Did you know that 56% of people would rather message a business via chat than pick up the phone and call them?
That is quite a number and it is also one of the reasons why it is clear that messaging marketing is something to consider integrating into your business strategy.
The social media aspect of it is even more impressive, 85% of mobile messaging app users in the world use a Facebook messaging product. So, what we can deduce from just these numbers is that introducing the practice of using mobile chat apps to facilitate business and connect with prospects and customers is a must in this day and age. In case you are unsure how to go about it, here are some great pieces of advice!
Not all messenger marketing tactics work for all business profiles. It is very important to choose the ones that will benefit your business the most. Take into account that businesses have different goals and different approaches. Once you define your objective—be it awareness, consideration, conversion or care—you can proceed. For example, if you are in the restaurant business, communication with your customers, old and new, is essential for getting feedback and improving the quality of the service you provide. Making your restaurant a bot restaurant—capable of communicating with your guests in an efficient manner is a great marketing move.
On the other hand, if you have a retail business, you will benefit from Messenger marketing, but the customization process would be different from that of a restaurant. For example, cart abandonment provides a great opening for communication - when a customer adds a product to their cart but doesn’t complete the purchase, you can set up Facebook Messenger to automatically send them a message later, asking if they would like to complete their purchase or if they have any questions. This might result in a purchase or useful feedback.
First things first, having an active Facebook account and a Facebook business page enables you to create your own Facebook Messenger chatbot. The most important part is creating something personalized and authentic that will serve as a brand message to your customers.
By using a chatbot builder you have the freedom to create greetings and stories for your subscribers. It is something to carefully consider. From the tone of voice, type of message to the color scheme. It all affects how your brand comes off to your customers or prospective clients. Keep in mind that your personalization needs to follow your brand voice and mission statement so that it is instantly recognizable and familiar to the users.
Chat blasting is like email blasting, but better – here’s why! First of all, open rates—for email marketing it is about 5% in the first hour, but for chat blasts it is 70-80% in the same time frame. It is quite easy to understand why this is a great tactic and one of the best uses of Messenger marketing out there.
Being a top-of-funnel lead generation tactic for messaging reach and customer engagement chat blasts find their rightful place in most marketing campaigns. You get your message across, and if you tailor the content to the needs of your audience there is no stopping you. Make sure you use all the tools at your disposal from including visuals in the message to targeting specific customer groups. The devil is in the details, as they say, and marketers know this.
Yes, just like the Pied Piper, your Messenger marketing can help stir your followers to the most relevant content for them. A great example of this is publishers, like TechCrunch that enable their followers to find articles that they want to read via Messenger chatbots. They only need a keyword or phrase to help them get the desired results.
This is a tactic that can be used in different ways. For example, don’t use this approach for selling products, but rather to guide your followers to your website thus converting them into customers. Being helpful or providing beneficial information or news can all have a positive effect when it comes to getting customers who will want to come back over and over again.
Keep in mind that Messenger marketing can be truly beneficial for your business, but, if used incorrectly it can also drive customers away. Spamming is not a good option, but a carefully devised marketing plan that incorporates some of the above-mentioned can really result in significant ROI and an overall increase in engagements and that is something that all businesses strive to achieve.
Luke Fitzpatrick has been published in Forbes, Yahoo! News and Influencive. He is also a guest lecturer at the University of Sydney, lecturing in Cross-Cultural Management and the Pre-MBA Program. You can connect with him on LinkedIn.