving your creative to increasingly relevant people.
Why should I subscribe?
When you are trying to sell a product to a customer, you will present them with many reasons to buy. This could be your price promise, delivery time, customer service or even the quality of the product itself. These reasons convert the customers and makes them choose your business/product.
Conversions always require a reason; so, why should I subscribe to your newsletter? This is a question that is not posed enough. The standard ‘subscribe for news and updates’ model can work, but you will almost always pay more for each of your leads as it is not a particularly powerful incentive.
I found that by offering a potential customer 10% off their first order, or giving them the chance to enter a weekly competition, you can reduce the cost per lead drastically. This is the fuel that powers the advert, as reducing your cost per lead gives your budget more legs.
Furthermore, the ‘soft conversion’ of an email signup can then help inspire the actual conversion you ultimately desire; a sale. By offering a discount you are giving them a reason to subscribe and a reason to buy. This means your business is getting double the value from the money you spend on your ad.
What do I do with my leads?
Our developers are able to connect Meta ads to your email software, whether that is Klaviyo, Mailchimp or something else. These systems enable you to automatically add your meta lead to a subscriber database or even a set list. We can help you to create automations which welcome these subscribers to the list and communicate key messages to build your brand.
Email automations can be as sophisticated as you want to make them. We have built welcome automations that span the course of multiple months, with different emails going to different customers at different times depending on the decisions and actions they take. Once the automation is created, it only needs to be monitored and updated occasionally, making email automation a hugely effective use of time.
You can also send emails as part of sales campaigns/promotions. Having more people in your database has a minimal impact on costs, and a large impact on returns, making it a no-brainer.
A self-fulfilling sales funnel
In the short term, this ad often generates enough revenue to cover its own spend. This is because a percentage of your new leads will find the 10% offer converting and use their discount code. That however is just the tip of the iceberg.
Once customers are subscribed to your email marketing, they are yours to target as you please. As aforementioned, email marketing is the cheapest source of revenue, and this ad has the power to supercharge it.
In summary, if you implement this ad in conjunction with a well thought-out email strategy, you will:
Put simply, every business should have a variation of this Meta Ad in their Digital Marketing Strategy. If you want help implementing it for your business, then please get in touch by emailing us firstname.lastname@example.org and I will be more than happy to discuss how we can tailor it to you.