Driving traffic and generating leads on Facebook is a basic lead generation activity. But when it comes to converting that traffic, things get more complex. Here is a simple formula to convert leads to customers:

Facebook traffic already drives email growth. By capturing an email address, you’ll have more chances in the future to turn their interest into a purchase. Conveying a story via a Facebook advertisement alone may not be possible always and the best way to do that is via email marketing. Email can tell a bigger story. If you have a complex product or unknown brand, it can be hard to convince people to buy in a single Facebook ad.

Housing.com wanted to reach people who were looking to buy a home. As buying a home is a complex process, Housing.com combined Facebook and email marketing to nurture prospects. This drove a 7X increase in lead quality at a 50% decrease in per-lead-cost.

What to keep in mind while designing the campaign:

• Create an irresistible email offer which is much more valuable than the ones offered by competitors.
• Typically throw in a discount to lure the customer on the first go.
• Make it so good only a fool would say no.
• The more valuable your email bonus, the easier it is to convert Facebook traffic.
• Make it your best work. Invest time, energy, and design resources into the bonus.
• Do the opposite of your competitors. This makes your email bonus unique and will stop people as they scroll down Facebook. There’s no magic formula for finding creative ideas. But often looking outside of your industry for examples can help. edgeIT team monitors competitors campaigns, artworks and content to keep a tab on what’s happening.
• Make your email bonus related to your product. The goal is to use the bonus as a way to warm up buyers. It needs to be related to the core problem your product solves. 
• Use Facebook leads ads for people to join your mailing list. When they click on your ad, customers will see a form that’s already filled with info they’ve shared with Facebook including their name, phone number, or email. Lead ads are also mobile-first, making it simple and fast for customers to opt-in to your email bonus. If you’re looking for a fast way to create Lead Ads, reach out to our experts. Tell people what to expect from your email bonus (such as “a weekly email with an incredible 24-hour deal on new products in our store.)
• Sync Facebook leads to mailchimp or any email software with the help of experts. This makes the email collection activity seamless and cost effective.
• Segment these email leads, create a specific automated email sequence for them. Third party email providers have an automation workflow which sends auto mails in workflow based on when the customer joined the mailing list.

Magic formula revealed:

• Send an email bonus as promised on the Facebook platform. This email should be all about the customer’s pain. What pain does your product solve? Focus the email on them, not you. It should also connect back to the email bonus. This email could expand on that theme, sharing a funny or emotional story about a customer who was facing severe problems and had tried multiple products, but it did not help until they tried your product/service – which worked wonders.
• Train people to open your emails. This email should be a truly useful piece of advice related to the problem that your product solves. For example, show them the ease of using the product.
• Send a funny or interesting story about how your company formed and why you are interested in your products. Just do a simple explanation of why your product is trustworthy, include a few customer quotes, and have a limited-time offer (such as 50 percent off if you buy within an hour of opening this email). 
• You can repeat the above process as much as you need by balancing funny or interesting stories with customer stories and product pitches. Keep sending them until people buy.  Once they convert to customers, use remarketing tools and ideas for customers or find similar new prospects who share traits and interests with people who have already bought from you.

Keep the mailers neat, simple and interesting and don’t mind throwing that big offer at times, and there is a high probability the prospect will convert.