Facebook Messenger Marketing
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For a while chat applications were known in the digital marketing world as Dark Social. These seemingly friendly communication apps are a black hole for marketers. Advertisers veer away from the limited control these apps offer in terms of talking to consumers and getting the message across. There’s a limit on how advertising can be tracked on personal communications, but everything changed when in 2016 Facebook decided that marketers can wield their power and extend their efforts on our personal conversations.
Mark Zuckerberg is preaching that the future of marketing is in chat. With more than 900 million monthly users and more than 10 billion messages being exchanged almost every day, it’s no surprise that chat is the new frontier. But there’s one problem. Platforms like Messenger are very user-centric. The purpose of Messenger is for people to have easy conversations anywhere at any time.
So where can your business come in? In this blog post we are going to talk about the different ways that you can start marketing on Facebook Messenger, and if you want more you can download my top five tips and tricks to transform your business by clicking this link.
Here are some of the new and clever ways that you can use Messenger marketing.
Implement the new chatbots. In early 2016, Facebook updated its Messenger app, allowing developers to create chatbots for brands using its chatbot API. While it’s not technically a new thing, its technology allows users to take specific actions that will produce direct results for companies. Messenger has partnered with the likes of Burger King, eBay, and other brands to help integrate this new feature. For example, an individual can reserve restaurant reservations by talking with chatbots on their Facebook page. The sky’s the limit with this kind of technology.
To give you an overview, here are some brands who have started using this tech. American Express, they used Facebook Messenger bot to help card members track transactions and manage complimentary rewards. Pizza Hut, they implemented a chatbot to current mobile and Xbox app users to remember users’ takeout orders and offer those deals.
Messenger Ads. As early as November 2016, Facebook began experimenting with the use of Messenger Ads. There are two types of Messenger Ads, a destination ad and a sponsored message. Destination ads makes it easy for users to get in touch with your business by immediately starting a conversation after clicking on your ad in the News Feed. Use this as a way to provide a more personalized experience for your customers and start a direct conversation. On the other hand, think of sponsored messages as direct email marketing where you can send direct messages to your audience, although Facebook controls the number of direct message to avoid spam. For starters you can only send it to people who have messaged you in the past, and people can unsubscribe from these types of messages.
Make your very own customer service hotline. If you’re not using this already, you can improve your customer service by using your Messenger as a hotline for your brand. You can set up your messages in such a way that you can do troubleshooting and answer frequently asked questions. If you want learn more about creating your own virtual hotline, check out my free complete PDF guide on Handling the Haters: Managing Negative PR on Social Media. This will help you navigate the world of community management, which is crucial to Facebook Messenger marketing.
These are just some of the ways you can market your business on Messenger. Are you using Facebook Messenger for your business? Share with us some of your tips and tricks in the comments.