One of the first things I ask a potential new client is “have you installed the Facebook Pixel?”. Often the response is a slightly confused and unconvincing “yes” or a pretty comprehensive. Small businesses across Scotland, particularly those selling a quality product on their own e-commerce store, often have sizeable Facebook and Instagram followings generating reasonable traffic to their website. However, loads of these site visitors will never return and more importantly, never buy anything. The Facebook Pixel can help with that.
What it Does
The Facebook Pixel is a tiny bit of code that essentially connects your website with your Business’ Facebook page. When a Facebook user visits your site, it records little bits of information about them which you can use to bolster your marketing. For example, it stores information about the type of people that visit your site and what their interests are, it tracks what people do on your site (have they visited a certain page or signed up for your mailing list).
All of this information can then be used by your business to inform your Facebook ads. You can build ‘Lookalike Audiences’ where Facebook use the information they know about the people that have visited your site to build an audience of likeminded users. This is helpful for business who struggle to find ‘targeting’ interests and demographics that work. Even more powerful is the Pixel’s ability to retarget, allowing specific ads to be shown to people who have visited your site or even a specific page on your site.
All in all, the most powerful ads are those the recipient already has an interest in. The Facebook Pixel takes the guesswork out of this and will help you capture potential customers that in the past you could have lost.
How To Install It
“I bet it’s really difficult to install this bit of code on my website…” it's not. Naturally, Facebook make this a pretty simple process as it means you’re likely to spend more money on ads. So here’s how to do it in the most straight forward way possible:
1) Head into Ads Manager
2) Use the menu to find the ‘Pixels’ tab
3) Select ‘Create Pixel’ and give it a name
4) A page will appear that gives you the Pixel’s code. Use the instructions to install it on your website
5) Still confused? GOOGLE IT.
One of my favourite things about marketing in 2018 is that it’s always changing which makes it such a hot topic. This means there is a tonne of information online (not all of it great). I’m by no means a hot shot coder. I’m technologically savvy, but so are most of us to some extent. Trust me, setting up this seriously powerful bit of code isn’t difficult and 20 minutes Googling it could be the best thing you ever do for your business.
I am regularly stunned at how few Scottish businesses (again, particularly those selling product online) are utilising the Facebook Pixel. It can make such a difference. Christmas is coming soon and you’re no doubt thinking about marketing and advertising for the festive season. Get that code installed before Scotland’s consumers start thinking about Santa and go for it this year.
In the lead up to Christmas, I’m hoping to run a ‘Social Media for Small Businesses’ course in various towns and cities across Scotland. If you’re interested send a quick email to jack@95Social.co.uk and I’ll keep you in the loop.