How to combine Facebook Ads and email marketing to increase conversions – WAU
Although with different characteristics, Facebook Ads and email marketing are strategies that can – and should – go hand in hand. The integration of these approaches has everything to increase your conversion rate, but to do so, you need to understand how they relate.
Generate, qualify, convert and retain customers. These 4 actions form the backbone of any Digital Marketing strategy, making companies continually search for the best way to execute them.
This search created the idea, already outdated, that social networks should focus on capturing leads, while emails are tools shaped for other purposes.
Today, we know that the joint use of both of these channels is not only recommended, it is also an essential practice for the effectiveness of any strategy.
After all, digital convergence points to increasingly integrated media, generating the need to create an omnichannel approach for its consumers.
But, after all, why is the union between Facebook Ads and email marketing increasingly relevant and what can you do to explore this idea?
It was to answer these questions that we wrote this article. In it, you will discover:
Keep reading and check it out!
Why join Facebook Ads and email marketing?
To understand how these strategies can collaborate with each other, it is essential to visualize their particularities and understand their role in the current scenario of internet marketing.
So, let’s start with email marketing, one of the pioneers of digital communication and advertising efforts.
The practice of using emails to communicate with the audience, while old, remains extremely relevant. A Websites Are Us survey revealed that 76.4% of companies use digital mail and, among those that do not, 94.3% intend to implement this approach in the near future.
The reason for the importance given to this strategy can be easily identified. According to the study cited, 95.9% of consumers are in the habit of checking their inbox daily, given that, by itself, it illustrates the potential of using that channel for marketing purposes.
However, for the strategy to be strong, it is necessary to have a qualified contact list. And that’s where Facebook Ads comes in.
The tool, which is the flagship of the largest social network in the world, has proven to be one of the best ways to generate leads, that is, to get the email address of people interested in your company’s business.
This is mainly due to its enormous segmentation power. The platform allows the creation of extremely targeted campaigns, which make it possible to reach a very specific audience.
So, if you are good at performing this task, it is very likely to reach people who fit your profile persona.
If that happens, all it takes is a well-executed strategy to add qualified leads to your contact list. The consequences, as you might imagine, involve a much higher conversion rate and progress in consumer loyalty.
Consider using Facebook Ads as a nutrition tool
At this point, it is already clear that the use of Facebook Ads optimizes the generation of leads to be used in your email marketing campaigns.
However, as we mentioned in the introduction to the post, capturing business opportunities is not the only use of a social network, especially one as active as Facebook.
A study by Sprout Social indicated that 74% of network users make daily accesses, spending, on average, 35 minutes a day on the platform.
For attentive eyes, this data reveals a unique opportunity: that of generating valuable content to be consumed by followers.
Based on Content Marketing practices, it is possible to use Facebook as a nutrition tool. To do this, you need to know the audience and create really relevant posts, in order to attract their attention.
It happens that, many times, these materials go unnoticed, especially due to the excess of content on the network.
That’s where using email marketing can make all the difference. The simple act of including in your newsletters some recommendations for content posted on the social network can considerably increase your reach and generate even greater engagement on the part of your followers.
Want to know tips for joining the two strategies? Follow the reading!
How to integrate the two strategies?
If you have reached this point in the text, you already know that joining Facebook Ads and email marketing strategies can enhance the way you capture, qualify, convert and retain your customers.
The choice of these two channels to be integrated is no accident, since, in addition to presenting interesting returns for the business, they please most consumers.
This is clear when looking at this research carried out by Sprout Social, which shows that, from the customers’ point of view, email is the preferred channel for receiving offers, closely followed by social networks.
Therefore, using the two means in a coordinated manner is a way to extract the maximum potential of your Digital Marketing.
That said, it is important to remember that, although integrated, strategies must maintain their particularities.
You will not, for example, produce the same content for your newsletters and your Facebook fan pages, or you will kill the interest of your followers. Still, some points must be kept in both formats, such as language.
Adopt the same language style on both channels
There is no effective marketing without building a strong identity for your brand. This involves visual, linguistic factors and even the content production line. And it means that, regardless of the channel used, it is crucial to maintain a standard of style, whether in the colors used or in the type of language used.
Naturally, the way in which you write your texts will not depend solely on the company’s will.
You need to understand your persona and use an appropriate format in order to provide an excellent experience.
However, the point is: the language you use in your ads should reflect the language used in your messages.
