James Scherer — June 28, 2017 — June 28, 2017
Do you want to use Facebook for more than just getting Likes and sharing your most recent blog article to 2% of your Fans?
You can! Facebook is a massive platform you can use to grow your business, with more than 1.7 billion users waiting for you to grab them.
But, as with all digital marketing, it’s about knowing how to do it.
This article will break down a Facebook marketing campaign from start to finish.
I’ll be using a totally made-up small e-commerce business as an example: Hipson outdoor apparel.
I’ve often found that using an example makes learning easer, so let’s get rolling!
Step 1: Create a Marketing Campaign Page and Publish it to Facebook
First things to do is create a Facebook marketing campaign page. This is the focus point of your entire campaign. For the purposes of this campaign we’re going to be hosting the page on Facebook (this can be done easily by choosing where you publish your page within the Wishpond campaign builder).
Use one of your campaign builder’s templates to quickly create an optimized campaign page, featuring your campaign incentive (in the case of Hipson I’ve gone with a lifetime supply of hiking socks) front and center, as well as the dollar value of that incentive.
Be sure you’ve also added contrast to your campaign’s button, so it stands out from the page and commands attention.
Here’s an example of what your Facebook marketing campaign page might look on the social media platform:
Step 2: Add a Click Popup to Prompt Entrants to Share or Like your Page
No matter what you want to get out of your marketing campaign, encouraging entrants to Like your Page and Share your campaign is a great idea.
And, if you use a social media contest app (like Wishpond) you can quickly incentivize that Sharing and Liking.
Give your campaign entrants a bonus entry in return for their social action.
You can do this by adding a click popup to your campaign’s button. It will pop up when someone clicks, and looks like this:
When someone Shares or Likes your Page, the system will automatically add a bonus entry to their contact profile in the backend of your contest builder.
If you want to get really fancy, you can also send your contest entrants an email with a unique referral URL. They’ll get a bonus entry (or 3) any time their friends or family use it to enter your campaign.
Step 3: Create an Entry Popup to Drive Website Traffic to Facebook
To drive your Facebook marketing campaign’s success, you need to use more than just your Facebook Page to get people to visit. A great way to do this is with an entry popup which appears on your website.
Entry popups, so long as they deliver genuine value to your website traffic, are a fantastic way to boost your campaign’s success.
Here’s what it might look like on the homepage of Hipson’s website:
Step 4: Create a Facebook Ad to Drive New Prospective Customers
You can, and should, send an email to your subscribers letting them know about your campaign, but these people are already your customers, and getting them to enter is simply about providing value to your list.
What you really want are new prospective customers or Facebook Fans.
And for that we need to throw out a few bucks.
Facebook Ads are a legitimate way for you to grow your business, and they can actually be a better use of your marketing budget.
Let me break it down quickly (and I’ll discuss this a bit below as well)…
- If I spend $ 50/day I’ll get 70,000 people to see my Facebook Ad per week.
- If my ad converts at .5% and my campaign page at 80%, I’ll get 280 new email contacts per week.
How much is your time worth? $ 20 an hour, conservatively? Do you think you could drive 280 new email contacts, organically, in two and a half hours?
Thought so.
Here’s what the Facebook Ad would look like for the Hipson Facebook marketing campaign:
The Ad:
Notice that this ad will contrast massively with the rest of the Facebook newsfeed. It uses the red from both the Facebook marketing campaign page and popups to stand out. It also features the prize value front and center
Note: Be sure you’ve selected “Traffic” or another Facebook Ad objective which enables you to drive the people who click to a Facebook URL. Not all of them do.
The Ad Audience:
I’ve targeted both genders in the US, and also specified people who have Liked Pages or expressed interest in hiking trails – giving me a prospective audience of about 1 million people.
With an ad budget of $ 50/day (maximum) I can expect to have my ad seen by around 10,000 people every day. With a clickthrough rate of .5% I can drive 50 people to the page, and expect about 80% of them to convert – giving me 280 new leads per week.
And that’s not even considering the added benefit of brand awareness. 10,000 people/day is nothing to stick your nose up at.
Step 5: Use Email to Achieve your Campaign Objective
So now you have several hundred email addresses. The best way to achieve whatever your campaign objective is, is to send them email.
Not social media.
Remember, the percent of Facebook Fans (if they are Fans, which can’t be assured) is going to be approximately 5% (if you’re lucky). The Reach of your average email is 100%.
So even if you’re just driving people back to Facebook to Follow or Share your campaign, you’re still better off doing it via email.
Here are a few email examples I’ve written up for two primary Facebook marketing campaign objectives:
If your Campaign Objective is New Facebook Fans…
Email #1:
Subject Line: Thanks for entering Hipson’s Sock Giveaway!
Hey there!
Hope this finds you well. I’d like to thank you for entering our sock giveaway!
Remember, to increase your chance of winning our $ 850 prize (a lifetime supply of our beautiful hiking socks) you need to Follow us on Facebook, Share the Campaign on Twitter and Share it on Facebook.
We’ll be drawing a winner randomly, so the more bonus entries you have, the better your chances!
Thanks again for entering, and good luck!
Jen, Customer support at Hipson.com
Email #2:
Subject Line: Re Hipson Giveaway: 48 Hours Left Until We Randomly Draw!
We’re almost there! Only 48 hours left until we randomly draw a winner for our $ 850 hiking sock giveaway.
Now’s the time to Share and Follow! To increase your chance of winning our $ 850 prize (a lifetime supply of our beautiful hiking socks) you need to Follow us on Facebook, Share the Campaign on Twitter and Share it on Facebook.
Good luck!
Jen, Customer support at Hipson.com
These two emails emphasize your business’ desire to drive new Fans and Followers (as well as spread the word about your campaign).
If your Campaign Objective is New Customers…
Email #1:
Subject: Thanks for entering Hipson’s Sock Giveaway!
Hey there!
Hope this finds you well. I’d like to thank you for entering our sock giveaway! Hoping you win!
A few details…
- If you want to increase your chance to win, remember to Follow us on Facebook and Share the Campaign on Twitter and Share it on Facebook.
- We’ll announce our winner on July 5th, as we need a bit of time to notify the winner and get a response. We’ll send you an email and also post on Facebook.
- If you win, we’ll send you an email with all the details you need to know.
Thanks again for entering, and good luck!
Jen, Customer support at Hipson.com
Email #2:
Subject: Hipson Giveaway Winner Announcement!
Hey there!
I’m super happy to announce our Hipson sock giveaway winner as John Smith, from Oakland, California. Congrats John!
Commiserations to everyone who entered. As a thank you for entering, I’m happy to say we’ll be giving every entrant a free coupon code worth $ 20.
This code is only available for the next 14 days, so jump on it to take advantage. We have an awesome selection of hiking gear (including socks…) which are perfect for the summer hiking season!
Coupon code is [LIST2178]. Just paste it into the prompted box upon checkout. Only available for 14 days!
Any questions, just let me know!
Jen, Customer support at Hipson.com
Email #3:
Subject: 48 hours left to take advantage of your giveaway discount code!
Hey there!
Just wanted to remind you that your discount code code (exclusive to our giveaway entrants) expires in less than 48 hours.
Remember, that coupon code is [LIST2178]. Just paste it into the prompted box upon checkout to get $ 20-off your purchase.
Get on it!
Jen, Customer support at Hipson.com
Final Thoughts
Hopefully this article has given you a better idea of how to set up a complete Facebook marketing campaign from start to finish.
Remember a few main things…
- Put your incentive or prize front and center on your campaign page
- Add click and entry popups on your campaign and website to maximize your success
- Use email to spread the word about your campaign and follow up with entrants/new contacts. Do not use social media for this.
- Offer an incentive to new prospective customers to get them to become paying ones.
And let me know if you have any questions about setting up your next Facebook marketing campaign!
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