November 28, 2022 • 10 mins
How can you identify your audience when you cannot see them? You should be using pixels on every page of your website so you can continue to market to people who visit your pages. By doing this, you'll stay in front of your audience on a more regular basis. Listen to this episode and learn more about all of the ways Josh and his team can help you. Then you should connect with Josh at GoSocialExperts.com
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:03):
And welcome to the Ghost Social podcast with Josh high Toower.
Go Social is a relaxed and unedited conversation with marketing.
Speaker 2 (00:10):
Expert Josh high Tower.
Speaker 1 (00:11):
Josh is an author and the owner of multiple businesses,
including Go Social Experts. Josh can help you create a
thriving business using the wisdom, strategies, and experience he's gained
through the years. Prepare yourself to enjoy the next few
minutes as we chat with online marketing expert and business
growth strategist Josh high Tower.
Speaker 3 (00:38):
Hey, good morning, Josh. How's your day going, sir?
Speaker 4 (00:40):
It's great. How about yours?
Speaker 2 (00:41):
Fantastic? It's a glorious day.
Speaker 3 (00:43):
And going to be fon chatting with you about audience
because you know, we as business owners, we're always hearing,
especially with marketers, who's your target audience and what do
they look like? And can you create a profile and
that's all important, But today it's going to be a
little more challenging because we're talking about and in this audience, right.
Speaker 4 (01:01):
The invisible audience. Yeah, that's right. So you know, we've
been talking a lot of the recent episodes about making
sure capture email addresses, ideally capture their mailing address, be
able to mail them direct mail to get off of
social media platforms. Today's a little bit different, and there's
something behind the scenes that happens at social media companies
where you can, first of all, on all of your pages.
(01:25):
You want to have the Facebook pixel or metapixel installed
on all of your pages online as well as your
Google analytics. You're all of the tracking All of those
tracking pixels should be on all your pages, which is great,
you know that's some people do that, well, some people not,
but it's okay. The key, though, is that Facebook and
the big tech giants know who you are, even if
(01:47):
you don't have to opt in, so they all they
have millions of data points on us, regardless of whether
we actually provide the name, our name, email address, et cetera.
They're going to know who we are, what we like,
what we don't like, and what they're going to show us.
What we can do, particularly in Meta or Facebook and Instagram,
(02:08):
is create what I call the invisible audience. So it
is one big audience where we lump everybody that's visited
any of our pages into that one big massive audience. Okay,
we use that to then as we put out promote
lead magnets that are brand new or podcast episodes or
(02:31):
whatever content that we're promoting at the time, we can
target that specific audience, our invisible audience. They're already familiar,
they already have an affinity with us, and they may
or may not be customers. So that same audience is
going to include leads, prospects, suspects, and customers, but they
already have an affinity with us, and it's just about
(02:52):
showing our face and getting in front of them on
a consistent basis and staying in front of them to
lengthen and deepen relationship with them. So we become the
celebrity in their circle of social media of the web
because they see this everywhere.
Speaker 3 (03:08):
Okay, so you're going to stay in front of your
audience on a more regular basis. I guess based on
how much content you're putting out.
Speaker 2 (03:16):
Yes, yep, okay.
Speaker 3 (03:17):
So case in point, I come to your website for
whatever I'm looking around, I'm not opting in and I
go away. But because of the pixels or whatever's on
my website, Facebook or whoever knows who I am. So
next time you launch a podcast or something and you
market to me, could you put me in this group,
then I'm going to see it on my feed or
(03:38):
something like that.
Speaker 4 (03:39):
Right, it's exactly right. Yep's fascinating the minute, the minute
you hit one of my pages, I have you. I
don't know who you are. I don't know your name,
I don't know your email address. I don't know anything
about you yet, but I know who you are by
means of the pixel or the analytics or the tracking code.
I know who you are. So I put you into
that big lump some invisible audience because you're invisible because
(04:02):
I don't know who you are. I know you've seen
my stuff. I know you've engaged or clicked or some somehow.
But now you're in the invisible audience where I can
continue to follow up with you. You're still kind of
cold because I may not know who you are, but
I'm still showing you my stuff until you're ready to
take that next step to where you do see. Hey,
you know, I see that Michael has some kind of
(04:23):
new offer that he's promoting, or a new lead magnet
or new course. I'm going to go ahead and give
him my name and email address. Now they become not invisible,
they become visible.
