With over 1 billion active Facebook users, it’s considered the ‘go to’ platform for social media marketers.
Many social media experts have ploughed time and effort into building a great audience, have lots of engagement, and have suddenly seen this drop.
This is because the social media platform has been on rather a mission recently to drive businesses to use advertising services, and are limiting how many business page posts show in users feed.
Therefore it is crucial that those using Facebook start to ‘think smart’ about how their website and Facebook work together, to ensure that those adverts are doing exactly what you want – creating new leads!
What is Facebook Pixel?
One great tool comes from Facebook itself, which is the Facebook Pixel. By installing Facebook pixel on your website, you are able to track visitors from your Facebook campaigns on your site. This is a great way to see what ads are working, and perhaps which ones are not doing so well!
Better still, the Facebook pixel allows you to better understand your audience when building new advertisements. For example, how about running an advertisement which just targets those who visited a specific page of your website. For example, you sell a range of clothing – men’s, women’s and children’s. You can set up specific advertisements targeted at audiences separately depending on whether they visited the men’s, women’s or children’s section of your site. So far so good right?
You can even create ‘look alike’ audiences, based on your current audiences, so Facebook will target your advertisements to similar people as your current data base, so it’s a great way to reach relevant new audiences.
How to Combine Facebook Advertising with Automation
However, if you truly want to supercharge your marketing efforts – why not combine your advertising campaign with some awesome automation. If you are tracking custom events via both Facebook and your CRM – you can really start to subtly build brand awareness through a mutli-channel campaign.
Let’s take the fashion example again. You set up a responsive campaign to abandoned cart shoppers. This sparks an event 1 day after to email the buyer with a follow up offer. You then combine this with an ad campaign, based also on abandoned cart shoppers. Assuming they are on Facebook, they then see your ad at the side of the feed. Add in a few CTA’s to follow your Facebook page, and voila – you have are building a really engaging campaign, where users are being constantly but subtly being reminded of your brand!
Author Bio: Charlotte Sheridan is the director of The Small Biz Expert, a full service digital marketing agency specifically tailored to the needs of small businesses.