How To Optimize Your Business Online Presence

How To Optimize Your Business Online Presence

Taking and making your business visible online is no longer a choice but a NECESSITY. We are now in survival mode. In order for your business to grow its online presence, it takes more than a nice website or social media content. The goal is for existing customers and new customers to take meaningful actions.

The Coronavirus pandemic is causing many businesses to experience a decrease in physical traffic. It’s simple, less physical traffic equals less transactions. The advantages of having a strong online presence has never been more obvious. Attracting new customers by building and increasing the online presence of your business is now the most crucial step. Your client acquisition strategy now needs a redesign.


With that in mind, it’s important to find new effective ways to improve the online presence of your business. This is how potential clients will find you before they are aware that you exist. It helps them learn about your reputation before making a meaningful action. This information will play a huge role in your customer’s purchasing decision.

The tasks to perform seem difficult but simple things like having a neat and functional website can help in the long run. An online presence is essential to a business that wants to succeed in this new digital age.

How to optimizetour online presence Business Marketing Experts

What Exactly Does “Online Presence” Mean?

An online presence is the total of all the digital identities you’ve created for your business or yourself on the internet. It also includes the interactions of those identities have established and taken part in online.

Your online presence is your digital sales department. When successfully optimized, your online presence can spread brand awareness and convert digital interactions into ideal clients.

But let’s dive deeper into this. Having your website is only one aspect of having an online presence. There is a big difference between having a website and having an effective presence that brings digital success to a business.

Today we’re going to go over 9 insightful factors that make an effective online presence, and these go beyond only having a social media account or only a website.

How To Optimize Your Business Online Presence

The best way to draw and keep prospects and customers on your online channels is through online presence. There’s huge potential to capitalize on. Improving your online presence doesn’t happen overnight and will take time. It’s going to seem daunting, but it doesn’t have to be.

It’s essential for the long-term success and growth of your business because it will allow people to easily find, engage, understand, and trust you.

Building a strong online presence is often a challenge if you are not implementing a scientific approach that streamlines and makes the foremost out of your invested time. We’ve assembled the 9 best tactics that will put you on the trail to increased traffic, higher conversion rates, and meaningful engagement.

Online presence Business Marketing Experts

Results aren’t born, they are made. To us, success is a science. We don’t believe in wizards, fortune tellers or genies — only data. We follow data and results, not magic.

1. Create a Professional Website

Create a professional Website Business Marketing Experts

A well-designed website that highlights your quality and professionalism should be the primary step in launching your online presence.

These days it is so easy to make a great-looking website or online store using site builders like Shopify, Wix or WordPress – which require no design or coding knowledge and are available with an endless array of templates and style tools to choose from.

Now that there’s no need to hire a designer or site builder to get your business online, it’s easier than ever to go digital. However, great UX / UI can make a significant difference in your acquisition process.

The four building blocks of an excellent site are Visuals, Responsive Design, Concise Messaging, and Content.

2. Optimize Your Website for Mobile

Optimize your website for mobile Business Marketing Experts

A mobile-friendly website is crucial. The world uses their smartphones to conduct searches more than laptops, computers, or tablets. The amount of smartphone users is predicted to grow, which implies that mobile searches are only going to increase.

In addition to having a website that’s visually attractive, it must also be optimized for mobile devices. Mobile-friendliness is an important ranking factor Google uses and is very crucial for SEO. You can check where you stand by employing a mobile-friendly test tool that shows how Google Search views your pages.

3. Improve Your Search Engine Optimization (SEO)

Improve your search engine optimization (SEO) BME

SEO is an essential factor in any online marketing strategy. SEO is all about making your site discovered and ranked by search engines. The goal of SEO is to increase traffic to your website which is essentially achieved through ranking higher in online search results. SEO helps you drive quality results to your website, boost your brand recognition, and lend your business the credibility to succeed in a crowded online world.

The goal of local Search Engine Optimization is to assist your business in appearing before your competitors in search engines on a local level.