Speaker 3 (04:33):
So do they then come out of that group at
that time when you get their name and email.
Speaker 4 (04:37):
Yeah, great question. So it depends. I like to have
one big audience that includes everybody, so they Yeah, it's
kind of a one lump sum. So if I'm showing
just evergreen content or just basic content or new content
that I know that I don't have buyers that it's
not possible for them to buy because it's a new offer.
It's one big audience. As I start to remarket or
(05:02):
promote stuff that I may have customers, I create a
separate audience that will include and exclude and most importantly
exclude buyers of that that I know they've already bought.
They don't need to see that again, so it'll be
a separate audience. So that's not really the invisible audience.
It's more of here's maybe a more specific audience, but
most importantly it suppresses or takes out the people that
(05:23):
have already bought.
Speaker 2 (05:24):
Okay, all right, that's fascinating.
Speaker 3 (05:25):
So on this invisible audience you said early on, I
just want to reiterate this is you want these these
pixels is what they're called, Right on every landing page
of your website every.
Speaker 4 (05:36):
Page, right, every page, every page.
Speaker 2 (05:38):
And it's a different pixel for every page.
Speaker 4 (05:42):
No, it's the same pixel. It's your So in Facebook
world or Metal world, you have your your base pixel,
your base code. That's really what's installed. That's what connects
your website to Facebook's tracking, which is great. Now there's
a second tier to that on the pixel itself where
it's like here's base on certain events. So if you
hit my landing page and then I can opt in,
(06:03):
that's a registration and know all kinds of different stuff.
But just that base pixel level, the basic level, and
it just tells Facebook and you do have to go
create this audience on social so you can create just
a huge audience that just says, you know, Michael's invisible audience.
And who do you want to include? Well, I want
to include everybody that's visited all of these pages or
(06:24):
anybody that's hit that pixel. Or also with video views,
so if you have videos that are on social media,
I don't really care how long in this audience, I
don't really care how long they've watched. I just want
to know that they've watched maybe at least ten percent
as a minimum of your video on social so it's
just a big audience and we can use that audience
for a lot of different stuff and show a lot
(06:45):
of different ads to Again, it's casting a wide net
to try to get those few people that are ready
to take the next step.
Speaker 3 (06:52):
Yeah, and that's good because you're targeting at that point
and correct me if I'm wrong, but you're targeting not
the today buyer, but the guy who's out there researching,
and he might be looking at four, five or six
different companies and you just keep popping up on a
regular basis because you've put him, You've tagged him right,
tag you're it, and he's just keeps seeing you. So
that consistency over time, because your competitors may not be
(07:15):
smart to put that pixel on their thing, so they're
not showing up.
Speaker 2 (07:18):
Is that kind of that's exactly it.
Speaker 4 (07:20):
Yeah, Okay, you're everywhere in that person's piece of the internet.
Speaker 2 (07:24):
Yeah, and so it might do nothing. I mean you
put a pixel on, you put.
Speaker 4 (07:30):
A pixel and then of course showing the ads, yeah,
what will cost you a little bit, But then not
really unless they click. So they keep seeing your ads
both on social media in the Facebook, meta world, Instagram,
but then also on Google and the Google retargeting, So
now they're seeing us in both spots. If they're on
social media or if they're on any other website through
ad Sense, through the Google network, they're seeing us everywhere,
(07:55):
and we're just staying right in front of them presenting
you know. Of course, depends on the we talked about
a couple episodes ago, the traffic temperature, or where somebody's
at in the funnel showing them that particular ad. But
the key is that they're seeing you and your brand
everywhere and as a reminder to do business with us.
Speaker 3 (08:13):
I could totally see this being being really really important,
especially if you're on lots of podcasts. Let's say you're
doing a podcast guesting tour and in a quarter you're
maybe you're on you know, ten ten podcasts. Well, those people,
if you're pointing them to your website, they're coming, they're
looking there, it's intriguing, and then they get interrupted and
they go somewhere else. But now they're in your big pond,
and now they're going to see other content from you.
