What is Facebook Messenger Marketing?

Facebook Messenger Marketing involves using Facebook’s messaging platform to communicate with your customers. This can be done by either broadcasting messages (similar to email) or by setting up automated messages, replies and responses by incorporating a chatbot feature.

According to Wikipedia; A chatbot is a computer program or an artificial intelligence which conducts a conversation via auditory or textual methods. Such programs are often designed to convincingly simulate how a human would behave as a conversational partner…

The appeal of Facebook Messenger marketing is growing rapidly and this is due to a number of reasons. Messenger is (currently) delivering very high open rates and click-through rates. Many Chat, a popular third-party app reports open rates of up to 98.56% and click-through rates of up to 72.73%.

Users are starting to move away from over-sharing on social media platforms opting instead for Direct Message conversations or more personal one-on-one conversations.

We also know that customers today are connected 24/7 and they expect answers when and where they need them, so if even for the benefit of having an automated system set up to help with your customer service while you’re asleep, it could be worth checking out.

While there are many similarities to email marketing in regards to funnels and processes it’s important to remember that the way you communicate via messenger should be different to how you communicate via email. Messenger should be approached as if you were having a one-on-one conversation with someone rather than blasting a message to the masses. As marketing moves more and more into segmentation and personalisation the possibilities with Messenger are both exciting and a little scary.

How to set up Facebook Messenger for marketing

To begin you should sign up for one of the third-party apps that integrate into Facebook messenger. For the purpose of this post, we’re going to focus on Many Chat. You can sign up to Many Chat using your Facebook login. See below.

From here, you will be prompted to connect a Facebook Business Page that you currently have admin rights to or you can create a new business page from within Many Chat.

Once you have created your account and linked a Facebook business page you should first set up some basic automation.

To begin, have a go at setting up:

a) Your Main menu

b) Auto-reply

c) Welcome message

Most platforms provide a step by step guide on how to set these up.

The next thing you want to think about is building your audience. Just like email, the aim is to build your lists so that you can start to communicate with your subscribers via broadcasts. As with email, your customers also need to ‘opt-in’ to become a subscriber and you will also need to make sure you offer an ‘opt-out’ or ‘unsubscribe’ with every message also.

Here are a few ideas to get you started on building your Facebook Messenger subscriber list.

–    Try including links to open up Messenger where you can. Sending people to start a conversation with you in Messenger is a great way to get people subscribed to your list. Many Chat provides you with a unique Messenger URL that you can use for sharing.

–    Place a Facebook ad offering a free resource that users can download via Messenger. Once a user clicks on the link and messenger is opened, they are subscribed.

–    Send your Messenger URL to your current audience lists or database. Again- give them a reason to go to Messenger, such as a free resource so that you are not just having them sign up for the fun of it. Remember to offer value at each touchpoint, sound familiar?

Once your user is subscribed this is where automated sequences come into play. The idea is to try and keep your audience engaged but not to turn them off. Once a user has performed that action you wanted them to, for example, downloaded an e-book, it’s a good idea to send a follow-up sequence within the first 7 days.

Setting up these automated sequences sound very similar to email marketing but it is very important to absolutely make sure you are collecting emails as well. You have to remember that Facebook owns your Messenger subscriber lists and we’re all playing on Facebook’s turf. If anything were to happen to the platform you could lose your entire list in an instant.

Once you have developed a nice sized list, you can then send out broadcasts. The great thing about messenger marketing is that you can begin to create some pretty amazing segments and learn a lot about your audience. This will result in being able to pinpoint targeted messages to exactly the right audience.

Check out the excerpt below from Many Chat’s help centre that explains each type of broadcast.

There are three different types of broadcasts you can send on Facebook Messenger, and each type has its own rules and stipulations that Facebook created to ensure that Messenger remains a positive experience and people are NOT being inundated with spammy promotional messages.

Subscription Broadcasts

This is your typical non-promotional message, and will probably make up the majority of your Facebook Messenger broadcasts. Subscription broadcasts cannot contain promotions or ads, but on the other hand, you can send them anytime you want—regardless of your subscribers’ activity level.

Here’s an example of a subscription broadcast—it doesn’t promote anything, but it does a great job of engaging subscribers and helping to build a relationship with them.

 

Promotional Broadcasts

This is a broadcast that does contain an ad or other promotional materials. However, you can only send promotional broadcasts to subscribers who’ve interacted with you on Facebook Messenger in the past 24-hours.

 

Follow-Up Broadcasts

Once you send someone a Promotional Broadcast, you have the ability to send a follow-up broadcast 24-hours later. Once those 24 hours have passed, you won’t be able to send any more promotional messages until the subscribers interact with your chatbot again.

Follow-up broadcasts give you one last chance to remind your subscribers about your promotion.

While it is fair to say there are a lot of benefits to messenger marketing you should still tread carefully. Brands can become very annoying very quickly so you need to ensure that you understand what it is your customer wants. You can minimise this by simply asking how often your customer wants to receive your messages and always ensure you include an ‘unsubscribe’ option.

In conclusion, it’s important to think about your WHY and to think through how Messenger will work into your existing funnel. Like all marketing efforts, you should be super clear about your end goal and know what it is you want Messenger to help you achieve.