Nurturing leads and turning them into paying customers is an art and skill that takes time to develop. You need to understand what makes your prospects tick and then offer it to them strategically across multiple channels.
In this article, we will be taking a look at how you can combine the power of Instagram advertising and email marketing to really take your conversion efforts to the next level.
Why you need email marketing with Instagram Ads
For the longest time on the internet, email marketing has been one of the most tried-and-tested ways to drive traffic and build an audience. However, in recent times, SEO, content marketing and social media marketing have gained ground as the dominant marketing methods utilized by brands.
Even so, a good email marketing campaign virtually guarantees good ROI because most people will check their email once or twice every day minimum. To have a successful email marketing campaign, you will need to generate a good number of leads who are subscribed to your email list. The process is simple in theory – use your social media marketing to drive traffic to a landing page where people get to opt in to your newsletter.
Instagram Ads are uniquely suited to driving such type of traffic because you are able to showcase visually the kind of content and offers your prospects will be getting if they sign up. Let’s talk about how you can set up a campaign that seamlessly blends brand awareness and email signups.
Set up your Instagram ad campaign to drive traffic to your newsletter landing page
You can use Facebook’s ad platform to create ads on Instagram, and this ad suite gives you a massive amount of audience targeting options, ad formats and different styles you can use to effectively reach your prospects. The new Facebook advertising module makes it a breeze to get started because you have a lot of pre-configured options for running your advertisements on Instagram.
When you’re starting your campaign, select “Get More Website Visitors” in the goals section. Then, you can add in the URL for your landing page. You will see a small preview of your ad to the side. In most cases, a single image ad will work just fine but depending on your market you may experiment with videos, carousel or slideshows as well.
There are a few things you need to get right in your advertisement.
Headline: This is probably the most important part of your ad copy and needs to immediately hook your readers by touching on a pain point, offering a solution or evoking a strong emotion.
Body: This is where you expand upon the premise of your headline. Make sure you are carrying through the concepts you started with and try to communicate in a way that your target audience is familiar with, including any industry jargon that might be prevalent.
CTA: This is the final nudge your audience needs to click through to the page you have created to get your email subscriptions. Usually, some variation of “Sign Up” or “Learn More” works well for email campaigns.
Targeting: Defining your target audience is crucial, and Facebook’s robust toolset will allow you to pinpoint the people you need to be targeting. You can filter by demographics and interests as well as use your own profile activity to create lookalike audiences and custom audience sets.
· Landing page do’s and don’ts
- Creating a good-looking Instagram ad is the first step. Once you have taken users to the landing page, they need to convert (sign up to your list).
- Designing your landing page well is crucial. You can use online page builders like Instapage or Clickfunnels to quickly design landing pages or use an in-house web development team if you have one.
- The overarching principle to keep in mind is that you need to offer your audience as hassle-free an experience as possible. Keep your page minimalistic and feature visual content and cues wherever possible. Instead of writing a long wall of text, have a talking head video explain what you would have written about.
- Eliminate any aspects on the page that do not directly lead into the conversion. This includes distracting graphics, pulsating GIFs or web elements that may look cool but aren’t helping your signups.
- You need to present your value proposition clearly and firmly on the page. Make the audience understand exactly why they should sign up, and what will happen once they start receiving emails from you. Use actual numbers and real testimonials wherever possible.
· Keep mobile users in mind
- Since you’re running an Instagram ad campaign, almost all of your visitors are going to be mobile users. As a result, you need to make sure your landing page looks good on mobile devices, and design it specifically for mobile users. The Google mobile friendly test is a good place to check if you are doing things correctly.
- Keep testing multiple variations of your landing page to ensure that you are doing things correctly.
So, there you have it – a robust process to start converting profile visitors and followers into subscribers that you will be in contact with over email regularly. Once you have built up a sizeable list, you can use it to drive traffic to new pages on demand and occasionally recommend products for a nice commission. Make sure you are constantly delivering on your value proposition once people are in your list, and you will have lifelong fans that will help your brand and business tremendously in the long run.
Note: You can also try Social Grand to buy Instagram likes and Take your Instagram to the next level!