Are you using Facebook Messenger in your marketing?
The answer most-likely is Yes!
And why not, Messenger is after all one of the most precious hidden gem for any Facebook or CRM marketer. And you know why that is.
Apart from more than 2 billion monthly users, there are available clear use cases with great metrics. Messenger is quickly becoming a widely used marketing tactic also because it provides businesses with 80% open rates, 60% click-through rates and adding onto it sky-high conversion rates.
Who would resist rewards and results like these?
Facebook advertisers were watching the cost of ads climb over the last few years. Then the organic Facebook News Feed algorithm update happened in 2018, increasing more than ever the cost of ads. This further forced the advertisers to think a lot smartly on how they approach social advertising. As they were wondering about any more innovative ways that existed to re-think aspects of social advertising, particularly on Facebook—there enters Facebook Messenger.
What does Facebook Messenger do for Businesses?
Often the aspect of social media for marketers covers major social media networks such as Facebook, Instagram, Twitter, and LinkedIn. But what this thinking does is that it leads to missing the bigger part—which is messaging apps.
According to the graph above, we can understand that the audience is increasingly using the top 4 messaging apps every month more than the top 4 social media apps. And it is likely that the gap between the two gets bigger.
So, instead of being a one-to-many channel, social media is essentially becoming a one-to-few—and often one-to-one channel.
With the help of 12,500 people across the globe Facebook IQ conducted a study on the use of mobile messaging. There were found several promising trends among the surveyed people. Some of the most relevant ones are mentioned below:
- 63% stated that their messaging with businesses has increased over the past 2 years
- 56% would rather message than call a business for customer service
- 61% tend to like personalized messages from businesses
- More than 50% are more likely to shop with businesses they can message to
So, if you still haven’t updated yourself on how to use Messenger and incorporate it in the most effective way in your marketing strategy, then this is just the tie for you to make a start.
And if you are starting to think that your messenger marketing strategies need an update which might just turn out to help you immensely with your business then read on and find out the current best ways of using Messenger for your marketing better.
Ways to Use Facebook Messenger for your Marketing
1. Comment Automation (Private Auto-responders on Facebook Posts)
Comment automation essentially is a bot that you set up on your organic posts on Facebook. What happens with it is that when someone comments on your post, they will automatically receive a Facebook message from you.
Then, when a user replies to the chatbot auto-responder, they become a Messenger contact of your company. The lead loop is basically closed only when they reply to the chatbot. And once they do so, they are solid leads for you. You have the needed information on them and also the permission to send them a message.
Comment automation has proved to be one of the most effective ways to grow your contacts.
There are essentially three reasons that comment guard or automation is so well-loved by savvy marketers.
- They are free: no paying for the leads.
- They are a great list building tactic: anyone commenting and then engaging with the Messenger bot automatically adds themselves to your list.
- They are well-liked by Facebook: Facebook has an algorithm that rewards engagement. Therefore, if you have an organic post that is receiving a lot of comments then Facebook will prioritize that post in the newsfeed—increasing engagement.
Some ways you can create an organic post that receives a crazy amount of comments and hence engagement can be posting quizzes or riddles, gif replies, finish the sentence, surveys, opinion and of course controversies.
2. Provide Better and Timely Customer Service
Facebook Messenger isn’t just a user-friendly platform to build your contacts or chat with them. It can also be used to add more quality and value to your customer service.
According to Facebook, the use of messenger services for customer service will continue to grow.
Fewer and fewer people want to keep having to install new apps or having to switch between different channels when they want to contact brands. The most obvious solution here comes out to be—offering communication over popular established platforms.
Another study by ECC Koln found that 9 out of 10 of the consumer surveyed wanted to talk with companies via messaging apps. Facebook here plays a leading role owing to its open interface that makes integration into existing systems quite a straightforward process.
Companies can position themselves with users who wish to receive advice and news via messaging apps by providing a modern, easily accessible customer service via a platform like Messenger.
Integrating bots can further enhance the customer experience. In doing so, however, the focus must be added on value for the user, and they must at all times be given an option of communicating with a “real” person.
3. Click-to-Messenger Ads
Messenger has time and again proven to be a powerful way to put a new twist on a standard approach to Facebook marketing.
The question that hit many minds with the launch of Messenger ads in 2016—why include ads in Messenger? The answer became clearer with the drastic shift of people from social networking apps to messaging apps (as discussed above).
The most effective however turned out to be click-to-Messenger ads.
A click-to-Messenger ad is a Facebook ad where the conversion action is “Send Message”. Instead of clicking on the offer or learning more, the user sends you a message on Facebook Messenger.
A closer look at it and you’ll understand that Messenger ads convert a 100%. Anyone who messages you is already a part of your contact list. You have the needful information on them.
Messenger ads also tend to be cheaper than traditional Facebook ads.
So, it can be said that Messenger ads have the biggest potential in marketing today. It is true that a handful of marketers are using them, but Facebook feeds are yet to get crowded with them.
4. Website Chat Widget
You must already be aware (or using) the traditional website chat which certainly is a great conversion booster. People who message your website are at least 6x more likely to convert than those who don’t.
But the result can be even better. And this can be achieved by using Facebook Messenger bot as your website chat.
When you power your website with a Messenger bot, each user messaging your website becomes a contact that you can follow up with. This automation via bots drives value for both businesses and clients. The user here gets the FAQs answered instantly without having any wait time and the businesses get the information on a new lead that they can pursue.
Messenger chat widget, for it runs on a bot, is totally automated. A chat widget is virtually free. These bots are available 24×7 and respond instantly implying no timing issue. What more can you want from a little widget?
5. Facebook Messenger Chat Blasting
Chat blasting can be simply put as sending a Messenger chat to everyone in your list. It is a lot like email blasting but is even better and more effective.
It provides with a 70-80% open rates and that in just sixty minutes. While email blasting gives an open rate of 5%.
You must keep in mind that anyone who receives a blast must first opt-in. Here, your goal is to make their opt-in smooth, simple and hence delightful.
Chat blast can prove to be a powerful tactic in the following:
- In maintaining a high degree of engagement with your most devoted fans.
- In allowing your audience segment themselves with a chatbot sequence.
- In Automating drip sequences for even greater levels of engagement.
Essentially, whatever you usually send via emails can be delivered via Messenger and you don’t have to worry about spam filters or the promotion tab.
Add push notification to the scene and you’ll witness open-rates like never before.
So, how are you going to use Facebook Messenger?
As more and more people adopt messaging, the potential for you to market and grow your business through Facebook Messenger becomes even bigger. And Facebook is working hard to make Facebook Messenger a great channel for businesses.
People want an engaging, immersive, and interactive experience. Messenger marketing is the answer.
Facebook marketers and advertisers: consider the power of automation and the reach, engagement and cost efficiencies that come with chatbots in 2019.
Done well, Facebook Messenger marketing-combined with chatbots–can boost your performance and enhance the audience’s perceived connection with your brand through personalized interaction.