How To Speak Facebook Pixel

The Facebook pixel has been around for a few years now, and marketers all over the world are taking advantage of its data. Thanks to the pixel, marketers are now able to better understand consumer behavior and use their learnings to deliver more relevant advertisements to these prospects.

But let’s face it, marketers are NOT web developers, and getting us to understand the back-end lingo of the Facebook pixel takes us a little longer than the IT department to learn. That’s why I’m here to walk you through how to speak the lingo and better understand what your agency and marketing partner means when words such as ‘lookalike audience’, ‘custom conversions’, and much more are mentioned.


Buzzwords, Buzzwords, And More Buzzwords

As a marketer (or anyone who is passionate about a topic), I tend to nerd out on marketing terms and not realize that I have completely lost and/or confused the person I’m talking to. To ease the confusion, I went ahead and created a quick cheat sheet of buzzwords marketers tend to use in conversation. For future conversations, any non-marketer will be able to nerd out and follow along:

  • First Party Data: information that your business owns that your marketer will build lookalike audiences off of (i.e. email lists).
  • Custom Audience:  an audience that will reach people who have a relationship with your business, whether they are existing customers or individuals who have interacted with your business on Facebook or other platforms.
  • Lookalike Audience: an audience built off of a custom audience to find new people on Facebook who are similar to your existing audiences.
  • Custom Conversion: a way to track and optimize for conversions without adding anything to your website’s existing Facebook pixel code (i.e. Lead, Purchase, Complete Registration, etc.).
  • Conversion Optimization: what custom conversion your ad campaign is set up to best perform for (i.e. “Lead” is your custom conversion so Facebook will optimize the ads to generate more “Lead” conversions).
  • Website Traffic: anyone who visited your website or took a specific action by using the pixel’s data.


1st Party Data Is King

With Facebook’s recent data crisis, your business’ first party data is more important now than ever before. Moving forward, Facebook is no longer holding itself accountable for 3rd party data sources. Now your marketing partner will solely depend on your first party data to better target ads to potential customers. If you leave with anything from reading this article, make sure to nurture your first party data by keeping your member lists updated and ensuring that your Facebook pixel is tracking all website data, conversion, abandoned cart and lead form submission that happens on your business’ site. Data can be overwhelming and intimidating, but understanding data will keep you and your business ahead of the curve!

4 Ways To Use Facebook Messenger

How Messenger Works

Many businesses on Facebook are not taking full advantage of the Messenger platform. A lot of questions arise when talking about the Messenger platform. When should Messenger be used? What if I don’t have time to answer every message? Does Messenger even make sense for my business? If you’re a business owner who has been asking these questions, then you’ve found the right article, my friend. With over 1 billion users, you and your business should absolutely be on the Facebook Messenger platform, so we’re going to tell you about the best ways to use it.

As a refresher, the Messenger platform is primarily used to send messages (or Direct Messages/DMs, etc.), pictures, videos, and links to any individual who engages with your business’ Facebook page. Messages can be sent one-to-one or within groups, and you can even make calls or video chats from the Messenger app. Keeping our clients in mind, we have rounded up the 4 best ways to use the Messenger platform to help grow your business.


How to Use Messenger

1. Speak to Customers

Messenger is most popularly used to address any questions, concerns, or complaints that a customer may have about your business. According to a survey conducted by Nielsen, 56% of people would rather message a business than call customer service. It’s important that your business is active on Messenger for the customers who choose to message a company versus picking up the phone to call. If you disregard or never see their question, you lose the opportunity for a potential customer (for obvious reasons). An important stat on your business’s Facebook page is response rate and response time. When a customer visits your page and looks to message you, they will find the response rate on the right-hand side and how long it normally takes you to respond to messages. The quicker the response time, the happier (and less anxious) the customer.


2. Automated Responses

Many businesses say they don’t have the time to manage messages on their Facebook page, but boy do we have options for you. With Facebook Messenger, you are able to set up automated messages to your customers. It’s crucial to set up automated messages on your Facebook page in order to stay engaged with your customers and ensure that you are not ignoring their questions or concerns. There are three types of automated messages within Messenger: instant replies, appointment reminders, and follow-up messages.

Instant replies are pre-built responses to anyone who messages your page. These automated messages are the perfect way to let customers know that you will get back to them as soon as possible. Be sure to include other ways they can contact you if the matter is more urgent, such as an email address or phone number.

If it makes sense for your business, you can send automatic appointment reminders 24 hours before an appointment time. Touchpoints like these help to keep your customers informed and it can go a long way in customer service.

Your business could also create automated follow-up messages. These are automatic messages sent to customers after an appointment encouraging them to book with you again or ask how their experience was. This is one of the easiest ways to promote recurring business or encourage customers to share their experience with a review.


3. Reach new customers on Messenger

Now that you know how to use the platform organically you can get more out of the platform. Thanks to Facebook’s advertising platform, it is now easier to get personal with potential customers through Messenger ads. Along with the Facebook news feed and Instagram, you can place your ads on the Messenger platform. One type of Messenger advertisement is click-to-messenger ads, which encourages potential customers to communicate with your business in a fast and convenient way and also raises awareness for your products and services.

Another way to use Messenger in your advertising strategy is through sponsored messages. Once you’ve developed conversations with customers, you can provide relevant content, updates, or promotions directly to the people your business is already talking to in Messenger. Keep in mind that you will need 500+ subscribers within Messenger in order to run these ads.


4. Integrate with Messenger

Many programs and softwares now allow you to integrate with the Messenger platform. Shopify and ManyChat are just a couple examples of programs you can connect to Messenger to give your customers a more engaging experience. Shopify’s Messenger integration makes it easy to communicate with customers who have made purchases by giving them automatic package and shipping updates. A customer can also browse and buy products directly through Messenger.

If you’re looking to add automatic messages on your Facebook page, you can update these by going to your business’s page > Settings > Messaging. With the recent Facebook and Cambridge Analytica data scandal, keep in mind that there will be no new bots or experiences added to the platform while Facebook’s Messenger Apps are under review. If you have any questions on Messenger or how you can properly optimize it for your business, don’t hesitate to reach out to us. Happy messaging!