Are you trying to stay on top of marketing socially AND enjoy some well-earned free time? Don’t let your social life or travel plans bump your social marketing to the back burner.
Here’s a quick social marketing question that’s a HOT topic in our industry along with one quick tip you can use right now to grow your marketing while not missing out on the joys of life.
Q – How Can I Reach the RIGHT Fans?
How can I market to people who are really interested? I don’t want to pay to advertise to people who are not ‘warm’ leads.
A – Easy!
Imagine this: being able to reach out to people who went from Facebook to your website to check out your last blog post? Sounds challenging, but it’s super easy!
Let’s say you’ve just created and posted a new blog on Facebook about your top selling destination. You then got tons of Facebook users who clicked thru to read your blog on your website! WhooHoo!
Now, wouldn’t you love to show those people a new video of that same destination? But, how do you reconnect with those fans?
It’s easy to work that kind of magic when you have your Facebook pixel installed! That’s right… using your pixel you can track Facebook fans who read that specific blog post and then create an ad audience that includes just those fans!
Let’s explore how to create an audience of people who have clicked from your Facebook business page to your website. This will give you the opportunity to show ads to these specific viewers.
Pixel Audience Creation
Once you’ve set up your Facebook Pixel (guide here), and you’ve given it some time to collect data, you’re ready to create an ad audience of these fans. Here’s the navigation.
Figure 1 – Create your audience of ‘warm’ prospects using your Facebook pixel
Who to Include in Your Pixel Audience
As you’re creating your pixel audience you can include people who have viewed specific web pages. This is a great way to target viewers who are interested in specific blog topics. Or target those web viewers who have viewed specific pages on your website.
For example, perhaps you’ve written a number of blog posts about luxury honeymoon destinations and you have a unique page (and URL) on your website for luxury honeymoons. You can create a pixel audience of just the people who have viewed those specific pages.
Simply choose the option “People Who Visited Specific Web pages” and then add key words as shown below.
What an amazingly powerful way to show future ads to a unique niche market.
Figure 2 – Include fans that match your niche audience
Who to Exclude from your Pixel Audience
We’ve just talked about how to include specific viewers, but let’s say you want to show an ad to people who are honeymooners and you’re going to assume they wouldn’t be interested in group travel. You can create an audience and exclude people who have viewed your web page that’s dedicated to group tours. Choose the option shown below labeled “People who Visited a Specific Web Page” and then paste in your web URL key words that you’d like excluded.
Here’s another example: let’s say you want to create an audience of people who have spent a fair bit of time on your website as you believe they may be ‘warmer’ prospects. Using the options available in “Exclude” you can exclude people who have spent very little time on your website. Simply choose the option shown below “Visitors By Time Spent”.
Figure 3 – Exclude to narrow the focus of your audience
Video Audience Creation
Let’s amp up your advertising options. Let’s say you’ve set up a pixel audience of ‘warm’ prospects (like we talked about in the above paragraphs) and now you want to strengthen your relationship with these Facebook fans who are also viewers of your website.
The best way to grow your relationship with these people is to create a video designed specifically for them; a video that speaks to their unique travel needs.
Then you can show that video to the people you targeted with your pixel audience! Talk about showing people just what they want. They’ll think you’re a mind reader! So cool!
Video Audience Creation
Once these ‘warm’ prospects have watched the video on Facebook that you created just for them, you can continue to grow your relationship with them.
Pro Tip: Capture and create an audience of people who watched your video. See the navigation below.
Figure 4 – Create an audience of people who have viewed your video.
This new video audience you’ll create will probably consist of fans who are moving further into your marketing funnel and becoming warmer or perhaps even ‘hot’ prospects. Continue nurturing these audiences by providing content tailored to their travel needs and aspirations.
Multiple Ad Audiences
You can also set up different audiences to target different types of travelers. For example, you can create an ad audience for people who read your wedding planning blog post, a different audience of people who watched your cruise tips video.
The options are as endless as your imagination and niche marketing strategies.
Dive into your Ads Manager account and check out the options for Website Engagement as well as Custom Video Audiences!
What a great way to build stronger relationships with your fans by showing them the information that matters to them.
Here’s more about the value of setting up your Facebook Pixel
With your social marketing under control, you can truly enjoy your free time without nagging thoughts of work to distract you. So grab your favorite book, hop on your bike, or jet off to a new destination because your social advertising is covered!
Related Articles
From Pixel to People—How to Use Social to Grow Your Email List
Groups & Pixels – 3 Tools for Targeting your Ideal Travel Audience
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…
Do you need a roadmap for your social strategy? Let’s chat and see if there’s a fit to work together to strategize your social marketing.
Join me socially: Facebook, Twitter, LinkedIn, SlideShare and Pinterest.
When you ‘like’ my Facebook page you’ll have access to Free Resources just for travel pros!
Professionals who are serious about taking consistent, winning actions every day to build their business and achieve measurable results love working with Catherine.