Being an early adopter of Facebook Messenger Marketing can not only give your business an edge but also help it segue into other messenger marketing platforms

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

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Being an early adopter of Facebook Messenger Marketing can not only give your business an edge but also help it segue into other messenger marketing platforms

If Facebook were a country, then the people using Facebook messenger per month would be remarkably close to India’s population. Yes, there are an astounding 1.3 billion people using Facebook messenger per month delineating an enormous opportunity for marketeers to tap into. So, how can you experiment with Facebook Messenger to engage your customers better? Also, does it make the right sense for your business?

Based on insights from Buffer and saleslovesmarketing, let’s take a closer look at whether you should use Facebook Messenger marketing and what is the right way to go about it.

The case for Facebook Messenger

Today, messaging apps are a big part of social media.  More people use the top four messaging applications (WhatsApp, Facebook Messenger, WeChat, and Viber) every month than the top four social networking apps, according to BI Intelligence (Facebook, Instagram, Twitter, and LinkedIn).

It’s apparent that the gulf between the messaging apps and social networking apps is increasing. Rather than being a one-to-many medium, social media is increasingly becoming a one-to-few — and frequently one-to-one — medium.

So, what are some ways in which you can leverage Facebook messenger for your marketing efforts?

Content delivery

Email is the most frequent method of delivering material to your audience. HubSpot, on the other hand, wanted to see if utilising Facebook Messenger was a better option. Rather of just asking users to fill out a form and receive the gated material through email, they gave them the option of skipping the form and receiving the information over Facebook Messenger. They discovered a clear winner after four weeks of testing: The Messenger method leads to a 242% increase in the open rate and a 619% increase in the click rate.

[box type=”info” align=”” class=”” width=””]Facebook Messenger’s USP is undoubtedly the fact that it helps better facilitate one on one interactions with customers in a more seamless manner. Not only can it be used for brand awareness but also for generating quality leads without resorting to direct marketing.[/box]

Better push-pull marketing

So, how can you engage with your followers using Facebook Messenger better?

Your business may use Facebook Messenger to assist your followers “pull” material to themselves in addition to pushing it to them. On Facebook Messenger, there are several fantastic examples of this use case. [box type=”success” align=”” class=”” width=””]Whole Foods Market, Food Network, and TechCrunch all have Messenger chatbots that may assist their followers in finding content they want to read. When it comes to content marketing, the messenger method has the potential to turn things around. A messenger platform can be leveraged provide hyper-personalized information to your target audience in a more interactive manner.[/box]

To leverage messenger platforms effectively, selling should not be the primary goal.  However, your business may choose to leverage content on Facebook Messenger to drive traffic to your site. Some best practices include:

  • Make sure your business website is mobile-friendly.
  • Let customers know how and where they may reach you if they require more assistance, such as with customer care concerns.
  • If at all feasible, include browsing menus. This makes it easier for users to find content they’re interested in, even if they don’t know exactly what they’re looking for yet.

Undoubtedly, when used correctly, Facebook Messenger chatbots can help boost your business’s sales revenue and market share.  They play a critical role in enhancing the reputation of your business in the digital space by helping retain existing customers while generating new leads. Facebook Messenger can also be leveraged to interact with participants during an event or give them reminders: It’s an unconventional way to interact with your target audience or stakeholders.  Being that Facebook Messenger marketing is new, learning to use it can help your tap into high-quality leads and also eventually segue into other messenger platforms of interest.

 

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

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