Client Campaign Facebook Instructions - The 4Rs of Equity Release
Whether you’re just starting out, or you’ve used marketing collateral before, you can launch your multichannel, lead generation campaign by following these quick and easy steps.
This campaign is designed to reach your clients via:
About the 4Rs of Equity Release
If you’re just starting out, you might only want to try social media exclusively, or email and direct mail, to give you a better understanding of how these campaigns work and give you more time to manage responses.
Either way, the tools are here to help you reach out to new and existing clients.
Before we get into the details of how to set up the campaign, we’d like to give you a bit of information about the content itself.
We know that in a higher-rate environment equity release can still be a great way for your clients to meet their later life needs. And in its simplest form, the product can be distilled down to four Rs; Release, Repayment, Remortgage and Reassurance.
Each of these four elements come together to make equity release a sound financial proposition for your clients in today’s financial landscape. So, we think this would make a great campaign for your clients.
To read a full article on the 4 Rs, click here.
Step 1 – Understanding your audience and setting campaign objectives
Know your audience
Make sure your message is relevant to your audience and you have as much data as possible to help you fully personalise your marketing – this will help increase the engagement and your response rate.
Facebook ads helps you target your audience based on gender, age, location and even lifestyle questions like interests, behaviours (like recent purchases), education and job history, income and major life events.
Have a clear objective
What are you trying to achieve with your campaign and what do you need to achieve in order to deliver a positive Return on Investment (ROI)?
For example, if you typically convert 1 in 3 leads and you need 1 sale to cover your marketing costs, then assuming a 1% click through rate (the percentage of the number of people who click on your ad divided by the number of people who have seen your ad), you will need to send at least 300 people to see your ad, for your campaign to succeed.
Make it easy for people to engage
You should also consider the customer journey: what’s the next step once they have clicked on your ad? If they’re going to your website, is the page they’re landing on fit for purpose? Is it easy for them to get in touch with you or find out more information?
Step 2 - Setting up your Facebook Ad
Every user is automatically given a personal ad account ID (upper left hand corner or Ads Manager). You’ll have to have a verified payment method and either a Facebook page, or be an admin or someone else’s Facebook page to use Ads Manager.
Setting up your ad and audience
• Go to your Ads Centre (on the left navigation bar)
• Click on the “Create Ad” button where you can select your campaign objective. This ranges from simply
• Set your daily budget. A decent budget would be £10 per day.
• Customise your target audience based on their age, gender, location and interests. The more specific you get, the higher the chances of reaching your relevant audience.
• You can either choose where your ad appears, or let Facebook automatically place your ad based on your campaign objective. We’d recommend the latter.
Step 3 - Publish and review the data
We’ve already created image carousels for you. All you need to do is:
- Download the image assets
- Click ‘Select Media’ and upload the images. The order instructions are included too.
- Update the information in the caption like the name of your company and website link
- Copy and paste your edited caption in the “Description” box. The caption is in the instructions guide.
Here’s some tips for maximising the outcome and achieving your objectives
Reviewing your data tells you who exactly is engaging with your content and allows you to learn and adjust your campaign for next time.
Although all the below metrics are important to measure, some are more relevant based on your “Campaign Objective”:
• Impressions vs. reach: Impressions are the number of times your ad was shown to viewers, whereas reach is how many unique people saw your content. For example, if your content was shown 500 times (500 impressions), but it was shown twice to the same people, then your reach will be 250 people. This metric is relevant if your campaign objective is awareness.
• Engagement: This is when your audience interacts with your post through likes, comments or shares. The engagement rate is the percentage of total number of likes, comments and shares divided by total impressions. This metric is relevant if your campaign objective is awareness or consideration.
• Click through rate: This is when your audience clicks on the link in the caption, calculated as a percentage of total clicks divided by total impressions. This metric is relevant if your campaign objective is consideration or conversion.
A good rule of thumb is to check your website statistics if you have access to them. They’ll tell you how much traffic you’re getting from particular channels, like Facebook.
The best part about Facebook ads is that you can adjust and test your in many different ways by editing your target audience, the campaign objective or the creative. Or you could also set up multiple ads and test against one another.
Things you need to consider
• Compliance Approval: Financial compliance is an essential part of any financial services campaign. Although the facts featured within the campaign have been reviewed by our internal technical team, the compliance responsibility of client communication or interaction sits with the individual adviser or adviser firm who use these resources. Air does not accept any liability over misuse of materials provided.
• Consider if the campaign is right for you or your clients: We touched on this above, but you should consider if this campaign will work for you and your clients. If you’re planning on doing multiple emails campaigns, you may wish to consider a more sophisticated email marketing service over Outlook or Gmail, as these generally have a smaller storage limit versus a paid for email marketing service like Mailchimp or DotDigital.
IMPORTANT: It’s crucial to include any fee information or disclosure statement as required by the FCA. Please ensure you check the compliance of these materials yourself or with your compliance team.
Everything you need to get started
Social media assets
Even more support
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