Speaker 4 (08:35):
Right, that's right, that's exactly right. Yeah, So that's why
that starts with that pixel and that tracking code being
on every site, and there's plugins been on your website provider,
there's plugins that can make that super easy where it's
just like in fact, Facebook has one for WordPress where
it's just here's it goes on the page. You put
it in one spot and it puts it on all
the pages. It makes it. They make it really easy
because Facebook is in the business of tracking people, whether
(08:57):
they claim it or not. But that's our way to
take advantage of it as much as we can. Using
the invisible audience is a good starting point.
Speaker 2 (09:05):
That's awesome. The invisible audience.
Speaker 4 (09:09):
I love it.
Speaker 3 (09:09):
I love the concept. I love the simplicity of it.
At one level. Obviously it can go deeper and deeper
and deeper. And that's why really people need to reach
out to you, Josh, because they can get.
Speaker 2 (09:18):
Started with this.
Speaker 3 (09:18):
But again, a business owner doing this at one level,
at a simple level, putting the picks on great, but
don't I mean, you can go and dive in and
do all the research, but you're really going to be
making your money serving your client, doing what you do best.
That's why Josh and his team are there. So just
encourage you to.
Speaker 2 (09:34):
Re listen to this. Think through a little bit do
what you can, but reach out to Josh.
Speaker 3 (09:37):
Go Social Experts dot com have a conversation with him
about how does all this work?
Speaker 2 (09:42):
How can he help you grow your business?
Speaker 3 (09:43):
Because if you listen to any of these episodes, you
know that Josh is really smart when it comes to
marketing and business. He runs a couple of business at
least maybe more, and he can talk to you about
how to grow your business properly over time. So go
Social experts dot com and talk to him about your
invisible audience and your visible audience and see how you
can help you. John, It's been fascinating to talk about
(10:03):
the invisible audience and it's gonna be great.
Speaker 2 (10:06):
Look forward to talking with you again soon.
Speaker 4 (10:08):
Sounds good things.
Speaker 1 (10:14):
Social media marketing should be part of your overall business
growth plan. Josh Hihitier can help you leverage the power
of online marketing without wasting your time for money on
Hit or Miss Tactics. Learn more about how Josh and
his team can help you by reaching out to them
at gosocialexperts dot com. Be sure to subscribe to this
(10:34):
podcast so each new episode will be sent to you
automatically when it's released. Thanks for listening. To the Go
social podcast with Josh high Time
And welcome to the Ghost Social podcast with Josh high Toower.
Go Social is a relaxed and unedited conversation with marketing.
Speaker 2 (00:10):
Expert Josh high Tower.
Speaker 1 (00:11):
Josh is an author and the owner of multiple businesses,
including Go Social Experts. Josh can help you create a
thriving business using the wisdom, strategies, and experience he's gained
through the years. Prepare yourself to enjoy the next few
minutes as we chat with online marketing expert and business
growth strategist Josh high Tower.
Speaker 3 (00:38):
Hey, good morning, Josh. How's your day going, sir?
Speaker 4 (00:40):
It's great. How about yours?
Speaker 2 (00:41):
Fantastic? It's a glorious day.
Speaker 3 (00:43):
And going to be fon chatting with you about audience
because you know, we as business owners, we're always hearing,
especially with marketers, who's your target audience and what do
they look like? And can you create a profile and
that's all important, But today it's going to be a
little more challenging because we're talking about and in this audience, right.
Speaker 4 (01:01):
The invisible audience. Yeah, that's right. So you know, we've
been talking a lot of the recent episodes about making
sure capture email addresses, ideally capture their mailing address, be
able to mail them direct mail to get off of
social media platforms. Today's a little bit different, and there's
something behind the scenes that happens at social media companies
where you can, first of all, on all of your pages.
(01:25):
You want to have the Facebook pixel or metapixel installed
on all of your pages online as well as your
Google analytics. You're all of the tracking All of those
tracking pixels should be on all your pages, which is great,
you know that's some people do that, well, some people not,
but it's okay. The key, though, is that Facebook and
the big tech giants know who you are, even if
(01:47):
you don't have to opt in, so they all they
have millions of data points on us, regardless of whether
we actually provide the name, our name, email address, et cetera.
They're going to know who we are, what we like,
what we don't like, and what they're going to show us.