There are specific tactics that build local SEO to assist attracting customers to your business. An efficient local SEO plan will include cleaning up multiple Google My Business Pages, and focus on getting your website ranked within the coveted 3-Pack (the upper 3 results for your product or service).

Google features a complex algorithm that determines where each page on your website ranks for various keywords. Once you implement an efficient local SEO strategy, you’re ensuring that your site ranks above your local competitors, which improves your online presence and generates new inquiries.

You’re One Click Away From Ranking first on Google!

4. Come Up With a Powerful Social Media Strategy

Powerful Social Media Strategy Business Marketing Experts

Building a website is only the first important step in creating a strong presence on the web. Your business has to move on multiple digital marketing channels and being present on social media platforms should be the number one priority.

Social Media drives a lot of meaningful engagement and actions from customer and prospects. Establishing a strong presence on social media requires strong strategies and high-quality content.

Gather up your in-house marketers and begin working on a modern social media strategy that includes the marketing activities and campaigns of the business.

Posting timetables, content calendars, SEO and many more tools can be a big help when developing strong social media strategies.

If you do not have an in-house marketing team, partnering with a trusted digital marketing agency is the next best option. Hiring a reliable marketing agency will help your business navigate in the world of social media trends and get you at the top of everyone’s feed. Thus improving the online presence of your brand.

5. Offer High-Quality Valuable Content

How To Optimize Your Businness Online Presence

To increase your online visibility you should always strive to regularly post high-quality content: blog posts, infographics, videos, and images that benefit your clients and potential customers. Focus on creating content that your client will appreciate and trust.

Blog outreach – working with bloggers to make genuine, authentic content to market your business. It’s a way to urge others to try to do the work for you and blog influencers can successfully drive not only awareness but meaningful actions as well.

Incorporate a blog that you simply update frequently. Content is King. Almost everyone has heard of this common refrain. You’ll be a bit intimidated by the thought of blogging. Don’t be. This is often the simplest way to communicate effectively with prospects and existing clients.

It used to be that your sales activity was the chance to teach and inform your prospects. Now, blogging is the basis of your online presence.

Content is definitely shared and one blog can reach a wider audience than traditional selling can. Furthermore, if your blog is correctly optimized with links back to your website, it’s going to increase engagement online. Utilizing a blog allows you to convey your brand personality with a singular voice that humanizes your business.

Demonstrate an advanced level of expertise in your industry using your blog to share knowledgeable posts, industry insights, and submit guest posts to other industry-related blogs or websites.

This whole content practice is actually called content marketing and is one of the foremost important parts of your digital marketing strategy. If it suits your brand, attempt to provide your client with a lot of research analysis, case studies, images, and infographics.

6. Paid Ads

Paid Ads Business Marketing Experts

Another method to grow the impact of the online presence of your business is using paid online advertisements.

Utilizing a well-thought, paid advertising strategy can exponentially grow your business’s visibility. Online ads are less costly compared to traditional ads and they bring better and faster results that organic growth cannot match.

On Google, online advertising works on the pay-per-click (PPC) model. Using this model means that you place bids on specific keywords for an ad, and when a possible client clicks your ad, you only pay the amount set by your bid.

On different platforms like Facebook and Instagram, you can hyper target people by their interests, behaviors, demographics and etc.

If your business is strictly online with no physical location, you should strongly think about using paid ads to strengthen your brand’s online presence. With the Corona Virus pandemic affecting businesses with a physical location, paid ads can be a great way to drive new traffic to your digital properties.

7. Show That You’re An Expert In Your Field

Show That You’re An Expert In Your Field Business Marketing Experts

Explore starting your very own podcast, where you’ll share helpful tips and conduct interviews with relevant individuals from the respective industry.

Produce a video show for YouTube or another video platform where you’ll engage together with your clients and address their needs and problems.

