If you have several lead magnets or offers, you may elect to include very little other information in this first email. By doing so, you can put all of your new subscribers into the same nurture sequence rather than a separate one for each lead magnet.
The first email in the nurture sequence can automatically be sent to your subscriber within 10–30 minutes of them joining your list (but after the email delivering the lead magnet or offer). This email will welcome them and explain what they can expect from you.
Before ending this first email, open the loop so your reader anticipates the next email and knows when to look out for it.
Start Building a Relationship in the Next 3–4 Emails in the Sequence
Your nurture campaign should have another 3–4 emails, all with the aim of building a relationship with your readers. Again, each email should open the loop to the next email while also bringing them closer to the next step in the buyer’s journey.
You can do this by offering something of value to your subscribers such as a blog, video, or podcast episode that they can click through to. This increases your engagement and delivers something of value.
At the end of your initial nurture sequence, your subscriber will be used to hearing from you and be left wanting more. You’ll need to decide how often you’ll communicate with them. At this point, we suggest emailing subscribers a couple of times each week.
#4: Create a Facebook Ad Campaign
Now that you have everything set up, it’s time to move into Ads Manager to create your Facebook ad campaign to bring people to your sign-up page.
When it comes to generating leads, Facebook offers two campaign options: Conversions and Lead Generation. If you don’t have a website and don’t want to invest in a landing page builder, choose the Lead Generation objective, which offers a built-in form builder. However, my preference would always be to use the Conversions objective with a purpose-built landing page and success page with the Facebook pixel installed on both.
In Ads Manager, click Create to set up a new campaign and then select Conversions as your objective. Name your campaign something memorable so you can easily find it again in the future.
If you’re new to using Facebook ads, leave all of the other settings as they are and continue to the next step to create your ad set.
At the ad set level, set your conversion as shown below to allow Facebook to send your audience to your website and optimize for the Lead event on your pixel. This instructs Facebook to show your ads to the people within your audience who are most likely to complete the action of subscribing to your email list. The algorithm will know that someone has subscribed when the Lead event fires, as you put that event code on the success page.
If, when setting this up, you see a red dot instead of the green one shown above, it means the page has had no recent traffic to fire the event code. Once someone reaches the page with the event code, the event will fire and that dot will turn green.
Next, you’ll choose who to show your ads to, where they’ll be displayed, and how much you’ll spend.
You can instruct Facebook who to display your ads to by creating an audience. If you’re aiming to get new subscribers from a cold audience, you can use a lookalike audience or create a new audience using demographics and interests.
If you want to get the email addresses of people who have already engaged with you on Facebook or Instagram, you can create a custom audience. You’ll have various options to choose from, including people who have engaged with your Instagram shop.
Pro Tip: Always try to get the email addresses of your social media audience so you have a way to communicate with them (even if Facebook or Instagram go down). This way, you won’t be reliant on a third party for your business.
Next, you’ll select your placements. Facebook currently gives you four main platforms to display your ads: Facebook, Instagram, Messenger, and Audience Network. From experience, the Audience Network is unlikely to deliver the results you want from a campaign to gain email subscribers so I suggest you turn that placement off by unchecking the box.
Finally, complete your ad set by setting your budget for the campaign.
Once your ad set is complete, you can move on to creating your ads. You should always have at least two ads running so you can test different versions to get the best results from your budget.
Ensure that your ads position the lead magnet as the answer to your audience’s problems so they’ll be encouraged to click through to find out more.