Once you’re done creating your membership site and adding content to it, the next step is to promote it. There are many ways to do this one of which is by using Facebook Ads to promote your membership site.
Membership site owners can use Facebook Ads to build an email list with new subscribers that want access to your lead magnet. Using Facebook Ads to promote your membership program also lowers your ad budget costs, along with the unique benefit of adding new members to your membership site before and after the enrollment period.
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In addition to this, you can use Facebook Ads to remarket to prospective members and nudge them down your sales funnel and save lost sales.
In this article, we’ll take a look at how Facebook Ads provide value and how you can use them to promote your membership website. We’ll start with a brief overview of what Facebook Ads are and jump into some actionable tips.
Facebook Remarketing Ads: Overview
Facebook is a viable option for membership site owners to make use of their advertisement tools and messaging. In fact, Facebook’s ever-growing community proves a great place for you to promote your membership site. The social media behemoth has over 2.7 billion active users according to statistics. Additionally, with the help of Facebook’s extensive, modern marketing tools, you’ll be able to do things efficiently and reach out to a large audience.
Now with new developments in Facebook Ads, Facebook has introduced remarketing that allows users to take their promotions on Facebook to the next level. This means that you can show your ads to the right people, instead of having limited options of picking demographics and targeting relevant audiences. Now, the user’s behavior determines which ads are shown to them. This, in turn, makes your promotion effort more effective.
With Facebook remarketing, you can automatically group similar people into custom audiences and then choose what ads are shown to them depending on their behavior. These custom audiences can be shown different ads so that the ads are more specific to them. This helps get your message out to the right people and at the right time which can potentially help you gain more qualified members for your membership website.
Using Facebook Ads to promote your membership site is a great way to gain new members or even book slots for your membership before its launch. In other words, you can register people for your membership program before it rolls out.
This way, even if people drop off later, you can re-engage them because you already have their email addresses.
Useful Tips For Using Facebook Ads To Gain New Members
Before you start using Facebook Ads to promote your membership site, here are a few things you should keep in mind that can help you in deciding the ultimate Facebook Ads marketing strategy for your membership site.
You can use any of the strategies and tips mentioned below by themselves or in combination with other strategies to promote your membership website.
#1. Promote your main content
With Facebook Ads remarketing, you can sort your membership site’s visitors into “buckets” depending on what pages your visitors view on your membership website. You can use these “buckets” or custom audiences to display custom ads to them.
For this reason, breaking down your main content into two or three subtopics is a good idea. This ensures every customer gets the ad that is relevant to them which results in a higher chance that the customer might decide to purchase from you. By creating interest lists, you can build a group of specific people who have shown the same interest in the sub-topics you created.
For instance, if someone is reading tutorials on how to set up a WordPress website, rather than showing them generic ads for WordPress plugins and themes, showing them relevant ads for WordPress website builders and tools is more effective. As the users are already looking to create their website, information regarding WordPress website builders might be more useful to them than some general information you provide on all your membership site promotion ads.
#2. Help prospective members move down your sales funnel
Once you’ve gained a substantial amount of users in your email marketing list, the only thing you don’t want is them seeing the ads for basic level content you provide for new visitors. People in your email marketing list are way past this stage, they need your middle-of-funnel or bottom-of-funnel content so that they move down the sales funnel. This includes tutorials, case studies, webinars, and virtual events.
Facebook remarketing ads allow you to show different ads to those users who have opted in to see your middle-of-funnel content, which is for moving your potential customers down your sales funnel effectively. For instance, for the people who’ve opted-in, you can decide to show them ads for free trials of your membership program, webinars, orientations, podcasts, or anything else that will help them make an informed decision of subscribing with you.
You might be considering offering a limited-time free trial. For example, you could give qualified leads a 7-day free trial to check out your membership website and the premium content you offer. This way, they can get a first-hand experience of the membership program and make an informed decision.
Additionally, you can also start sending emails related to the ads your leads might be viewing. Timing is important. You want to send the right message at the right time to the right audience.
#3. Promote membership content and events
Facebook Ads can be beneficial to your membership site, especially in promoting your membership content and all the events that happen around it. Since memberships usually show their value after the subscriber decides to pay, making it worthwhile for your user is important in promoting your membership site.
For instance, using Facebook Ads to display ads related to the key content and events that are already available to your members as a part of their membership is useful. This helps motivate prospective members to stick around longer than just the membership period.
If you organize virtual events for members, you could use clips from them to create a Facebook Ad for relevant audiences.
#4. Help lost members re-engage
People on your membership site that have stopped logging in for a while now are probably also losing interest in your membership program. You can use Facebook remarketing to display ads to your users that are already subscribed but are starting to turn away or losing interest in your membership offering.
You can look at the statistics of users that have logged in to your membership site for the past 30 days and use that information to display specific ads to that custom audience to pull them back to your membership site and re-engage them. These ads can consist of new content that you’ve put out, or any new feature or option these users might not be informed about.
By using Facebook Ads to target specific users, you can help re-engage your lost subscribers to your membership site and increase your overall revenue with their continued subscription fees.
#5. Save lost sales
Similar to the users that might have lost interest over time, there are people who visit your membership site and then proceed to become members by going through the checkout page. But then they bounce off the page and don’t complete their registration. This could be because they’ve changed their mind or lost interest.
Put simply, there could be multiple reasons behind you losing your sale. Saving abandoned shopping carts is possible with the help of using Facebook remarketing ads. For example, you can use Facebook Ads to display ads to people who abandoned their shopping cart on your membership site.
You can decide to show them ads that recap your unique selling points or the value you offer. Ask yourself why people register for your membership program in the first place and use that to form an ad to show people who have bounced off the checkout page. This way, you can work towards getting lost sales back.
With the right tactics in mind, you can effectively use Facebook Ads to promote your membership site and gain more members over time.
- Start by promoting your main content
- Help prospective members move down your sales funnel with targeted content
- Promote your membership content and events to generate interest in your membership program
- Help lost members re-engage with your membership program
- Save lost sales with targeted Facebook Ads that recap your membership site’s unique selling points
We explained what Facebook Ads are and how you can leverage them to promote your membership website and maximize registrations. Hopefully, you’re in a good position now to take the next steps.
Do you have any other useful tips for using Facebook Ads to grow your membership site? We’d love to hear from you so let us know by commenting down below.