Think branching out to forums, like Quora and Reddit. Attempt to answer some questions on these online forums, which may result in more significant credibility and draw some attention to your business.

Blogs also improve search engine rankings via keyword-rich content, fresh content and extra indexed pages.

8. Ask Customers for Their Reviews

Ask Customers for his/her Reviews Business Marketing Experts

Customer reviews ALWAYS make the biggest impact on your brand. They are the biggest factor in helping potential clients make valuable decisions. The common consumer reads up to 10 online reviews before he/she decides to shop for a specific product or employ certain services that companies offer.

Use your social media accounts, pages in business directories and your website to display reviews from past satisfied customers.

Whenever customers have a pleasant experience together with your company, politely ask them to review your business on Google or Yelp.

Never plan to write false reviews. They’re detectable and real customers can lose faith in your business if you engage in this faulty practice.

9. Engage In Online Communities

Engage In Online Communities Business Marketing Experts

Online communities (or groups) are individuals who share similar interests as your business. Community members have personal profiles, and they post, share and chat with other members.

The beauty of online communities is that they are greatly segmented—by niche, location, language and lots of other parameters.

These communities provide an excellent opportunity for you to interact with potential site visitors, to supply customer service, to teach your audience and to create your reputation.
Your business’s engagement in communities features a direct effect on your online presence, which may be measured and evaluated in several aspects.

In Summary,

For a better online presence, you should be creating and sharing valuable content, establishing a robust social media presence and building meaningful relationships online. If you’re not able to take these steps on your own, consider hiring a knowledgeable digital marketing agency to help you start out and educate you along the way. This might be the simplest way to optimize your digital sales department.

Business Marketing Experts are here to guide and help you through the process of optimizing your online presence.

🤯 I’ve Designed 10,000+ Facebook Ads: Here’s What I Learned

🤯 I’ve Designed 10,000+ Facebook Ads: Here’s What I Learned

It’s a beautiful feeling when you’ve spent hours on top of hours perfecting your beautiful new Facebook ads and sending it off into the wilderness. You’ve got a huge bright red button, the universally accepted blue background, and you wrote “FREE” three times in the ad copy. This will surely work!

But then the click-through rate dropped by .5%? HOW?

That confusion and disappointment of seeing your ad go wrong when you theoretically followed every single guideline to create the perfect ads, I’ve felt that same confusion and disappointment too many times throughout my career (I’ve designed 10,000+ Facebook ads).

Here’s what I’ve learned: Those textbook guidelines aren’t always the right rules to implement on your campaigns or your company. I’m going to share with you the seven biggest lessons that I’ve learned so that you can create Facebook ads that deliver the results you need.

1. It’s never about the colors, it’s always about the contrast

Over the years, I’ve read many blog posts and Facebook specialists debate about the best colour to use for a button. Based on all of my research, the best colour to use is lime green.

I’m kidding! (Please don’t use lime green)

There is no concrete or quick answer to this and it all depends on your audience and a little fundamental design principle known as contrast.

This particular study conducted by Hubspot, compares red buttons vs. green buttons. The study found that the red button performed and converted a lot better than the green button. A closer look at their designs reveals that Performable’s (company used to test) logo and website contained a lot of green. Red contrasts well with green.

The easiest way to find contrasting colors is to revisit our old childhood friend, the color wheel.

The first step is to find the most dominant color in your ad, and switch to the exact opposite end of the colour wheel to find the contrasting color.

Here are my favourite free colour palette tools that can help you create amazing colour schemes for your ads; Canva’s Color Palettes and Adobe Color, which lets you select an opposite color scheme.

You can create contrast in your ads without using colour—you can also modify effectivenes with things like brightness, saturation, and scale to make your buttons stand out more. You can also create high-performing ads that don’t even have buttons, but we’ll get into that in the next section of this article.

2. Keep it simple

Communicating your message in the simplest and cleanest way is one of the most critical ways to creating successful ad creatives. If a prospective client isn’t able to immediately understand your ad, they’re not going to click, or even remember it.

