If you have been running Facebook Ads for your Subscription Box for a while, you have probably seen the Lead Ad feature. Lead Ads are a unique type of Facebook Ad that will allow a user to have their Facebook held information pre-filled into an online form and submit this to you without leaving Facebook.
For anyone doing Lead Generation, this new ad type has been a massive win! It’s a super simple way to get customer information from a prospect without them needing to leave the Facebook Platform (which Facebook hates by the way).
However, something I noticed is that most Subscription Box businesses haven’t been using this great feature to its potential. In fact, to be honest I’ve not really seen anyone using Lead Ads for anything other than the odd Kickstarter campaign.
I think that’s dumb!
At the core of all successful Subscription Box businesses you are going to find a very strong email marketing presence. I know email accounts for a massive % of sales each month. But very few of us put much effort into growing this list using paid traffic beyond what we do during our initial launch.
So, urged on by a suggestion in the Subscription School Facebook Group (check it out if you haven’t already – it’s THE place to talk about growing a subscription box biz), I’ve thought of 8 ways you can use Lead Ads to grow your email list and generate more customers.
1. Use the lead ads as the base for a competition. Enter and win
Competitions are a staple in the list building world. Everyone loves a freebie. Don’t use expensive tools like gleam, it’s a great tool, and I suggest using it here, but if you are just starting out this might be a cheaper way for you to achieve the same result. To collect emails – just use Facebook Lead Ads! They will grab all the Facebook user information from their profile. Making it simple and easy for them to enter
2. Run a retargeting campaign that mimics a website popup asking people to sign up for your list with a discount.
You have got that fancy popup on your website that is doing all the hard yards, collecting those emails for you. Why not give it a hand and run a retargeting campaign using a Lead Ad that offers your website visitors an incentive to signup for your list.
3. Use lead ads to contact survey cancelled customers.
Cancelled customers are STILL profitable. Use your cancellation workflow to trigger a Facebook Ads campaign trying to find out more from them. This is especially useful for collecting information you weren’t able to get out of the customer initially, such as their phone number. Ask for more info about what they ultimately wanted from your subscription– use the custom questions feature to get data points useful to what you want to know (open questions work best).In addition to this why not actually call/email them and get the info from the horse’s mouth. This data can be huuuuuuugely profitable for you.
4. Run a lead ad aimed at suppliers you would like to do business with.
If you can get a supplier email list, you can upload it to Facebook as a custom audience and target your lead ad towards this customer base. This would be a pretty small campaign BUT it would also be highly targeted to the most relevant users.
This is a neat way of getting the attention of some larger or more specialized suppliers and demonstrate your commitment to marketing their products.
5. Treat the Lead Ad as a pre-launch landing page or a pre-registration for sold out months.
A great feature of Lead Ads is that you can create a Welcome Card at the start of the ad to act as a landing page. This keeps people directly on facebook and also allows the user to perhaps “pre-register” for your new box (or an upcoming month).
6. Run a lead ad inviting people to sign up for a Facebook Group or email list.
No audience? No problem! Use the Lead Ad to entice people to sign up for a free community or newsletter around your niche. The reason you would do this over just running ad to a Facebook Group is that you can use the Welcome Card at the start of the lead ad to sell the benefits and features of the community/newsletter – BUILDING TRUST!
7. Use the Lead Ad to promote your customer referral program.
Your current customers ARE your best marketing asset. Target ads for your current customers or new customers. Ask them to sign up to your referral program with one click just by using the Lead Ad. Using a tool like Zapier (my absolute favourite) to automatically register them into a referral program (if they have an integration) plus you can send them an automated email with the referral program details.
8. Create a lead magnet and promote it with a lead ad
LeadMagnets are a term used to describe downloadable content (like a cheat sheet, action plan or PDF) that a user receives in exchange for their email address. You can use a Lead Ad to promote the Lead Magnet and have the user register for it with just one click. Again if you use Zapier or a tool like Leads Bridge you can automatically sync your leads with your email list to deliver the content.
So there you go, 8 creative ways you can use a handy little feature built into the Facebook Ads platform to help you get more customers and grow your list. This is by no means exhaustive and you are only limited by your imagination as to how you can use Lead Ads. If you have used them in another way I’d love to hear about it, let me know in the comments