KEY POINTS
Main Methodology
- Develop an Attractive Offer
- The success of list building relies heavily on creating a compelling offer. Examples include:
-A promotional dinner for two at a restauran
-Free product giveaways in e-commerce.
- The success of list building relies heavily on creating a compelling offer. Examples include:
- Advertising Strategy
- Use Facebook lead ads to capture sign-ups within a localized target area (5-20 miles depending on the business).
- Lead ads simplify the sign-up process by pre-populating user information from Facebook data, making it easy for users to join with just a click.
- Lead Collection
- Leads can be downloaded as a CSV file for further use.
- It's possible to automate lead collection by integrating Facebook ads with a Customer Relationship Management (CRM) system for better follow-up management.
- Follow-Up Techniques
- After collecting leads, a sequence of follow-up messages (via email or SMS) can be established to keep the audience engaged.
- A simple thank-you message can be initiated right after sign-up.
Real-Life Example: PierogiOne Restaurant
- Offer: An “Unlimited All-You-Can-Eat Pierogi” dinner for two, including a bottle of wine and take-home boxes.
- Sign-Up Options:
- Collect both email and phone numbers vs. collecting just emails.
- The combination of email and phone collection yielded higher sign-up rates (190 vs. 61).
Conversion Costs
- Cost per Lead:
- The email and phone number option cost around $0.84 per lead.
Engagement and Incentives
- Participants who do not win the giveaway receive a coupon for a free appetizer or glass of wine to encourage restaurant visits even if they don’t win, ensuring ongoing engagement.
Advanced Techniques
- Implementing a two-step sign-up requiring users to like the Facebook page and sign up for the giveaway.
- Suggestions for enhancement include having participants perform additional actions (liking or sharing) for a points-based competition system that can enhance message spread and engagement.
Conclusion
- Overall, giveaways are an effective way to quickly build an email list with relatively low costs, often resulting in a substantial increase in potential customers.