How to Grow Your Email List with Facebook
Facebook, along with its 2.2 billion monthly active users, is one of the most underrated platforms by B2B marketers.
Even though Facebook is perfect for selling to customers, it can also be used to target businesses and generate leads. This is because, even when you are selling to businesses, your targets are still the individuals in that business.
You Can Reach Your Audience
Since Facebook algorithms constantly change and limit your ability to reach more of your audience, it is always a good idea to have another way to reach customers directly.
That’s why it is important to take your communication beyond social media and take advantage of Facebook to grow your email list.
Here are 5 ways to own your Facebook followers and turn your followers and page visitors into your subscribers.
1. Place a Sign-Up Form on Your Facebook Page
There are apps you can integrate into your Facebook account that allow you to collect email addresses easily.
It will only take a few minutes to connect the app you chose to your Facebook Business Page. You can customize the form with your branding style and write a quick intro to let your audience know what they are signing up for.
After the integration, the Email Sign-Up tab will be placed inside the menu, underneath your brand’s profile picture. Take a look at the MailChimp’s Sign-Up form on their Facebook page.
Extra tip: In addition to an email subscription form, you can also integrate another type of page where you can promote your lead magnet.
2. Make It the Theme of Your Cover Photo
Your Facebook cover photo is the image at the top of your page, and it is very often the first thing people see on your page. Make sure you use this space to create a visual that will lead people to your email newsletter.
Do not include all the details. Instead, use a captivating image and a few basic details. Add all the necessary info and the link to the description of the image.
Here are some great cover photo ideas to get inspired by. Furthermore, you should add some text to let your fans know they can also stay in touch with you through email.
3. Use the Facebook CTA Button
Make use of the CTA button located under your cover photo. You can customize this button to show different CTAs, depending on your goal.
You can easily customize this button to match your purposes. What you need to do is to hover over the button, select ‘Edit Button’, then ‘Contact You’. Here you can choose from a variety of CTAs:
• Contact Us
• Sign Up
• Send Message
• Send Email
• Call Now
Select ‘Sign Up’. Next, you will be asked to add a link. Add it to your subscription form – and that is it!
From now on, whenever someone clicks on the ‘Sign Up’ button, they will be taken directly to your opt-in form.
4. Share Your Blog Content with Your Facebook Fans
You are probably already creating blog post content, so why not make the most of it?!
Just sharing a link will definitely bring traffic to your website. However, make sure you are giving your website visitors a way to join your email list as soon as they arrive.
The most effective way to achieve this is to offer a free product (i.e. a lead magnet) in exchange for their email address. It can be an eBook, a guide, a webinar, etc. You can promote this lead magnet in various ways.
Your website sidebar is a great place to put your subscription form. It is visible while people are browsing any page of your website. Another way to do this is to create a pop-up box or to promote it within your content.
5. Promotional Facebook Ads
If you have used Facebook to sell your products or services, you have probably been disappointed by its performance. This is because most people are not on Facebook with the intention to buy something. That is why Facebook ads are a great way to grow your email list. Promote your lead magnet with them and watch your list grow.
Here are the best practices for creating a catchy ad to promote your offer:
• Use an eye-catching image
• Write it in a personal and conversational voice
• Pick a short and memorable headline
• Clearly state the benefits that subscribers will gain if they opt-in
• Include a CTA that will clarify what people need to do next
6. Create Facebook Lead Ads
Specific types of ads we would like to highlight are Facebook Lead Ads. They are quite an uncommon campaign type on Facebook.
Lead Ads have many advantages over other ways of generating leads as they do not require the user to leave Facebook or type their personal info in order to opt-in. Facebook collects data from their users’ profiles, and automatically fills the forms. Most importantly, you do not need to create a landing page because everything is done within the Lead Ad.
To make the most of these ads, make sure to synchronize your form with your email provider before you start this type of campaign. This way you will collect all of your new subscribers and save time on all the manual work afterwards.
This post is the fourth part of serial blog posts on how to grow your email list using social media channels. Read the previous posts on growing your email list with Instagram, Pinterest and Twitter, and subscribe to our newsletter to receive more useful tips straight in your inbox.
Monika Gaberova – Marketing Associate @ Essence of Email
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