Facebook Messenger is the second most-downloaded messaging app. And that isn’t counting how many people are on Facebook and use messaging features without mobile apps. The average Facebook user spends about an hour on the platform. This number can be even higher, depending on the region or country. (Image source)
That said, Messenger can be a prime platform for brands to engage with audiences and provide better customer experiences, especially with how close Messenger is to SMS messaging.
Are you looking to implement Facebook Messenger marketing this year for your business? Then you’re in luck because we’re giving you the top strategies you should use to succeed at Messenger marketing.
Challenges that marketers face when it comes to using Facebook messenger for marketing
Before we jump right in to see how you can get started with Facebook Messenger marketing, you should first understand what businesses and marketers consider as the main challenges on the platform.
Knowing these, you can then craft your strategy accordingly to avoid these challenges altogether.
The first main challenge marketers face is the continuous changes in Facebook’s algorithm. In 2018, Mark Zuckerberg announced, “As we roll this [algorithm change] out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
The second has to do with privacy concerns, especially after the Cambridge Analytica fiasco that had millions of users’ personal data collected and used for political advertising – without consent.
Given these, it’s important to remember the following as we go through the steps for successful Messenger marketing: your marketing messages must be engaging and meaningful for audiences, and you must put customer data privacy on top.
Strategies to become successful in Facebook Messenger marketing
Ready to grow your business using Facebook Messenger? Here are some important steps to get you started.
Add a Facebook chatbot to your website
About 67% of customers have used chatbots as a customer support channel. And if a user lands on your website and sees you have a Facebook chatbot ready, you stand the chance to generate more leads faster and take people through your sales funnel quicker.
Not many users may think to visit your Facebook page first, so be sure to integrate your Facebook chatbot on your website. One challenge to this is that plugin and integrations may have a tendency to slow down your site.
Because speed is the name of the game if you want to reduce bounce rates and get those leads, be sure you have a reliable website hosting provider with great site uptimes and can load your landing pages and site quicker.
Look into some great hosting providers and reviews about them to see the best option for your website – as an example, this HostGator Cloud review gives a detailed take about the provider’s speed and reliability.
Create a Facebook Messenger marketing funnel
Like any platform, turn Messenger into its own marketing funnel to take customers through a journey. Once people are part of your Facebook Messenger contacts – after, say, sending your page a message or opting in – you can take them through a marketing funnel as usual.
You can send them to lead magnets to nurture your relationship or send them links to new free content to provide more value, or even offer exclusive deals and promotions right in their Messenger inbox.
Segment your leads and customers
You can segment leads and customers right from the Messenger app using conditional triggers, much like with email marketing. So if you were a clothing store, you might be able to segment users based on gender, interest in certain collections, purchase history, and level of engagement.
When leads and customers are properly segmented, you can proceed to send highly-personalized content and messages that lessen your risk of being flagged as spam.
For a step-by-step guide to setting up Messenger for segmentation using third-party tools, check out this guide.
Give your bot its own personality
You can create better relationships with your audience if it felt like they were speaking to one specific person on your business page’s Messenger. This is why many brands and companies give their bots a unique personality to add a personal touch.
You can create a simple persona, such as giving your bot a name and avatar. This persona captures what your brand is all about, communicating messages and offers in your brand voice while staying relevant to leads and customers.
Pro-tip: be sure to never position your bot as though a real person were speaking to customers. Some laws require you to divulge whether or not a person is interacting with a bot.
LEGO calls their bot simply the LEGO Gift Bot. (Image source)
Integrate your bot with your
One of the best ways to make sure your leads and customers can interact with your brand on multiple touch points is linking your Facebook ads to your Messenger bot. This way, people are able to engage with your ad without ever leaving Facebook, as some users might not want to be redirected to an external landing page.
Toggle your ad’s call-to-action (CTA) to “Send Message” so they can take action right away. Depending on your campaign, you can either encourage viewers to either opt-in to a lead magnet or make a purchase instantly.
Example of a workflow for the Facebook ad to Messenger inquiry and checkout. (Image source)
Replace the opt-in forms on your landing page
On your landing pages, be it for webinars or free downloads, you can swap out your usual opt-in forms for instant opt-ins using Facebook Messenger. This is miles more convenient for viewers since they avoid filling out lengthy forms (that can lower conversion rates) or even misspelling their emails.
Not only is this more convenient for customers, but it’s also more convenient for your business. By having users opt-in to your Facebook Messenger marketing, you’re able to easily target these users in future ads – while being certain they’re a qualified lead.
Use to send reminders for your webinars and offers
Last but not least, Messenger is a fantastic tool for sending reminders about events and expiring offers. Because it works like text messaging, you’re able to reach more users faster and enjoy higher open rates and engagement rates.
Open and watch rates using email marketing vs open and watch rates using chatbots. (Image source)
Be sure to make your messages timely and to use last-minute “urgency” reminders sparingly. You don’t want users to report your page for spam, after all.
Facebook Messenger marketing might just be the future for brands who want to increase engagement with users when other platforms like email or organic social media posts just aren’t performing as great. Follow the strategies above to make the most of your Facebook chatbots to get more leads, nurture customer relationships, and make more sales.