How Multi-Location Brands can use Facebook & Instagram Ads to Boost their Email Marketing

Facebook is a discovery tool – people use the network to see updates from their friends, family and Pages they follow, and are less likely to log in with the intent of finding out about a product or service. Rather, consumers see offerings from brands as they scroll through their feed.

Meanwhile, email marketing tends to be a more aggressive approach – with users having opted-in to receive material, the marketer can have a more direct sales pitch.

While these two marketing channels are clearly very different, they actually work extremely well together; by using Facebook & Instagram to get in front of new potential subscribers, you can grow your email lists and increase the likelihood of conversion. Plus, you can leverage your email lists to create Custom and Lookalike Audiences, helping to get your brand and your locations seen by the right people at the right time.

Many don’t realize the power of the customer data they already have. Combined with Facebook and Instagram Ads, the data in these lists can be the key to boosting your email marketing efforts and in turn, Social advertising can help maximize the number of subscribers in these lists. It’s an omni-channel, cyclical process, which will allow each marketing effort to enhance the other over time.

 

nullHere’s our top 4 tips on how to drive success through Social and Email
1. Use Your Current Database to Create a Facebook Custom Audience

Let’s say your a fitness center with 100’s of locations across the U.S.. You could start off by creating a Custom Audience based off your current members, and run localized ads for each location to drive member engagement with their local gym.

Meanwhile, you could expand your reach and drive new member acquisition by creating a Lookalike Audience.

2. Use Your Lookalike Audience to Find New Prospects

So, you’ve got your Lookalike Audience ready, and now it’s time to leverage your different location Pages to generate leads. By leveraging Tiger Pistol’s technology, you can share national audiences like those created from your database, and overlay geo-targeting to ensure ads are localized.

Lead Ads are a perfect fit for generating newsletter signups, as you can download the data directly in a spreadsheet to add to your own lists, or integrate with your CRM software to feed the data directly into your email marketing.

Using our fitness center brand as an example, we could create a new hyper-local campaign targeting our Lookalike Audience, and overlay geo-parameters specific to each location, to find potential new members around each gym that have similar attributes to existing members. Convince them to submit a lead form with a special intro offer, and qualify the leads with a custom question in your form.

 

  1. Nurture New Subscribers via Email

 

Hooray, your ads were a success and you have a number of new subscribers to market to! There are many ways to do this, from the very manual to the highly automated, but one thing is for sure – integrating with CRM software can save you a ton of time and effort if done right, and can be used to filter subscribers into the right stage of the funnel to ensure they receive the most appropriate email marketing from you. It’s worth researching different providers to see which integrations best suit your needs.

 

Take our potential new gym members – as soon as a lead comes through for one of the brand’s locations, it can be immediately added into their email marketing to be nurtured to conversion. Haste is the key here – users who submit data via Facebook Lead Form’s expect a quick response, so triggering an immediate follow-up email to new leads could see a higher chance of conversion. You could send a special discount code via email, or use the follow-up to schedule in a call between the lead and a sales rep. However you choose to nurture your leads once you receive them, make sure it’s done quickly for the greatest chance of getting them over the line.

 

  1. Remarket To New Subscribers on Facebook

 

Of course not all leads will convert off the bat, but the data of non-converted leads is far from useless.

 

Just because some users didn’t convert right away does not mean they won’t do so in the future, so add them to one of your more gentle email nurturing campaigns, or remarket to them on Facebook with a custom offer they can’t refuse.

 

  1. Refresh Your Facebook Custom Audience

 

The more data that’s in your Facebook Custom Audience, the more relevant your Lookalike Audience will be, and the more successful you’ll be in generating new prospects. Make sure to keep updating your Custom Audience via Facebook as it grows (the Lookalike Audience will automatically update). There are even some CRM tools that will automatically do this for you as part of an integration.

 

Depending on the amount of data you collate, you could have both brand-level audiences and location-level audiences, to be used for your national and local campaigns alike. As we mentioned in a recent post, first-party data now reigns supreme – so make sure you utilize it to get the most out of your digital marketing.

 

With more people than ever carrying out their shopping across multiple channels and different devices, and consumers expecting increasingly faster follow-ups to their enquiries, marketers need to be everywhere in order to get in front of and convert their customers. Using Facebook and Instagram ads to expand your audience and boost your email marketing is just one way to get more out of your digital marketing.

 

If you’re ready to run brand approved localized campaigns, get in touch!

 

Navigating Your Way to Ad Acceptance

There is more to Facebook marketing than meets the eye, and building Facebook ads can seem overwhelming to the uninitiated. Facebook, to its credit, maintains very high ad standards and strictly enforces its rules. These standards simultaneously filter out improper ads while ensuring advertisers adhere to best practices to help drive performance. Ads can be rejected without warning for any number of reasons like image content/quality, poorly written copy, and targeted audiences that are too small.

While it might seem like Facebook has designed a marketing obstacle course to filter out as many ads as possible, the opposite is true. It forces advertisers to build better ads, driving better results to generate higher click-through-rates and cheaper cost-per-click.

How can advertisers go about navigating their way to ad acceptance?

There are several tactics that can be deployed – many of which are nestled within Facebook’s ad standards and within their free online Blueprint training. Beyond that, the following best practices will increase your chances of having not just an accepted ad, but one that performs well.

For starters, your ad needs to promote a vertical or service that Facebook allows. If your ad is for bail bonds, political candidates, online pharmacies, and certain health products like weight loss pills, your ad will most likely require additional certification or could be rejected completely. Certification can be done within Facebook’s Business Manager interface, where you certify your ad or appeal a rejection.

  1. Another thing to consider is Facebook’s updated policy in response to recent events, focusing on Safe and Civil ad copy and ensuring you are helping support their efforts.

With those two out of the way, let’s focus on the major components of every ad.

  • Audience – Your ad’s intended audience is designed to find the maximum amount of people that would be interested in your specific ad. Get too specific and you risk having an audience too small that Facebook cannot optimize your ad. Get too generic and your ad may be seen by uninterested viewers. Using The Power of the Facebook Pixel is a good way to help find that balance.
  • Media – Images, slideshows, carousels, and videos are all options when building your ad, and each one serves its own purposes. If you’re a real estate advertiser, a video or slideshow could help show multiple views of a house for sale, while an autoshop may choose to use a single image to show the storefront of their auto shop. The media should not be blurry, covered with text, or contain anything that could cause a negative reaction (like a car wreck, ideal body images, or drugs).
  • Copy – Copy is fairly straightforward as long as a few guidelines are followed:
    • Never directly address or identify the audience with phrases like “you” and “hey allergy sufferer”.
    • Avoid profanity or verbiage that could be negative, or using grammar in a way to circumvent the guidelines.
    • Focus on the merits of your product or service, rather than the pain points of your audience.
  • Call to Action – The Call or Action (or CTA) is almost never rejected, but it is still a good idea to make sure your CTA matches the objective and content of your ad to ensure you’re maximizing the chances someone will interact with your ad.
Looking for a solution to manage your local Facebook & Instagram Ads?

The Tiger Pistol technology helps to identify errors in campaign content so those issues are addressed prior to you publishing them on the social network. This ensures your ads get in market as soon as possible. Ad creation can be daunting, so make it easier for yourself by working with an ad technology partner that can help you navigate your way to ad acceptance.

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Patrick Koepke is an Operations Manager over the Shared Services Team in Austin, TX. He is a digital native and passionate about the Tiger Pistol mission.