If you haven't started running Facebook Ads yet or don't plan to for a while, that's OK, but I want you to make sure you place your Facebook pixel on your website and webpages….now.
Yes, now! Why? I’ll explain, but I promise you’ll thank me later.
First, what the HECK is a Facebook Pixel? Well, it’s just a piece of code that is unique to your Facebook business page. When placed on your website and webpages, it will track your visitors. So, ya know when you go to Target’s website and look at a cute pair of shoes and then see those shoes on Facebook and all over the web? That’s because Target has it’s pixel code placed on their website and those shoes are going to stalk you until you buy them.
Yes, kind-a creepy, but for marketers, it’s genius!
Before I get into why it’s important to have your pixel on your website, I want to back up a bit and explain the different types of ‘visitors’ or ‘audiences’ that you might have because this will help explain how the pixel will help you avoid wasting your ad budget and increase your conversions.
Cold audiences are people who don’t know you at all. They’ve never seen or heard of you. These are audiences of people who you create in the “detailed targeting” area of Power editor. (See picture below as a refresher.) So, for example, if your ideal client follows the Food Network Facebook page, they likely don’t know who you are. They’re “cold,” but you will show them an ad because you know that’s where they hang out.
Warm audiences are people who know who you are either by seeing your posts or past ads. They are also more likely to opt into something you offer (and even buy from you). These might be people on your email list, your Facebook fans, or people who have visited your website. (See where I’m going with this??)
Hot audiences are people who are raving fans and have bought products from you. We want LOTS of these people, but for most of you, we have to work with cold audiences first. The goal is to turn cold audiences warm and then HOT. HOT. HOT.
So, back to why the Facebook pixel is important. By having the Facebook pixel on your website and webpages, you can create ‘buckets’ of people who went from cold to warm. (They were cold when you showed them an ad, but turned warm once they visited your website or webpages.) Make sense? As I mentioned above, if they’ve visited your website it’s fair to say they’re interested in what you have to offer (and warm audiences are more likely to convert than cold audiences). Plus, when you start showing your ads to warm audiences, you will avoid wasting money on those cold people who just aren't that into you. ;) Your odds are better to get conversions from a warm audience.
So, even if you aren’t running ads yet; you want to get that pixel installed on your webpages. People who see you on Facebook, inside Facebook groups, or simply find you via google might hit your webpage and you want to capture them and put them into a ‘warm audience’ category. So, when you ARE ready to run Facebook ads, you’ll send ads to the WARM audiences of people. Pretty nifty, right?
OK, so how do you get that pixel on your website? Well, since there are so many websites out there and I can't go through each one, I thought I'd share the two that I do know how to work with - Squarespace and WordPress. Plus, I created a 3-step pixel process. These are the 3 steps you’ll need to take to get your pixel loaded and your warm audiences built.
Grab the 3-step pixel process checklist and let’s get your pixel and custom audiences created TODAY!