It’s critical to understand exactly what your audience will see first. Facebook ads that are placed in mobile will only show the audience three lines of text, compared to the seven that could be previously viewed. Facebook users can now click to show more of the text. Photos and videos will have a 4:5 aspect ratio, at most, compared to the previous 2:3.

3. Context is key

It’s crucial to consider and understand the context in which your Facebook ad will be displayed and consumed when you start brainstorming design themes. When I first started with Business Marketing Experts and worked with my first client, I was just beginning to get a feel of their brand, I was tasked with making some new Facebook ads. I felt really good about how clean, polished and modern my ads looked. I was positive it would perform really well.

It didn’t perform well at all. I went back to the drawing board. What’s the secret ingredient missing here? It’s context! While that particular ad looked great, I didn’t consider how the ad would be consumed and the ad felt too much like an ad and not a part of their experience.

We’ve found that our Facebook ads tend to perform better when they work together with the prospect’s timeline to create a cohesive experience within Facebook itself. Creating ads that compliment your ideal client’s timeline and Facebook experience is a great way to improve your conversions.

According to Facebook, a combined approach of video and image ads delivers the best conversions on their platform. And carousel ads tend to perform notably well for eCommerce businesses.

5. Use seasonality to refresh your creative

Utilizing holidays and seasonality in your ads is an excellent way to refresh existing campaigns throughout the year. They also serve as great motivation for your copywriting. Just remember to be considerate of your audiences when making seasonal or holiday-themed ads.

6. Take advantage of free resources

Not every single business has the budget to hire a full-time designer or wants to pay the high fee’s of a stock photo subscription service when they’re just starting out, that’s why it’s a good idea to utilize all of the great free tools that are available. Here are a few other free tools that I personally recommend.

Moat, the GOAT of competitive creative analysis

Moat offers a paid product with more in-depth data, however, their Free Banner Ad Search tool is amazing if you’re looking for creative inspiration. Type in an existing brand, and Moat will provide several examples of ad creatives that have been run by that brand. You should use this information responsibly. Just because a particular brand has deployed these creatives, doesn’t mean that they’ve performed well.

Free stock photos that don’t suck with Unsplash

Even though I have access to a paid stock photo resources, I find myself browsing Unsplash, because the images are often better suited to what I want than what I’m able find on stock photo sites. The photography has a more natural feel than the majority of the staged stock photos circulating the internet.

Facebook’s Text Overlay Tool

You’re able to upload the photo that you’re going to use for your Facebook Ad and the Facebook Text Overlay Tool will determine the amount of text is in your ad image. If the proportion of text to image is too high, your ad may not reach its full audience. You’ll have a great idea of how your creative will perform on the Facebook Audience Network algorithm.

7. Divorce your ideas

My final tip is the most important but the hardest to acknowledge: Don’t be super attached to your ideas!

As a creator, I completely sympathize with how easy it is to get emotionally attached to an idea that you’ve worked on for hours. Separate what you think is a great idea from what actually delivers strong results, because this is different for every brand, business and every audience that you’re going to target.

How something makes you feel probably makes another person feel in an entirely different way based on their own personal experiences, childhood and etc. Take the time to learn exactly what it is that your audience likes by testing new creatives frequently, and setting up A/B tests because they will help you figure out just what the secret ingredient is that’s making a certain campaign a top performer. Art is always subjective, but great design is objective.

I help businesses develop lead generation and digital marketing campaigns that deliver results. Ask me about my success stories florind@businessmarketingexperts.ca

In the last 7 years, Florind has mastered packaging brands, products, and services in today’s digital landscape. He brings brands and customers together in a very natural way.

The first word that clients describe Florind with is results – measurable, tangible/real, and trackable. Transparency is rare in the industry but data never lies. By combining analytics, systems, automation, and metrics – Florind has been able to deliver exponential results for his clients. His attention to detail and his pursuit of efficiency and effectiveness is why clients love him and the results he delivers.

