Facebook Messenger marketing can be a powerful part of your digital strategy. Think of it as a direct line to your customers where you can tell them how awesome you are and what pain points you can solve for them.
Below, we’ll explain how to use Facebook Messenger for marketing. We’ll also explore the best Facebook Messenger marketing strategies for 2023.
So, whether you’re just getting started with Facebook Messenger or looking for new ways to improve your strategy, this one’s for you!
Bonus: Learn how to sell more products on social media with our free Social Commerce 101 guide. Delight your customers and improve conversion rates.
What is Facebook Messenger marketing?
Facebook Messenger marketing is selling and promoting products, services, and your brand on Facebook Messenger. It is the act of businesses sending messages directly to users’ Facebook inboxes with the intent of nurturing leads, raising awareness about your business, or making sales.
Facebook Marketing allows businesses like yours to build personal relationships with customers. And it will better target your marketing efforts. You can use Messenger marketing to send updates, special offers, and product information. But one of its biggest advantages lies in building relationships with consumers.
What is the benefit of marketing on Facebook Messenger?
Facebook Messenger is an incredibly popular app (the second most popular iOS app of all time, just behind Facebook itself). Android users alone have downloaded it more than 1 billion times. That means there are a billion potential consumers for you to market to.
Also, Facebook Messenger marketing allows your business to send one-on-one messages or messages to groups. This makes it an efficient yet personal platform for building relationships with potential customers and providing them with updates about your product or service. The intimate one-on-one nature can feel like you’re messaging a friend instead of a faceless corporation.
And this might be the best part: Facebook Messenger marketing can be automated. With the right automation software, you can have all the mundane, repetitive tasks done for you. We have included a few interesting Messenger chatbot marketing examples at the end of the article.
The 5 top Facebook Messenger marketing strategies
There are many ways you can use Messenger marketing to your advantage. To get you started on your journey, we’ve queued up a few of the top Facebook marketing strategies.
Here are five Facebook Messenger marketing strategies you can try today.
1. Use an FAQ chatbot to engage with customers 24/7
Facebook Messenger chatbots are a powerful tool for engaging with customers 24/7.
When automated, Facebook Messenger chatbots take on the role of a human agent. They provide prompt responses to common questions and issues. This way, your customers don’t have to wait for answers to their questions. It improves your response rates and, by default, your customer experience.
When you automate your FAQs, you’re also saving your customer support team from having to do the work. Constant, repetitive answers can wear a person down. Don’t have them doing mundane work a robot can take care of!
You can also use Facebook Messenger chatbots to send automated marketing messages, such as new product announcements or special offers you know your audience will be interested in. This allows your business to reach a wider audience with your marketing campaigns.
And as if all that isn’t enough, Facebook Messenger chatbots also offer the benefit of tracking customer engagement and activity 24/7. This data can be used to improve customer service further or tailor marketing messages to specific demographics.
2. Deliver content to your audience one-to-one
As mentioned above, Facebook Messenger marketing is a great way to deliver content to your audience one-to-one.
You can use Messenger to send personalized messages to your subscribers. This ensures that they see the content that you’re sharing. It feels more intentional than just noticing an advertisement on your Facebook feed.
Additionally, Facebook Messenger allows you to segment your audience so that you can send different messages to different groups of people. This ensures that you’re only sending relevant information to those who are interested in it.
3. Provide a personalized shopping experience to drive sales
Your brand can provide a personalized shopping experience to your customers through Facebook Messenger. And you can automate the process with chatbots.
Chatbots are an efficient way to provide that personal touch and use AI and machine learning to give your customer a tailored experience.
For example, a chatbot can recommend products based on the user’s past purchase history or browsing habits. It can also answer product availability, shipping times, and return policy questions.
Chatbots can also collect user feedback and address any concerns in real-time. By providing a personalized shopping experience via Facebook Messenger, brands can increase sales and build loyalty among their customer base.
4. Connect and engage during a Facebook Live event
Facebook Live events give you the opportunity to interact with your fans and followers in real-time. And Messenger provides an instant way to connect with them.
Facebook Live has a comments section where you can answer any questions that your audience throws at you. But if you see requests or comments that would benefit from a more personalized answer, shoot that person a message via Messenger.
Let’s say they asked when a new product will drop. You can send them a follow-up afterward and ask if they would like to be one of the first people to know when it does.
Then, if they say yes, you can ask them for their email and sign them up for your list. Your Live comment section just gave you the perfect in to a conversation that will lead to a lead.
5. Try Facebook Messenger ads
Since Facebook combined with Instagram, Messenger ads seem among the best places for brands and digital marketers to put their money behind.
