Should you be ignoring a platform with 2.23 billion monthly active users to be?
According to the data provided by Facebook, there are more than 2 billion messages sent on their messaging platform each month between people and businesses alone.
Folks, that’s a lot of messages. Meaning, people really like hearing from businesses this way.
Since 55% of the people are more likely to shop with businesses they can message to (directly), the expectation for businesses to be responsive in Messenger is increasing.
Although not necessarily always considered a marketing tool, Facebook Messenger is an incredibly versatile channel, well suited for businesses to attract prospects and further convert them into customers.
For the ones unfamiliar with the platform, Messenger is much like email marketing. Here as well, you can create campaigns with the intention of capturing contacts to interact with later. Or you could create direct message campaigns for the existing lists of customers o prospects you already have.
Given all the recent Messenger updates such as globally available ad placement, new tools to enrich conversations, the platform is soon to become that powerful tool that businesses and customers alike can’t get enough of.
In this post, we’ll go through ‘why’ and ‘how’ of Facebook Messenger so that you can stay ahead in the competition by boosting engagement with customers and visitors right away and right where they are.
Why Care About Facebook Messenger?
The increasing popularity of Facebook Messenger for business becomes even clearer when we take a look at messaging in the context of overall social network usage trends. Basically, the user-base of messaging apps has long outgrown that of social networks.
Stating that “customers like messaging now” would be an understatement. The platform actually boasts to get 15x more engagement with at least 73% of customers preferring it over email or phone for customer support.
And there’s also over 100,000 bots and developers already tapping into the potential of Messenger for brands and businesses. They are coming up with custom chatbots that can get several things automated for marketers.
You don’t have to worry about the middle steps. There exists no additional friction. You can simply send updates to people directly in the same spot they are already hanging out at, talking with their friends and family.
How to Set-up Facebook Messenger: A quick overview
Before all the fun begins, before you start enjoying the perks of Messenger there is something not-so-fun that you need to get done—the first thing. This is setting up Facebook Messenger to work with your Facebook Page. So if you already have a page for your brand on the platform let’s take a look at this quick overview on how to set up Facebook Messenger for your business.
Pick a Name: Remember that the username that you’ve created on Facebook Page will also be the username on Messenger. On your page, this username appears just below your page name in the left column with an @ symbol before it. This username needs to be at least 5 characters long and can only contain alphanumeric, characters and periods. The idea is to keep it consistent with your brand name so that it is easier to find you.
Enable Messaging: This is done when you are finally ready to commit to answering the incoming messages. So, how can you turn the messaging for your Page on? It’s simple. On your Facebook Page click on Settings. There you go on General. Scroll down to Messages and then click on Edit. There you’ll find the text ‘Allow people to contact my Page privately by showing the Message button’, check the box before it. And then you Save Changes.
Set-up instant replies and greetings: Instant replies can be, for example, used to set an expectation on how long will you take to reply, direct visitors to your website answering the FAQs. These replies can be personalized by using the user’s name in the message. Again, click on Settings on your page and then go to Messaging. There, under Response Assistant, toggle it to Yes to be able to send instant replies to anyone who messages to your page. Then click on Change and edit the message as you need it to be and then click Save.
To turn greeting text on in Messenger you need to go to the Settings again. Therein Messaging and then Response Assistant. Here you toggle the bar beside Show Messenger Greeting to Yes. Then by clicking on Change edit the message according to your brand image and the Save the changes.
Drive Business Results Using Facebook Messenger: Strategies to TryClick To Tweet
Facebook Messenger Tips and Strategies for your Business
Here, offered to you, are some tips and strategies to be able to successfully integrate Messenger into your marketing strategy. With the advent of messaging platforms becoming a bigger part of any interaction taking place between the businesses and people, it becomes important for marketers to consider the role of Messenger as both a placement for promotion of the brand and a destination for communication. Let’s take a look at some ways to get Messenger working for your business.
Use Messenger Codes
You sure are aware of QR codes. Messenger codes are just the same. They allow users to connect with your business by simply scanning a graphic. This code becomes the profile picture for your business surround in a circle between dashes and dots that resemble the Morse code.
You can find this code for your page by going to the Messages tab on your Page. Then at the bottom of your inbox click on the information icon (the letter ‘i’ in a circle), you will be able to view your Messenger Code. Download it as a graphics file and you can then include it on your website, share it on social networks or maybe add it to your business card and other printed materials.
