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Effectively targeting subscription campaigns on Facebook: A guide for publishers

What's New in Publishing 01 Jun 2020 06:20

One revenue stream that has proven to be resilient for publishers, is paid subscriptions.

The model is scalable, provides independence and limited reliance on others, and generates a somewhat predictable revenue over time. For publishers, the challenge to reaching profitability lies in accumulating a critical mass of subscribers, but they have a not-so-secret secret-weapon.

They create high-quality content that is worth paying for, and they do so consistently. This helps them build a track record and develop a relationship with their readers and potential subscribers.

But with paid content distribution almost a given with the current organic reach on the platforms, how do you build a campaign to effectively show relevant content to the right users who’ll convert? 

When you combine their content with Facebook’s targeting capabilities and mass (or accurate) reach, you can create a potent tool – a content-based funnel.

We’ve touched on what it is before, with some focus on which types of content would work for each step of the funnel. We also discussed Facebook’s ad targeting and how to use it. Now, we’re going to put it all together.

Wandering into the weeds and diving into some of the intricacies of managing a subscription-oriented campaign, I hope you found this post useful.

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