While we all know it’s super important build stronger relationships with people by enticing them to visit our website, making that happen can be tricky.
The first step is being able to analyze and understand social fans, then create great content that drives them to your website. That’s when relationships blossom.
Yet, how easy is it to understand people? Not real easy! (Think of your own friends and family, it takes years to understand them!)
Yet with the tools available to savvy marketers, the task becomes manageable.
Your social fans and web visitors become easier to define with the analytics tools available today to savvy and not so savvy marketers.
Tune in for the foundation to understanding your fans and building stronger relationships with them. Then continue reading as we break down the tactics in the video and show exactly what you’ll find in your own analytics accounts.
Google Analytics & Social Pixel To-Do List
Google Analytics & Social Fans
Let’s explore what’s valuable in Google Analytics to get a grasp on your social fans.
In Figure 1 you’ll be able to see the spikes and learn which days provided relevant content that drew people to your website. This is valuable as you’ll have a clearer understanding of popular posts so that you can mimic post style, tone or ad objective.
Figure 2 provides an overview of the effectiveness of your posts for each platform. For example, this shows that Facebook is my most effective driver of eyeballs to my website. Remember to take into account the number of posts on each platform and do the math to better understand how effective each site is relative to the number of posts on each site.
Figure 3 takes the data from Figure 2 and creates the % of web sessions by platform. For example, here you’ll learn the % of web visits from each platform. Armed with this information you’ll better understand the effectiveness of posts you create. Keep in mind, if your posting frequency is extremely high on one social site, it only stands to reason that the % of web visitors from that platform will be high as well.
In Figure 4 you’ll learn which of your web landing pages receives the most traffic from all of your social sites. This is valuable when trying to understand which pages are most relevant to your social fans. From this information, you may decide to optimize or beef-up particularly valuable pages so that they’re even more relevant to your readers.
Figure 5 shows the journey social fans take once they arrive on your web site. With this information you’ll be better able to understand which pages cause the most people to leave your site. Armed with this knowledge you may want to optimize the drop-off pages and direct readers to more popular pages.
Testing Your Facebook Pixel
Once a pixel is set-up in Facebook it will track the number of Facebook users that go to your website.
Once you’ve just installed your pixel, you’ll want to test it to make sure that it’s working.
How to check if your pixel is working
As people visit your website, your pixel should begin measuring activity. You can check that your pixel is working by visiting Events Manager sections of Ads Manager.
Here’s what you’ll see:
How to check Advanced Pixel Metrics
After your pixel has been working for awhile, diving into more details will help better understand your fans and the website activity. Navigate to the Analytics section (figure 7) of your Ads Manager account for these details that dive into information similar to what you’ll find in your Google Analytics account.
Set up an Ad Audience using your Pixel Data
Once your pixel has had some time to draw data, you’re ready to create an audience of people who have clicked from your Facebook page to your website. These fans are interested in building a stronger relationship with you so they’re a valuable group to include in your next ad.
Here’s how to create an ad audience of these people so that future ads are shown to them. (figure 8)
Refine Your Pixel Audience
Refine your pixel audience by the following criteria; Website visitors and events. (figure 9). See how easy it is to create an audience like this in less than 1 minute.
Top of Funnel
If you’re interested in casting a wide net to include as many people as possible (this is great for building brand awareness) create an audience including “All Website Visitors”. This ‘top of funnel’ audience will be broad.
Middle of Funnel
If you’re interested in narrowing your focus to people who are interested in specific topics, choose “People who Visited Specific Web pages”. From here you can specify which pages on your website a fan visited and then target ads to them.
For example, let’s say you have a web page dedicated specifically to honeymoons, you can use Facebook posts to drive people to this specific web page. Then, you can create an ad audience of people who have actually gone to that web page. This is a powerful tool when you want to advertise honeymoons to an audience of people specifically interested in that topic. They’ve expressed their interest by going to that page on your website. Now you have the opportunity to show a honeymoon related ad to them.
Testing Your Pinterest Pixel/Tag
After you install the Pinterest tag, (a Tag is similar to a pixel) use the Pinterest tag helper and your Pinterest tag’s event history to make sure everything’s working correctly.
Using the Pinterest Tag Helper Google Chrome extension (immediately)
- Download the Pinterest Tag helper Google Chrome extension from the Chrome web store.
- Open your website
- Use the Pinterest tag helper to view the events fired.
If you don’t see your event, you may need to revisit the placement of that event.
If your Pinterest tag is set up correctly, here’s what you’ll see when you open your website and click the ‘Tag Helper’ icon. More details here.
Within your Pinterest account, you can also verify your Pinterest tag here.
Take advantage of all of the tools available to better understand what appeals to your audiences so that you’ll continue building strong relationships. These analytics are the foundation of your future success.
Social Marketing Strategies for Travel and Tourism
About Catherine Heeg
Catherine Heeg is a recognized social media trail blazer passionate about social media and marketing in the tourism and hospitality industry. She takes the mystery out of marketing!
She creates and delivers meaningful, dynamic workshops that meet your unique needs in the Travel, Tourism & Hospitality Industry.
Catherine and her team help travel, tourism and hospitality pros design and implement social media marketing strategies and tactics that drive traffic to their social and web sites. Learn more…
Professionals who are serious about taking consistent, winning actions every day to build their business and achieve measurable results love working with Catherine.