You've likely heard how amazing Facebook Ads can be for your small business, and you're probably wondering if you should use them for your Etsy shop. The short answer is, YES! However, please read this post before you go out and set up a Facebook Ads campaign for your shop!
The Facebook Pixel and Etsy
At the time of this article, Etsy sellers are not able to put the Facebook Pixel code on the backend of our Etsy shops. But there is a way to use the power of Facebook Ads (and the pixel) to generate more leads for your Etsy shop. This 'lead generation' strategy will help you find new potential Etsy shop customers that you can connect with all the time. Allow me to break it all down for you. Are you ready?
What is the Facebook Pixel Code?
If you have a website, you likely have the Google Analytics tracking code set up on the backend of your site. This tiny code tracks all the traffic coming to your site. Well, Facebook has a similar code called the Facebook Pixel, and it tracks people going to your website as well. Not only that, it tracks individual pages on your website. It's a powerful piece of code that allows you to do some really targeted ads, create custom audiences, and reach your ideal customer. * To read more about the pixel, visit this blog post.
How Do We Use it for Our Etsy Shops?
Since we can't put the pixel in our Etsy shop, we have to take a different approach. This strategy will do two things: 1) Create new email subscribers who you can connect with and 2) Captures a targeted audience for new products and promotions of your Etsy listings. Let's go through the steps, but first, let me explain what a landing page is and how it's the key to unlocking this strategy.
What is a Landing Page?
Even though I have a standalone website, I use a separate landing page through LeadPages to send Facebook ad traffic to. LeadPages allows me to send traffic from a Facebook ad directly to a landing page outside of Etsy or my website. It also helps me collect email addresses so I can build up my subscribers who are interested in the things I'm selling on Etsy. And here is the really cool part, I can put the Facebook pixel on this landing page to track all of the people who clicked on my ad and landed on it. Let's look at this process.
How to Use Landing Pages and the Facebook Pixel for Your Etsy Shop
Let me outline the steps below. Follow these steps to create new leads for your Etsy shop and grow your business with Facebook Ads.
Step 1: Create something to give away to new customers. This is usually a coupon for your Etsy shop or a free download. Let's say I have an Etsy shop full of styled stock photos for social media, I might give away 5 free stock photos to new subscribers in exchange for their email address and first name.
Step 2: Create a landing page in LeadPages with access to your freebie once they submit their email and first name. This is the page they will land on from your Facebook Ad. It will have a description of your freebie or coupon and a place for people to enter their information and a button to get access to your freebie. *Listen to the podcast episode on landing pages I did over the summer.
Step 3: Create a 'Thank You' page in LeadPages. THIS IS THE COOL PART! When they have submitted their information, you can redirect people to a customized 'Thank You' page. It's on this thank you page you can invite people to visit your Etsy shop to use the coupon code, browse your listings, etc. You can put the coupon code right on this 'Thank You' page with a button that takes them right to your shop.
Step 4: Create your Facebook Ad. Now that everything is in place, you're ready to run ads to your freebie or coupon code. Woo-hoo.
So the process looks like this from your new subscriber's perspective: Facebook Ad >>> Landing Page with Access to Freebie >>> Thank You Page >>> Etsy Shop.
More Cool Things You Can Do with The Pixel
Now that you've got the hang of promoting your Etsy shop with this strategy, you're ready to do even more. You can ask Facebook to track all of the people who landed on your freebie landing page, and create an audience of people who look just like those people. This is called a lookalike audience, and you can create another ad campaign using this more targeted audience. Let's say you have 500 people land on your landing page from your ad. Facebook will take those 500 people, analyze any similarities, and go out and find you around 2 million people who look just like them. Awesome! You can even create an ad targeting just those 500 people with a new offer, or new product listing in your shop.
Implementing this Facebook Ads Strategy for Your Etsy Shop
You've done all the work to create an Etsy shop filled with amazing listings to enrich, impact, educate, and beautify people's lives, let's make sure you use this smart strategy to get more qualified traffic to your Etsy shop, build your email list, and grow your small business.
The Tools You'll Need