Facebook says over 20 billion messages are exchanged between people and businesses each
month. Now, the platform is pushing businesses to make messaging their new normal.
According to Facebook, 62 percent of people in the U.S. say messaging is the easiest way to contact a business. But a 2019 Sprout Social survey and eMarketer reveal Messenger is used by only 44 percent of U.S. social media marketers as part of their branding strategy.
The social media giant recently announced new features it will implement to make business between customers and companies more streamlined through Messenger. Some of the features include a standard calendar interface for consumers to book appointments, lead qualification for businesses and more.
Before diving into Facebook Messenger, what are the best tactics for businesses interacting on the platform?
Understand ad types in Facebook Messenger
There are several ad products for Messenger, including sponsored messages your business can send to consumers who have already interacted with you through Messenger, Click-to-Messenger Ads that show up in a newsfeed and take the consumer straight to a Messenger experience when clicked, and home screen ads that show up in a consumer’s Messenger inbox.
Leverage Messenger’s Strengths
Messenger can give your business the chance to form personal relationships and answer inquiries from multiple consumers in a few minutes instead of spending several minutes with one person on the phone or in a meeting. It also allows an easy way to track what information has been shared so there’s no need for repetition.
For consumers, it provides a way to slip in an inquiry when it’s convenient, like during a work break or downtime at home, instead of waiting for your business hours to begin a conversation. Perhaps your business will want to use the lead qualification feature to continue the conversation and gather useful information before passing the consumer off to an employee or department best suited to help them.
Know Messenger’s Weaknesses
An ad in your Facebook feed or on the sidebar is one thing, but one in your Messenger inbox can be intrusive. When advertising with Messenger, your company needs to think like a customer and make sure you’re not coming off as annoying. Before serving a sponsored message or home screen ad in Messenger, narrow down which consumers are best suited for the advertisement - perhaps those who have already messaged you or other high-value customers. Maybe offer an incentive to get them to click your message instead of just pushing your company, product or service.
Identify Your Key Performance Indicators (KPIs)
Your KPIs for a display campaign won’t be the same ones you’d have for Messenger ads. Messenger ads offer two-way interactions that can be used to gather data for other marketing campaigns. Use your Messenger conversations to identify common questions your consumers have or products they seem most interested in and use this knowledge to strengthen your overall marketing strategy.