You’ve been told for years that “the money is in your email list” and that “your email list is the biggest asset in your business.” But if your list numbers are hovering around 1,000—or fewer—with no sign of growth on the horizon, that advice is a bit unhelpful.
The fact is, building an email list is a catch 22: You can’t get signups without traffic and it’s difficult to find traffic when you have no list. What’s an overwhelmed entrepreneur to do?
Paid Ads Make List-Building A Breeze
By strategically placing ads in front of your target audience, you can drive tons of traffic to your opt-in offers and enjoy conversion rates of two or three percent or more. Even better, with some tweaking and split testing of your offers, you can carefully refine your ads and copy so that you’re attracting your exact ideal client and filling your email list with buyers who are ready to take action, rather than freebie seekers.
All you need to run paid ads to your opt-in pages are:
- A compelling offer, such as a video training series or webinar
- Copy that grabs the attention of your target audience
- An eye-catching image (or, even better, video)
Find The Best Ad Placements
Once you have your components in place, the only question remaining is where to run your ads. You have dozens of choices, and Facebook is currently the most popular and affordable with YouTube being a VERY close second. You can also choose from Twitter, Pinterest, Instagram, Google, LinkedIn, and even solo email spots.
The key is to first determine where your market is most likely to be hanging out. If they’re on LinkedIn, then running ads on Twitter will be a waste of time. Facebook is always a good bet. Keep in mind the cost as well. Ads on Facebook are generally less expensive and less competitive than a Google Adwords placement.
Start Small, Then Refine
Once you’ve decided where to place your ads, it’s time to set your budget and begin running a small set of ads. Consider setting a small daily budget, such as $10 or $20 at the beginning, so you can get a feel for how your ads will perform. Watch the traffic, track your conversions, and create split tests of your landing page and ad sets to determine which performs the best. You can also refine the audience you’re targeting based on the stats you receive. For example, if you find that men between the ages of 20 and 30 are clicking but not opting in, you might want to remove them from your audience. Clickfunnels is the easiest way to create split tests and get accurate numbers to see where you need to focus your efforts.
At least at first, it’s best to avoid running ads for paid products. Conversions for a free offer will far outshine those to a paid product—especially if your program is expensive. However, you can always add an SLO (self-liquidating offer) to pay for your ad costs. In fact, this is HIGHLY recommended. Pick a small ticket item such as a guide or quick 3-part video series and charge $7-$27 for it after people opt-in for your freebie. After all, those who are clicking on a cold traffic ad most likely do not know you at all, so it takes a much bigger leap of faith to offer up a credit card number than it will to provide an email address.
Ad Copy Mistakes to Avoid
Have you ever clicked on an ad because you saw an adorable pair of jeans that you just had to have, only to land on a page full of handbags, with no jeans in sight? It’s frustrating, to say the least, and that kind of ad to the wrong landing page will kill your conversions.
Your ad copy is making a promise to the reader. If your landing page doesn’t fulfill that promise, your readers will click away, and you’ll have wasted the money you spent to get them there. Before running any ads, be sure your ad headline, image (or video), and copy all match the message on the landing page.
Paid advertising was once a tool used only by big companies or marketers with a lot of money to spare, but today they’re more cost-effective than ever, and the technology makes them easy to create and monitor. If you haven’t yet tried your hand at this useful traffic generation method, it’s time to do some experimenting. You might just find your email list numbers—and sales—growing.
Need help setting up Facebook Ads or creating landing pages to build your email list? Reach out to iAssist Virtually for a quote!