5 Step Plan to get your fans from Facebook on to your email list:
1. Assuming you already have an email client that you use (ie: Mailchimp, Constant Contact, etc), set up an auto email that will go out to your fans when they opt-in to your email list. This auto email can be a nice thank you with a pretty image or it can be a coupon for their first order. The sky is the limit. You want to make sure it will make them feel welcome and happy to have joined your list.
2. Build a landing page/opt in page with a freebie on it. I use Mailchimp but I would imagine most of the email clients have templates for these available. You also make your own. Essentially this is a landing page with very little info on it that you place on your website. The page should include a title telling them about the freebie and a box to sign up for your email list. (Note: the freebie can be placed in that auto-welcome email that you already set up so that it goes out automatically and you don't have to do the leg work later.) Make the page beautiful, impactful and simple to understand. For example "Sign up for our email to list and get this free download."
3. This step will vary for some of you. I normally would recommend purchasing a Facebook ad via the Facebook Ads Manager that is hyper focused to find your exact potential customer base. I still believe, currently, this is a good option - with that said, there is a chance that this option becomes less viable with the new FB changes. I recommend putting very small dollar amounts to give it a test and see if you have a response. Maybe $1 a day for 2-4 weeks.
You could also purchase Google Ads, Pinterest Ads, Instagram Ads, etc. Maybe try a week on each of the platforms you frequent and see which one shows the best results. It will be different for everyone and there are lots of variables including how active you are on a particular site.
In addition to ads, you can post the link to the landing page as often and in as many places as you would like. Consider posting it around on all of your social media outlets to get the best reach possible. Definitely post more than once. That is the killer of all great offers - the dreaded one-time-no-one-responded-post. To be a good salesperson, you will get the door slammed in your face more times than you will make the sale. The good ones get back up again and keep trying!
4. Create email campaigns to send out on a determined schedule. This could be once per month, once per week, or every day. It will depend on the type of business you have and what your fans want and will tolerate. It also depends on whether or not you can maintain your schedule. If you want to send one out every week but don't think you'll have time, maybe start with one per month or one every other week. Consistency is key and more important than the number of times you send out a newsletter.
The email campaigns should be worth opening. You want your fans/customers to be excited to get your email. It should be filled with new information, new products, fun facts, videos, images, and copy that are exciting and interesting. Think about what would make you excited to open an email. Follow a few of your favorite companies via email and make notes about what you like about their campaigns and what isn't a good fit for your company. What makes you excited to open their emails? Also take notes about the emails that make you hit delete before reading through them – why do you think you weren't interested? What doesn't entice you about their emails? Knowing what you like and don't like in an email campaign sent to you will help you set the framework for your own email campaigns.
5. MAKE THE SALE. Follow up on every lead. Make notes on your calendar to follow up again if they still aren't ready. Keep sending out your emails on a consistent basis. CONSISTENCY is key in this game. The worst thing that can happen to an email list is to send out a great email, get everyone excited and then not write them again for months. The fans will have forgotten why they signed up by then and you'll get a lot of unsubscribes (I know this from experience).
Whew! I know this feels like a LOT of work and truly it is. You'll need to have great images, write lots of copy, always be on the lookout for new content in your emails BUT this is one of the most sure-fire ways to make those sales... to close those deals... to gain those loyal fans.
Good luck, happy selling, and let me know if you have questions! I'd love to know who is up for putting this together. If you liked this, don't forget to sign up for my email list to get future updates!