The Facebook tracking pixel is one of the most amazing marketing opportunities EVER, yet only 1% of business owners have tapped into it.
Here is one thing I want you to know right now if you don’t read this article any further:
This marketing opportunity is for YOU. It’s not just for the Targets or Amazons of the world.
It’s for the plumbing business owner regardless of size! It’s for the mom who has a tiny side home-based business! It’s for the law firm who needs more clients! It’s for the chiropractor who needs more patients! It’s for the small boutique owner who generates less than $100K in revenue each year.
A great marketing strategy using Facebook ads and retargeting is accessible and affordable for ANY business of ANY size.
It’s for every business (regardless of model or size) that:
- Wants to grow
- Get more customers, clients or patients
So please stop merely posting on your business Facebook page THINKING you’re using Facebook – because I have a NEWSFLASH for you. You aren’t. Not even close!
Facebook Has Over 2 Billion Users!!
Facebook has 2 billion users, people who are constantly logged into FB checking it multiple times a day. Chances are your target market is among this massive group of people.
Okay, now that I have stated the amazingness of the Facebook Tracking Pixel – let’s talk about what it actually is.
What is the Facebook Tracking Pixel Exactly?
The Facebook tracking pixel is a piece of JavaScript code you place on your website, landing or opt-in page.
I know the words JavaScript code sound super scary but trust me it’s really not.
What does a Facebook tracking pixel do?
It enables you to measure, track and market to people who have either clicked your ads, went to your website, and have clicked on or opted into sign up form.
You only need to set your pixel up once to track all the pages of your website.
However, if you use other tools like Leadpages or ClickFunnels for landing pages you will place the pixel on those pages separately.
How does it work?
Have you ever went a website like Amazon or Target, looked at something specific, leave there to go to Facebook or some other website and see that same item in the ads you see?
This is called ad retargeting. Your activity online is being tracked, you are shown ads based on your actions and Internet browsing activity.
Smart companies know that just because you didn’t buy right now doesn’t mean that you won’t in the future.
To better understand how this works, in the next section we will talk about the three types of leads you get from your Facebook ad campaigns.
The Facebook Tracking Pixel: 3 Types of Leads
There are 3 types of leads you should keep in mind when creating Facebook campaigns:
- cold leads
- warm leads
- hot leads
Cold Leads
If you run regular traffic to a blog post, website, or opt in page this is called cold lead advertising. It’s cold because people are potentially seeing your website and learning about your business for the very first time.
Warm Leads
Warm leads are familiar with your business on some level. They have either already visited your website, visited a specific page like a blog post, or an opt in page of some sort.
Hot Leads
Hot leads are potentially a list of people you’ve either already done business with, have purchased a specific product in the past, or have signed up for something like a class or an ebook, they are a lead in your pipeline, or they’ve been to event of yours whatever the case maybe.
FYI: This is the best type of leads to target with Facebook ad campaigns.
How to Use the Facebook Tracking Pixel to Grow Your Business
Cold Lead Ad Scenario
This is pretty simple and what most people do. When you run an ad to any location on your website etc for the first time may be this is a cold lead campaign. Just make sure you have the tracking pixel installed because the next step will be to run an ad to warm traffic.
Additionally, if this is a specific blog post or opt in of some sort you would need to set up a custom audience so you can target everyone who clicked when you get ready to do a warm traffic campaign.
Guess what is great about warm leads? They are much easier to convert to customers than cold leads!
Warm Lead Ad Scenario 1
Let’s say you first ran an ad to a cold audience as described in the cold lead scenario. Everyone that clicked your ad and visited your website or whatever the destination was must mean they have some level of interest right? This makes them a warm lead.
Let’s also say your cold ad was to a specific blog post just for example which means everyone who clicked must be interested in that topic right?
A warm lead campaign would be retargeting everyone who clicked your first ad campaign with a specific offer of some sort relevant or parallel to the first content they visited.
