What does it mean to be 'set up to win' with Facebook advertising, and what systems do I need in place?

Being set up to win means having the infrastructure to continue marketing to people after their first visit to your site. You need several key systems: First, install the Facebook pixel so you can retarget visitors who leave without buying and show them ads over the next 30-60 days. Second, implement email capture mechanisms — both entry popups offering something valuable and exit-intent popups when people are about to leave. Third, set up an email autoresponder sequence that automatically educates new subscribers about your art, your process, your story, and builds a relationship over time through a series of emails. Fourth, maintain active social media presence and encourage people to follow you there for ongoing engagement. Fifth, only after building goodwill through all these touch points, then make sales offers, especially during holidays. Without these systems, you get one shot at a sale, and when visitors leave, they’re gone forever.

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Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2017-02-25