Understanding The Facebook Learning Phase

Understanding The Facebook Learning Phase

So…you’ve finally launched your first Facebook ad campaign! That’s exciting! It means you’re ready to take your business to the next level. 

You’re here because you launched your campaign and saw your Ad Set go into the “Learning Phase”. You’re curious! I put this together to help answer a lot of the questions that you might have. It’s short, concise and to the point.

During the “Learning Phase” the initial performance of your campaign will significantly fluctuate. This is normal. It only lasts for a short period of time. 

Do not panic! It’s important to know that many campaigns go through an initial data collection period. This period is the “Learning Phase”

What is the Facebook Learning Phase?

The “Learning Phase” is the period of time that Facebook takes to learn how it will generate the best results for your campaign. 

Facebook presents your ads to different people within your target audience. Then it calculates who is most likely to take decisive action after seeing your ads.

This is how Facebook describes the “Learning Phase”:

Each time an ad is shown, our ads delivery system learns more about the best people and places to show the ad. The more an ad is shown, the better the delivery system becomes at optimizing the ad’s performance.
The learning phase is the period when the delivery system still has a lot to learn about an ad set. During the learning phase, the delivery system is exploring the best way to deliver your ad set – so performance is less stable and cost-per-action (CPA) is usually worse. The learning phase occurs when you create a new ad or ad set or make a significant edit to an existing one.
The Delivery column reads “Learning” when an ad set is in the learning phase. While the delivery system never stops learning about the best way to deliver an ad set, ad sets exit the learning phase as soon as performance stabilizes (usually after around 50 conversions).
Your campaigns will usually start off rocky as Facebook is learning how to deliver the best results. Facebook tries to understand which kinds of users in your audience are most likely to click on your ad. This will help you optimize your campaigns and pinpoint the relevancy of your targeting.
Once you collect this data, you’ll be able to make informed decisions! Data speaks. The results will dictate what type of action you need to take. You might want to increase the budget. Decrease the budget. Stop. Turn off specific ads.
So before you panic, keep in mind that lackluster results are normal during the initial stages of your campaign.
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How long does it run for?

The “Learning Phase” starts once you launch your Facebook ad campaign. Or when you have made a significant adjustment to your campaign. It will continue to run until your ads get approximately 50 optimization events. That’s when it finishes and your campaign runs normally, but with improved accuracy.
What’s an optimization event? The campaign objective defines what the optimization event is. So, for example, if you optimize for an increase in Traffic, then the learning phase will run until there have been approximately 50 link clicks.
Ads that are going through the learning phase can be viewed in the Delivery Column of the Ads Manager. Here’s a little screenshot of what it looks like:
If your ad set doesn’t register 50 optimization events, Facebook may remove your ad set from the learning phase. Facebook explains that this may occur if your ad set’s optimization event is too rare and can’t meet its minimum intended target or if your ad is not competitive enough in the auction.
This may mean that your ad set or campaign needs some improvement to succeed.
Don’t make any significant changes or edits to your ad set or campaign during the learning phase. By doing so, you may cause the learning phase to reset. It’s going to cause a long delay to generate positive results. Facebook needs a bit of time to generate the relevant data so it can give your campaign a boost!
And take this key tip from us: Don’t make any significant changes or edits to your ad set or campaign during the learning phase. Doing so may cause the learning phase to reset itself as it re-examines the new changes you have applied, causing a lengthy delay in your pursuit of positive results. Facebook needs a bit of time to generate the relevant data in order to give your campaign a boost!

Editing during the learning phase

As I mentioned above, significant changes to your ad set during the “Learning Phase” can reset the phase, but that doesn’t mean all changes will cause this.
Only significant edits can reset the “Learning Phase”. If it resets than your campaign will require another 50 optimization event to end. You want to get out of the “Learning Phase” as quickly as possible so your campaign starts delivering stable results.
Here’s a list of changes or edits that Facebook would consider significant during the learning phase:
  • Any change to targeting
  • Any change to an ad creative
  • Any change to optimization event
  • Pausing your ad set for 7 days or longer (the learning phase will reset once you resume the paused ad set or campaign)
  • Adding a new ad to your ad set

The following two changes can identify as significant or insignificant, depending on the size of the edit.