What we can do, particularly in Meta or Facebook and Instagram,
(02:08):
is create what I call the invisible audience. So it
is one big audience where we lump everybody that's visited
any of our pages into that one big massive audience. Okay,
we use that to then as we put out promote
lead magnets that are brand new or podcast episodes or
(02:31):
whatever content that we're promoting at the time, we can
target that specific audience, our invisible audience. They're already familiar,
they already have an affinity with us, and they may
or may not be customers. So that same audience is
going to include leads, prospects, suspects, and customers, but they
already have an affinity with us, and it's just about
(02:52):
showing our face and getting in front of them on
a consistent basis and staying in front of them to
lengthen and deepen relationship with them. So we become the
celebrity in their circle of social media of the web
because they see this everywhere.
Speaker 3 (03:08):
Okay, so you're going to stay in front of your
audience on a more regular basis. I guess based on
how much content you're putting out.
Speaker 2 (03:16):
Yes, yep, okay.
Speaker 3 (03:17):
So case in point, I come to your website for
whatever I'm looking around, I'm not opting in and I
go away. But because of the pixels or whatever's on
my website, Facebook or whoever knows who I am. So
next time you launch a podcast or something and you
market to me, could you put me in this group,
then I'm going to see it on my feed or
(03:38):
something like that.
Speaker 4 (03:39):
Right, it's exactly right. Yep's fascinating the minute, the minute
you hit one of my pages, I have you. I
don't know who you are. I don't know your name,
I don't know your email address. I don't know anything
about you yet, but I know who you are by
means of the pixel or the analytics or the tracking code.
I know who you are. So I put you into
that big lump some invisible audience because you're invisible because
(04:02):
I don't know who you are. I know you've seen
my stuff. I know you've engaged or clicked or some somehow.
But now you're in the invisible audience where I can
continue to follow up with you. You're still kind of
cold because I may not know who you are, but
I'm still showing you my stuff until you're ready to
take that next step to where you do see. Hey,
you know, I see that Michael has some kind of
(04:23):
new offer that he's promoting, or a new lead magnet
or new course. I'm going to go ahead and give
him my name and email address. Now they become not invisible,
they become visible.
Speaker 3 (04:33):
So do they then come out of that group at
that time when you get their name and email.
Speaker 4 (04:37):
Yeah, great question. So it depends. I like to have
one big audience that includes everybody, so they Yeah, it's
kind of a one lump sum. So if I'm showing
just evergreen content or just basic content or new content
that I know that I don't have buyers that it's
not possible for them to buy because it's a new offer.
It's one big audience. As I start to remarket or
(05:02):
promote stuff that I may have customers, I create a
separate audience that will include and exclude and most importantly
exclude buyers of that that I know they've already bought.
They don't need to see that again, so it'll be
a separate audience. So that's not really the invisible audience.
It's more of here's maybe a more specific audience, but
most importantly it suppresses or takes out the people that
(05:23):
have already bought.
Speaker 2 (05:24):
Okay, all right, that's fascinating.
Speaker 3 (05:25):
So on this invisible audience you said early on, I
just want to reiterate this is you want these these
pixels is what they're called, Right on every landing page
of your website every.
Speaker 4 (05:36):
Page, right, every page, every page.
Speaker 2 (05:38):
And it's a different pixel for every page.
Speaker 4 (05:42):
No, it's the same pixel. It's your So in Facebook
world or Metal world, you have your your base pixel,
your base code. That's really what's installed. That's what connects
your website to Facebook's tracking, which is great. Now there's
a second tier to that on the pixel itself where
it's like here's base on certain events. So if you
hit my landing page and then I can opt in,
(06:03):
that's a registration and know all kinds of different stuff.
But just that base pixel level, the basic level, and
it just tells Facebook and you do have to go
create this audience on social so you can create just
a huge audience that just says, you know, Michael's invisible audience.
And who do you want to include? Well, I want
to include everybody that's visited all of these pages or
(06:24):
anybody that's hit that pixel. Or also with video views,
so if you have videos that are on social media,
I don't really care how long in this audience, I
don't really care how long they've watched. I just want
to know that they've watched maybe at least ten percent
as a minimum of your video on social so it's
just a big audience and we can use that audience
for a lot of different stuff and show a lot
(06:45):
of different ads to Again, it's casting a wide net
to try to get those few people that are ready
to take the next step.
