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!

Clutch Recognizes LSM as a Top SEO Consultant – 2017

On November 30, 2017, Clutch announced Local Search Masters as one of the top search engine (SEO) consultants in the United States, Canada, and the United Kingdom. To determine its nominees, Clutch assesses agencies on over a dozen qualitative and quantitative factors. Being recognized by Clutch as a top SEO consultant means our services demonstrate excellence in digital marketing and design.

“Digital marketing is changing rapidly,” said Clutch Analyst Ilse Heine. “As consumer behavior changes and technology advances, businesses have to consider more factors. For example, without a strong organic and paid search strategy, content won’t be found by online users. Each element connects to the other, and these high-performing agencies prove that they not only are experts in their specific practice but also have a clear understanding of how their piece connects to a larger strategy.”

LSM is incredibly proud of Clutch’s acknowledgement, and we’re especially glad that our dedication to understanding and developing effective digital marketing strategies is helping multi-location businesses generate more leads and brand awareness.

Curious about partnering with LSM? Contact us today for a free consultation! Not curious? Maybe reviewing a few award-winning case studies will change your mind!

LSM Named Finalist at 2018 Best in Business Awards

On January 28, the Nashville Business Journal announced the finalists for the 2018 Best in Business Awards. Now in their 8th year, the awards use a panel of local judges to select which companies deserve this recognition based on profitability, employee engagement, and community involvement. For the 6th time in 7 years, we’ve been named a finalist among companies in the 26-100 employee category!

“We’re pumped to once again be apart of the Nashville Business Journal’s Best in Business Awards, and not just because of the delicious chicken lunch!” says CEO Trevor Emerson. “Receiving regular recognitions from the Business Journal was a goal of ours when we started 12 years ago, and to now have 6 nominations in is very satisfying.”

LSM recognized at 2015 Best in Business Awards

A chunk of our team looks forward to attending the 2018 Best in Business Award luncheon on March 8 where the category winners will be revealed. LSM is extremely proud of the nomination, and is thankful for all of our clients who‘ve given us the opportunity to partner with their brands and grow their bottom-line!

Interested in working with one of the best businesses in Nashville? Contact us today!

Brand Voice: What You Need To Know

by: Dayna Lucio 

Your brand’s voice is what customers should hear whenever they encounter your brand, product, or service. Brand voice spans all content, including marketing material, social media channels, and even the in-store experience. Having a consistent, strong voice gives your brand a personality, sets you apart from competitors and builds connections with consumers.  Essentially, it is the persona created for your brand that is conveyed in language, tone, and purpose. It’s what your brand is and what your brand isn’t put together in one unified voice.

Your brand voice is not a mission statement or a simple few-word tagline. It’s more than that.

  • It tells your brand’s story.
  • It defines the characteristics that make your brand stand out (i.e. gritty, tough, bold).
  • It creates authentic connections. Authenticity helps to build relationships between brands and their customers. You wouldn’t trust a person who you didn’t think was trustworthy or authentic, so why would you expect your customers to trust a brand that didn’t exude those same characteristics?

Think about the brands that you feel passionate about. Do they have strong personalities or voices that come to mind? Of course they do.

The message and tone of your brand is conveyed in the voice that is used throughout both internal and external communications, including:

  • Website Content
  • Employee Onboarding / Company Culture Documents
  • Marketing Materials (Brochures, Fliers, Ads)
  • Newsletters and blogs
  • Social Media Profiles

After you’ve found your brand voice, it’s important to use it as a guide for all content that is produced so that everything is consistent. Creating a guide for your brand allows you to easily outline the do’s and don’ts along with any other key elements so that everyone in the company is on the same page. Keeping your voice consistent across all media can help to build customer connections, tell stories, and make your brand stand out amongst others in a crowded industry.

*For additional information on brand voice and messaging, contact us today.

