Do you want to contact people based on their physical locations? Have you considered combining Facebook ads with direct mail campaigns? You’ll learn how to create a multichannel marketing campaign with Facebook advertisements and direct mail advertising in this post.
How to Use Facebook Ads to Boost Your Direct-Mail Marketing Campaigns:
Prepare your mailing data for Facebook upload.
Your postal information is also vital for Facebook marketing if you use direct mail advertising. You can show Facebook ads to your direct-mail advertising recipients who are also Facebook users using the mailing information.
This strategy is a fantastic way to reach out to potential customers in a variety of ways. To begin, create a CSV file with your mailing information for import into Facebook Service Supervisor or Advertisements Supervisor.
Your goal is to gather as much information as possible. Facebook allows you to create unique audiences based on a variety of factors:
- Telephone number.
- First Call.
- Date of Birth.
- Year of Birth.
- Zip/Postal Code.
- Mobile Marketer ID.
- Facebook App User ID.
Because you’re working with a subscriber list, you’ll need names and addresses at the very least; however, the more information you have, the better. In a spreadsheet tool like Excel, you may create a CSV file with a header for each data piece you have.
Create a CSV file with column headers to store your mailing information: If you need help, you can use this example CSV file from Facebook. Facebook also provides instructions on how to set up the information and columns.
Create a Facebook Customized Audience based on the information you’ve provided.
You can use your mailing information CSV file to create a personalized audience once it’s ready. Open Advertisements Supervisor or Company Supervisor on Facebook. Open the Audiences tool, which you can find in the Regularly Used column, or by going to All Tools and then Possessions.
Browse to create your crowd: To create your audience, go to Develop Audience and select Customized Audience from the drop-down menu. Select Consumer File from the pop-up box that displays.
Choose a client Fill out the form below to apply for the custom-made audience type: When asked for your source, select Include Clients From Your Own File.
Choose the following option to publish a file containing consumer information: After that, you’ll go through around four steps on Facebook to get ready to submit the data. To begin, notify Facebook that you want to send a file and select the CSV file with the mailing information that you created.
Examine the list to ensure that Facebook recognizes and maps the information you want to use to grow your audience while ignoring the fields that aren’t acceptable.
Use the name and postal code at the very least, but e-mail and anything else are much better. According to Facebook, the higher the match rate, the more information you use.
Make that the fields in your CSV file that Facebook recognizes are properly mapped to classifications that Facebook understands. Follow the triggers through the upload process to hash (firmly upload) your data and start processing your audience file.
You’re ready to start working on the project. It may take a while for Facebook to create your following, depending on the magnitude of your import data.
Create unique landing pages for direct mail and Facebook ads.
Advertisements: If you’re combining direct-mail advertising with Facebook ads, you’ll need to create two landing pages on your site: one for the mailing and one for the Facebook ads.
You can determine the activity to the two media from two different areas (without criteria that will need you to put a complicated URL on your direct-mail advertising advertisement).
If you don’t already have a tool for creating landing pages without the help of a designer, you might want to consider investing in one.
If you want to evaluate your paid media efforts, in particular, you’ll need to be able to swiftly release landing pages. Unbounce and Leadpages are both easy to use and affordable. It’s critical to include a conversion point on your landing pages.
If you want potential customers to respond to your advertisement offline (for example, a mail-in refund or in-store check out), getting them to the landing page to either negotiate or learn more help you collect analytics about your project and improve it based on that data.
Create landing pages for traffic from both print and digital projects: A conversion point on your landing pages could be watching a video, downloading a discount voucher, or making an online purchase.
These conversion points might help you understand audience habits in both media (direct-mail advertising and Facebook advertisements).
Customized Audiences for Facebook Remarketing is a section on Facebook.
After you’ve set up your landing pages, you can narrow down your targeting to high-value segments of your master subscriber list, such as those who checked out on those pages but didn’t respond to your conversion point by watching the video, downloading the discount coupon, or doing whatever else you asked.
You create two additional tailored audiences to target these industries. One audience is for “deserted mailers,” or people who responded to your mailing deal but didn’t follow through on the landing page.
The other group is “deserted Facebook users,” or those who responded to your Facebook ads but left the landing page before taking action.
The process of creating these audiences is similar to that of creating the initial audience. Return to the Advertisements Supervisor or Organization Supervisor’s Audiences tool.
Each new audience should be based on on-site traffic, with the audience specification set to People Who Visit Specific Web Pages But Not Others.
You can choose which pages to include and exclude. Select the landing page’s URL in the Include field. You can specify a customized or URL event in the Exclude section. Create additional audiences for remarketing to people who viewed your landing page but did not convert.
If people see a thank-you page after they convert, choose the URL of the thank-you page. You should use the custom-made event option instead of the thank-you page URL if your conversion point isn’t transactional.
Rather than filling out a form or completing an online purchase, you want consumers to download a coupon or watch a video. Give your custom-made audience a name and click Develop Audience after you’ve defined the parameters for each remarketing audience.
Plan the timing of your direct mail and Facebook advertisements together.
It’s critical to time the series of mailers and then the Facebook adverts. After the mailings arrive at their homes, recipients need time to form an “impression” and then react, desert, or have enough recall to respond to Facebook adverts.
They’re more likely to respond because this isn’t their first encounter with your initiative via Facebook. Start promoting your Facebook page. If you’re working on a project that requires multiple mailing drops, stagger them and enhance your creativity accordingly.
Align your creativity to your target market.
Before you begin your project, you must first do something else: be creative! Project elements should feel and look the same across all mediums, including direct mail, landing pages, and Facebook ads.
This consistency makes it easier to recall and increases the number of touchpoints across all media. Maintain a consistent aesthetic throughout the project’s components. Ascertain that the content is appropriate for each of your three audiences:
- Those who did not visit the landing page, on the other hand, may have seen your mailing.
- Those who visited your landing page, on the other hand, did not convert.
- Those that converted after visiting your landing page.
Blend your language and images to test multiple messages to your three populations over the course of a protracted project.
Rather than a more direct, instant ask to those who replied to the letter but did not convert, try a soft approach to those who have received the mailing but have not gone to the landing page.
Release Your Project and Demonstrate Your Effectiveness.
Fill in your innovation and turn on your project as the final step. Keep an eye on how often each advertisement is shown and how well your ads perform from click-through to conversion.
The frequency may be a challenge depending on the size of your audience. You may need to limit your expenditure, manage day-to-day ad serving, or be creative on a regular basis. Because the entire project isn’t being provided through Facebook, your ad rotations may be irregular.
Bonus Suggestion: If you really want to go all out, incorporate a 3rd channel by including an e-mail project for the same demographic.
That concludes the discussion. You’ve effectively boosted your direct mailing efforts with only a few simple steps. You’re on your way to creating a multichannel project with the help of another channel, and you’re witnessing increased reach and conversions.
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