  • Bid cap or target cost amount
  • Budget amount (This doesn’t count if you’re using the target cost bid strategy, in which case your budget changes won’t be considered significant)
So if you increase your budget from $400 to $450 then the learning phase won’t reset. But, an increase from, $300 to $1,000 would cause it to reset.

Best Practices

During the learning phase, ad sets are less stable and usually have a higher CPA. To avoid behaviors that prevent ad sets from exiting the learning phase, we recommend you:

  • Wait to edit your ad set until it’s out of the learning phase. During the learning phase, performance is less stable, so your results aren’t always indicative of future performance. By editing an ad, ad set or campaign during the learning phase, you reset learning and delay our delivery system’s ability to optimize.

  • Avoid unnecessary edits that cause ad sets to re-enter the learning phase. Edits that meaningfully change how your ad set might perform in the future can cause an ad set to re-enter the learning phase. Only edit your ads or ad set when you have reason to believe that doing so should improve performance.

  • Avoid high ad volumes. When you create many ads and ad sets, the delivery system learns less about each ad and ad set than when you create fewer ads and ad sets. By combining similar ad sets, you also combine learnings.

  • Use realistic budgets. If you set a very small or inflated budget, the delivery system has an inaccurate indicator of the people for whom the delivery system should optimize. Set a budget large enough to get at least 50 total conversions and avoid frequent budget changes (which can cause an ad set to re-enter the learning phase).

The learning phase is necessary to help the delivery system best optimize ads, so you shouldn’t try to avoid the learning phase completely. Testing new creative and marketing strategies is essential for improving your performance over time.

More than 7 days in “Learning Phase”??

If 7 days have passed since a significant edit and your ad set still hasn’t exited the learning phase, the Delivery column status will read “Learning Limited”.

This usually occurs when:

  • Your bid control or cost control is too low. Consider raising your bid/cost control.

  • Your budget is too low. Consider raising your budget.

  • Your audience size is too small. Consider expanding your audience.

  • You have too many ad sets. Consider using fewer ad sets (for example, by combining audiences) to aggregate delivery learnings.

  • Other ad sets from the same ad account or Page are winning auctions instead. Consider combining ad sets to avoid high audience overlap.

  • Your optimization event occurs very infrequently. Consider optimizing for an event that occurs more frequently. For example, if you see fewer than 50 purchase events in a week, consider optimizing for add to cart events instead.

If your ad set failed to exit the learning phase, consider making a significant edit to resolve one of the above issues.

I help businesses develop lead generation and digital marketing campaigns that deliver results. Ask me about my success stories florind@businessmarketingexperts.ca

In the last 7 years, Florind has mastered packaging brands, products, and services in today’s digital landscape. He brings brands and customers together in a very natural way.

The first word that clients describe Florind with is results – measurable, tangible/real, and trackable. Transparency is rare in the industry but data never lies. By combining analytics, systems, automation, and metrics – Florind has been able to deliver exponential results for his clients. His attention to detail and his pursuit of efficiency and effectiveness is why clients love him and the results he delivers.

How to Create a Facebook Page and Business Manager Account (in 4 Steps)

How to Create a Facebook Page and Business Manager Account (in 4 Steps)

So, the time has finally come for you to start marketing your business on Facebook!

Between me and you? That’s awesome! There are over 2.2 Billion monthly users on Facebook and 60 million of those are business pages!

This proves that the Facebook network has a HUGE number of potential clients you can showcase your business to and that Facebook marketing works because if it didn’t, there would be no businesses on there.

