One of the biggest changes in Facebook marketing over the past few years has been the rapid growth of Facebook Messenger. Now that the Messenger platform is separate on mobile devices, the app has taken on a life of its own.
The newest development is the Facebook Messenger Ads. Below we discuss the benefits of creating these ads as part of your marketing strategy.
Most advertisers gave up on sidebar ads on Facebook long before the social network pushed these ads to the bottom right of your page. Even newsfeed ads don’t always deliver.
However, personal messages to your Facebook Messenger are more memorable and they have taken the marketing world by storm.
You can easily create a Messenger ad in your Power Editor to target desktop and mobile users. The great thing is that when you set the objective, you can use the message content to direct prospects to visit your website page.
If you want to connect with new prospects, you should consider sending them your best content first. Too many prospects are sent to a landing page or some other part of the funnel.
However, using Facebook messenger ads to drive awareness is a great way to build a relationship with a prospect. Use the content marketing as a hook for them to learn more about who you are and why trust your business.
You can eventually use this strategy in tandem with #4 on building your email newsletter. Sending content to build awareness and drive conversions is a great way to grow your customer base.
Once you get these new visitors to your website, it’s time to focus on how to help them convert. Facebook Messenger Ads help with this step in the process.
A great example comes from Digital Marketer. They use Messenger Ads to follow up with people who visit their sales page but do not convert.
Use the Messenger Ad as a way to connect with these prospects to find out what stopped them from moving forward. Maybe they have more questions and just did not know who to talk to on the website. Using retargeted ads is a great way to reconnect with these prospects.
Give them the information they need to move forward with your product. Plus, because the numbers here are smaller, you have a more manageable start to connecting with prospects via Facebook Messenger. As your business grows, the complexity of your Messenger management grows as well.
Late stage buyers want more in-depth responses, but there are fewer of them to communicate in Messenger.
You might want to build a subscriber list from people who messaged your page on Facebook in the past. Using a tool like ManyChat, you can start sending these subscribers messages for as low as $10 per month.
The reason you want to use a chatbot tool is that Facebook charges you on a PPM scale, which gets expensive.
Having a fixed cost allows you the opportunity to create a mini newsletter every month for your Facebook subscribers.
Since the open rates for Facebook Messenger can be as high as 88% (NeilPatel.Com), it definitely pays to add these people in addition to your normal email marketing list.
A large part of the reason why this is so successful is that these messages are like those users get from friends on Facebook. It does say “sponsored”, but it looks natural in the environment.
The ability to be available to customers and prospects is one of the most important components of digital marketing today. Using a chatbot like ManyChat, for example, you can use a comment chat feature to thank those who responded on your page.
If you find it difficult to keep up with so many customers, then use the tagging system on Facebook to help your team communicate with the correct users.
Additionally, if you integrate your sales and customer service tools with Facebook Messenger, you can create a smooth experience across all platforms.
Small things like this cost so little and add so much to the customer experience.
Facebook Messenger Ads offers so many opportunities for companies looking to connect with prospects throughout the customer journey.
Because social media is great for creating awareness, you can start with Facebook Messenger Ads and then use it to connect with prospects at various points on the journey to becoming your customer.
If you have questions about how to use Facebook Messenger, contact us today for a free consultation.