Facebook Messenger Marketing : Maybe you’re no longer a Facebook user, but you can’t ignore how effective it is for business. When you’re a digital marketer, using social media for your campaign is a must. Facebook, for instance, offers many tools that help you grow your eCommerce audience. One of them is Facebook Messenger.
Facebook Messenger is a communication app to share any content like photos, videos, and audio recordings to individual and group chats. This service was initially built-in inside the Facebook platform until it’s revamped to be a standalone app in 2011.
Unlike the previous version, the current Facebook Messenger has improved on its functionality besides chatting. Now marketers and business owners opt for this channel to broaden their audience.
The reason being is that Facebook Messenger is the second-most downloaded app on iOS and Android, with over 1.3 million monthly active users. Therefore, making it an excellent tool for marketing purposes.
How Facebook Messenger Marketing Works
So, how does Facebook Messenger work that attracts so many marketers out there? First off, it works almost like email marketing, where you build a number of email lists and blast them with your campaign information.
Unlike traditional email marketing, you can use Artificial Intelligence (AI)-optimized bot in your messenger. For instance, you can customize a reply after a potential customer clicks on something or purchases your product. It also sends your followers a promotional message within a particular time.
However, this chat platform has some rules for marketing purposes. Like another Facebook marketing tool: ads, which requires you to pay some bucks for sending promotional messages in an undesignated time.
The Facebook Messenger Rules
Facebook Messenger offers its users no charge for a standard chat, not a marketing one. If you’re on a tight budget, you may want to consider the free plan by following its rules.
1. Promotional Message
There’s this 24-hour rule under the promotional message section. This type of message is undoubtedly the reason why marketers are here. You can send a free promotional message or video marketing like explainer videos to a user who interacts with your messenger bot within 24-hour time.
When the time’s up, you’re no longer free of charge. However, you can set up Facebook Sponsored Message to continue this tool.
2. Non-promotional Message
Unlike the previous message type, you’re free from the 24-hour rule if you use Facebook Messenger solely for a non-promotional message. Here is some example of the message:
- Account Update
You can remind your customers about their account status on your eCommerce
- Event Update
You’re able to update your customers about the event they have registered before
- Product Update
You can remind your customers about your product update and the product they have purchased.
How to Grow an eCommerce Audience with Facebook Messenger
Facebook Messenger is an excellent app for marketers to build and grow their audience. Unlike a similar marketing tool, this app uses AI to enhance the users’ experience and leave you less worried.
Before commencing further on your Facebook Messenger Marketing strategy, let’s look at how you can utilize it to build a broader audience.
1. Run A Giveaway Program
It’s a bit tricky, to begin with, this method. Most of the time, running a giveaway program is a great starting point to capture the audience’s attention.
If you have a significant budget for this strategy, then go for it. Not only does it increase your brand’s exposure, but it also gets more followers in a short time.
2. Provide Customers With a Free Gift
We all love free stuff and so does your audience. One of the fastest ways to bring in more subscribers is to attract them with some benefits. In this case, a gift is your tool to grab their attention first.
For example, you can create a product bundle with freebies. Your gift may not be that expensive, to begin with, but the additional merch is what persuades your audience’s decision.
3. Use Referral Rewards
Building a new audience from the ground up isn’t easy. In fact, it’s challenging for any experienced marketers too. Besides implementing the steps above, which only attracts a smaller group, you can use referral awards for every successful follower.
You can encourage your current follower to invite their family and friends to follow your page. In return, you’ll give them another freebie discounted price for some products and many more—a reward for their hard work to get you as many new followers as possible.
4. Offer A Coupon Upon Each Purchase
Again, you can offer a significant amount of coupons for every purchase of your product. It’s a bit expensive at first to burn your budgeted cost for every single strategy, but you’ll get the market you desire in the end.
When users get a coupon, they won’t think twice about purchasing your product. You can benefit from this situation by collecting their buying data for future promotions. This way, you’ll get to keep a recurring customer in the long run.
5. Use the Live Chat Button on Your Page
Another way to increase your audience engagement is to implement a live chat button. With this widget on your page, you’ll let the audience know how to connect with you quickly.
It also helps potential customers end their confusion as your live chat can give a concise and clear message to them. In the end, users will see your brand as helpful aside from the products you offer.
If you’re a marketer looking for another tool to optimize your business, Facebook Messenger is one of the best choices out there. This chat app works a bit similar to email marketing when you use it for business purposes.
Unlike email marketing, Facebook Messenger serves a bit more personal to the users as it was first introduced as a messaging app. It’s great news for marketers as they can now approach new customers more personally than ever before.
You can use Facebook Messenger to blast your promotional message instantly. However, sending a message is one, and building the audience is another. So, follow the steps above to grow your audience from the ground up.
Article written By :
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).