How to Make Facebook and Email Marketing Work Together
There are always people saying that old rules don’t apply whenever a new advertising medium comes into existence. These people usually also say that because of this new medium all other media will soon become extinct. This is what was happening with newspapers when the radio was invented. This is what was happening with the radio when TV was created. This is what is happening now with print, TV and radio vs the Internet, including social media.
Such people also usually suggest that the effectiveness of a certain advertising channel should be measured differently.
However, even with new media the laws of marketing and advertising do not change. Your advertising should always focus on return on investment, be it on the radio or on the Internet.
An advertising medium that has been gaining a lot of popularity in the recent years is Facebook. A lot of limo companies try to use Facebook once or twice with unsatisfactory results only to decide that “Facebook doesn’t work.”
Truth is, Facebook is just another media. Your customers, not some new media, should always come first. You want to figure out who your customers are and what you want to offer to them. Only then should you start thinking about ways to delivering your message.
In this article we will discuss a few strategies about how you can use Facebook effectively.
The first strategy is to use targeting and re-targeting.
Targeting means that on Facebook you can create target audiences and show your ads and messages only to certain groups of people. For example, you may decide that your target audience is families in a 30-mile radius from your office with parents between 25 and 45 years old. Targeting means that you can show your ads and messages only to the people that fit your criteria. Because of this, Facebook can be a very effective way to advertise your limo company.
Re-targeting means that you can show ads only to people that have previously visited your website. To do so, you’ll need to put a snippet of code on your website. The snippet basically tells Facebook that you have the rights to the website.
Whenever a user visits your website, the snippet of code sends a message about it to Facebook. You can now create an advertising campaign that is shown only to the people that previously visited your website.
This is why the second strategy is to combine Facebook advertising with email marketing.
You do not want to be showing the same ads to the same people all the time. If you do so, you will find that the results from your ads will eventually start going down. Combining Facebook with email you can be showing different ads to different people depending on what pages of your website these people have visited.
This is why using email marketing together with Facebook marketing can make both channels work much more effectively. You can also see what worked for you in your emails and create Facebook campaigns that mimic your best emails and funnels.
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