More people now use Messenger Apps than they use social media platforms!
of people in the UK have messaged a business in the past three months
of people are more likely to shop with a business they can message directly
More than 1 in 2
people consider business messaging the modern way to communicate
What Is Messenger Marketing & Why Is It Important?
Messenger Marketing (noun) – the act of leveraging mobile, chat platforms to facilitate conversations and commerce with prospects and customers.
According to BI Intelligence, more people are using the top four messaging apps (WhatsApp, Facebook Messenger, WeChat, and Viber) every month than the top four social media apps (Facebook, Instagram, Twitter, and LinkedIn).
Facebook IQ conducted a study on the use of mobile messaging across the world and found several promising trends among the people surveyed:
- Sixty-three percent said that their messaging with businesses has increased over the past two years
- Fifty-six percent would rather message than call a business for customer service
- Sixty-one percent likes personalized messages from businesses
- More than 50 percent are more likely to shop with a business they can message
Messenger Marketing is simply the act of marketing to your customers using a messaging app.
You can build a list by attracting new leads, nurture those leads by sending them content and answering their questions, and ultimately convert those leads into new paying customers.
Conceptually, it’s like Email Marketing works. But in practice, Messenger Marketing works much differently than email. It’s much more conversational— with Messenger Marketing people are looking for a conversation that feels 1-1, where emails from most businesses are one to many. Also unlike email (where open and click-through rates continue to decline year after year).
Why you should be using Messenger Marketing
High Engagement Rates
Compare that to Messenger Marketing—where marketers are currently seeing open rates of 80% or more and click-through rates greater than 30%—and you’ll start to get an idea of the potential of this new marketing medium.
People are much, much more likely to open and click on a messaging app than they are with an email. And that’s good news for any company hoping to engage their leads and prospects online.
Messenger Apps Have Less Friction Than Email
By comparison, think about all the friction that comes from using email.
email comes with the constant threat of spam and viruses. We’re inundated with unwanted email every day, and we all know someone who accidentally downloaded a virus from an innocent-looking email. So, the trust factor with email marketing continues to decline.
Messenger Apps Are More Personal
Just about every other traditional advertising channel—TV, direct mail, email, print, radio, etc.—is a one-way communication. The company is communicating AT you, and there isn’t much you can do to personalize it.
But Messenger Marketing changes that.
With chatbot marketing, the messages you receive can be easily customized based on the links you click as you progress through the message flow. And at any point you can always type a message to the company and get a personal human response.
This makes communication on messaging apps more personal. It’s a two-way street, just like communication should be. And most importantly, this is the kind of communication people are growing to expect from the companies they do business with.
Messenger Apps Are Growing Rapidly
Facebook Messenger Chatbots
The first step in Messenger Marketing is to get some subscribers.
This can be achieved by various methods, from FB advertising to just telling people about your Messenger page and providing them with a URL.
If you compare Messenger Marketing to Email Marketing, this would be the same thing as growing your email list. But unlike Email Marketing (which involves a friction-filled process of requiring someone to opt in), getting new Messenger subscribers is much simpler and easier.
But, whichever way you do it, the initial process has to be to get people to subscribe to your FB Messenger page by normally hitting the GET STARTED button or if they come via an advert, then it’s an automatic process.
That’s it—they don’t have to type out their contact details.
But, remember they can opt out at any time in the future.
Send Messages to Your Subscribers
We then create Chatbot FLOWS that send content to your users automatically, based on the actions they take (clicking on call-to-action buttons, typing in certain keywords, and so on).
But unlike email autoresponders, chatbots allows for logic branching and greater personalization.
Follow up Broadcasts
Once you have completed the initial flows (normally over a 24 hour period) and providing the person has remained a subscriber, you can send one-off broadcasts to your entire list (or to smaller segments of your list) OR set up a sequence of messages OR schedule a broadcast at specific times to a targeted group.
There are three different types of broadcasts you can send on Facebook Messenger, and each type has its own rules and stipulations.
- Subscription Broadcasts
- Promotional Broadcasts
- Follow Up Broadcasts
Macey is our Chatbot
Click on her image and connect to the Venta Messenger Chatbot
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