Facebook Pixel is a marketing tool designed by Facebook that can help you target your ads to an audience that has a higher chance of conversion. Simply put, Facebook Pixel can allow you to increase the number of customers you get from your online adverts.
Today, we will be looking at how Pixel works and how you can use it to increase sales of your cleaning company. We will not tell you how to set up Pixel, as Facebook has a comprehensive guide on that already. Remember that in order to use this guide, you should have, or you should be planning to run Facebook ads for your cleaning business.
What is Pixel and How it Works?
Pixel is a common marketing tool used across a variety of platforms. Pixel is essentially a cookie that helps you utilize sequential retargeting in your ads. It will target everything from page views and purchase history to the time spent on page and the total number of items viewed by a visitor.
Using this information, you can market specifically to people who have undertaken a unique action on your website. You can also use it to track specific ads and see what action they seem to produce among your target demographic.
Previously, there used to be many different pixels that made the process of tracking your ad viewers complicated and tedious. However, there has been only one Pixel since 2015, making the process much more intuitive. As such, it is possible even for small, localized cleaning businesses to make use of Pixel. Let’s look at how you can do this!
Using Facebook Pixel to Help Your Cleaning Business
There are numerous ways through which Facebook Pixel can help you increase conversion. Let’s look at some of them.
Target Previous Customers
Those who have purchased services from your cleaning business can be targeted again using the Pixel. However, you need to make sure that you have the right kind of clientele before you make use of this method.
If you help clean empty homes for realtors, then a renowned realtor in your area my require your services quite a bit (maybe multiple times a month). In this case, it is best to build a personal relationship with your client rather than try to entice him/her through social media.
However, if you offer carpet cleaning for local office complexes, then your services may be required at an interval (every 3,6, 9 months or so). In this case, they may need a casual reminder of the awesome job you did last time, right?
Simply put, you should constantly target your ads at repeat customers if:
- You have so many clients that building personal relationships is not feasible for customer retention.
- Your clients do not require your services frequently.
If most of your revenue is generated by a handful of clients, then this may not be the best idea for you. Many cleaning businesses targeting commercial companies will be set up this way, whereas consumer-based cleaning companies (in general) may want to target previous customers as much as possible.
Target Those on the Fence
This is perhaps the best way to utilize Facebook Pixel. If you notice that a large percentage of your ad viewers place items in their cart but do not checkout (or perform a similar action which suggests their intent to buy), you can change that.
Instead of targeting these potential clients with your regular ads, you could instead make use of tailor-made ads. One of the best ways to do this is using a video. In case you didn’t know, videos are one of the best ways to build trust and help convince clients that your cleaning business is right for them. Essentially, the purpose of every single video should be to “Entertain, Educate, and Execute”. Here is a quick overview on why videos are important:
Optimize Your Website
The last way to make use of Facebook Pixel for your cleaning company is through optimization. Pixel can give you a lot of important information regarding what you are doing right and where you need improvement.
For example, suppose you are getting a lot of clicks on your Facebook ads but not enough conversions. This could mean that your landing page is ineffective. You can either optimize your landing page through online tutorials or hire a professional writer to do it for you.
Another common problem in local cleaning businesses is that they do not optimize for every specific area they operate in. This problem will be obvious if you get a lot of hits from people in an area right beside your stated area of operations. For example, if you operate mainly in Manhattan but also service the rest of New York City, you should have landing pages for each area (due to their relatively large size). Never use the phrase “We operate in Manhattan and surrounding areas”.
If your landing page simply mentions Manhattan, and you notice that visitors from Manhattan are a lot more likely to purchase your services as opposed to the Bronx, then you should have a specific landing page for the Bronx area to target potential customers in the borough. This landing page should also help you from an SEO standpoint.
We just went through three ways through which you can use Facebook Pixel to help grow your cleaning business. Once you become an advanced user, you will discover a lot more ways to use Pixel to its full potential. Overall, it is definitely one of the more useful tools in the hands of a skilled digital marketer!