Everything You Need To Know About Facebook Messenger Marketing

With time businesses are trying hard to mimic personal interactions to stay ahead. After all, it is all about your customer's comfort and convenience. By providing multiple communication options you increase chances of conversion. Research shows that more people prefer to converse with companies through chat boxes than customer care service. Facebook Messenger continues to be one of the most popular chat boxes in the world.

Companies are starting to enter Facebook messengers because it is the new age of communication. Since Facebook is designed for personal conversations, be careful with how you plan to use Facebook messenger. Molly Pittman, vice president of Digital Marketer, argues that when Facebook Messenger Marketing is done right, it will take your business ahead.

Why Should You Consider Facebook Messenger Marketing

Numbers:

There are currently 1.3 billion people using Facebook messenger. Out of these 1.3 billion, you will find people who are interested in your product. You can make a conversion through Facebook messaging. All this can happen from your office.

Instantaneous Nature:

E-mails have been with us for a long time. Most companies have learned how to penetrate into your mails and clutter your main inbox. As a result, we hardly open our mails and only reply to the urgent ones. Facebook, on the other hand, is quite the opposite. The interesting thing about Facebook is its instantaneous nature. We will open a Facebook message to reply to it instantly. When Digital Marketer sent out its first Facebook Messenger Marketing ad, its analytics spiked up to an 80% open rate. This was a major increase from e-mail ads which only have around 15-20% open rate.

• Casual Conversations:

It is interesting to note that most people are casual and friendly on Facebook. When it comes to emails, it’s all about formal letters and professionalism. But with Facebook messenger, people are likely to get back to you if you are casual and friendly.

People use Facebook to keep in touch with their friends and family which is why is it essential for marketers to be casual. When you aim for a friendly chat you will get to know your customers on a personal level and are more likely to make a business conversion.

Types Of Facebook Messenger Marketing

Now that we are all on board, let us look at the nature of Facebook messenger marketing. There are two kinds of Facebook Messenger ads. Both these ads are essential for marketing on Facebook and they collaboratively take the company forward.

Facebook Messenger Opt-Ins

These are opt-in pop-ups that you can add on your website. It’s similar to email mailing lists but instead, you ask for their permission to send you sponsored messages through Facebook. This is perhaps the best way to enter your customer’s inbox. They are literally accepting sponsored ads on their messenger. This also allows you to get a feel for your customer’s style and market a suitable product.

Destination Ad

A destination ad is a Facebook advertisement that gives users the opportunity to chat with the business page. It appears on the news-feed like any other ad and has a normal clickable link. The only difference is, instead of taking you to another web page, it opens a chatbox on your bottom right. If you use this ad carefully you can stir a conversation with your potential customers and strike a deal.

For instance, let’s say you are a pet sitting business, you can have a Facebook Destination ad saying the following:

‘Is your Dog chewing on the sofa every time he is left alone? Can’t find a decent pet sitter around the block? We have some of the best sitters working with us so that you can travel without worrying about your pooch at home. Just have a chat with us and tell us your requirements. We will love to help you out.’

You are bound to get a response from people who are interested in a pet sitter.

Destination ads will help you make conversions if you target it to the right audience but it also works hand in hand with sponsored messages.

Sponsored Messages

Sponsored messages allow you to send direct Facebook messages to your potential customers. It is a simple message with one photo and a link followed by text. But there is a catch. Facebook algorithms work hard to keep the website enjoyable for users. Ads are great revenue for any platform but too much of it can drive away users. This is why Facebook has introduced an interesting system where a company can only send sponsored messages to those who have messaged them in the past.

The good thing about sponsored messages is that, since you can message people who were in touch with you in the past, the message will come in their main inbox. Destination ads help create something like a mailing list. Once users reply to your first destination ad, you can start conversations to make conversions but, you can also interact with your clients to send sponsored messages in the future.

If you can use both destination ads and sponsored ads responsibly, you will drive traffic towards your page. Since you must invest in both ads there are certain things you must keep in mind before putting them in place:

• Target a smaller audience– since destination ads look and work like any other Facebook ad, you will have to spend around the same amount. Since you are putting money in it, experts suggest that you start by targeting a small audience- one that is likely to respond back. You can target people who have already visited your website. These people have seen what you have to offer but have not gone ahead and purchased your services. This is where you can use destination ads to maintain their attention.
• Do not expect overnight success– Unlike product ads, messenger ads do not drive customers to your products. Therefore, it doesn’t guarantee a sale. There may be times when you have a long conversation with someone and they don’t purchase anything. But, on the bright side, if you give your customers personalized service, they are more likely to come back to you for all their future requirements. Though it doesn’t aim to give you immediate success, you can expect long term benefits.
• Be Responsible– Though Facebook is working hard not to ruin the user experience, many newcomers unintentionally send too many sponsor ads to their existing customer base. This will lead to some really unhappy customers who are likely to stop all future interactions with your page. The reason why messenger ads have a high response rate on Facebook is that it is not yet saturated. Facebook Messenger continues to be a personal space for most users and it is important for us to respect it. Make sure sponsor ads are highly targeted so that you are only interacting with few people at a time and are almost certain that they are interested in what you have to offer.
• Having a full-time social media expert– Another reason why most prefer Facebook conversations over customer care service and emails is that they know they are talking to another person. It is a spontaneous conversation that a customer can expect to have at any time during work hours. Timely response affects the statistics of your page. This is why it is important to hire a full-time social media expert who is well acquainted with the services provider and will respond to your clients on time. Initially, when you have fewer customers, you can handle this along with the rest of your business but as you start to grow, consider hiring a social media manager who can handle your Facebook customer care service.

End Note

With lifestyles changing, so are the manner in which we market our products and services. Facebook messenger marketing is revolutionary for new businesses in the 21st century. If you use it responsibly, you can build long term relationships with customers who feel understood and will come to you every time they need your service.

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