Are you leaving money on the table?
Many tire shops already have Facebook links on their site, and that’s great. But you can go one step further.
Facebook recently updated their Business Manager section to a business suite, which is a marketer’s dream.
One of the great tools is a Facebook pixel, which can give you access to so much more information.
Once installed, this pixel allows you to track purchases, user behaviour, and do A/B testing (also known as split testing.)
That’s where you can set two different advertising objectives and see which one is more effective, reviewing and tweaking along the way.
You may be asking, “what’s a Facebook pixel?” Good question.
It’s actually a code that Facebook creates for every business page.
It’s already in the back end of your Facebook page, and you just need to pull it out.
Then, give it to your website provider to install on your website.
Alternately, there are YouTube videos that will provide a step-by-step tutorial on how to set up and install it.
Giving your users a link to your Facebook page is a great start because they can connect with you there.
But not having a pixel is a missed opportunity, since it can help Facebook drive traffic to your website.
Remember, Facebook is a billion-dollar platform that is constantly trying to drive people who are trying to purchase something – like tires – to your business.
Without it, you’re selling yourself short and leaving money on the table.
Target your advertising
If you’re advertising on Facebook without the pixel, it’s little more than a shotgun approach.
The pixel will give you insight into how many people saw your ad, how many interacted with it, and if they purchased tires.
If you have an e-commerce option, Facebook can track that purchase all the way through.
It can give you knowledge and understanding of where your customers are, how they’re interacting, what they like, and what they don’t like.
In short, the Facebook pixel is a tool that can help you target your advertising efforts, and get more bang for your buck.
You can even start automating your efforts! Facebook is just starting to get into automation, which is very exciting.
Effective marketing that provides a good ROI isn’t necessarily an expensive proposition. It’s more about time.
If you’re already investing in social media advertising, how efficient are your efforts?
There are many marketers and consultants who can help you, and understand that you don’t have the deep pockets of a franchise.
They can customize a package that will respect your needs and budget.
Online growth
Now is the time to jump in, since Facebook and Instagram are making it so easy for customers to purchase, schedule and more, from their mobile devices.
We’ve been shifting to online growth every year, even before the pandemic happened.
With the pandemic, the need to do shop, work and play online has spiked, since we’ve been going back and forth with lockdowns.
Consumer behaviour has been forced to change – in many cases, going to a store just wasn’t an option for over a year.
Phone calls have declined, walk-in traffic has declined. Consumers know they can research, shop, and schedule online.
The pandemic has pushed them out of their comfort zones, and businesses may need to catch up.
It comes down to working smarter, not harder. And you’re probably already closer to that than you may think.
Casey Walter is an International Digital Marketing Consultant. She educates and builds brands through modern marketing practices, while leverage social media marketing services to amplify clients’ brand communications and connect them with consumers in order to drive business.
