Small businesses know the power of using social media to sell. 77% of small businesses report using social media to promote their businesses. Facebook is the top used platform by far, the ideal place for small businesses to reach the 68% of U.S. adults who are Facebook users. (Marketing Charts)
That’s why the Facebook Pixel is a tactic small business marketers need to understand. The pixel is a piece of code for your website that lets you measure, optimize, and build audiences for your ad campaigns.
#1: Better tracking.
From standard cost per conversion to more telling revenue reporting where your e-commerce cart passes order values back to Facebook to measure return on ad spend, Facebook Pixel lets you get really sophisticated with your tracking. You can easily dig into specific parts of your sales funnel and refine it — such as cart abandonment.
#2: Better audience-building.
Once the Facebook Pixel is installed, you can create website custom audiences of all website visitors for retargeting — meaning you can use dynamic ads to automatically show website visitors the products they previously viewed. You can also market items to buyers that complement their purchase history.
#3: Better sales.
At the end of the day, it’s all about getting an uplift in sales. That’s exactly what Facebook Pixel can do. That little code can uncover big insights. Specifically, you’ll have the benefits of Facebook Analytics to identify browsing and purchase activity and make ads even more compelling. Since you’ll be targeting your ads to the people most likely to take action, you should be able to realize more sales quickly.
The Facebook Pixel is something you can install yourself if you have access to your site’s code. You can follow this handy guide from Facebook on how to set it up and get the code to install, or reach out to your web agency for assistance. It’s important to note that you can’t apply it retrospectively, so the sooner you can get the code added the sooner you can benefit from the insights.
Use Facebook to Fill Your Sales Pipeline
As a small business owner, it’s hard to keep up with ever-changing tactics for engaging and converting your social media audiences into customers. If you’d like help with any aspect of your social media marketing, from implementing Facebook Pixel to running retargeting ads to developing engaging content, call in the pros at The Social Julie. We love helping small and mid-sized businesses use social to fill their sales pipeline.