Series 4, Aritcle 70
The key is to create an ad campaign that works as an “Email Ad” and a “Facebook Ad” with a primary goal of selling a product, but then also up-selling future products. When you reach out to your email marketing contact via Facebook ads also, you increase visibility, engagement and the value you bring to your current and potential customers.
Email Ad Campaign:
- First, create an ad using your email marketing service like Mail Chimp, Constant Contact, Mad Mimi, iContact, etc. Send this ad to all of your email subscribers. Campaign your ad out to your email list a couple of times, waiting a week in between.
- All email marketing services have a back-end analytics system that will show you if they C. Didn‘t open the email, B. Opened the email but didn’t purchase, or A. Purchased. Segment your email subscriber list into C, B, and A email lists.
Facebook Ad Campaign:
- Then simply upload each segmented email list into Facebook (C, B, and A lists). (Facebook will automatically glean out your email contacts who don’t use Facebook.) Your goal is to turn your B and C lists into A’s. This is not just to have a bunch of A’s purchase something, but also to have an A list of people to which you can up-sell more items in the future.
- For the subscribers who didn’t even open your email (your “C” list), create a Facebook ad with the exact same message as your email campaign, since they never saw it the first time. Then, a few days later, once you see your Facebook ad analytics, segment this “C” list into your 3 lists: C. Didn‘t click on the ad again, B. Clicked on the ad but didn’t purchase, or A. Purchased.
- For the subscribers who opened your email or clicked on your ad, but did not purchase your product (this is your “B” list), create a Facebook ad, but change up information a bit. There was something about your email ad campaign that didn’t convince them to purchase your product, so step up the pizzazz in your Facebook ad this time. If you’re selling wine, have a bottle of the wine in the email ad, but then a sexy girl holding a glass of wine in the Facebook ad. Once again, a few days later, once you see your Facebook ad analytics, segment this “B” list into your 3 lists: C. Didn‘t click on the ad, B. Clicked on the ad but didn’t purchase, or A. Purchased. At this point, if someone didn’t respond to your email ad or your Facebook ad, they are going to be your toughest audience. Don’t delete them from your email list, but keep them in the “C” list so you don’t spend a lot of energy on them right now. You can do this step one more time with your “B” list, seeing if you can get any more people into your “A” list (the buying people).
Up-sell Ad Campaign:
- Now you want to just concentrate on your “A” list. These are the people who have responded to your Email Ad Campaign or your Facebook Ad Campaign and have purchased your product. These are “Buyers”. We now want to convert these “Buyers” into “Repeat Customers”. Since this audience is already familiar with your brand, analyze engagement metrics (likes, shares, comments) to measure the effectiveness of these ads. Their interaction validates how well the ad resonates with them, which results in a higher relevancy score, more social proof and free organic reach.
- If you have an ecommerce website, a great way to increase the lifetime value of a customer is to cross-promote and/or upsell related products. Utilize Facebook’s Carousel Ad Feature to highlight multiple products that provide additional value for previous customers. Show products that fit with items they’ve already purchase. Example: If they bought a cat toy, then show them cat food, or cat treats.
- Look for creative ways to divide your audience for the purpose of up-selling or cross-promoting other products they would find useful. Depending on your business goals, consider segmenting your “A” customer list by product type, purchase amount, purchase date, frequency of purchases, age, gender, or whatever category helps you to target a specific audience. Then target a carousel ad to each audience. Craft an ad with an exclusive deal, promo code, extended trial or free piece of content. Target this email segment every two to three months, depending on your list size.
Remember, it’s more efficient and less expensive to keep your customers than it is to find new ones.