You are only able to create and manage a Facebook business page if you have a Facebook profile. Make sure you’ve got one!

Creating a Facebook Business Page

Before you’re able to create a Business Manager account to get the most from Facebook as a marketing channel, you’ll need to create a Facebook page for your business.

You need to sign in to your Facebook profile and click on the ‘Pages’ tab in the menu (or main menu on mobile):

And then click on the ‘Create Page’ option (at the top of the screen on both desktop and mobile):

After this, Facebook will launch a very easy guide.

Click “Get Started”. After clicking get started Facebook has 4 easy steps:

  • What category best describes the page you want to create
  • What do you want to name this Page?
  • Do you want to add an address?
  • Add Images to This Page

Select the options that are most relevant to you and follow Facebook’s guidance to create your Facebook business page! It’s that easy!

If you’ve used Ad Manager in the past, find your list of ad account numbers and any other pages you’d like to join Business Manager.

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Create a Facebook Business Manager Account

OK, the easiest part is done…

…it’s time to finally create your Facebook Business Manager account in 4 simple steps.

Let’s start:

    1. Access Business Manager

    The first thing you need to do is visit the appropriate website. Don’t worry, it’s not a secret. You can find it here: https://business.facebook.com/

      Click on the ‘CREATE ACCOUNT’ button on the top right of your screen.

      This will ask you to log onto your personal Facebook account. Make sure you follow this step, so Facebook can connect the Page (or pages) that are associated with your profile.

      2. Enter Your Information

      Fill out Facebook’s simple form:

      Please note: If you are NOT developing app software, or advertising for a different company, Select ADVERTISER. This selection is for Business Owners and employees.

      3. Link Your Page

      Attach your Facebook Business Page to the Business Manager suite.

      Enter the name of your business, and then simply click on the dropdown menu and select your business. If you own or manage multiple businesses, select the primary one here, and add the others later.

      4. Create a Profile

      The final step is to create your own individual profile within the Business Manager. None of the information on the Business Manager will be shared on your personal Facebook page and nobody (NO ONE) will have access to it.

      It is purely for other users (e.g. employees/partners) to see who is doing what within the Business Manager Account.

      And just like that, you just created a Business Manager!

      The Next Steps

      Congratulations, you just took the first step of marketing on the most powerful Social Media Platform in the world.

      Your next steps should be to install a Facebook Pixel on your business website and optimize your Facebook page for likes, follows and engagements.

      Don’t worry, we’re here with you every step of the way!

      For help with lead generation and social media strategy, please reach out to us at info@businessmarketingexperts.ca

      Florind Metalla is the Founder and President at Business Marketing Experts, a leading Social Media Marketing agency in Toronto. He specializes in developing strategic online marketing campaigns that help companies grow through effective online marketing strategies, improved sales performance, and overall customer experience.

      The Facebook Pixel: A Quick Guide to Facebook Advertising

      The Facebook Pixel: A Quick Guide to Facebook Advertising

      Don’t start your Facebook advertising without reading this article! Installing The Facebook pixel should be your very first step to achieving digital triumph.

      Building a strong digital presence consumes a tremendous amount of hard work, perfect timing, significant marketing spend, and a ton of time but fortunately for us, the digital world offers a lot of alternatives to move in the right direction.

      The quickest (and most likely the cheapest alternative) way of doing this is to focus your advertising efforts to your target market, with a super-relevant offer that resonates with them, at the right time.

      This means identifying and showing your ads to people when they are actually looking for your products or services. Facebook provides everyone the capability to do exactly this, and if you’re just starting out with Facebook Ads, this quick article is going to show you where and how to get started.


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      When it comes to Facebook Marketing, the more information that you have about your target customer, the higher the probability of reaching them with the perfect offer at the perfect time increases.

      And that’s exactly why installing a Facebook pixel has to be your first step when starting Facebook advertising.