Here’s an example: Let’s say you are a dentist and have a special promotion going on for a whitening service you want to promote in an effort to attract new patients.
Cold Ad: This ad will be a cold audience campaign, when they click the ad they will go to a high value and educational blog post. The post will be about how having whiter teeth can take up to 12 years off your age etc.
Ad Example:
Retargeting Ad: Everyone who clicked on the first ad will be retargeted with a second ad which contains a special offer relevant to the educational blog post.
They are already familiar with the dental practice at this point, so this makes them a warm lead. More people are likely to sign up for the offer because you already know they have some interest in teeth whitening.
The retargeting ad will look something like this:
Warm Lead Ad Scenario 2
There are literally tons of scenarios and I can’t possibly talk about every single one of them. Your warm lead campaign depends on what type of funnel or objective you have.
For the second example we will cover a bucket of revenue most business owners leave behind. What about all the traffic you drive to a special offer or opt in? What about the ones who didn’t sign up or purchase?
They apparently had some interest because they clicked the ad right? However, for whatever reason they didn’t follow through.
One of the most costliest assumptions a business owner can make is thinking that because they didn’t complete the transaction then – that they never will.
Selling is always about timing –
the customer’s timing, NOT YOURS.
That is why smart marketers stay in front of their leads and existing customers.
You will never know why they didn’t finish the transaction – maybe the baby started crying, they realized they were late for an appointment, or a call came in. It could be any number of things.
The idea is to create a different ad and retarget everyone who didn’t complete the action you wanted them to.
Perhaps you can word the ad differently or try out a new image?
Selling to humans is no easy task.
Sometimes we never know exactly what is going to work until we try various approaches.
Hot Lead Scenario
You can upload to the Facebook platform your customer or lead email list and run an ad only this audience sees.
Lets say you had a new product you wanted to get out in front of your audience or lets say you wanted to invite them to an event or something, there are a million scenarios.
Again, the way these tools are used depends on your objective and/or your funnel.
What about your existing email list?
Hopefully you have a customer or lead list and you’re using email marketing to stay in front of them on a regular basis. But even so, you’re only going to reach a certain amount or percentage of your list at any given time.
Consider this Facebook ad method a reinforcement or another way to perhaps reach a part of your audience you aren’t in your email efforts.
The Facebook Tracking Pixel is an Important Part of ANY Marketing Strategy
If you’re strapped in your business and robbing-peter-to-pay-paul it could be because your mindset is small when it comes to growing and scaling your business.
Small Minded Thinking = Small Profits
We now live in a very competitive world when it comes to business. The Internet has opened up a ton more opportunity to your customer.
They can move past their neighborhood resources, take out their handheld, and find your competitors within seconds.
If you have a tangible product – people can go online and buy it, perhaps at a lower price point.
With companies like Amazon taking over the world and offering free shipping there’s no consequence to ordering online.
I sit and wonder why aren’t businesses doing something about it? Why aren’t they getting smarter in their marketing strategies?
Here is the great thing about using Facebook ads and retargeting – your competitors aren’t doing it. I promise you this – they aren’t smart enough to do it yet.
As I mentioned at the very beginning of this article only 1% of websites have a Facebook Tracking Pixel loaded. Are you wondering why?
Well, why aren’t YOU doing it yet? There is your answer. 🙂
Truth is most businesses are 5 to 8 years behind when it comes to marketing trends, especially in smaller markets.
If you are an early adapter you can take advantage of this time frame and get a lead ahead of your competitor.
What are you waiting on? The time is now to take charge and start growing your business! Your competitor won’t be asleep forever!
Experienced advertisers understand the importance of re-targeting the ads in which the visitor have showed a interest – even if it is a casual one, as they know that the chances of conversion are quite high. However, I had no idea that Facebook’s Tracking Pixel can be used to manage and efficiently diversify the ad campaign based upon the three different potential lead scenario you have just mentioned. Thank you so much for sharing the post, will definitely implement it.