That’s right a mere 2% will actually stay and read your content. And if you are still here reading this here is what you can do…
So you know now that 98% of visitors leave after visiting your website. The key to capturing every visitor to your site is something called pixel tracking.
Both facebook and Google offer this service for free and it is basically a small snippet of code that you put on your website. We will look at Google later but for now lets look at facebook.
Using these pixel trackers every single visitor (that has a facebook account) is tracked. Now whilst you don’t have access to that users details you can build an ad campaign around those people that visited your site.
It gets even better though because the facebook pixel can be used to track the actual pages on your site that a visitor looked at. Let’s say you run an e-commerce store and have a product page and a checkout page. You could specifically target people who added items to their shopping cart but never actually checked out!
You may have heard the term ‘re-targeting’ and thats exactly what these pixels are designed to do. Have you ever looked at something on Amazon and then when you go on other sites you see the exact product you were looking at being shown in a banner ad? Well that is re-targeting at work.
The basic premise being that if you see something once you might not take action. However with a few gentle reminders then you might!
Remember you can set this up for free and start using it today. For facebook you start to build an ‘audience’ of visitors to your site that you can target directly with facebook ads. Even better is that facebook allows you to create lookalike audiences based on those visitors to your site who have similar demographics and interests.
This page explains more about the setup and has a video showing you what to do http://marketbynumbers.co.uk/re-targeting/
Can’t make facebook advertising work for you?
Why not try building a custom audience of visitors to your website. By using a tracking pixel (basically some code that facebook generate for you) that you cut and paste into your website means you can start tracking visitors to your site.
Where this gets really smart is if you actually sell anything online you can have two tracking pixels:
One that you put either on the main page of your site or perhaps a landing page if you are running a campaign and one on your checkout page. Now you can build an audience of people that visited your site but did not buy.
Why is this relevant? Because with this ‘custom audience’ it means you can create ads that only those people will see. Its super targeted and cheap!
If you want to learn more about this I have a complete facebook pay per click course. As a reader of this blog you can get a big discount off the normal price.
facebook course on udemy
This blog is all about marketing and numbers right? Well, recently I had a facebook page analysis tool built. You can find it here.
So why an analysis tool? Well if you do any kind of marketing/promotion on your facebook page it is useful to see
- Where the likes on your page are coming from, as in which country
- Which posts stimulate the most engagement
Now by engagement I mean which posts get the most comments, likes and shares. Why is this useful? Because the whole point of your fanpage is to build an audience. To build this audience you need to post interesting material! If you know what works best then you can keep doing more of the same!
The tool is completely free to use!
Normally with copywriting it is all about the headline and then the copy. However if you are considering facebook advertising it is all about the image.
However when you think about it there is a fundamental difference from a Facebook user to a google searcher. One is (or you can determine) actively looking for information or to buy a product or solve a problem and the other is simply looking to hook up with friends and share their feelings/thoughts etc. The bottom line is this, you have no idea if they are looking to buy your product or service.
So you need to re-think your ads, you might not be able to sell them on your product or service but you might be able to get them to ‘Like’ your page which is setup specifically to promote your product or service. Once they are a fan you can then build that relationship and monetise later. The key here is, and my initial testing has found that you can significantly boost your click through rates, create a fan base and drive down your cost per clicks.