For many businesses, Facebook is becoming the social media platform that is of less interest and is less of a priority for social campaigns. This is because of the changes to the Facebook algorithms that share the content to users and followers of business pages.
As a result, these posts are reaching fewer fans than ever before. Many have simply come to the conclusion that they believe that without paying for their marketing program on Facebook, there are no valuable returns.
Many small business owners are left wondering if it is time to just call it quits on Facebook altogether. However, despite the decrease in organic searches, Facebook is still considered one of the best and most effective ways to make a lasting first impression on existing and potential new customers.
When new customers or clients search for your business, it serves as an immediately visible and transparent online community and hub of all relevant information. They immediately get access to photos, business trading hours, contact information and how a business communicates with their clientele.
But what about using Facebook to reach your existing customers? When social platforms such as Facebook change their algorithms, it changes your ability, and the limit to which you can reach your audience. The Facebook algorithm determines what your users see on their News Feed at any given time, and is an extremely complicated beast. This results in only one solution: to have another avenue to reach them directly. It is so important, now more than ever, to move, develop and grow your online relationships with your customers beyond social media and utilize Facebook to grow your email list.
Email marketing shifts the power and the information that you choose to share, on the own terms of your business. With an effective email list, you can send messages, promotions, and updates directly to your targeted audience, track the results of campaigns and even see what types and categories of contacts are engaging with your business the most to further develop and understand your target audience.
Here are some simple strategies to encourage people to take the next step and join your email list.
Facebook sign-up form
There are so many ways to help streamline the process of collecting email addresses from Facebook, including apps such as the ‘Join My Mailing List’ App. This App allows you to easily and automatically compile a list on your Contacts account. These apps allow you to connect your Business Facebook page in only a couple of minutes, where you can then customise the settings to include your logo and a brief summary for your audience to know the type of information they will be receiving.
Include your email newsletter to your Cover Photo
The cover photo on a business page on Facebook will more than often be the first thing that users will see when they are directed to your page. You can creatively utilize this space to create an image that it a call to action to sign up to your email mailing list.
For an ideal Cover Photo, the image 'Must be at least 399 pixels wide and 150 pixels tall. Loads fastest as an sRGB JPG file that's 851 pixels wide, 315 pixels tall and less than 100 kilobytes.'
Utilise the Facebook Call to Action Feature
One of Facebook’s most recent and most useful features that have been implemented is the call-to-action feature. This is a custom button that appears next to the ‘like’ button on the bottom right-hand corner of the cover photo on your page and is an ideal tool to encourage email sign-ups.
The admins of the business page can select from a group of seven call-to-action buttons that will be added to the dedicated space at the top of the page.
The seven calls to action available are:
- Book Now
- Contact Us
- Use App
- Play Game
- Shop Now
- Sign Up
- Watch Video
The implementation of these buttons can deliver up to 2.5x more conversion rates that are aimed towards new users.
One of the best initiatives to encourage fans of your Facebook page to share their email addresses with you is to run a contest on the platform - this adopts the strategy of giving something in return for useful information. By choosing any product, service, or opportunity that you can give away, as long as it is relevant to your business, you can achieve great results and boost your number or email contacts dramatically. Next, you just need to make it easy for your fans to enter the competition by requesting that they leave their name and email address for you to choose a winner at random. You can even let your followers be a part of the judging process by asking them to cast their votes on their favorite or most creative entries.
Offer exclusive content
If your business doesn't have any relevant products or opportunities to give away, then you may want to consider what kind of exclusive content that you can offer instead. You can be creative with the type of content that you would like to share. If your business is a restaurant then you can offer your fans an exclusive recipe or video tutorial of how to recreate the dish at home. The only incentive that your audience needs to provide to you is their email address. Audiences love exclusivity and to feel as though they are a part of something bigger and by giving them access to exclusive content, you can help to build your engagement.
Share your newsletter
There is no better way to convince your followers on Facebook to sign up to your mailing list than to show them exactly what kind of content they will be receiving.
Run a paid Facebook ad
Although you do not have to have paid promotions for everything that you post on Facebook, incorporating a mixture of organic and paid promotional posts will help you to drive action to your business and can help you achieve great results and returns. Promote email sign-ups via these paid promotions to make it easy for your fans to see the posts and to ensure that you are reaching the right audience.
Facebook doesn't have to be a daunting social platform that doesn't give you any return. It can still create a big impact on your business but you have to utilize the platform to allow your fans other ways to connect with you, via email marketing.