Adapting Facebook Strategy for 2018 and Beyond

Adapting Facebook Strategy for 2018 and Beyond

by: Leah Harrington

Facebook’s one popular social platform:

  • Facebook’s founder and CEO Mark Zuckerbuerg reported in August that over 2 billion people log into Facebook every month to connect with friends and family.
  • According to Sprout Social, Facebook is one of the most obvious options for social research.
  • Around 76% of adults online use Facebook, and since the rise of Facebook Live, the platform has seen a 700% growth in video views.

With this significant growth in Facebook users, it is becoming increasingly more difficult for local businesses, and even big brands, to be seen on Facebook. The growth makes it harder than ever to achieve an organic, natural reach – even from people who already follow and like your page.

Facebook has announced several algorithm changes over the past year.  One major shift includes the favoring friends and family posts and the lessening display of business posts. This shift distances businesses from their consumers. If these trends continue, organic reach from Facebook pages will dwindle.

How do you adapt your social strategy in 2018 and beyond?

  1. Change is here whether you like it or not.

Facebook marketers must accept that the platform has changed and is going to continue to evolve. Your business needs to continue adapting with the change and rather than resisting it. Facebook is becoming a pay-to-play network, you must let the new changes  factor into your 2018 strategy. Boosting posts and advertising is the key.

  1. Cut back on organic posts and spend your time elsewhere.

If pay-to-play is the name of the game on Facebook, why spend time creating content that no one is going to see? Share your very best content, and better yet, promote it. Following this strategy shift allows you to choose the right people to see your content because, after-all,  you’ve curated just for them. Don’t forget about boosting posts, either. Even a few dollars per day can improve your reach.

  1. Static images will be lost in a video-consumed newsfeed.

Facebook has become one of the most visual platforms on the web. Video is growing like wildfire, and it’s time to capitalize on it. There tools on Facebook that allows you to create stunning slideshows or apply to images. Facebook live is another effective tool that can reach your audience if you use it properly. Highlight exciting real-time events or promotions; give the audience what they want.

  1. Listen to what the analytics are telling you.

When your Facebook page only gains 100 likes in a year or engagement rate of <1% per post, something’s got to give. It’s time to overhaul your content engagement strategy. What posts get the most engagement? What posts get the most reactions? Listen to how your audience reacts and engages with your content, and use that information to your advantage. By using ads, you’ll actually get more organic reach from your content. How? People share ads, meaning your content is exposed to a larger audience.

  1. Turn your Facebook visitors into leads, better yet, customers.

If you didn’t get the memo before now, this Inc. article  drives our point home: “Facebook has 1.39 billion mobile visitors every month and half a billion of its users only access the network via mobile. So capturing leads from mobile Facebook users is a huge opportunity.” Ads allow your consumer to contact you in ONE click. Yes, you are one-click away from adding to your bottom line. Mobile changes the game to marketing funnels. They see an ad, and the lead is captured. Say goodbye to the dated marketing funnel thanks to Facebook.

The best part about adapting your strategy is that the consumers are already spending a ridiculous amount of time on the Facebook platform; you just have to get in-front of them. Even the infamous, Larry Kim, Founder and CEO of Mobile Monkey, says: “Facebook is too huge for a business of any size to ignore”. If you haven’t already made the switch from organic reach to promoting your best content, it is time to realign your social media strategy.

For more information on this topic contact

Organic Content in 2018: Dead or Still Thriving?

Organic Content in 2018: Dead or Still Thriving?

by: Cortney Stephens

As many of you have probably heard, Facebook is administering a new test in a few select countries where the Facebook news feed will be split into two separate feeds: one feed being an explore feed and the other being the news feed. The ‘new’ news feed will be limited to original posts from ‘friends’ while the explore feed will show pages that were shared by friends as well as sponsored posts. The explore feed will exhibit most of the changes with “sponsored posts,” which give businesses the ability to pay for promotion space on the feed.

