Using the Facebook™ Pixel is less well understood than it should be.
Marketing has always been about understanding customers & being relevant to their needs. Social Marketing delivers incredible inroads to being increasingly relevant, in a vastly different way to traditional mass media marketing.
Social Marketing is about ‘My stuff is relevant’, and it fits in the big brand media schedule right under mass media. For many businesses, it exists without mass media. If executed correctly, social media delivers concurrently to multiple niche audiences.
Social Marketing is about connecting and – more importantly – putting the steps in place for converting them to customers.
So how is the Facebook Pixel relevant to this?
Put simply, the Facebook™ Pixel is tracking code placed on your website that allows you to re-target people who have visited your website and performed specific actions while they were there – as follows:
- Visited any page on your site with the last
- Visited a specific page or pages on your site
- Visited specific page(s) but have failed to visit other specific pages
- Taken specific actions such as initiating downloads or listening to a video file
- Have viewed a product but failed to make a purchase
- Have placed an item in a cart but failed to complete the purchase
The pixel allows you insight into the behaviour of your customers, and to retarget accordingly.
Using these functions is part of your campaign – meaning that you need to consider which behaviours you will want to re-target before you launch the campaign! Campaign mapping is absolutely essential.
Remembering that your ad or activity that delivered the customer to your site, if delivered via social, was in itself filtered to target specific lifestyle and areas of interest, the tracking of their behaviour once on your site is essentially a second filter.
Used at the most top line level, the Pixel allows you to re-contact with people who have visited a page on your website. This means, if you have 1000 website visitors on an average week, you can target the people who visited your site the previous week – any page of your site. Easy. Essentially, you are calling them back. A second-time visitor is much more likely to allow a conversion to take place.
Here are some of the most common uses for this type of Facebook™ Pixel marketing:
- For E-Commerce campaigns – connect with people via a mobile campaign, and re-target people who have viewed product pages on desktop – knowing that people tend to make purchases on Desktop.
- Promoting blog posts that are general interest topics for your target (not hard sells) and retargeting with your offer/sales page.
- Following up those who have clicked to your landing page but did not click on the Call to Action with a fresh offer.
- Targeting people who have been to any page on your website but have not yet been to a product or booking page with a specific and time-bound offer (Hotels do this well).
- Targeting people who have been to a shopping cart thank you page, but who are not on your mailing list with a lead magnet for a signup – or even just to introduce a new product.
Since it was first established, the Facebook Pixel marketing opportunities have advanced so far that almost anything is possible. Creating your sales funnel with extreme relevance becomes much more possible – and of course cost effective in that you are targeting increasingly smaller audiences.
Here are the steps for the most simple way of going about getting started with the Facebook™ Pixel:
- Step One: create your pixel in the Ads Manager or Power Editor – you will find the path under ‘Audiences’.
- Step Two: Load the Pixel code into your website header alongside your Google Tracking code (or the Pixel ID is it’s a WordPress site).
- Step Three: Create your custom audiences in the Ads Manager.
- Step 4: wait for your retargeting audience to build before executing a retargeting campaign (minimum of 100).
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