This cohesion makes it possible to create a unique tone of voice for the brand, which is important in building the relationship needed for lead generation.
This is because, when reading the text of your ad, the user will immediately link to the newsletters received in the inbox, creating a sense of proximity to your brand.
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Guide your campaigns according to the stage of the funnel where the lead is
In both Facebook Ads and email marketing, one of the most common mistakes made by marketing teams is to ignore the funnel stage in which the customer is.
This can delay the conversion process and even prevent it, since offering attractive content to customers under consideration is counterproductive.
So be sure to segment your email list according to the stage of the funnel the lead is in. Thus, you can send attraction messages, characterized by more basic content, only to those located at this stage.
Likewise, funnel-bottom content, such as e-books and webinars, can be offered only to leads that are ready to convert.
This way, you avoid unnecessary efforts and considerably increases the success rate of your approach. With regard to Facebook Ads, the thinking should be similar.
The ad platform, however, makes life easier for advertisers. Before publishing a campaign, you can choose from several goals, which are separated by the different stages of the funnel.
As we are talking about ways to increase your conversions, one of the most relevant options is to take the user to another website.
We explain more about in the next topic!
Work with ads that lead to a landing page
As you may already know, landing pages are pages on the web designed to capture visitors’ contact information, turning them into leads.
This is a fundamental point for the integration of Facebook Ads with email marketing. The idea is to attract the person with the ad, take them to the page, collect the data and include them in the contact list.
To do this, landing pages often offer some content of value to the customer, such as an e-book.
To receive the material in his inbox, the person leaves his information, which opens space for the launch of a nutrition campaign. It is a positive exchange for both sides.
What makes the use of these pages so relevant is that if a person has reached it, it means that they have had an interest in the content. It is, therefore, a lead with high potential for qualification and subsequent conversion.
Facebook itself offers a campaign objective described as “lead generation”. When selecting this option, you will create an ad accompanied by a sign-up button.
However, there is a problem: many people do not use the same email address that is registered on Facebook, so the information may be out of date.
On the other hand, the landing page requires the user to enter the email address, which decreases the risk of erroneous data.
To direct the audience to the landing page, simply select the option to increase traffic to a website and insert the page URL in the ad.
Set up similar audiences
Creating similar audiences is one of the most important practices for integrating the two strategies.
It is the practice of reusing the characteristics of a lead group to define the target audience of your ad on Facebook Ads.
So, if you have a neat email list, you’re halfway there.
The idea is that the campaign reaches people with characteristics that are similar to those presented by those who have already become leads. And doing that is extremely simple.
Just go to the “audiences” area in the ad manager, select “create audiences” and click on “similar audiences”.
In the window that will open, choose the option “customer file”.
Depending on your email marketing tool, you can transfer contacts directly from the list. Otherwise, just upload your list in CSV format.
That done, you can choose up to 15 indicators to be used by Ads, including region, age, gender, etc.
Run A / B tests
A / B tests are essential elements throughout the process. Executing them allows you to browse through different options and choose the one with the greatest potential for conversion.
This involves campaigns on Facebook Ads, email marketing messages and even the elaboration of landing pages.
The execution is very simple. When creating a newsletter, for example, design two models with different characteristics and monitor the results of each.
Whoever gets the most promising results should serve as a basis for creating future messages, in order to guarantee the highest possible conversion rate.
The same goes for creating campaigns. If you’re unsure which age group to focus on, for example, create an ad for each.
A quick look at the results should be enough for you to make the decision on the most efficient type of targeting to achieve your goals.
Be mobile friendly
Another point that must be taken into account throughout the process is the adequacy of your strategy for users of mobile devices. More and more people use their tablets and smartphones to browse social networks and make purchases.
A Hubspot study indicated that 80.8% of users use their cell phones daily to check email.
In this case, sending messages that do not fit the mobile format is a huge waste of time.
Emails, as well as ads and landing pages, need to be easily viewed on mobile phones, facilitating the customer experience and boosting their conversion.
If you’re not sure if your landing page is set up in a mobile friendly way, don’t worry. You can resolve this question quickly by visiting the Google Mobile Friendly Test website.
Facebook Ads and email marketing are strategies with different characteristics, but that can work in an integrated way. Using both channels to reach and engage your leads is a way to qualify the experience and considerably increase your chances of conversion.
Working with emails is a very effective strategy, but it depends on your planning skills. For this reason, we have separated this email marketing calendar spreadsheet for you to organize your shots. Check out!
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