In this blog post, we will cover a Facebook ad strategy for driving new leads from SMS.
Why You Should Care About Collecting SMS Leads
Collecting SMS leads for your business has risen in importance over the past few years. Here are a few reasons you should care about your SMS list.
Open Rates: SMS has a higher open rate than email. Think of your personal inbox and how many emails you have unread. Now think of how many unread text messages you have.
Engagement: SMS allows for a more informal means of communication than email.
Single Opt-In: It’s much easier for customers to opt-in to SMS than email, especially on mobile devices.
Creating An SMS Giveaway Funnel On Facebook
Now that we’ve covered why it is important to collect SMS numbers, let’s take a look at how to create an effective SMS giveaway funnel using Facebook Ads.
Facebook Lead Ad
The first step is to create your lead ad. The great part about lead ads is that you do not need to create a landing page. Everything you need to collect the SMS number for your giveaway can be collected directly from within the Facebook platform.
You can divide your Facebook lead ad into two parts.
In the first part, you can run your traditional-looking video or image ad. The copy for the lead ad should include a compelling call to action for your giveaway and an incentive for people to sign up.
After the potential lead clicks on your Facebook ad, you will need copy for the lead form. The submission of the lead form will all take place within Facebook, but will require a little extra copy.
If you are new to setting up Facebook lead ads you can read our guide on getting this set up.
During the sign-up process keep in mind that we are only interested in collecting the phone number and don't need the email.
Note: The more fields you require the more barrier to signing up there will be.
SMS: Confirmation
After you collect the phone number, send an automated text message with a confirmation link or code. The SMS confirmation text is a great way to ensure your leads are real.
Keep the message short with detail related specifically to the giveaway.
Weekly Giveaway Arrives
Based on where the lead is in the giveaway. You will send one of three text messages.
Option 1: First-Time Loser
For those who have recently signed up for your SMS giveaway and this is the first time they have lost. Offer a discount off their first purchase or some other incentive to visit your website.
Option 2: Every-Other Time Loser
After the first giveaway leads should be segmented into a separate audience. This segment should not receive the weekly incentive offered to first-time giveaway contestants.
Option 3: Winner
The winner can receive a separate text message indicating that they have won.
Track The Revenue Coming From Your SMS Leads
Now that you have started bringing in leads to your business the next step is to find out if these leads are valuable to you.
Here are 3 relatively easy ways that you can better track the revenue from your SMS leads:
Add UTM's to your links.
Use bitly or some other link shortener to have fewer characters in your text.
In Google Analytics set up a segment to view the revenue from your leads.
Get Started Today!
Start testing this Facebook ad strategy for SMS leads today! For more Facebook ad strategies. Join the newsletter to receive these directly in your inbox.
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