How to Use Facebook Ads to Enhance Direct Mail Campaigns
Facebook Ads form a strong part of your marketing campaign as it offers more benefits beyond helping you build a social media community. You can integrate into your marketing channel to help drive more traffic to your website and improve your conversion rate.
From different users’ experience, it takes more than one email to generate a quality lead for a company. That means you need to have a system in place to follow up on prospects using different marketing means that gets results. When combined with Direct Mail campaigns, Facebook Ads can be a smart way to create a customized audience for the purpose of retargeting and follow up of prospects who didn’t convert in the first instance.
One benefit to consider integrating Facebook Ads to enhance direct mail campaigns is that it saves time and it is cost-effective. It enables you to automate your marketing process and you don’t have to manually follow up or create a customized audience for each marketing process.
In this post, you will understand the stepwise process of integrating Facebook Ads to enhance your Direct Mail Campaign.
- Prepare Your Mailing Data for Upload Into Facebook.
Chances are that you have accumulated enough data from your direct mailing and but what most businesses don’t know is that these data are a valuable tool for the Facebook campaign. You can use them to market your brand to your direct mail recipients who use Facebook.
Using Facebook Ads, you can create a target audience based on several factors, and these factors will enable you to know the data to import into Facebook Ads Manager. First off, start by creating a CSV file of the mailing data you have. This can include data such as Email, Phone Number, First and Last Name, Zip Code, Gender and many more. At least, the name and email should be included.
- Create a Facebook Custom Audience Using Your Mailing Data
Once your data is ready, you can use it to create a target audience using the Facebook Ad Manager. To do this, you can follow the steps below:
Click the Audiences tools then click on Create Audience. Next select Custom Audience from the drop-down list.
The next step is to upload the CSV file. Select the option to upload customer data then choose the file you have created for your customer data. Once the upload is complete, Facebook will ask for the identifier you want to use, this may be a name or address or whatever you want to use as an identifier.
Once you are done with this, Facebook will go through series of process to build your custom audience list and you can start building your Facebook campaign.
- Set Up Distinct Landing Pages
The next step to consider is to set up distinct landing pages for your campaigns. Creating a landing page for the direct mail and another for the Facebook Ads enables you to track the progress of each campaign. To make this easy, you should include a Call to Action on your landing page to act as a conversion point. Your CTA may be something like “Learn More” or “Buy now” this will help you to understand the actions of the visitors on your landing pages and you can use the data to create an optimized retargeting Ad copy.
You can make use of ClickFunnels as well to create your landing pages and the follow up emails once the user submits information on the landing page. This will help you channel your campaign by sending emails to your customers and providing more value. This will also help build relationship with your audience on auto-pilot.
- Segment Custom Audiences for Facebook Remarketing
After starting your campaign and getting enough data, you can create a new audience list based on the data from the preliminary campaign you created. This new audience list will include those that performed the action you used as conversion point or those that didn’t perform the action. For example, if your CTA is “Buy Now”, you can check your analytics to see those who bought your product and those who didn’t. This new data will enable you to create a new retargeting list and create new target audience using the steps you used to create the first list.
After you set up the parameters for each remarketing audience, give your custom audience a name and click Create Audience. Creating a retargeting audience list enables automation and will help you to save time.
- Create a Smart Timing Plan for Your Direct Mail and Facebook Ads
For efficiency of this campaign, it is essential to have a smart timing sequence for the direct mailing and the Facebook ads. Ensure you give quality time to the recipient to reflect on the emails before sending them Facebook ads. This way, the Facebook ads won’t be strange and by now, they already have an impression of what the ads are about.
- Create a System to Monitor your Campaign Performance
After following all these steps and putting all elements in place, the next step is to set up a campaign analytics system to determine the progress of your campaign. This will enable you to form strategies to improve the campaign performance.
Successful marketing campaigns don’t have to be a copy and paste strategy, you can create your own customized approach to target your potential clients. Using a combination of Facebook Ads and Direct Mails, you have the unfair advantage of retargeting clients who haven’t taken the necessary actions on your landing page. This will lead to more conversions, saves time and improve your overall marketing strategy. So why not try it out today? And have the feel of what a successful marketing plan is.