After reading this guide, you’ll know how to:
You don’t necessarily need a video for this process, but it’s important you understand why you should even consider using video marketing because it will likely give you much better results.
Why is video marketing important?
Some solid, tangible statistics on video marketing:
There is a lot of compelling evidence that suggests video marketing is very important, and definitely now more than ever.
So let’s go through what you need to realise results like the above.
Facebook advertising is so powerful.
It automatically learns more about your audience the longer your campaigns run, and there’s a lot you can do with it which I’ll go through now.
To get the most out of your Facebook advertising, you’ll first want to install what’s called a tracking pixel on your website.
This allows you to collect data on your audience.
You’ll be able to see what pages customers visit, what they have done, whether they opted-in, bought your product or displayed interest etc.
How to setup the tracking pixel
You can now tell Facebook what each page means (It will track “Page Views” by default).
So if it’s a purchase page, you can tell FB that, or if it’s an opt-in page, you can tell it that too.
All you need to do is add the relevant “Event Code” underneath the “Page View” section of the code.
Once you update your page, it will now be tracking the additional events.
Test the pixel
To make sure it’s working correctly, you can install a Chrome extension called “Facebook Pixel Helper”.
Then go to your website and click on the Pixel Helper icon in the extension bar (you may need to enable it first)
It will tell you what pixels are installed and whether they’re working correctly.
For example, Spotify have a tracking pixel:
There are 3 key audiences you can choose from which makes Facebook so powerful.
This lets you select your audience manually. You can refine based on:
Demographics – Age, gender, relationship status, education, workplace, job titles and more.
Location – Target areas where you want to do business or create a radius around a shop to get more walk-ins.
Interests – Find people based on what they’re into, such as hobbies, favourite entertainment and more.
Behaviours – Reach people based on their purchasing behaviours, device usage and other activities.
For example, the majority of our clients are small to mid size business owners, so an audience I’ve used with success is
One of the best things about Facebook is that it allows you to create custom Pixel Audience’s.
This a specific audience(s) of people who have performed a specific action or behaviour on your site.
To give you an example, you can target an audience of people who have visited your site or who may have clicked on your contact page.
You can do this by going to the “Audiences” section of the Business Manager’s menu.
Click “Create Audience”.
Get specific about the audience you want to create (for example anyone who has visited your website).
Then select the domain you want to create an audience for.
Select the amount of days you want to record over depending on the purpose of your audience.
For example, you may only choose people who visited in the last 10 days for a quick retargeting campaign, compared to 180 days for a long term audience.
Give the audience a name & Create Audience.
You can then target this audience in a campaign (also called a retargeting campaign)
A Lookalike Audience is ultimately getting Facebook to do the work for you.
It allows Facebook to look at one of your existing audiences (for example all of your current clients), and average out things like their likes, dislikes, gender, interests and a number of other things.
You can then choose between 1-10% of a chosen country.
It’s incredibly powerful.
To create a lookalike audience you need to firstly hit “Create Lookalike Audience”
Choose the “Source” – this is the audience Facebook will get the base data from.
You can then choose the Audience Size – 1% will be hyper targeted, 10% will be very broad (1-2% is usually a good place to start).
Hit Create Audience.
Allow up to a day for FB to create the audience (should be quicker though).
You can then select the Lookalike as the audience in your campaign.
Other Lookalike’s you can create include:
The most effective way of converting the people who see your ads into actual leads is to send them to a video landing page.
The sole purpose of this landing page is to convert, nothing else. You can use your website if you wish, but that will have a lot more distractions on it, so it may reduce your conversion rate.
I’ve actually created a guide on the most important elements for a high converting sales page, which you can see here: https://view.publitas.com/instinct-animations/7-tips-to-increase-conversions/page/1
I wrote it over a year ago and whilst nothing has changed on that, I would add a phone number at the top right of your page.
Instinct Animations help companies grow with bespoke animated explainer videos and video marketing strategy. They’ve produced over 100 videos for Fortune 100’s, small startups, and everything in between.
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