11 Ways To Develop Effective Facebook Messenger Marketing

Facebook Messenger has become the de-facto standard for most interpersonal non-business communications. Yet, with the company’s newest iterations, Facebook seems to be making life easier for small businesses to use Messenger in their marketing. Getting to communicate directly with a page or a brand opens up a world of possibilities. […]

Facebook Messenger has become the de-facto standard for most interpersonal non-business communications. Yet, with the company’s newest iterations, Facebook seems to be making life easier for small businesses to use Messenger in their marketing. Getting to communicate directly with a page or a brand opens up a world of possibilities.

Yet, without a proper strategy, this opportunity can easily be overlooked altogether. For a business to benefit from Facebook Messenger marketing, they need to understand how to apply it effectively. To this end, 11 contributors to Forbes Communications Council share their ideas on how businesses can develop effective Facebook Messenger marketing tactics, and what they need to keep in mind to ensure those techniques work.

1. Create A Two-Way Interaction

It is important to understand that Messenger is not a standalone platform like SMS marketing where communication takes place from one side. Messenger is meant to be used to continue the conversation, so focusing your marketing effort solely on messaging is the biggest mistake you can make as a brand. Create a two-way interaction through messenger marketing. – Haseeb Tariq, Universal Music Group (ex Disney, Fox and Guess)

2. Make Opt-In Clear

As much as Messenger has a higher open rate than other outreach, be careful to explicitly opt in your audience to the sequence. Scraping of lists of potential prospects might seem like a clever “hack,” but it hurts your perception in the mind of your consumer. People are receptive to messages that are relevant — but only if they feel in control of how they receive them. – Patrick Ward, Rootstrap

3. Use AI Chatbot Platforms

An easy and great way to control expectations via Facebook Messenger is by using AI chatbot platforms, such as ManyChat, to automate and personalize communication for customers during all times of the day. It also helps qualify leads before it’s funneled over to live reps to efficiently move leads throughout the sales process, while maintaining customer expectations. – Thu-Lynn (TL) Nguyen, NRL Mortgage


 Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?


4. Leverage Lookalike Audiences

If you’re not familiar with Lookalike Audiences for Facebook ad targeting, it’s time to get acquainted. These can lower CPA (cost per action) by helping you target prospects with a potentially genuine interest. – Mark Nicholson, Match Financial

5. Inform About New Products, Promotions

If you have previously used the Facebook Messenger ad campaign, then perhaps over time you will have a base of customers with whom you communicated via messenger. In this case, you can send this already warm audience new messages via Facebook Messenger. The best use of this campaign is to inform customers about new promotions, special offers, sweepstakes, and new products and services. – Ross Kernez, Hpone

6. Create ‘Chat Blasts’

Like email blasts, Facebook allows you to create something called “chat blasts.” These boast extremely high open rates compared to emails, and you can leverage these blasts to alert your audience when you have a new blog or post. – Roshni Wijayasinha, Foxquilt

7. Keep The Human Aspect In Mind

Facebook Messenger is a unique marketing tool because it’s the start of a two-way conversation, not a one-way ad for prospective customers. Receiving a message from a brand should feel very similar to receiving a message from a trusted friend or colleague. When you approach crafting your Messenger copy and creative with this human aspect in mind, you’ll see better results on your campaigns. – Melissa Kandel, little word studio

8. Understand Who Your Audience Is

From the start, it’s important to understand who your audience is. Your headline statement is typically the first point of contact between your business and the consumers. One common mistake is generic messages, which immediately create a disconnect with your target audience. Your message must offer valuable and interesting content most relevant to your consumers. – Mo Ghoneim, OUTFRONT Media Canada

9. Make It Part Of The Customer Life Cycle

Messenger can be a part of the entire customer life cycle — from awareness to post-purchase. Use of audio clips can be a nice change from the clutter of businesses on Messenger. Discount codes can be sent according to season/holidays and can create engagement. Messenger can also be used to follow up, especially when online shopping carts are abandoned. – Preeti Adhikary

10. Consider Your Timing

Remember that Facebook Messenger is reaching people when they are in relaxation and socialization mode. Most likely you’re hitting them when they are on mobile and potentially not sitting upright. Keep this in mind as you build the strategy for content, tone and timing, to make sure you are a fun, welcomed message and don’t ruin their good time. Special offers always sweeten the deal too! – Ellen Sluder

11. Facilitate Drip Campaigns

Use Facebook Messenger chats to facilitate drip campaigns. Messages on Facebook Messenger have a significantly higher open rate than email, which makes it an excellent option for driving engagement over long-term campaigns. Drip campaigns on Messenger are much more likely to sustain engagement over time than regular email, which usually suffers from low click-through rates between 2 and 4%. – Amine Rahal, Regal Assets

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