      A quick Google search usually provides you with guides instructing you to begin your Facebook Marketing initiatives by creating audiences, designing your ads, writing this super compelling ad copy, or even experimenting the ‘boost post’ option (You Shouldn’t Do This!) and although they are all necessary components of a great Facebook ad (excluding ‘Boost Post’), the future of all of your digital advertising campaigns will be limited until you’ve installed a Facebook pixel on your website.

      So, what exactly is a Facebook Pixel?

      A Facebook pixel is a small code that you insert on your website (super easy to do and your webmaster should do this for free). This ‘small code’ is able to track and analyze the actions and behaviour of every single visitor that enters your website. Facebook is now able to use its own knowledge of that specific person (based on their own data on their social network) to fully optimize the advertising performance of your campaigns. The more visitors that this ‘small code’ is able to track, the more valuable your Facebook pixel will be.

      Because the Facebook pixel can track actions and behaviours on your website, analyze this data and use it to optimize the performance of your ads, it makes the pixel an integral asset for all of your digital initiatives.

      Even if you aren’t ready to advertise at the moment, you should install (copy the code to your website) the Facebook pixel because it’s free, and will automatically track the visitors of your website and will begin to feed data to Facebook before you’ve even deployed a campaign!


      A Facebook pixel allows you to utilize a number of different optimization features that will super-boost your ROI on Facebook advertising. I’ve highlighted various optimizations below that I consider the most effective to deploy:


      • Event tracking: A Facebook pixel allows you to create specific events that can take transpire on your website (purchase, add payment info, add to cart, complete registration, subscribe and etc). There are 17 standard events in total, as well as the ability to create your own. With this data, you can create ads, retarget and run future promotions. For example, if I set-up ‘add payment info’ as an event, I could create a custom audience of the people who triggered this specific event and show them an ad for the product or service that they clearly wanted but they didn’t ultimately buy.


      • Create Custom Audiences: The example (provided above) is an excellent method of creating an effective automated ad sequence, but there is a multitude of different custom audience building options available because of the Facebook pixel. The more data the pixel grabs, the more audiences you are able to build.


      • Conversion Optimisation: The pixel tracks data from people who completed purchases on your website and shows ads to similar people that it believes will also complete the purchase. The more sales you generate (with a pixel installed) the better Facebook will be able to automatically optimize your conversion rate.


      • Retargeting: You are able to show relevant ads to people who have visited your website. If you’ve seen ads for a product that you have previously viewed but didn’t purchase, shortly after viewing it, it means you’ve been retargeted. Retargeted ads have a much higher CTR and conversion rate, and if you’re serious about digital marketing, you must use it.


      • Create Lookalike Audiences: These are people who have similar interests, demographics and likes as audiences that you have already built. A Facebook pixel automatically creates custom audiences, this means you can instantly create large new lookalike audiences of people who are similar to those who have taken a specific desired action on your page. For example, you could create a lookalike audience of people who have made a purchase on your website. This give you the power to scale up your campaign quickly.


      • Optimize ad spend: If Facebook can show your ads to only the most relevant people, it will automatically optimize your ad spend.


      It’s very important to install Facebook’s Pixel as quickly as possible on your website. Every single second that passes by, you’re missing out on valuable data that can help you maximize your advertising efforts.

      Currently, you’re missing out on highly effective techniques to optimize your ads, retarget and build countless profitable audiences. This is the very first step in your Facebook advertising journey and don’t ignore the Facebook Pixel!

      I help businesses develop lead generation and digital marketing campaigns that deliver results. Ask me about my success stories florind@businessmarketingexperts.ca

      In the last 7 years, Florind has mastered packaging brands, products, and services in today’s digital landscape. He brings brands and customers together in a very natural way.

      The first word that clients describe Florind with is results – measurable, tangible/real, and trackable. Transparency is rare in the industry but data never lies. By combining analytics, systems, automation, and metrics – Florind has been able to deliver exponential results for his clients. His attention to detail and his pursuit of efficiency and effectiveness is why clients love him and the results he delivers.