A lot of business owners delve into the world of Facebook because it’s in style, because it’s flashy, and because everybody’s talking about it and everyone’s there, they want to be there, too. But doing things “just because” is definitely a problem if we don’t plan it out as part of a strategy aimed at fulfilling one or more specific goals.
So my first recommendation for all of you this year is to set realistic goals, or at least one goal, for your Facebook Marketing. It could be to make sales, to promote your brand on the market, or to give your clients better service…
Today we’re going to talk specifically about one of the goals that a lot of entrepreneurs have for their Facebook Marketing: capturing emails from their fan pages so as to increase the size of their databases and to then be able to work them into email marketing campaigns.
First off, here at the Online Rebels we are of the opinion that the best way to capture email addresses from Facebook is via a landing page.
A landing page can be an external or internal webpage or on Facebook itself (there are a number of applications that allow you to install them on your fanpage) with a link to attract customers, such as a discount, a raffle, a giveaway, a download, etc. But to access this link they have to give us their email address.
We’ve spoken previously on our blog about how to create a landing page that sells, but basically your structure should consist of:
-An impactful title.
-A high quality image.
-A form near the bottom (that the user won’t have to scroll down to see).
-A direct, clear call to action.
-A very concise text that reinforces the user’s desire to complete the call to action.
And now for the most important part, the Rebel tricks for capturing email addresses from Facebook:
Incentive is very important
Users aren’t going to give you their email address out of charity; they’re always going to want something in return, and the key is for you to know what it is that your potential customers want and for you to be able to give it to them in return for a mere email address. The incentive should be your main goal so that they won’t think twice about giving you their email address, which should be trivial from their point of view.
They should recognize your design
To generate confidence on your landing page we recommend that when designing it you base it on designs that you’ve already made for your brand with your company colors, font, etc, so that it will feel familiar to your users. That way users will be filled with confidence from the moment they lay eyes on it.
Create a sense of urgency
If you don’t already have one, you can add a countdown timer or a deadline to the background of the landing page; that way, by adding an expiration date, you create a sense of urgency that will get users to hurry up or to think less about giving you their email address.
A simple form
Don’t waste time asking for their first name, last name, city of residence, etc. unless you plan to later segment your databases in one way or another. Focus on getting their email address; that’s your goal. If you ask for other information, your conversion rate will go down. Furthermore, be sure that the form is highly visible (that they don’t have to scroll down) and simple.
Create step-by-step instructions or bullet points
If, in addition to providing their email address, the users have to perform some other action, such as clicking ‘Like’ on your page or sharing the landing page on their personal profile, then be sure to list step-by-step instructions on the landing page so that the users understand clearly what it is that they have to do in order to receive their incentive. For example:
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