Growing and maintaining your own email list is an important pillar of your practice’s email marketing strategy. Here, we’re going to focus on how to use paid social media marketing to grow list subscribers from people who are already following you.
These are the people who have already raised their hand and said, “I want to see content from you.” Unless your primary business is content—or you’re a prolific content creator such that it’s essentially an arm of your business—it’s not the best idea to go to market to net new consumers (those you don’t already have a relationship with) to ask them to join your email list.
Rather, you’ll encourage those who already opted into seeing one type of content (your Facebook content) to see another: your emails.
Secondarily, your posts will only organically show to about 10 to 20% of your followers. That means it will be helpful to have another method to reach your followers outside of the social media platforms.
Make Sure You Have a Landing Page
You can send Facebook users to a page on your website where they can subscribe to your email list, or you can use any number of third-party pages that will let you collect email addresses outside of your website. Note this page address, as it’s the location where you’ll need to send Instagram users from your promotion.
The copy will be important here. Remember: you only want people to opt in who have a decent chance of ultimately becoming valuable contacts. Note exactly the type of content you’ll be publishing to your email newsletter. You’ll only want to attempt to reach this audience if you plan to publish content to users who are maybe only just considering having procedures done. So make sure you reflect that in your landing page copy—and then deliver that in your content.
Create a Facebook Post
Create an Instagram post and caption inviting people to subscribe to your email list. The solicitation can be an image, but you might choose to enhance your pitch with a short video invitation.
Make sure you add a value proposition—a description of what they’ll get when they join your list—to the caption (and to voice it in your video if you choose this as your creative).
Promote your post
Once you’ve added the post, navigate back to it and click the blue “Promote” button. You’ll be promoted to open Facebook. Follow the remaining steps to launch the promotion:
- Select Where to Send People: You’ll want to choose “Your Website.” (Don’t be confused by what this option is called: you’ll be able to send users to whatever website you specify, even if it is not your practice’s domain.)
- Pick an “action button.” This is what the text of the button on your ad will say when users see it. Click “edit” beneath your website and select “Sign Up.” Click “Done.” Then click “Next.”
- Select Target Audience: Here, you’ll choose “Automatic.” This will target people who are similar to your Instagram followers, as determined algorithmically by Instagram. Click “Next.”
- Enter your budget: Determine how much you’d like to spend on this test over how many days: your total spend will be reflected at the top of this screen. The average cost per click on Facebook is between $0.70 and $1.00, and the average email opt-in rate for retargeted users (users who you have already interacted with, which is a sound equivalent for this strategy) is 20%. Using those figures, a $100 dollar investment would get you 100 clicks, netting around 25 subscribers at a cost of $4 per subscriber. This isn’t necessarily the result you will get, but could help you estimate what a meaningful test budget could look like.
- Preview Your Promotion: This screen will summarize the selections you’ve made and allow you to have a look at your promoted post before you create it. Click “Preview Promotion” to see the post exactly as it would appear.
Monitor and Measure
Once your campaign is live, you’ll want to stay on top of it to see what comes back. If you’ve opted to spend $20 per day over five days, and haven’t collected an email address in two, then you should probably cut your losses and deem this strategy a dud. (This example would yield a $40 cost per email address from existing followers.)
If email opt-ins start rolling in at a price you like and you decide to extend the campaign, remember that when you’re dealing with a finite audience, there will come a point of diminishing return when most of the opt-ins you’re going to get have been gotten. Exactly when you’ll reach this point will depend in part on the size of your audience, so watch out for when your cost per email address begins to notch up.