Gone are the days when you could simply offer a reader a free newsletter and they’d happily stay on your mailing list forever. Today’s readers want something now or they will simply move on to another author. In this section, we will be looking at reader magnets — what you can offer new fans to sign up to your mailing list and stay there. The good news is, it doesn’t have to be a full novel!
Collecting New Subscribers
Navigate to your Ads Manager and find your new campaign. Click the campaign name, go to the advert set level, and then click again to go down to the advert level.
Under the Results column, you will see ‘On-Facebook Lead’. These are the people who have clicked on your ad and signed up. Click on the link. You will then see a ‘Download Leads’ pop-up.
You can download your leads either by date range or all at once. Click on whichever you want and hit the download button. A .csv or .xls file will then download for you, and you can upload those leads to your mailing list provider.
**Important note: This is a manual process, and if you do it this way you will need to make sure you do it several times a day so that your subscribers are not waiting a long time for whatever lead magnet you have offered them. If you want to automate this process, Facebook now links to several providers, such as Zapier, and you can see which ones are supported by clicking the ‘Automatically retrieve your leads’ button in the ‘Download Leads’ box. If you do this, you will be taken to a separate page where you can complete the information required to link your accounts.
Reader magnets are incentives for readers to sign up to your mailing list. As I mentioned before, offering things such as new release alerts, newsletters, or blog posts is no longer effective, so here’s where we need to be a bit more creative and offer something of value that will keep your readers hooked.
The most obvious thing, of course, is to offer a novel. As an author, you of all people know that a lot of work goes into a novel, and I understand that a lot of people may be reluctant to offer one as a freebie. However, I’m in this for the long run and I intend this to be my career for the rest of my life. Through several years of experience, I know that my email list is my most valuable asset, so giving away a novel is a reasonable transaction when you view it like that.
You can also give away several novels, a novella, a bundle of short stories, or anything else you think a potential reader might find interesting. For example, one of my characters, John Milton, was a government agent.
I prepared a fictional ‘dossier’ that was prepared on Milton by the government. I made it look official, redacted some sections, grabbed logos from the internet, and let my subscribers have it for free. It proved very popular — and it didn’t cost me a penny. Brainstorm a bit, look at your options, and come up with a short-list of similar goodies that your potential readers might be interested in.
Monitoring Your Campaign
Facebook offers an incredible amount of data, and it is very easy to get caught up in trying to monitor it all. Thankfully, this kind of hypervigilance is not necessary — not only will you drive yourself crazy, but you are more than likely to get lost. To keep your life simple, the key information to check is as follows:
•Cost per subscriber
If it is costing you over a dollar to add a subscriber to your list, it is too much. Ideally, you should be aiming for under 50c per lead. I have worked out how much each subscriber is likely to be worth to me over the next ten years, and 50c per lead is a cost I am happy with. Now you can even increase your instagram follower by buy instagram followers here.
This statistic will give you a rough idea of how healthy Facebook thinks your campaign is in relation to the audience it is serving it to. Facebook will often make the ads a little cheaper to serve if you have a high relevance score.
•Click-through rate (CTR)
This is a good indication of how healthy an ad is. The click-through rate is the percentage of people who see an ad and then click on it. If you can get up to 10 percent, you’re doing extremely well, but 5 percent is very good.
This tells you how many times each member of your target audience is seeing your ad. If this number is high, your ad has gone stale and you need to think about refreshing the targeting or creative.
**Remember, when you’re checking on your ad(s), you need to be in the Ads Manager.
At the campaign level, under the cost column, you will see what your cost is per lead. This is for the entire campaign. If you drill down to the advert level, you will be able to see what the cost per lead is for each particular ad. Once your ad has been shown 500 times, you will see your relevance score — though this only appears at the advert level. Likes, shares, and comments will increase your relevance score; conversely, people hiding your advert, deleting, or disliking it etc. will lower it.
Relevance used to be a single metric scored between 0 and 10–10 being the best and most relevant. Now, this metric is split between three columns: Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking.
You will also need to keep an eye on your frequency score. Click on the drop-down menu of the performance column (the three vertical bars in the top right) and select ‘Delivery’.
You will see the columns change.
It now shows the daily frequency number. You can use the filters to check this number for different time periods. Go to the drop-down menu again and this time select ‘Performance and clicks’.
Scroll along to the right and you will see a column showing your current clickthrough rate.