How to set up the Facebook Pixel and how it can benefit fitness professionals
As a fitness professional getting new membership signups is a large part of your job… and without them your total membership will plateau or worse, steadily decrease.
The Facebook pixel is an indispensable tool for leveraging existing traffic and optimizing website conversion campaigns. And surprisingly… only about 1 in 5 gyms are using the Facebook Pixel.
How does the Facebook Pixel Work?
The Facebook Pixel is essentially an audience building and conversion tracking tool for paid advertising. After you install the snippet of code that Facebook gives you, your website begins collecting information about specific actions taken on your site and associating those actions with the accounts of Facebook users. These users can then be grouped into audiences that can later be retargeted with specific ads.
Audiences in the world of paid advertising refer to the people who the ads are being shown too. The audience could be dog lovers nationwide between the ages of 35-50 , or it could simply be people in your city looking to get in better shape.
Conversion tracking means we’re monitoring which member of the audience performs a specific desired action: This could mean submitting a free trial form, viewing a 6-week challenge page, clicking a specific button or even viewing a video.
Custom audiences allow you to build your own audiences based on a variety of factors. In this specific case, you can build audiences based on actions taken on your website.
Therefore you are able to re-engage people who visited your prices page but didn’t submit a consultation form, or to offer a free session to anyone who visited your site. The options are endless.
How to set up Facebook Pixel.
WordPress Installation Instructions
First, navigate to Facebook Business manager and click on the business you’re managing.
Click the menu button in the upper lefthand corner and select “Pixels” underneath the “Measure and Report” section.
Then click the “Add Data Source” button on the right side of the screen and select “Facebook Pixel”. Leave the default name as is in the popup and click “create.”
Next, select the first option that reads “Use and Integration or Tag Manager.”
Since you using a WordPress site, click WordPress and follow the steps in the popup. You’ll have to download the zip file (no need to unzip it!), and upload it in the plugins section of your wordpress site. Then all you need to do is make sure your Pixel is working and you’re good to go!
Wix Installation Instructions
Start by going through steps 1-4 under the WordPress Installation section. And once you get to the integration partners screen continue reading below.
Thankfully once you get to this step Facebook makes it pretty easy to install the Pixel on your Wix site. Follow the onscreen instructions until you verify your pixel is working.
Done! The confirmation page lets you know that you’re setup and ready to go!
Squarespace Installation Instructions
Start by completing steps 1-4 under the WordPress installation instructions, then return here and continue reading.
Facebook also makes installation for Squarespace pretty simple. Follow all the onscreen prompts until you reach the confirmation page.
Installing your pixel is just the start. Using it to increase your membership is completely up to you.
Using retargeting campaigns will capitalise on existing warm traffic.
Well, have you ever looked at a product on a site, Amazon for example, and left the site without purchasing? Shortly after I’m sure you noticed how ads for the product “follow’ you around the internet- Facebook ads, YouTube ads and those annoying banner ads on your favorite blog.
Website visitors are your most valuable asset when you’re trying to grow your gym membership. Why? Because THEY came to you, not the other way around, which means they were interested in your product, but didn’t complete the process for whatever reason…just like how you left that item in your Amazon cart without paying.
But think about this- How many times do you click on the retargeting ads and complete the “purchase” process? Probably at least 1 in 3- especially if the ad targets you with an irresistible offer like 25% off or free shipping.
Retargeting works and lots of savvy gym owners are already using it.
To find out more about how the Revival Media Group could help your business, or to arrange an initial meeting, please do not hesitate to speak to one of our fitness marketing experts on:
0800 030 6924
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