The question is, do these changes mean that marketers have to scrape their organic content strategy? Jill Sherman at Adweek believes that Facebook’s updates will encourage marketers to update their strategies rather than getting rid of them. Facebook strives to provide users with the most relevant and interesting content (hence relevance scores and negative/positive feedback). For some time, reach and scale has been an ineffective tactic for marketers. But that’s old news. With the updated platform, Facebook allows marketers to revise their strategies and develops more efficient marketing tactics. Sherman recommends focusing your organic strategy on discovery and relevance rather than reach, which means interacting with trending topics or capitalizing on social discovery. Facebook search will still remain through these updates so when individuals search for your brand, the first thing that appears are the most recent organic posts, not promoted posts.

Founder and CEO at Mobile Monkey, Larry Kim disagrees with Sherman. Kim believes that the news feed changes will be inconsequential to large unicorn corporations, but they will dramatically affect small businesses and startups due to their limited advertising budgets. Businesses with limited marketing budgets will have three choices according to Kim: reevaluate how to use Facebook for engaging with the customers and see if other platforms allow the same capabilities, create new marketing strategies based on circumventing the negatives associated with Facebook’s updates, or choose to redirect their funds to other social media platforms in hopes of making similar, valuable connections.

As marketers, we have all heard that Facebook is slowly turning into a pay-to-play platform. Facebook will continue to change their platform, and the beneficiaries will be the ones who are putting the money into the platform, not those who choose to only use the platform organically. Your business is more than likely creating awesome but also not-so-awesome content to ensure that your page stays relevant on Facebook. In reality, you may be wasting your time creating these daily posts that are not being seen by your target audience. If this is the case, why not focus on creating awesome content only and promoting it? This ensures that people will see your engaging content, and the hard work you put into creating it doesn’t go unseen. Encompass these promoted posts into your overall marketing strategy, and create more opportunities to see a return on your advertising spend. In the end, the only way to tell if your organic content is dead or still thriving is to test both organic and paid content to see which strategy is more successful for you and your business.

For more information on this topic contact

LSMinute – LinkedIn Video Ads – Google Partners Summit 2017

Take a minute to learn about what’s new in digital marketing!

What Happened?

  • Users can record video directly from the LinkedIn app, or select video from their mobile galleries. Audience insights for uploaded videos include companies, locations, and titles of viewers. LinkedIn isn’t currently serving video ads, but they will sooner than later.
What This Means For You
  • It’s easier to upload and share videos on LinkedIn, the highest ranking platform in digital trust, which is important given the rise of fake news. If you’re a franchise development executive, LinkedIn videos are a great way to promote your opportunity to franchisee candidates.
Next Steps
  • Think about some ways that your business can take advantage of this new LinkedIn video feature, your account manager will do the same! We’ll let you know when LinkedIn video ads become available.



What Happened?

What This Means For You
  • This should reiterate the value of working with an established SEO agency; there are multiple elements to an effective search engine optimization strategy that puts your business ahead of the competition.
Next Steps
  • Remember to keep your account manager abreast of stuff your business participates in (ex: sponsoring an event or local sports team) so they can help you acquire new backlinks (an important SEO ranking factor). Need a refresher on what backlinks are and how to obtain a few  “low hanging fruit” backlink opportunities, watch this video we filmed at Google HQ!



What Happened? 

  • We earned the opportunity to attend the Google Partners Summit in NYC last month. What made it even better was Google picking up our travel tab because we won the Google Premier Partner Award for ‘Growing Businesses Online!’
What This Means For You
  • We’ll apply learnings from the Summit into our clients’ Google ad campaigns. For example: location extensions, which have been available for search and display campaigns for awhile, are coming to YouTube. That means address/map location, hour, photos, call buttons and other information will soon be available for YouTube ads.

Next Steps
  • Nothing is needed on your end at the moment. Just know we’re working diligently to set your web presence up to succeed in the ever-evolving digital landscape.