Cultivate Engagement with Click-to-Messenger Ads
This one is a comparatively more immersive way to engage with customers using Facebook Messenger for business.
Messenger ads have been providing with a fantastic way to be able to connect with their customers quickly. And the best way to really scale who you reach is by using Click-to-Messenger ads.
To simply put, these are links shared in your Facebook feed that encourages people to get talking to you in Messenger. With these ads, you can also use all the standard Facebook targeting solutions including ‘Interests’, demographics, custom audiences and much more.
While any business can benefit from having more interactions with the audience, the main strategies associated with click-to-Messenger ads essentially are:
- Prospecting: target your preferred audience on Facebook and drive them to find out more about what you have to offer using Messenger.
- Retargeting: Use the Facebook pixel to target customers that view your products, but don’t purchase right away. Remind them to message you if they have questions that your ad hasn’t already answered.
- Educating: your customers can’t decide that your product or service is right for them if they are unable to understand it. Provide them with a chance to learn what you’re all about with automated responses to the FAQs.
Re-engage with Sponsored Messages
If you already have plenty of people engaging with you on Messenger, you should consider running Sponsored Messages.
These essentially are targeted, in-context ads allowing you to re-engage a warm audience. Such messages look at people who have already connected with you as leads. It is understood that if they’ve signed-up to communicate with your business, they are interested in what you have to offer.
Though your audience size is limited to ‘existing conversations’ but you are focusing your marketing budget on the people who are sure to give a good response as they have already shown their interest in your brand. This enables super-targeted campaigns.
You must remember:
- To give your messages a personal tone for your customers to not feel being spammed by bots.
- To segment your ads based on age, gender, group, interest, and other such demographics.
- To use sponsored messages to remind your audience of your products, send them offers, or maybe, show them a newly launched product.
Provide Customer Care
Let’s face it—when your customers have a problem with you, they’ll probably tell you about it on social media. But there are ways Facebook Messenger can get this done for you.
When people are contacting you using Messenger, you must use it as a tool to ease customers’ problem within seconds. This is that perfect way your customers get an advantage of receiving a fast solution and needless to say they prefer this facility over others.
There are times when customers post customer service questions, comments, or concerns directly on your Facebook Page rather than sending you a private message. Remember, these posts are visible which certainly makes it a bad idea to deal with any issues that require personal information like the order number, contact information, etc. right where the posts are. Now instead of relying on the good old private messages and emails, you can now reply directly to a public post with a private message. All that remains is a reply from the customer there.
The other way to use Facebook Messenger would be by making it a dedicated customer service channel for your business. This makes more sense because it is quite easy for customers to find you on Facebook than to search out your customer care mail or contact on your website. If you are using the platform as a customer service channel then it is important for you to have someone monitor your messages (especially when business is open) as customers expect a fast response there. The customer satisfaction number will dwindle if the company is too slow to reply to customers.
To Bot or Not: Using Chatbots
You must’ve been hearing about chatbots on Facebook for some time now. But are you still wondering what are bots and what do they do?
So, bot is basically a piece of software that automates simple tasks. Chatbots are a type of bot that is used in messaging apps such as Facebook Messenger and use artificial intelligence to perform tasks via simulated conversation.
These exchanges typically include a series of options presented by the bot. Basically meaning that chatbots facilitate ‘choose your own adventure’ type interactions.
According to Fast Company, Facebook set four design guidelines that all bots should adhere to:
- Bots should be conversational
- Bots should use a natural tone of voice
- Bots should reply using short responses
- Bot responses should be “paced quickly, but not so quickly that the bot is oppressively present.
And all of this will only improve with time.
Thinking of giving bots a try? Visit ZoConvert to get a better idea on what kind of a chatbot you need to make your marketing a real success.
Making the Most of Facebook Messenger
So to conclude we can say that—Facebook Messenger for business is a way to connect with, cultivate and support your customers throughout their customer journey. Messenger campaigns, with each passing day, are growing in popularity as more and more people continue to use the platform.
Facebook Messenger is a pure engagement channel, designed for personal interactions and unique conversations with leads.
As customers continue to ignore emails, block banners and in general overlook traditional marketing, Messenger is the solution with incredible reach, sure to boost your brand awareness.