It’s easy to see how Facebook Messenger is quickly rising as one of the go to channels to engage your audience with your brand. With messenger open rates of 80% and above, 60% clickthrough rates and conversions rates that are out of this world, it’s hard to shy away of the possibilities that Messenger Marketing brings.
I’m going to show you four Facebook Messenger features you have to try:
- Comment Growth Tool
- Facebook Messenger Ads
- Website Chat Widget
1. Comment Growth Tool
Comment growth tools can easily be implemented no matter what messenger marketing platform you are using. Our favorite and the most prominent is Many Chat. You can set up a comment growth tool easily by linking your “bot” to an organic post and using specific words in that post that will trigger your messenger. When someone comments those words, they will automatically receive a message in their Facebook Messenger app directly from you.
Pretty cool huh! Once you message them, they are not subscribed as of yet. The person on the other end will need to reply, so it is important that your introductory message is engaging and provokes a response from the person. Once they respond, bam they are now subscribed to your bot and you are able to message them.
Now don’t go crazy messaging people every day. Facebook has what’s called the 24 hours plus 1 rule. Meaning you can only message someone promotional content for 24 hours and then 1 more promotion after. You are able to message them content that is non promotional and once they re-engage with your messenger bot, boom the 24 hours plus 1 starts all over.
Here are a few reasons why marketers love the comment growth tool.
- Its FREE! You don’t have to pay to get leads, or for ads (although you can use it on your ads) but all you have to do is organically post to your followers, ask them to comment and boom they are back in your eco system.
- It’s a huge list building tactic. When they are in your bot they are automatically subscribed unless they unsubscribe. Also, once they are in your bot you can ask them for their email, phone number ect… allowing you to engage your audience in more than one marketing channel.
- Facebook loves comments! Facebooks algorithm rewards you for engagement on your posts. If your organic posts are getting a lot of engagement your ads will be cheaper.
2. Facebook Messenger Broadcasts
Broadcasts are a lot like sending out an engaging email to your audience with content but even better. Why? Messenger open rates are in the 70% to 80% range, and it usually happens in the first hour of sending out the blast. Compared to email marketing with open rates of 5% to 14%, incorporating Facebook Messenger marketing is a no brainer for your marketing strategy.
You do need to apply for subscription messaging with Facebook and the deadline is coming soon. Don’t stress, it’s a lot easier than it sounds but it is important to get your application in before it is too late.
Again, these are NON promotional, meaning not giving an offer but delivering valuable content that your audience will love. Once they engage with your content and reply to you at that point you can start sending promotions, discounts and driving them to your website to buy your products.
Using broadcasts is an extremely powerful way to maintain engagement with your fans, allow your audience to qualify themselves and automate sequences for even better engagement and conversions.
3. Click To Messenger Ads
Click to messenger ads have been around for a while, but a lot of people aren’t using them yet. Instead of driving traffic directly to a website, you can put them into your messenger marketing funnel directly. Messenger ads are also ridiculously cheap right now. Not only to deliver but to convert a lead. The second someone messages your page they are subscribed. That’s right, meaning 100% of the people who click on your ad automatically become a lead. No forms or opt-ins, they are on your bot.
Now it’s up to you to push your customer down your sales funnel and you can do that directly in the messenger flow communicating back and forth with your customer.
The user actually becomes fully engaged, talking back and forth with your bot instead of going to your site looking for 2 seconds and then leaving.
4. Website Chat Widget
A chat widget can be installed directly on any website for FREE, allowing your customers to chat directly with you at any time. And guess what, the second they chat with you they are subscribed to your bot.
The beauty of it is you can set up customized flows and sequences to frequently asked questions or you can notify someone that a customer is waiting for a response.
Here are some best practices for your Facebook messenger chat widget:
- Always greet your customers by their name
- Design your messenger bot to ask for your customers email address
- Always give options so the customer feels like they are driving the conversation
- Let the customer know they are talking to a bot and not a real person but that a real person is available at any time
Facebook Messenger Marketing is a must!
These tactics are being used right now by companies all over the world. It’s still early and these types of results are still achievable. When you look past all the data, technical and strategic stuff, its engaging. People want to be connected; they want to engage with a brand that they absolutely love. By taking advantage of these messenger marketing tactics you will be performing one of the most effective marketing strategies available today.
Brandon Fargo is the CEO of Brahvia Consulting