Facebook Messenger ads allow brands to start a conversation with potential customers. This can help to build relationships and create loyalty among customers.
Plus, you can target your ads to people already using Messenger and interested in your offering! This will maximize your chances of being seen.
There are four types of Messenger ads you can use:
- Click to Messenger ads: A classic, standard ad that includes a call-to-action (CTA) button. Set your CTA to “Send Message,” and you’ll have an easy way for your consumer to start a conversation with you.
- Sponsored messages: Do you already have conversations with consumers happening on Messenger? Then try sponsored messages. These let you retarget current customers with ads like promotions and deals.
- Messenger Stories ads: Take advantage of the popularity of Messenger Stories. Your ad will be sandwiched between organic Stories by your consumers’ followers for a natural segue.
- Messenger inbox ads: These Messenger inbox ads will show up in the chat tab within the Messenger app.
6. Help your followers find content
You don’t always have to be pushing your content onto your followers. If you give them the option to search for content using your Messenger chatbot, you can help them pull content themselves.
This way, they can easily find the information or content they’re looking for without feeling like they’re being bombarded with ads or promotions. Plus, it’s a great way to keep them engaged with your brand.
Creative Facebook Messenger marketing examples
You’re probably ready to get started implementing Messenger marketing strategies right away! But before you do, look at this roundup of creative Facebook Messenger marketing examples.
DeSerres, an art supply store, saw a massive spike in sales during the pandemic lockdowns. It comes as no surprise as people were looking for new pandemic-friendly hobbies.
With the influx of online orders came a surge in customer support requests. DeSerres chose Heyday, a Facebook messenger chatbot, to help with communication.
Within mere weeks of implementing Heyday on all customer touchpoints, including Facebook Messenger, the AI handled thousands of customer inquiries. This freed up their internal team to do more complex work. We’re willing to bet the internal team’s job satisfaction skyrocketed, too. Imagine having the burden of responding to thousands of messages taken off your plate!
Groupe Dynamite, a Canadian-owned global fashion retailer, operates over 300 stores across Canada and the United States.
They, like so many others, saw the untapped potential of social commerce. Groupe Dynamite wanted to connect with consumers during the 2020 pandemic.
But they needed help striking the right tone and improving their customer experience. They turned to Heyday to help connect with consumers across social media and chat apps.
Facebook Messenger is a favorite amongst Groupe Dynamite’s audience. By implementing Heyday, the company was able to give customers a means of engaging over their favorite channel. Heyday also helped to improve efficiency among its sales and support staff.
Heyday and Group Dynamite collaborated to create a bilingual French-English solution. This made it possible for all customers to speak to the company in the language they preferred.
They also built product search into the chatbot. This made it as simple as possible for customers to find the products they love within the chat window.
Expedia created a Facebook Messenger chatbot where users can search for hotels. It will display the top five options based on where and when you travel.
You’ll need to provide details about your travel dates with Expedia, but many customers say it’s worth it. This is one of those convenient tools that save you time scrolling through pages of results.
Source: Expedia on Messenger
The World Health Organization (WHO)
During the 2020 pandemic, organizations like WHO had to fight against a deadly virus but also the spread of misinformation about COVID-19. To combat this, they turned to a Facebook Messenger chatbot.
With the potential to reach billions of people as an easy way to spread information, a Facebook Messenger chatbot was an easy win during a dark time. The service provided the latest news and information on COVID-19.
It included details on symptoms and how to protect yourself and the people around you. It also provided the latest situation reports and numbers in real-time.
WHO also collaborated with the University of Cambridge and the UK Cabinet Office on a solution that gamifies myth-busting! They created a game called GO VIRAL! that helps people to spot misinformation about COVID-19. You can access the game via their Facebook Messenger chatbot.
Source: WHO on Messenger
ATTITUDE is a beloved Canadian brand that creates natural personal care and household products. They are 100% vegan, cruelty-free, and made without synthetic ingredients. Their online sales exploded during the pandemic.
As such, ATTITUDE needed to expand its customer support system. With high requests on channels like Facebook Messenger at all hours of the day, they wanted to employ automated chat with conversational AI.
Heyday and ATTITUDE created a custom AI-powered chatbot. It automated answers to FAQs around order tracking, product questions, and other simple queries. The chatbot provides personalized product recommendations, customers with in-stock notifications, and more.
ATTITUDE couldn’t be happier with the results. Myriam Chiheb, ATTITUDE’s ecommerce manager, loves that they can manage customer communications at scale and on budget.
“We needed something that allowed us to communicate spontaneously with customers, to respond to their questions more quickly,” said Myriam. “Emails are a bit ‘colder’ than chat; chat is more like a conversation, which is really what we were looking for.”
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