Have you ever wondered what makes the difference between a website that gets tons of exposure versus one that doesn’t? Although there could be many reasons, one of the key factors in ensuring success is to guarantee that the message reaches and engages the most strategic audience, on the website itself and through social media – and that means a Facebook Pixel.
As a speaker, you might think the Facebook Pixel doesn’t apply to you, but I can assure you that it does. COVID has really highlighted the need for speakers to do more than ‘just speak’. Many of us found ourselves trying to market a new course, or a book, or a membership site, or putting on your own events for the first time. If that was you and if you started from scratch with a minimal list and no ‘banked audience’ in Facebook – chances are you faced a bigger challenge than those of us who had good quality, engaged lists – and who had this teeny but of code installed on our websites for those ‘just in case’ moments.
Today we want to highlight a tool that you can use yourself to start keeping track of the people that love your website, and your content – that you never even knew were there. It’s called the Facebook pixel.
It might sound complex, but the truth is that the Facebook pixel is a friendly tool that will help you raise your voice and have a greater impact on social networks!
What is a Facebook pixel?
By using it you can better know your audience and their interests and develop a message to reach them in a personal and meaningful way. Remember: it’s all about the engagement!
The Facebook pixel works by using cookies to track those users who generate an event on your website. By the way, an “event” is any interaction that has been made on the page. Here’s a list of the most common events you’ll track:
- Purchase events
- Complete a registration
- Add payment information
- Start a free trial
- Subscribe to a page
Your pixel will record every interaction that occurs on your site, and it will be collected as information that you will (smartly) use in your favor later.
Also, the pixel will be able to track specifics page visits on your website, this way, you will have an insight into what parts of your site caught the attention of the decision makers you’re seeking to entice.
Still not convinced? In addition to the “always be ready with a good audience” tip at the beginning of the article, here are three reasons why you definitely should have a pixel if you ever plan to advertise on Facebook:
1. Retargeting: Once you search for an article on the web, you’ll start seeing it everywhere, right? Well, that’s called retargeting! It’s a powerful marketing tool, and it is something that you can easily do with the Facebook pixel. Remember: knowing your audience is KEY to ensuring the success of your website.
2. Customize your audiences: Customize audiences using your Facebook pixel and the event tracking together: this is a valuable opportunity to create smarter ad campaigns! Imagine you want to publish your new book, it will be way easier to generate the appropriate advertising strategy if you have a record of how your visitors interact with your site.
3. Lookalike audiences: This is truly one of the most powerful tools that the Facebook pixel offers you. A lookalike audience is an audience out there that Facebook is going to place your ad in front of, and that’s similar to the people that usually visit your website and interact with your content. The pixel will automatically generate an audience to show your ads, based on a gamma of different factors such as age, behavior, time spends on your site, and interests.
Now you have an understanding of what a Facebook pixel is – and why you should have one. In our next post, we will cover how to instal one on your website.