In this post, we will show you how to find new readers with Facebook, how to collect their email addresses, and how to then send these into the Sales-Funnel. It really is very simple, if you follow my guidance and take each step at a time.
In our case, we would like to find many new people on Facebook, who don’t know you yet, turn them into readers/followers, then get them to subscribe to your newsletter, literally funnel them into your Sales-Funnel and finally convince them to buy one of your products.
So, as soon as you have created your perfect Facebook fan page, we can get started.
Provide your readers with added value
You have finally created your very own author Facebook fan page, including name, profile picture and everything else. Awesome! That wasn’t too hard, was it? Now, we get to the point, where you will learn how to add new people to your Sales-Funnel. You will have to offer them something in exchange. For this added value, your readers are prepared to give you their email address, which is exactly what you are trying to achieve.
Utilize the Sign-Up button
So, how will you get those email addresses of your readers? You can add a button to your newly created Facebook page to link them to your website and to subscribe them to your newsletter. For this, you will select the “Register” button. Here, you simply enter the URL to your landing page or own website, where the people can subscribe, or register, for your newsletter.
How to link your Facebook Page with Your Website / Landingpage / the Funnel
On your website, you need to integrate a Lead-Capture program, which is a service that automatically collects and stores email addresses of your potential readers, and which helps you to send out newsletters. There are plenty of these kinds of services available, and we personally use GetResponse. Using them, you can send out a free eBook automatically as soon as a reader has registered their email address.
Facebook-Ads: Your chance for new readers
First and foremost, people will have to come across your Facebook page. How you get them to do that? By advertising to them. Facebook offers plenty of great advertisement features on its platform. The great thing about that is that you can specifically choose your target group for your ads. This will ensure that your advertisement will only be shown to people, who could be potentially interested for what you have to offer, which means that you will have to pay much less money for the “spread” of your content. Genius!
What does a good Facebook Ad look like?
Let’s look at such Facebook advertisements in detail, and what they should contain for them to work well. This principle applies to almost all social media platforms (i.e. Facebook, Pinterest, Twitter and even email).
1. The Heading
Here, you relate your post to your readers. Use only very few words and avoid paragraphs. The most important rule of all: Focus on the benefits for the readers, not on the features of the product. Avoid words which make it too obvious that you are trying to sell something, because otherwise the Spam radar will go off with most readers.
2. The Title
This will tell your readers what your post is about or what they can gain from it, if they read it.
3. The Subtitle
Once again, relates to your readers and lets them know what they would miss, if they didn’t read your post, for example: you can tell them more about what they will get if they keep reading.
4. The URL
You have to include the URL. After all, you want to generate traffic to your website. However, you should avoid using bit.ly and similar URL-shortening services.
5. The Picture
Choose an image or photo that will appeal to the readers and tickles their curiosity.
6. Verbs, you could use
let’s go (or let’s get)
Facebook-Ads: This is how much you should spend
Facebook advertisement can be started with very little money: You should start with $5 per day and test things out first. This is enough to advertise one of your posts on your fan page and increase the reach to new people. If this is successful, which means that you have a certain amount of feedback, and if people sign up for your newsletter, you can slowly increase your budget. Marketing one post is fairly simple: Facebook offers to do this directly, as soon as you create the post. But you are also able to apply this to older posts.
Rule of thumb: Wait until you have reached 500 – or if your budget allows it 1000 people, who have seen your post, before you determine the Click-Price (which is the price you will have to pay for every single click).
Address the correct target group!
I have already previously mentioned the target group: You have several options to choose from, who will actually get to see your post or ad. For example, you may select the gender, but also the age group, interests, regions etc. Getting back to our examples: Your target person for your niche “dogs” could be men between 20 and 40 years old, who are interested in dogs. For the “Baby” post, you may opt for female Facebook users only and in the age group of between 27 and 35 years old, who are mainly interested in motherhood, raising children, family and cooking. This will increase your chances that one of these people might find your post compelling to the point where they will sign up for your newsletter. For a fiction novel, you could decide on the following target group: Females, age between 30 and 45 years old, interested in romance novels and fantasy. If you are writing a book about the history of New York City, you could also decide that these people should also live in or near New York City.
As you can see, you will be able to specifically define your target groups, which will automatically and significantly increase your success rates, whilst you in turn won’t have to spend so much money. Simply genius!
General rule of thumb: A U.S. audience of 100,000 users is perfect, which also provides Facebook with enough people, so that your Click-Price won’t rise too quickly too high.
A step-by-step guide to your first Facebook Ad
Now that you are aware of the various different building blocks of advertisements on Facebook, we will now take a closer look at how you will have to build your ad specifically. It is very simple.
Facebook has three different platforms, or ways to interact with people:
- Profile: This is you. Your private person. You won’t be able to start any ads from your private and personal profile.
- Groups: Here, people come together and exchange content related to specific topics. As of today, you won’t be able to launch any advertisements from groups.
- Pages: If you are releasing a new ad, this advertisement from your page will show up in people’s feeds.
1) So, first of all you need a fan page, if you don’t already have one.
Once you have created your page…
2) Design your advertisement.
As I have already explained it previously, your Facebook ad should contain the following: The title and your text, which will enable your target person to fall in love with your product and pictures.Post something on your fan page with the previously listed components.
Once you have created your post…
3) Go to your Ads Manager.
On your page, click on the small arrow in the upper right-hand corner. From the drop-down menu, select “Advertising on Facebook” and then follow the obvious links.
4) In your Ads Manager, select the option [engagements] and then [post engagements].
Personally, I prefer interactions, because I want to find people, who will like and share my content or my advertisement – since they often sell my products better than I do!
5) Select your target group options.
Here, you can select the gender of the people, who should receive your ad, and also the region where they live, their age, as well as their interests etc.
6) Decide on your budget.
I like to start small, most often with just a couple of dollars per day, until I know what works.
7) Select your running time or when your advertisement should expire
This will prevent you from spending too much money, if you accidentally forget an ad.
8) Publicize your ad!
It is important that you monitor your Ads Manager after a couple of days to check on the results of your advertisement. The “average” click conversion for products on Facebook is 2%. You should therefore be able to achieve 2 sales per 100 clicks, which will lead from Facebook to Amazon.
Right… now you will be able to test your ad. Has it performed according to the market average? Was it better? Optimize it and let it run again until you have figured out what converts best.