Everyone has got an email address which they can check several times a day wherever they are, day or night, thanks to the popularity of smart phones. Emailing is still one of the most reliable and personal ways to contact someone directly, even with the boom of social media sites.
Having a strong email database is important for businesses of all sizes, as it allows you to contact your customers and most importantly potential customers directly, with new content or information about your products and services, making it easier to sell to them.
If someone gives you their email address it means they’re interested in what you have to offer and have already bought into your message, which makes this list extremely valuable. But don’t take this for granted. People can just as easily unsubscribe from your emails if they aren’t happy with what you’re sending them and how often you are sending them. You have to be mindful of what you put out there and make sure it’s interesting, engaging and relevant.
A great way to build your email database is by using Facebook. Facebook has over 1.28 billion users worldwide, with over 757 million adults visiting on a daily basis (128 million daily visitors in the US and 24 million daily visitors from the UK). This makes Facebook an extremely fertile platform for growing your email database. So to help you on your way, we have listed 7 effective ways of building your email database using Facebook.
Build a web page signup form using a custom app
Having a signup function will allow people to sign up to your emails and webinars without them having to leave Facebook, and it couldn’t be easier to set up. There are a number of different apps that you could use; you may already be signed up to an email marketing site which will probably have its own app. Alternatively you could use Mailchimp or Benchmark, which are both easy enough to install by following their fairly straightforward step-by-step instructions.
Design your signup page using attractive images and text explaining why people should sign up.
Create a short 2-3 minute video outlining what people will get out of signing up to your emails. Don’t talk about what you’re offering; instead focus on how they will benefit from signing up (try to give at least 3 reasons). Think about their biggest concerns and how you may be able to provide the solutions they need.
Post the video on Facebook and turn it into an ad by adding your URL and stating what people should do after seeing the video i.e. sign up, visit your website or blog and share the video (this is your call to action).
Create Facebook ads using eye catching images with text over them (make sure your text takes up no more than around 20%-25% of your image). Link the ads so that when clicked on, people are taken to your email signup page on Facebook.
Target who you send your advertisements to carefully ensuring you select your niche group. Don’t be too generic as this will be a waste of your budget. You want to be selective and target your core customers as it’s not about the number of people that are driven to your page but the quality of people that are there. The aim is to target people who will buy your products and services. You could also try targeting specific Facebook pages, which means accessing to your competitors’ audience!
Be aware that a lead is more valuable than a ‘Like’ on Facebook so aim to build up a big fan base then advertise only to them. You’ll pay a lot less per click and the click through rate will be higher.
Offer valuable content for free
Be sure to offer your audience something valuable in return for their email address, as people only give you their details if there is something in it for them.
You could offer free training programmes, webinars, eBooks, access to an exclusive video series, cheat sheets or special guides. Be sure to give these away regularly.
Run Facebook competitions
Competitions are a really good way to build your email list. You can use sites such as Heyo.com, Shortstack.com or Votigo to help you design these pages within Facebook. Know who your audience are and what would attract their attention. What do they want? If you offer a generic prize such as an iPad, you will inevitably get signups from people who are not your customers and will not buy from you. Again you need to focus on quality signups rather than quantity. Offering more personalised prizes such as mentoring for a year, free premium membership or a three day training course will attract genuinely interested potential customers. These are the people you want.
The content you post on Facebook and the way you interact and engage with people on your page is also a key factor in people agreeing to give you their details. If your page doesn’t provide them with an opportunity to engage with you or find valuable content they can share, they probably won’t find much value in signing up with you. Let fans go behind the scenes, ask and answer questions, encourage fans to read blog posts and watch videos, share relevant content from around the web all of which will build a relationship. Always tell them what you would like from them (your call to action), be it to like, share and comment or connect.
Turn your clients into case studies and ask them to share their stories on your Facebook page. Get them to shout about how your product or service has made a difference in their lives, and then ask them to share it. People love real life success stories.
Be consistent and regular with your postings. You will need to post content and engage with your audience on a daily basis, so set time aside each day to update your page. Set up alerts so that you know when someone has posted on your page. Answer any questions and comment on any postings in a timely manner otherwise people will lose interest if they have to wait 6-8 hours for a response!
Every piece of content you post should be seen as an opportunity to grow your email database. Be it via your Facebook ads, competitions, videos or regular postings. Always know what your end goal is and keep monitoring what works and what doesn’t. Putting a schedule of content together will help you to manage your time better, allowing you to plan ahead.