Use Facebook to Create an Email List for your Crowdfunding Campaign

In Crowdfunding, Equity Crowdfunding by Bill

Email marketing continues to be a strong method digital marketers use to inform, educate and push information to opt-in recipients. Email subscribers convert at almost 4 time the rate of Facebook followers for crowdfunding campaigns. It is a universally used tool that everyone sits down to check at work or home. Your email marketing will generate the highest return on investment (ROI) when you take the time to build and maintain an engaged subscriber list.  We use MailChimp lists they have built-in tools to enhance the process of list building, maintenance, and reporting as you build your crowdfunding campaign.

Email Marketing

Email serves as one leg of a three-legged marketing tool along with a blog and social media to drive our crowdfunding campaigns. Within this three-pronged strategy, email is the distribution mechanism, while a blog is the content center and social media is the conversation mechanism. When new content is posted on a blog, email can be a method of distributing notice of the new article, while social media offers a conversation mechanism for users to talk about the content. Our email list is the foundational marketing piece. It’s a jewel of great value containing the names and direct contact method of customers and would-be customers that enables us to “get in front of” these people regularly. They have invited us into their lives through their inbox.

The Facebook Advantage

Keep in mind that Facebook ads should not be the entirety of your strategy to grow your email list. Instead, it should be one aspect of a larger crowdfunding marketing and promotion strategy. So maybe you use Facebook ads to get in front of new fans, but you also have an email form on your Facebook page as well as your website where you offer things like free downloadables and early access in exchange for an email address.

The Facebook ads will be targeting people who may have never heard of you before, but are inclined to like your product based on their interests. Having forms on your website will target current fans who already know about you and want to go deeper. Both are necessary for an effective email strategy.

Facebook Targeting

When targeting Facebook users for an ad campaign, you should aim to reach people who are interested in products similar to yours. To do this, you need to find out what your current fans like about your product.   One easy way to figure this out is by looking at your similar campaign pages on crowdfunding platforms.  These similar campaigns should already be in your crowdfunding marketing plan. You could also post a simple message on Facebook asking your fans to comment on your product or even run a poll to increase engagement.

When targeting your ads on Facebook, it’s a good idea to have at least 2 ads running at a time, each with a different audience to provide A/B Testing to drill down on a message that will resonate best with the target market.  After each of these ads run for a few days, continue with the one that’s performing best, and replace the one that’s performing worse with a different targeting set.  This process is known as A/B testing and can help you make the most of your online ad budget.

Formatting Your Ad

Another thing you want to test with your ad is the format.  With Facebook Lead Ads, you can use images or videos and have a number of choices for a call to action. As mentioned above with targeting, you also want to A/B test your format and call to action. Test multiple combinations of ad formats and value propositions to see what converts best. When using digital marketing always test, measure, tweak and retest.

Takeaway

Email provides 53 percent of backers for crowdfunding campaigns while Facebook fans only provide only 12 percent of backers, so building a segmented email list is of considerably more value to any crowdfunding campaign. Facebook Lead Ads are a great way to segment and reach the target market that you desire to reach. Working these strategies in tandem will produce the results that you are looking for from your crowdfunding campaign.  Please visit our website @ https://ourcrowdrocks.com/ to get your free ebook “Crowdfunding Essentials”.