If you’re a
startup or small business, you have two powerful yet cost-effective response
drivers at your fingertips; email marketing and Facebook advertising. Email
marketing is low-priced and efficient. You can use it to move your customers
through your sales funnel, launch new products and much more. Then, there’s
Facebook advertising, with its ability to target extremely narrow audiences and
utilise powerful lead generation tools. 

Did you know

  • 81% of SMBs use email as their main channel for customer acquisition
  • 49% of consumers say they like to receive weekly emails from their favourite brands
  • 39% of Facebook users follow business Pages because they want to receive special offers

When you use
Facebook and email marketing channels in tandem, the results can be even
better. Here are three tactics you can try today to increase your sales.

Landing Pages To Connect Facebook & Email

You can use
Facebook Ads to help with building your mailing list by using a landing page.
You can use landing page software such as Instapage or Leadpages to help create
a quick & easy landing page that is built to convert.

Your landing
page should be offering something that is deemed valuable to your target
customer with offerings such as ebooks or guides. In order for the individual
to receive the ebook or guide, they will have to pass on their email address in
return which will be automatically added to your mailing list.

It’s a win-win
scenario where the customer is getting something of high-value and you’re
receiving their email address which you can carry on sending valuable
information to and then eventually market to.

Make sure that
the landing page is focused entirely on the CTA so that the customer doesn’t
get distracted with links that take them off the page.

Advertise to lookalike

The main selling
point of Facebook advertising is its targeting capabilities. You can target as
widely or as narrowly your target audience. If you want to hit 25-30-year-old
men, living in Leeds, who like cricket and superhero movies, Facebook makes it
possible. This makes Facebook exceptionally efficient.

One of its most useful features is its ability to create lookalike audiences. These are groups of Facebook profiles similar to an audience that already exists. This is where Facebook advertising meets email marketing.

For example, if
you upload your email list of 10,000 email addresses to Facebook, it will
automatically match those names to as many Facebook profiles as it can. Let’s
say that it can find 7,500 exact matches. This is called a custom audience.
Facebook will then analyse those 7,500 profiles and look for commonalities. It
will then build a new audience of profile customers who are not on your email
list, but who match it in as many ways as possible. This is your lookalike

You can then
send ads to everyone in your lookalike audience. The great thing about
lookalike audiences is that individuals are likely to be new to your brand.
They probably don’t know you, but they share interests with people that know
and like you. They are likely to be receptive to your messaging and,
eventually, become customers.


Find those people who didn’t
read your email

Building an email list is a must for any small or medium-sized business looking to grow quickly. When someone gives you their email address and consent to market to them, it is a sure sign that they are looking to buy from you. You can then email them with a range of news, promotions, birthday offers or information about new product launches. Emailing to your list is inexpensive (or free) and remarkably effective.

However, not
everybody on your list will open every email you send to them. Perhaps you
caught them at a busy time, or they are on holiday. In fact, the average open
rate for marketing emails is 20%. 80% of your emails are ignored.

How can you
reach that elusive 80%? Enter Facebook advertising!

Use your email
marketing software to generate the addresses of people who did not read your
email. Then, upload them to Facebook as a custom audience. As I outlined above,
Facebook will automatically match those email addresses with a Facebook
profile. You can then start communicating with them via Facebook, reinforcing
your brand awareness, driving engagement. Eventually, this will lead to more

Sponsored messages

The mid-point
between email and Facebook is Facebook Messenger. Although on mobile, it lives
in a separate app, the selling point of Facebook Messenger is that your friends
can send you private messages within the Facebook ecosystem.

In 2017, Facebook opened up Messenger to brands. Brands can use this medium to contact their customers in a more personalised way, called Sponsored Messages. Sponsored Messages are relevant promotions sent directly to Facebook profiles with whom the brand has already communicated. You can’t use it to contact new names, but for people you already have a relationship with, a powerful new medium is open.

The beauty of advertising
through Facebook Messenger is that you can use it to start a conversation with
your prospective customer. You can use it to identify their pain points and
position your product as the remedy, all in a truly personal way. It’s a tried
and tested way to make sales.

Some businesses
set up automated chatbots to run these conversations, but you may find the
human touch works better.

Marketing Solutions for your
small or medium-sized business

Using Facebook advertising, combined with effective email marketing
can drive sales and make a significant difference to your bottom line.

At The Good Marketer, we know how to get the most from email marketing, Facebook advertising and, of course, both of them together. Our guiding principle is that we are always transparent, flexible and affordable. This makes us the perfect partner to handle your marketing, whether you have a small or medium-sized business.

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