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Messenger Marketing: The New Way To Do Business

Within the next two years, 85% of customer-business relationships will be through technology. A huge part of these relationships will take place on messaging apps, where businesses can not only provide lightning-fast customer service but also drive sales. In anticipation, business owners should be perfecting their messenger marketing strategy right now. Facebook Messenger is one of the largest messaging platforms out there, with more than 1.3 billion monthly users.


Platforms like Facebook Messenger are the new trend in the social media marketing world since they allow business owners to reach out to consumers on a large scale through advertisements, then continue to interact on an individual level.


Facebook Messenger Tools For Business


Similarly to WhatsApp Business, Messenger offers a number of tools to help business owners keep their different threads under control. Messenger Greetings are customizable messages that appear automatically when a user begins a conversation with a business for the first time.


Instant Replies are similar to Messenger Greetings, in that they are automatic replies in response to anyone who messages a business. However, these can be programmed to appear after any message, not just the first in a given thread. Saved Replies are messages you can program with common answers to questions like business hours or contact information.


Customer cards, however, are a Messenger exclusive. They give a business important information about the customer at hand to craft the perfect response. Businesses can find information like the customer’s location, local time and even order history.


Why Use Facebook Messenger For Business?


Small businesses can use Facebook Messenger in a number of different ways. Customer service becomes more streamlined and personalized for the customer while there are ample opportunities to increase revenue.


More than half (56%) of consumers prefer to contact customer service representatives over messages than calling a call center. And it makes sense: Issues are often resolved within 42 seconds. Such a quick customer service process helps you get back to more pressing matters while impressing and retaining customers.


According to research, 53% of people prefer shopping with businesses that they can message directly. This is why it is necessary to not only have a Facebook account but also be active on the Messenger platform. Remember to let consumers know what times you will be online and ready to answer questions. Waiting long periods of time without any idea of how much longer the response will take can frustrate customers.


Using Facebook Messenger for marketing is another great opportunity for small businesses looking to get the most out of their advertising budget. The ads cannot seem too pushy or “salesy.” Instead, focus on creating friendly and natural conversations that mention different reasons or benefits why users should continue communicating with your business on Messenger.


Facebook Messenger Ads


Click-to-Messenger ads can be placed on Facebook, Instagram and directly on the Messenger home screen (currently just for the mobile app). The Messenger icon appears on your ad, regardless whether the ad is an image, video or in the carousel format. The best CTA buttons for this type of advertisement are “Learn More” or “Send a Message.” Businesses have the option to create a greeting during ad creation. When a user clicks on your ad, a Messenger conversation will open with your business. If this message was created, it is the first thing users will see. Otherwise, users will be provided a message showing them how to proceed in Messenger.

On Facebook, businesses can also create ads that are placed directly on the mobile Messenger home screen. If consumers do click on your ad, they will be sent to a landing page of your choosing or a Messenger conversation with your business.


Sponsored messages are another type of ad offered on the Messenger platform. These ads are best to re-engage previous customers or Facebook users that have previously interacted with your brand. Sponsored messages are sent to existing threads, which makes them perfect for last-minute sale reminders and updates.

The Future Of Messenger For Business


As technologies continue to develop, there will be even more opportunities for small businesses to take advantage of Facebook Messenger marketing. There are already 100,000 chatbots available on Messenger today.


These chatbots can take the form of a personal assistant and utilize artificial intelligence like Facebook's M assistant. M can perform many different tasks like reminding you of birthdays or even help you get a ride with Uber or Lyft. M marks the beginning of partnership opportunities with Facebook’s chatbots and AI.


When this kind of technology becomes easier to manage, smaller businesses and organizations will surely be able to create their own projects with M. Using AI to incorporate your business’s expertise and service into a digital personal assistant will increase awareness about your small business and possibly even sales.


Once small businesses are also able to create their own AI-powered chatbot add-ons, it is another platform to advertise products and services. For example, a fashion brand could recommend new stylish pieces from their collection when a user provides their taste as well as clothing size. A restaurant could create a type of interactive menu or offer a delivery service directly from Messenger.


Ultimately, marketing professionals and small business owners will have to wait and see how Facebook Messenger develops as a platform. While ads are available wide-scale and deliver impressive results, it will be interesting to see how chatbots or AI influence social media marketing strategies for small businesses.

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