Facebook pixel

What is the Facebook Pixel and Why Do You Need It?

I’ve had a number of entertaining conversations around the “Facebook pixel.” For those of us in digital marketing, it is an exciting snippet of code that unlocks a marketer’s dream of demographics, re-targeting, and warm leads.

For those of you who are not in digital marketing, conversation around the Facebook Pixel probably sounds like the teacher in Charlie Brown Christmas.

I’m going to do my best to explain the benefits of the Facebook pixel without getting too nerdy. I’ll probably have to get a little nerdy, though … I love this stuff!

1. Implementation

First thing’s first: how do you get this “Facebook pixel?”

It’s a short string of code that you paste into the header of your website. If you aren’t sure how to do that, whoever manages your website will understand.

You can also visit the Facebook Pixel help guide.

2. Facebook Pixel Function

What the pixel does is track everyone who visits your website so you can market to those people on Facebook. Think of it as going to a water park and getting your hand stamped. Once you’ve been to the water park, you’re branded. That’s what it’s like to visit a website that has the Facebook pixel implemented.

The beauty of this is that it allows you to specifically target those people with your Facebook ads. As a consultant, your highest likelihood of getting clients is by pitching people who already know you. Cold traffic probably isn’t going to convert.

If you are re-targeting people you know have been exposed to you already, however, you have a much greater chance at converting.

3. Facebook Pixel in Action

Okay, so you’ve got the pixel implemented and it’s tracking.

Now what?

Let’s walk through a one simple scenario of moving users from cold traffic to potential leads. We will assume you are starting from scratch with no audience to speak of.

Note: this is meant to be a conceptual walk through the process. I completely understand that you won’t understand the nuances of using the Facebook ads system!

Building An Audience Using Initial Tracking

  • Create a brand new audience comprised of the demographics and attributes you are targeting.
  • Create an ad using an article from your website. Don’t worry about including a call to action. At this point, you simply want people interested in your content to click through.
  • As the ad runs, those who click the link to your website will be tracked using the pixel.

Re-targeting with Your New Audience

  • Create a new audience using the traffic that clicked on your initial ad.
  • Now that you know you are marketing to people who have already been introduced to your brand, you should include a call to action such as collecting email addresses.
  • At that point, you can move over to email marketing with a larger ask.

Leveraging Existing Web Traffic

If you already have regular traffic on your website, you can use that to your advantage, too. The Facebook pixel will track users on your website even if they don’t come specifically from Facebook.

One option is to create an audience of users who have visited your website in the last 30 days. You could also target users who have been to a specific offer page with a harder sell because you know they must be interested in what you’re offering.

If you don’t want to send ads to those who have already claimed your offer, you can target people who have been to your offer page while excluding those who have reached your “Thank You” page.

Final Thoughts

There are so many possibilities when it comes to Facebook ads! Even if you aren’t ready to start, though, you should absolutely implement that pixel so you can start tracking. That way, when you’re ready to go full steam ahead, the data will be there waiting for you!

Looking to dig deeper into Facebook ads or social media strategy? Book a 60-minute strategy session!

warm leads

How to Warm Up Your Audience Before Pitching Your Services

I am a huge proponent of personalizing your message for your target audience, but this is even more important for consultants.

Consultants sell advice. It’s rare someone will pay a consultant for advice when they don’t know them from Adam. That’s why it’s critical to transition cold traffic — people who don’t know you — to warm leads before attempting to sell.

There are a number of ways to convert cold traffic into warm leads as a consultant.

Here is a three-step guide:

Step 1: Create Content

Since consultants are selling advice, content is critical because it showcases knowledge. Get into the heads of your target audience and come up with problems they need to solve.

It’s important to think basic for a number of reasons.

First, you will appeal to a broader audience when you start slow. As an expert in your field, it’s easy to take for granted what your audience doesn’t know.

Second, providing something simple allows your audience to test your advice and see tangible results. If what you’re suggesting is too complex, they will get lost in it and not see what your advice can do for them.

Noteworthy Advice

  • You may worry about giving away too much because then your audience won’t need to pay you. The opposite is true! When you give away your best stuff, people will flock to you for customized services.
  • Your content medium is just as important as your content. Again, get into the heads of those within your target audience and figure out how they best ingest content. It could be a blog, video, infographic, or podcast.

Step 2: Promote and Track

While it’s useful to have people reading, watching, or listening to your content because they’re getting to know you, it’s critical to track them.

I prefer a method recently mentioned in an interview between Jocelyn Sams of Flipped Lifestyle and Natalie Eckdahl of the BizChix Podcast: install a Facebook pixel on your website so you can target ads toward those who engage your content.

This method works twofold: first, it helps you grow your business Facebook page, which is difficult to do without paid advertising. Second, it leverages the most robust advertising medium available to reach your target audience.

You can promote your content on any medium — Twitter, Pinterest, YouTube — as long as traffic is coming to your website.

Step 3: Retarget to Warm LEADS

Your next step is to create a custom audience within Facebook.

  • Visit your audiences page within Facebook Business Manager.
  • Go to Create Audience — Custom Audience — Website Traffic.
  • From there, you can target anyone who has visited your website within a certain number of days.

This custom audience is valuable because we know they have been exposed to you and what you provide. Now you can target this audience with a bigger ask. Maybe you provide a resource and ask people to give their email address in exchange or go right to promoting your paid service.

It takes 6-8 touchpoints to generate a viable sales lead, depending on who you ask, so you may not get sales right away when you retarget to this audience.

The key is to understand exactly how you want people to get from knowing nothing about you to wanting to buy from you. This process — taking the audience from cold to warm — is only the beginning.

Final Thoughts

The number of steps it will take for cold traffic to buy from you depends on your content, audience, and service. It may be easier for a marketing consultant to convert than a fitness consultant, for example, since the latter is more personal.

The key is be organized, keep track of analytics, and refine until you get it right.