I’ve been selling Solar Energy Equipment into 18 LATAM countries for 6 years and just recently, thanks to the harshest COVID months, I discovered that complementing an Email Marketing Campaign with a Facebook Ad Campaign, is one of the most effective ways to get replies from cold leads.
On top of a compelling subject line, to get your email opened you must have a familiar name. This is where Facebook Ads comes into play. By blasting your potential customers with “brand building” Facebook Ads, you can double your open rate at a very low cost.
From my experience, the important things to keep in mind are the following:
- Get specific and creative with targeting to you make sure your potential customers see the ad and you keep your costs low.
- Aim for Brand-Building not for Clicks. If you aim for the latter, your marketing team is going to be overwhelmed by the large amount of unqualified leads clicking in your ad.
- Keep consistent branding and messaging in both the ads and emails. This helps your customer connect the dots.
My perception is that B2B
companies don’t use Facebook as a primary source of marketing because it is
hard to attribute conversions if you don’t get the clicks. In my case, I am sure it
is working because fortunately many new customers, who replied to the emails, have said the words: “I saw
your ad on Facebook”.
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