Why use Facebook Messenger? – Let’s list 6 ideas you can try even today. The post is based on Alfred Lua’s post on Buffer blog, 7 Facebook Messenger Marketing Strategies (Alfred is a Content Crafter at Buffer, a social media helper tool providing a simpler and easier way to schedule posts, track the performance of your content, and manage all your accounts in one place).
Lots of e-commerce marketers still look to messenger apps as a segment of social media, disregarding the trends have turned over in a few months. 1 year was enough for the top four messaging apps (WhatsApp, Facebook Messenger, WeChat, and Viber) to take over the lead from the top four social media apps (Facebook, Instagram, Twitter, and LinkedIn) ( Source: BI Intelligence, Buffer )
This entails the trending change of social media from being a one-to-many to a one-to-few, then to a one-to-one channel. Have a look into the Facebook IQ that conducted a study on the use of mobile messaging with the participation of 12,500 people from more than 100 different nations. The trends found among these users outline the following:
- 61% likes personalized messages from businesses
- 63 % said that the time spent with messaging with businesses has increased over the past two years
- 56% would rather message than call a business for customer service
- more than 50% are more likely to shop with a business they can message to.
Utilize Facebook Messenger for the marketing of your e-store
1.Deliver your info ( exclusive contents, discounts, loyalty programs, etc. ) –The „Hubspot-breakthrough”
If you have „walled content” or „gated content”, you need data entry, premium membership or advanced loyalty level from your users to get them to access this content ( e.g.: like discounted goods ) the most common approach is email. Or used to be? HubSpot lately conducted an experiment to find out if using Facebook Messenger is a better alternative than email. So instead of just asking users to fill in a form and get the walled content via email, they offered the option to drop the form and get the content via Facebook Messenger. After testing four weeks The Messenger-alternative strategy resulted in a 242 percent higher open rate and a 619 percent higher click rate.
2. Help your customers find the most relevant content
The content –should it be a product area, informative or educative stuff about your product or premium, walled content for your loyal customers should be pushed, but your customers should be constantly assisted to “pull” the content by themselves with the help of Facebook Messenger.
Have a few great examples. How companies like Whole Foods Market, Food Network, and TechCrunch do on FB Messenger. Their chatbots help their followers to items that they want to buy or find articles that they want to read.
Applying content marketing channels is a non-intrusive way to deliver personalized content (and smuggle personalized product lots) to your target customers, without making them feel in the sales funnel. If you would like to have a deeper insight into this strategy, the best practices are listed here (according to Ana Gotter, Social Media Examiner blog):
- Selling shouldn’t be the primary objective, but you can use content to send users to your site. Treat your chatbot to handle the content marketing process.
- The mobile-responsive site is a must.
- Always let the customers know how and where to contact you in case they need more help, including customer service issues.
- Use browsing menus when it’s necessary. This makes it easier for your customers to find the desired content or products even if they don’t know exactly what they would like to purchase.
3.Build high-quality sales leads
Facebook Messenger is a relatively new and novel marketing channel, despite it is already 3 years old -so it is the best way to grab people’s attention and to generate high-quality sales leads. The response rate on Facebook Messenger is around 80-90 % with the more engaged audiences, but even the least favorable chatbot experiences still bring the 35-40 % range.
A marketing agency named Valassis, built an FB Messenger chatbot for its client Feldman Automotive Group to help to drive leads and sales for their local auto dealers. They launch location-targeted click-to-Messenger ads to reach their facebook target audience. When a client clicks on the ad to learn more, the system brings her into a Messenger conversation with a chatbot sales rep who asks a defined series of questions. (Later the customer candidate has the option to speak to a real sales rep, too.)
HubSpot also tried to increase its leads through Facebook Messenger with a similar approach, and they experienced a staggering 477% reduction in their cost per lead, while the lead quality has only slightly shrunk.
4. Potential customers re-engagement
To get your customers to talk to your store on Facebook Messenger in the first place, you can use 2 types of FB messenger ads:
1. The click-to-Messenger ads, that enables you to steer users from the Facebook News Feed to a Messenger conversation with your store.
2. Sponsored messages, that allows you to start Messenger conversations with anyone who has already communicated to your store Facebook Page before.
By using Facebook Messenger ads you can re-engage your potential customers ( e.g.: people who have already visited your pricing page but didn’t completed the purchase, or those customers who have asked you questions via Facebook Messenger before ) The click-to-Messenger ads can be used to offer the users a channel to place their inquiries, and the sponsored messages still can be used to publish relevant content and offers.
Digital Marketer author Molly Pittman highlighted these two approaches in great details: Read rate crept up from 67 to an incredible 90 percent where she used sponsored messages. (her open rate was of about 20 percent for emails)
From Jon Loomer’s guide on Facebook Messenger ads, you can get a detailed syllabus on how to create these ads using the Facebook Ads Manager.
5. Communicate with your target audience one-to-one
You can reach your target audience one-to-one forgetting the noise caused by Facebook News Feed crammed with ads.
Use the Messenger ads to prevail on this, and your customers will see your ad in the home tab of their Messenger mobile app. Tapping on the ad, they’re gonna be brought to your preferred destination ( your store site or a Messenger conversation )
While marketers are cheered by the opportunity of placing ads in the messenger flow some customers find it such ads annoying or puzzling. We are at the very beginning of this trend. To display your Facebook ads in the Messenger app, select Messenger Home for the ad placement.
6. Providing timely customer support through Facebook Messenger
You might be already doing this facet of the Facebook Messenger strategy. Convince & Convert president Jay Baer coins social media customer service to be the new marketing, harnessing people’s overwhelming willingness to contact brands through messaging and their expectation for quick responses from the brands.
As we already have learned Facebook found that 56 percent of their study respondents would rather message than call a business for customer service. Sprout Social made a survey with more than 1,000 people and found that most consumers expect a response on social media within four hours (while brands take an average of 10 hours to reply). They also found that 30 percent of the customers would go to a competitor if a brand doesn’t respond in time.
Why is it easy to get started with this strategy? Allow people to message you on Facebook Messenger first of all. You can enable this in your Facebook Page settings. Under the “General” tab, look for “Messages” and click “Edit”. Then, check the box and click “Save Changes”.
After this, your customers will see a “Message” button on your Store Page, and they can initiate a conversation with your brand on Facebook Messenger.
Tip: to handle all inbound leads use social engagement tool Buffer Reply, to reply to all conversations on Messenger — and Facebook, Instagram, and Twitter — from a single inbox.
Facebook recently created a new Messages objective for Facebook ads, which enables you to reach people who will most likely reply to your business on Facebook Messenger. See the seven ways here you can get started with Facebook Messenger marketing:
1. Delivering your amazing content
2. Helping your followers find the most relevant content
3. Engaging participants during the event
4. Generating high-quality sales leads
5. Re-engaging your potential customers
6. Reaching your target audience one-to-one
7. Providing quick customer support