Okay, I'll admit it.
I am basically the most technically incompetent person EVER. I know as a photographer, I'm supposed to be skilled in these areas, but the truth is… I have no idea what I'm talking about.
For all of my technical problems, I hit up fellow Showiteer Yasmeen Rashed. She's a genuis, you guys, like a real life techie goddess- so hit her up if you have any technical stuff you need solved. When she came to me and told me that I could target my website traffic with Facebook marketing campaigns, two things happened.
First-I stared at her like she had suddenly sprouted two heads.
Second- I got really excited and started acting like Olaf from Frozen. “Yes- but how? Okay- but HOW?”
In order to make sure that truly ANYONE could implement this into their business- I decided to interview Yasmeen and have her walk me through the process, because if I can do it, a well trained monkey can do it. Here's how it went down.
Stephanie: First of all: what is this thing called?
Yasmeen: It's called a Custom Audience Pixel- it allows you to track audiences from your website so that you can find other people like the people who visit your website.
S: That sounds freakin' awesome. So- for a technically inept person like me, who even never had electricity until the age of 17… what does this mean? Explain it to me like I'm five.
Y: This is basically a new way to reach your customers on Facebook. You can reach people who have already visited your website, re-engage them for top-of-mind awareness, and advertise to them with more relevant marketing. For example, if you have a +Site that is promoting say, family portrait services or boudoir, you may not want to target the people that have come to your main Showit wedding site with family or boudoir advertising, but you can specifically target the people who come to +Sites with a relevant promotion.
Let's simplify it further. You can do custom targeted marketing on Facebook to people who have already been to your website, and looked at SPECIFIC, relevant content. Boudoir advertising to boudoir visitors, and family portrait marketing to your family content visitors.
S: Whoa. Mind. Blown. Thanks for the simplification! I needed it.
Y: Now let me blow your mind further. Now that you have information who are visiting your website, you can target people who “look like” them on Facebook- and I don't mean their profile photos on Facebook. I'm talking about similar interests. Even if someone hasn't been to your Facebook page before, you can still target them.
Say your ideal client “Jane” has been to your website, checked out your stuff and maybe even booked you. By using this custom audience from Facebook, you can now find “Jane lookalikes” who have similar interests- and who are in the same age group, region, etc.
The purpose of having a custom audience on Facebook is to hone in on your exact client. [/pullquote]
If you specialize only in weddings, and have already photographed a bunch of people and have nothing left to follow up with, and you want to exclude them from upcoming wedding promotions and save your Facebook advertising dollars, then you can do that. If you have a Client Lounge in Showit for your past and active clients, then you can exclude those users from your new client advertising.
S: This all sounds easy- and that scares me. How do we set it up?
Y: There are two things that you need to have. One, you need to have Google Chrome, because this won't work in any other browser. Second, you need to have a Showit site to follow these instructions.
S: Bippity boppity BOO-YA! Thanks so much Yasmeen for walking me through this and explaining it to me like I'm five. Now I'm going to get my four year old to install this for me while I make a latte!!#winning
Stay tuned for our next article on how to use this data to target your IDEAL client!!
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