Marketing is a lot of work. Part of making a podcast successful is to market the heck out of it. Luckily, you can use the advice of seasoned professionals that know how to use social media platforms like Facebook to understand your audience, streamline your targeting process and get you the kind of customers that count- the ones that stick around.
Phil McGregor is one of those seasoned professionals, and as a Facebook Advertising mentor, he knows a thing or two about targeted marketing. Using his prior law enforcement background, he uses all of Facebook’s many tools to understand his customers, and it pays off big time.
Install a Facebook Pixel on Your Website ASAP
The most important piece of marketing that is available for free from Facebook is a Facebook Pixel. As just a little piece of code that is easy to copy and paste to the header of your website, a Facebook pixel tracks all the data brought in from Facebook ads. It helps you build targeted audiences, optimize your ads and retarget people that have shown interest in your site. All this valuable information is stored, and you can use it in a variety of ways to improve your current marketing approach. Phil says “If you aren’t using a pixel, you’re guessing”.
Use a Pixel in Every Stage of the Purchase Process
When a person listens to your podcast and goes to your website and purchase a product you offer, there are several different steps they take and pages they see. It’s imperative to add a pixel to every step of this purchasing process. For example, if a customer gets all the way to the “thank you” page that appears after buying your product, a pixel placed there will let you know that not only did they purchase something, they went through the entire process, meaning they are likely to do it again.
Make Your Facebook Content Engaging
There are 1.5 billion people on facebook. That is a huge potential audience for your podcast. But as Phil says “If you target the wrong people, you aren’t going to make any money.” He says the number one way to draw people in is to have great content on all your platforms. Not just stale marketing pitches- real, engaging, thought-provoking content. All the pixels in the world can’t make up for boring content. Use the information your pixels are gathering to understand your audience and speak directly to their souls.
Get Fans in Order to Understand Your Audience
Once you’ve reached at least 150 fans on your Facebook business page, or have had 150 listens to your podcast, you can then target “Lookalikes”. Lookalikes are people that look exactly like certain customers that have either liked your podcast or purchased something from you. The theory is that people that look similar tend to have similar habits as a consumer, and thus spend their time – and money- in similar ways. The bottom line is the more people you send to your podcast, the more Facebook can learn about your audience.
So, if you want laser-focused targeting to draw in a bigger audience, Phil strongly urges you take advantage of all the many facets of Facebook Pixel. Remember you can’t go back in time and sell to the customers you don’t have, so start the clock today.
You can listen to the full Phil McGregor segment here.
Author: Ronsley Vaz
Ronsley is the founder & chief day dreamer at AMPLIFY. He is an author, speaker & serial entrepreneur.
He has a Masters’ degree in Software Engineering and an MBA in Psychology and Leadership. He is known as the creator of We Are Podcast – the first Podcasting Conference in the Southern Hemisphere, and the host of The Bond Appetit Podcast and Should I Start a Podcast. He has an audience of over 3 million in 133 countries.