Speaker 3 (06:52):
Yeah, and that's good because you're targeting at that point
and correct me if I'm wrong, but you're targeting not
the today buyer, but the guy who's out there researching,
and he might be looking at four, five or six
different companies and you just keep popping up on a
regular basis because you've put him, You've tagged him right,
tag you're it, and he's just keeps seeing you. So
that consistency over time, because your competitors may not be
(07:15):
smart to put that pixel on their thing, so they're
not showing up.
Speaker 2 (07:18):
Is that kind of that's exactly it.
Speaker 4 (07:20):
Yeah, Okay, you're everywhere in that person's piece of the internet.
Speaker 2 (07:24):
Yeah, and so it might do nothing. I mean you
put a pixel on, you put.
Speaker 4 (07:30):
A pixel and then of course showing the ads, yeah,
what will cost you a little bit, But then not
really unless they click. So they keep seeing your ads
both on social media in the Facebook, meta world, Instagram,
but then also on Google and the Google retargeting, So
now they're seeing us in both spots. If they're on
social media or if they're on any other website through
ad Sense, through the Google network, they're seeing us everywhere,
(07:55):
and we're just staying right in front of them presenting
you know. Of course, depends on the we talked about
a couple episodes ago, the traffic temperature, or where somebody's
at in the funnel showing them that particular ad. But
the key is that they're seeing you and your brand
everywhere and as a reminder to do business with us.
Speaker 3 (08:13):
I could totally see this being being really really important,
especially if you're on lots of podcasts. Let's say you're
doing a podcast guesting tour and in a quarter you're
maybe you're on you know, ten ten podcasts. Well, those people,
if you're pointing them to your website, they're coming, they're
looking there, it's intriguing, and then they get interrupted and
they go somewhere else. But now they're in your big pond,
and now they're going to see other content from you.
Speaker 4 (08:35):
Right, that's right, that's exactly right. Yeah, So that's why
that starts with that pixel and that tracking code being
on every site, and there's plugins been on your website provider,
there's plugins that can make that super easy where it's
just like in fact, Facebook has one for WordPress where
it's just here's it goes on the page. You put
it in one spot and it puts it on all
the pages. It makes it. They make it really easy
because Facebook is in the business of tracking people, whether
(08:57):
they claim it or not. But that's our way to
take advantage of it as much as we can. Using
the invisible audience is a good starting point.
Speaker 2 (09:05):
That's awesome. The invisible audience.
Speaker 4 (09:09):
I love it.
Speaker 3 (09:09):
I love the concept. I love the simplicity of it.
At one level. Obviously it can go deeper and deeper
and deeper. And that's why really people need to reach
out to you, Josh, because they can get.
Speaker 2 (09:18):
Started with this.
Speaker 3 (09:18):
But again, a business owner doing this at one level,
at a simple level, putting the picks on great, but
don't I mean, you can go and dive in and
do all the research, but you're really going to be
making your money serving your client, doing what you do best.
That's why Josh and his team are there. So just
encourage you to.
Speaker 2 (09:34):
Re listen to this. Think through a little bit do
what you can, but reach out to Josh.
Speaker 3 (09:37):
Go Social Experts dot com have a conversation with him
about how does all this work?
Speaker 2 (09:42):
How can he help you grow your business?
Speaker 3 (09:43):
Because if you listen to any of these episodes, you
know that Josh is really smart when it comes to
marketing and business. He runs a couple of business at
least maybe more, and he can talk to you about
how to grow your business properly over time. So go
Social experts dot com and talk to him about your
invisible audience and your visible audience and see how you
can help you. John, It's been fascinating to talk about
(10:03):
the invisible audience and it's gonna be great.
Speaker 2 (10:06):
Look forward to talking with you again soon.
Speaker 4 (10:08):
Sounds good things.
Speaker 1 (10:14):
Social media marketing should be part of your overall business
growth plan. Josh Hihitier can help you leverage the power
of online marketing without wasting your time for money on
Hit or Miss Tactics. Learn more about how Josh and
his team can help you by reaching out to them
at gosocialexperts dot com. Be sure to subscribe to this
(10:34):
podcast so each new episode will be sent to you
automatically when it's released. Thanks for listening. To the Go
social podcast with Josh high Time
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