Your newsletter recipients are typically those with some general interest in your company. Maybe they've just opted in after reading some of your blog articles, or perhaps they're long time customers of yours. Whatever the case may be, the members of your newsletter build up a client base that are worthy to market to.
Thanks to a new collaboration between Facebook and Mailchimp, there is now an easy way to reach your current newsletter customers on Facebook with targeted paid promotions. Here's how.
What It Is
MailChimp recently unveiled an integration for a paid Facebook promotion targeting your current newsletter customers. You simply upload your email list to Facebook, and then develop your ad from there. (Note: This list does not have to be MailChimp-based, as Facebook also allows you to develop an audience into a custom data file ".csv")
You can also use this same device in a similar way to seek out new customers who have similar interests to your current customers. Mailchimp specifically has a great tool for this extra step, entitled their "Discover Similar Subscribers" tool. It targets a specific segment of your customers based on specific criteria, upload this specific list to Facebook, and then run your Facebook ad from there.
Why It Works
This marketing technique it yet another offshoot of the online marketer's best friend: inbound marketing. Inbound marketing fundamentally resonates with your prospective customers on a personal level, providing content that is in some way useful to them on a platform that is comfortable to them.
Facebook houses 1.19 billion monthly active users, and that number is steadily climbing. Facebook ads have the inherent ability to target specific users that would be interested in the service or product you provide, allowing you to put the right material in front of them to get them interested in your product and provide you with a lead. A simple investment in a Facebook ad can certainly go a long way.
Once you garner their interest enough to get them on your newsletter list, consistently supplying them with useful, interesting, quality content can be sufficient to turn that lead into a customer. You can ensure they are seeing the content that they will enjoy by utilizing this Facebook paid promotional tool.
How to Do It
Using Facebook's "Custom Audience" platform is the place to start. The Custom Audience is developed by using email addresses, phone numbers, Facebook user IDs (from mobile apps), or mobile advertiser IDs. These lists must have 20+ people on them to function. Naturally, if you're seeking to grow your current email list from the email list you already have, you'll want to go about this via email addresses.
There are 3 tools that you can use to build out your Custom Audience advertisement: Ads Manager, ad creation, and Power Editor. For those building a Facebook ad campaign for the first time, here's how to do it:
- Open Facebook's ad creation page to start making your ad.
- Select Create Your Audience > Create New Audience
- Choose to upload your Custom Audience through a MailChimp file or data file (.CSV)
- If uploading a data file, create a .CSV file in Excel with a customer list that you want to create a custom audience with using email addresses. It should be a single column of data with no heading.
- Follow the prompts.
The process could take about 30 minutes to complete.
That's it, you've created a custom audience on Facebook! Now you can target your current subscribers through Facebook ads.
Need help getting started? Want to learn how to develop an ad campaign that is specifically effective for your company? Don't hesitate to send us an email or give us a call. We'd love to chat!