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5 Unique Ideas For Growing Your List Using Facebook Ads (That Your Audience Will Love)

Growing your list, for the brands who are a little too “hip” for white papers, reports, and webinars…

We’ve got your back.

We’ve put together a go-to list for unique, out-of-the-box ideas for attracting prospects and turning them into leads using Facebook Ads.

Don’t get me wrong. Webinars, case studies, and reports all work well as lead magnets. But you won’t find those on this list.

This collection is for brands who want to spice things up!

We’ve seen all of these ideas work for our clients (plus, they’re all a lot of fun).

But before we jump in, let’s cover a few basic Facebook ad principles to help you get the best results for growing your list from whichever idea you put into action.

First, it’s important to understand that warm audiences convert better than cold. So, when asking for something from your audience (even an email address or other personal information), you’ll find that those who have interacted with you before will be more likely to exchange information or money for something they perceive as valuable than someone who has never heard of your brand before.

For that reason, you can think of these ideas as a middle milestone for your prospects.

Use these ideas to move colder prospects closer to a sale by inviting them to engage with your brand at a higher level… one that requires more commitment on their part.

They’ll need to exchange some information for the offering, but these offerings also might require some time on their part to really implement. So, they’ll typically work better with audiences who have had some exposure to your brand already.

And they’ll help cold prospects become warm prospects, so you can more easily market to them in the future when you’re ready to ask for a monetary exchange for a product or service.

Ok, back to the ideas!

The following are 5 unique ideas for growing your list using Facebook Ads.

Growing Your List - Timely Checklists:

If you’re ever at a loss for what to promote, just take a look at the calendar.

Seasons, holidays and industry events could all serve as inspiration for a unique lead magnet or promotion.

We’ve seen good results using seasonal, holiday or other “timely” checklists.

Is there something your prospects should do around back to school or Halloween time? Can you help them get prepared for an upcoming industry conference?

When the season, holiday or event is on your prospects mind, it’s easier to enter the conversation with a helpful checklist (and it’s easier to get your prospects to share since the event is already on their mind).

Here’s an example of a holiday specific checklist that will help in growing your list. In this instance, warm audiences performed better, resulting in 329 leads at a total of $3.86 per lead.

Note: remember to test different audiences, images and copy! All of the campaigns in the previous example made the same offer, but some performed significantly better than others.

Plans

Can you create an experience for your audience and help them walk through a challenge, each step of the way?

Consider putting together a digital kit to help them achieve a small goal.

Try meal plans, lesson plans or planning pages.

These kits could include a plan to follow for a day, a week or a month. It’s a good way to help the audience engage deeply with your brand and develop habits that they’ll want to continue (with your help).

Giveaways

Giveaways can get people talking about your brand and sharing the opportunity with their friends.

This is also a good way to develop a targeted list of people who are interested in a specific product, which means you can market that product to them again later on using Facebook’s retargeting options to show your ads to people who visited the giveaway page!

Ask the Expert

Are there questions that your audience asks over and over? Do they feel awkward asking in a public forum or on your social media pages?

Ask The Expert campaigns send prospects to Messenger where they get to ask you anything they want.

This is a nice way to engage with prospects on a personal level, but you can also create a process for responding where you’re sending prospects to blog posts, downloads or other goodies to get them closer to becoming leads.

Challenges

Why not create a challenge to inspire your audience to take action and reach a goal?

Run the challenge inside their inbox or right inside a Facebook group.

Make it fun with videos or live streams. Invite everyone to interact inside the group for added engagement!

So there you go…

5 unique ideas for growing your list using Facebook ads.

Which one do you think your audience will love the most?

In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them:

The Quick & Dirty Facebook Ads Checklist

Measure twice, cut once. It’s always a good strategy. I like to apply it to Facebook ads because carefully checking work is especially important when you’re about to spend valuable ad dollars on Facebook ads campaigns.

There are a lot of moving parts to a Facebook ads campaign. It’s easy to click the wrong button and not even realize it.

I want to make sure you have all of the checks in place to reduce the chances of a campaign going live if it’s anything less than perfect.

This helps make sure your creative is on point and the correct audience is targeted, but it also guarantees you’re not blowing your budget because of a careless mistake (sending visitors to a landing page that doesn’t function, for example).

This checklist will help keep you, well, in-check.

After creating a campaign, use this Quick and Dirty Facebook Ads Checklist before going live to make sure everything is in place.

I’ve broken down this checklist into four categories to make the final review quick and easy; the campaign level, the ad set level, the ad level, and the landing page.

Step 1 - Review the Campaign

Check the campaign name. Is it clear and to the point? A sloppy naming structure creates confusion later on, especially once there are a lot of campaigns in one account.

Check the campaign objective. What’s your goal? Select an objective that matches. (Try to get this right during the creation process as it’s a little tricky to change later on).

Step 2 - Review the Facebook Ads Set

Check the budget. Choose between a daily or lifetime budget and make sure it’s something that makes sense for your business goals.

Verify the target audience. Check demographics or custom audiences and make sure they’re set how you’d like them. If you’re using a custom audience, verify that you have the most up-to-date data.

Verify the audience size. An audience should be narrowed, but not too small.

Check the dates. Verify that the ad set will be turned on and/or off at the right time, or that it will run indefinitely if that’s the plan.

Verify the placement. Whether you’re targeting desktop, mobile, right hand, or Instagram, check that your ad will be placed in the correct spot.

Tip: Select all ad sets to edit at the same time to verify variables that will remain consistent across ad sets. This will help you spot any inconsistencies that you may have overlooked while viewing individual ad sets.

Step 3: Verify the Facebook Ads

Check the image for consistency. The image should be consistent with the landing page and reflect the goals of the campaign.

Check image text. Image text shouldn’t exceed 20%. You can use this tool to verify.

Crop images. Take a look at how the image will appear on all of the placements for that ad (mobile, desktop, etc.). Crop the image if needed.

Read copy. Check for typos, grammatical errors, or awkward sounding phrases. Reread the copy in all of the text areas (text block, headline, and link description).

Check for Facebook policy violations. Headlines and link descriptions should be consistent with the landing page and not violate any of the policies.

Check links. If you’re sending anyone to a landing page outside of Facebook, verify the links are correct and functioning.

Tip: Test multiple images per campaign. You may be surprised at which one converts better!

Step 4: Verify the Landing Page

Check landing page for compliance. Facebook reviews landing pages before approving Facebook ads, so make sure yours is compliant.

Verify the pixels are working. If you haven’t pixeled your pages yet, you really should. Once the pixels are in place, use the Facebook Pixel Helper for Chrome to verify it is working properly on all of your pages.

Verify the landing page on mobile. If you’re targeting mobile, assume a good portion of traffic will come from a mobile device. Make sure your site is functioning and legible on a mobile device.

Tip: Follow these tips to create a high converting landing page.

If you’ve checked off all the boxes on this Quick and Dirty Facebook Ads Checklist, your campaign is good to go!

At Marigold, we run each campaign through a series of 4-5 levels of review. Each review is conducted by a different member of the team so the chances of going live with a less than perfect campaign are minimal to none.

I suggest you do the same, especially if you’re new to running ads.

If you can have a teammate who can look over the campaign, great. If not, take your time to go over each item on this checklist in detail so you don’t miss those little mistakes that could cause a decrease in conversion.

There you go, the quick and dirty Facebook ads checklist. I hope it helps!

In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them: