How to Leverage Facebook for More Bookings

by Mia Steinberg

Leverage Facebook

Checkfront can be integrated with your existing business in several different ways. We have plugins for WordPress, Drupal, and Joomla, as well as a droplet page that can be put into almost any other website with just a line or two of code. But that’s not the only way to facilitate bookings; we also have a Facebook integration, which will show all of your inventory items and allow customers to make bookings right from your business page and support conversion tracking for Facebook Ads. In combination, these provide fabulous ways to leverage Facebook to reach larger audiences and capture more business.

Tip #1: Use Facebook Ads and Retargeting

What can you do about people who visited your site but never ended up making a booking? What can you do to entice existing customers into coming back for seconds? You can use Facebook’s advertising tools in some truly incredible ways to target and expand your audience. Reconnecting with previous visitors, showing Facebook ads to your existing customers and even finding new prospects based on behavioural targeting, are all options available with Facebook. We’ll explain each in a little more detail:

Reconnect with People Who’ve Already Visited Your Site

Retargeting is a marketing tactic that tracks customer movement throughout the internet and uses the data as an opportunity to send them specific ads. Facebook has a retargeting tool in its Create Audience section; by going to Custom Audience → Website Traffic, you can generate a pixel code (see image) which you place into the header or footer of your website; it will put a small pixel onto every page of your site. When someone visits your site, Facebook stores a number in their browsers (called a cookie)—a piece of temporary code which tracks whether a visitor has been to the site before. When the visitor goes back to their Facebook homepage, they’ll be shown one of your ads. You can specify various groups of people you wish to target based on a variety of factors, including how recently they visited your site and which specific pages they’ve been to.

facebook ad retargeting

Show Facebook Ads to Your Existing Customers

If you want to find some existing customers on Facebook, you don’t have to look them up one by one; you can input a client list, and Facebook will find them for you. From the Facebook Ads manager, go to Audiences → Create Audience → Custom Audience → Customer List. From there, you can upload a CSV, import from MailChimp, or copy-paste a simple list of your customers’ emails. Facebook will find them if they have accounts and you’ll be able to show them ads for your services. This is a great opportunity to get some repeat business—for instance, you can show these existing customers a specific ad with a specific discount code meant solely for them.

Find New Customers Based on Expected Behavior

Facebook can also track a lot of advanced metrics, and you can use this to your advantage too. Say you run a tour in a specific large city; when creating an ad, you can go to the “Behaviors” field, select “Travel” as one of the options, and target people whose posts and behavior have indicated that they’ll be traveling to your location.

facebook ad panel

*A Note About Conversion Tracking for Facebook Ads…

The first rule of paid advertising is to know what converts. Along those lines, Checkfront also now supports conversion tracking for Facebook advertising; allowing you to evaluate the effectiveness of your various ads and targeting techniques. Assuming you already have a Facebook Ads account, you can set this up in two simple steps.

  1. Create a conversion pixel within your Facebook Ads account
    From your Facebook Advertising account, select ‘Conversion Tracking’ from the left menu. Select ‘Create Pixel’ and then choose a name and category. Once you’ve created your pixel, a code snippet will be displayed. From that code, simply copy your conversion ID. In the example below, this is is highlighted in blue:
    facebook-pixel
  2. Add your Facebook conversion ID to Checkfront
    From your Checkfront account, select Manage > Add-ons, then search for the ‘Facebook Ads’ option. Take the conversion ID you copied down in the previous step, enter in the appropriate field, enable Facebook tracking, activate and we’ll take care of the rest.
    fb-ads

Tip #2: Take Bookings Right from Your Facebook Page

In order to use the Facebook booking app, you need to have an official Facebook business page already set up. Then, head to https://apps.facebook.com/checkfront/ and click “Add this App”; it will put a new tab on your page that says ‘Online Bookings’, and you’ll be taken to a settings box. Here you can fill in your Checkfront URL (the place where you go to log into Checkfront), give a welcome message for Facebook customers, and—importantly—apply a discount code.

checkfront facebook app

Our Facebook app includes a very unique option: you can give a discount to those who click ‘Like’ on your Facebook page. This is a great way to entice some new people into your social community, and give them a little bit of incentive to get involved. In order to issue Like-based discounts, you’ll need to set up a discount in the Checkfront app itself. Once you’ve done that, put the discount ID into the settings on the Facebook app and it’ll be automatically applied to anyone who’s liked your page.

If you’ve got a Facebook business page, you already have many opportunities to connect with customers new and old via social media. While posting and interacting with fans is a great way to keep in touch, there are some truly creative ways to market your business on the site and the Checkfront Facebook App and Facebook Ads plugins can be parts of a unique strategy that may reach people you never imagined possible.

Smart Simplified Online Bookings

Attract more customers with online bookings and make reservation, payment and customer management a breeze.