The question I get very often is how to actually set up the advertising, landing page and email marketing platform together so it all seamlessly tracks the data you need to know.
I like to call this the pre-launch sequence since it’s commonly seen throughout the industry.
It might seem simple, but for those new to online marketing, it’s still a headache to put everything together. Today I’m here to show you how in 4 simple steps:
- Create The Right Web Pages
- Understand The Facebook Pixel
- Integrate Your Email Marketing Platform
- Set Up Your Google Analytics Dashboard
Create The Right Web Pages
If you’ve been here before then you already know the importance of a landing page. For those who don’t believe in landing pages, I would recommend you heading to How To Create A Landing Page For Your Kickstarter Board Game for more information.
When running online advertising on Facebook and Instagram for your pre-launch, you should also create a second page for people to effectively track your digital ads.
This page should have the URL that includes something like www.yourdomain.com/thankyou or www.yourdomain.com/confirmed – anything that you wish to show people once they’ve finished the process of submitting their email.
On a platform like Clickfunnels (that I recommend), there is a setting that will automatically redirect people who put in their email and subscribes to the next page.
This also exists if you’re creating a landing page on Mailchimp.
Understand The Facebook Pixel
Before we go any further, let’s talk about the Facebook pixel. You’ll need to understand this in order to effectively create any advertising campaign online.
In essence, the Facebook pixel is a little script that you put on your website that tracks what people do on your page.
The information from a pixel is transmitted to your Facebook advertising dashboard. This is crucial for your online advertising efforts since it will measure if people on your page are submitting their email or not.
You can generate and install a Facebook pixel using the guide here. Be sure to install them on each of your web pages.
The pixel will track once someone has viewed your page and track once someone has provided you with an email address.
This allows you to determine the effectiveness of your online advertising directly from the Facebook interface.
Integrate Your Email Marketing Platform
No matter which landing page builder that you use, I always recommend firing up an email marketing platform. You can read more about that in this other article since today I’m focusing on the setup.
There are a few ways to install it on your landing page to “work” with this setup.
For Clickfunnels Users
It’s also very simple to sync up your landing page to an email marketing platform when you’re using Clickfunnels. Here’s what it looks like for the setup of my free Crush Crowdfunding handbook; it was just a few clicks of the button.
For Mailchimp Users
If you’ve built a landing page with Mailchimp, then any form that you insert on your landing page will direct to the Audience that you’ve created the landing page for!
For WordPress Users
If you’re using WordPress for your landing page, there are free and paid plugins to install directly from the WordPress marketplace. I won’t go through that here, since a Google search will provide better results.
Alternatively, you can also install an email capture script from whatever email marketing platform that you’re using. For Meeple Marketing, I opted to create an email capture form through Mailchimp (which I’m using to collect emails) and insert the script as HTML here.
For those that are very advanced, they will know that there are various other ways to set up advertising tracking. You’re not wrong, I’ve just found that this is one of the simplest ways to teach others to do it when they’re just getting started.
And yes, there are cons to this type of setup. Some people might close out the browser before they reach the /thankyou page. Others might have very slow internet that it doesn’t load at all. Some people might even reopen that page again and again, throwing off any good data points you can collect.
But hear me out – this is a necessary evil at this point. If you need help getting this set up, I’ve created a course that you can go through to build this exact process. I’m even giving you a downloadable template to use.
Set Up Your Google Analytics Dashboard
This step will take your digital marketing to the next level.
Google Analytics is a web service that tracks and reports website traffic.
You first need to get an account with them by going here. Once that’s done, insert the installation script into your website. That will allow you to track all actions on your website, regardless of what channel visitors come from be it advertising or a social post or a different website.
Before you go, be sure to join the Kickstarter Board Game Marketing Facebook Group to learn the most up-to-date marketing methods for your board game!
Nalin is a tabletop gamer and marketer. She’s here to give you the tools, training, and resources to market your game. In her free time, you can find her playing games, reading books or running around the soccer field.