They say “the money is in the list”. This is a saying repeated by internet marketers all over the world. And for good reason. It’s true.
Your email list is one of your most prized business assets and if you’ve added quality names to your list it can be a reliable source of revenue.
Multi-million dollar businesses have been built by building an email list of people interested in a particular subject. As long as you maintained the relationship with your subscribers and kept them engaged, these loyal subscribers could be counted on whenever you launched a product or service to be first in line to buy.
Getting these eager subscribers on your list has usually been accomplished by giving away some type of lead magnet, something free in exchange for their email. This method has worked well for years.
If you spend any time on Facebook you have undoubtedly seen ads for someone trying to get you to sign up for a free ebook, video series, webinar, live stream, etc..
Facebook is a great place to target people who might be interested in your particular product or service. This method does work and has worked for many of my clients. But it’s getting harder, and more expensive.
So what can you do to get your content in front of your prospective audience without having to spend a ton of money on opt-ins?
Enter Facebook Content Ads
Wait, I can hear you saying “I am supposed to pay for traffic without getting an email address?”
Yes…but here’s why.
A Warm Audience is Always Better
This particular method of promoting content is nothing new but has been gaining steam mostly because of prices rising on many traffic sources like Facebook because there’s just so much more competition.
Here is how it works.
You use Facebook ads to send people to a content piece that’s intended to be a top of funnel (TOFU) type of content. Could be a blog post or a video. The idea is that it ties into what you are going to want to sell later.
You need to have Facebook retargeting set up on these content pieces and an audience built inside of Facebook because you are going to retarget them to take a further action later.
Why Do This?
Like I said a “warm” audience is better. Meaning people who have been exposed to your content and your brand a few times are far more receptive to sign up for your email list or buy your products than a “cold” prospect.
Here Is an Example:
Let’s say you are a business coach and you have a product that teaches people how to get more clients from social media.
You don’t want to just post ads up on Facebook saying “Hey come buy my product!”. Well, you might, but your conversion rate is very likely to be extremely low. Why? Because these people have no idea who you are!
Facebook is all about building a relationship with your audience BEFORE you market to them.
Okay, back to our business coach example. You want to kind of work backward.
What I mean is that you want to start from your product and think about the questions that a prospective buyer would ask leading up to them buying your product.
So if your product is about teaching people how to get clients from social media (or anywhere), you want to think about what questions are going through their minds.
Maybe things like:
How do I get clients from Facebook, Twitter, LinkedIn, etc.?
How do I manage multiple clients and still give great service?
Where are the best places to network online to find clients?
You get the idea.
Then what you want to do is answer these questions in a series of blog posts. You are sending people (via Facebook ads) to your content and not asking for anything in return. You can have opt-in opportunities on your site but there is no “gate” between your audience and your content.
Convince Them That You Are The Expert
Putting your content in front of your prospect is a great way to introduce them to you, your brand and your expertise. Facebook is an amazing tool for reaching the people that you want to eventually buy your products.
You can target people by interest, demographics, job, marital status, income, you can even target people who are planning to go on vacation or buying a car. The options are almost unlimited.
You are “warming’ up an otherwise “cold” audience and sharing value with them so that in return you can eventually ask for them to opt in for a lead magnet or buy a product or serve directly.
How Is This Helping Me?
You might not be collecting their content info right away but you are building a list. A retargeting list.
Well here is what I mean.
Facebook gives you the ability to add a little code to your website that will track anyone that visits your page or even a particular page. You can then segment these people into audiences and show them targeted ads in the future.
The whole idea is that you are sending people to your content and collecting them in your retargeting audiences. You will then either promote the next logical content to them. That could be a blog post answering another question, a video post or a lead magnet that you have designed as a perfect lead-in to your product.
Is This Better Than An Email Funnel?
If you pay attention to your email open rates when you send one out, you probably notice that you never reach everyone on your list. If you get an open rate of 20-30% your are doing pretty average. If you get higher open rates consider yourself one of the lucky ones.
If you have a list of 50,000 on your list and your open rate is 20% then only 10,000 people on your list actually saw your message. You put all of that work (and money) into building your list and only part of them see your content. Ugh!
With running Facebook ads to your best content and adding people to your retargeting audiences in Facebook you can reach these people again and again with ads! Your content will reach a much higher percentage of your retargeting list than you will ever get with your email list.
Should I Stop Using Email?
Absolutely not. Email will always be one of the highest ROI marketing strategies for any business. People that are on your list have agreed to give you something in exchange for your content. Their email address. That’s something personal.
Email is more personal than Facebook ads and you should definitely invest in list growth.
You can actually lower your cost per opt-in by running ads to your content and then running ads to the people in these retargeting audiences an ad for your lead magnet.
Content Is Still King
There is a reason that content marketing has proved to be one of the best marketing strategies for many businesses over the last few years…content works!
Don’t rely on just SEO, social media sharing and emailing to get your content in front of potential prospects. You can use Facebook’s huge reach (over a billion people are on it) and their many advanced ad tools to position yourself as a true expert to your prospects long before asking for anything in return!
Have you used Facebook ads to promote content? Comment below and tell me how it worked out for you!