“Prior to using this tool, I was tracking our prospects with a color coded spreadsheet to see where our lead generation was coming from. I absolutely love the dashboard.  It’s very easy to use and the content it generates for you is super helpful in tracking where your dollars should be spent.  Not only can see where your leads are coming from, you can see the money it’s generating for your business!  Your Account Manager can also see this and give you their expert opinion as to what should be the focus of your media spend.” – John Reber, GM, TITLE Boxing Club – Rockville


Local Search Masters’ SEO and Google Advertising work with a 120+ location franchise brand is a finalist for the ‘Best Local Search Marketing Initiative – SEM’ award at the 2017 Landy Awards (the “Golden Globes” of search engine marketing). Last month, our web development work earned the ‘Small Business Standard of Excellence’ Award at the at the 2017 WebAwards.

Why UTM Codes are Important

A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you. The wonderful thing about UTM codes is that you can change the code whenever you’d like to adjust the medium, the month you may be running something, or any other factors you need tweaked. See example below. 


If you’re spending a lot of time in social media, you might be publishing hundreds of new links per day. UTM codes help you track the performance of each of those links so you can see where your traffic is coming from.

UTM codes should be able to help you answer these questions about your web traffic:

  1. Where is the traffic coming from?
  2. How is it getting to you?
  3. Why is it coming to you?

In order for you to answer those questions, you’ll need to determine what elements (UTM Parameters) you will use. At the very least, you’ll need to include the following elements in every tagged URL.

* Source
*Content (optional)

The UTM parameters, in turn, tell Google Analytics how to sort your incoming traffic. There are many ways to segment this traffic in analytics. LSM recommends going to Acquisition → Campaigns → All campaigns

*For additional information on UTM codes contact us today.

LSMinute – LSM Wins Advertising Award From Google

Take a minute to learn about what’s new in digital marketing!



What Happened?

  • We were named WINNER of the ‘Growing Businesses Online Award’ in North America at the 2017 Google Premier Partner Awards, which recognizes the top-performing Google Premier Partner in North America for their contributions to digital marketing, product innovation, and client growth.
What This Means For You
  • Thought you might like knowing that Google thinks we’re doing an excellent job at marketing of our clients’ businesses on their search engine and display network.
Next Steps
  • We now have a chance to represent the Americas in the Global Premier Partner Awards held in New York City on September 28th. After that, onto the 2017 Facebook Awards!



What Happened?

  • First, Facebook introduced ways for retailers to push people from Facebook into their physical locations. Now, they’re testing an option for advertisers to target people who visited their real-world locations with ads on Facebook, Instagram, and Facebook’s Audience Network.
What This Means For You
  • In addition to serving ads on Facebook and Instagram to people who’ve physically visited your stores, this new feature helps businesses convert existing customer bases into audiences to target on Facebook. For example, a kids clothing store creates a custom audience of people who visited one of its locations in the past month, and filter that list with other Facebook targeting options like “parents with early school age children” to run campaigns that promote back to school shopping with an exclusive discount code for each audience. Pretty cool stuff!
Next Steps
  • We’ve been one of the Facebook Agency Partners testing the new feature out this summer.  We’ll be sure to connect with our clients about how to best utilize this new feature during monthly strategy sessions with their LSM account manager.



What Happened? 

  • Earlier this summer, Google released the Google For Jobs initiative. As part of this initiative, they introduced a new feature in Search that will let people search LinkedIn, Monster, Facebook, and more sites all at once.
What This Means For You
  • As an employer, you’ll gain access to several free benefits with Google For Jobs. Any work you’ve done across internet job boards now improves your chances of earning a prominent place in the search results!

Next Steps
  • Ensure your job postings are optimized. A well-optimized job posting will not only increase the chances of your job opportunity being discovered on Google, it will motivate more applicants to contact you about the position!




Facebook made another case study about our ability to conduct effective Facebook ad campaigns (they even highlighted it in their global newsletter!). In this instance, we created conversion-optimized ads for Current Meditation to encourage people to sign up for their free trial class, resulting in 5X more memberships compared to click-optimized ads.