Messaging has become a multi-purpose tool. It’s proactive, instead of reactive. And there’s no greater example than Facebook Messenger. Research shows that the use of Facebook Messenger has been on the rise and this trend is not about to end any time soon. Facebook owns 45% of advertising space while Google owns 54% thus leaving 1% to the rest of the players. Therefore it is vital that you use all aspect available to reach and grow your audience.
Here are just but a few figures that you should take a look at:
2 Billion messages are exchanges both automated and people-initiated.
73% of customers prefer messaging over email or phone support.
53% of people are more likely to shop with a business they can message directly.
56% would rather message than call customer service.
Facebook Messenger messages receive 15 times more engagement.
With the Messenger platform 2.2, the numbers are set to rise as this version helps businesses reach their audience directly thus making the communication feel personal. The latest Messenger(2.2)has customer chat features for businesses and has improved on the previous engagement tools.
If you haven’t turned on messaging for your page, this is how you do it:
How to turn on Messenger for your page:
1. Go to your page.
2. Click on settings
3. Look for General
4. Scroll to messages and click on ‘Edit’.
5. Check on the box next to these words (Allow people to contact my page privately by showing the message button).
6. Click on save changes.
How to set up instant replies
1. Go to your Facebook page.
2. Click on Settings.
3. Go to messaging which is on the left column.
4. Under Response Assistant, toggle the bar to Yes for Send Instant. (It replies to anyone who messages your page).
5. Click on save changes.
Benefits of using Messenger:
It is the ideal platform for Business to Customer (B2C) communications.
Based on the numbers stated above, this is a no-brainer. There are currently 65million active businesses globally and Facebook has over 1.3Billion users. Messenger makes it easier for businesses to reach their audience as people use the platform to communicate with their family and friends and thus hard for your audience to miss your message.
Integration of Messenger with a company’s website.
This is possible when you install the customer chat plugin(in closed beta) in your website.
When a customer starts a conversation in your website, they will be presented with the same sort of messenger interface which will enable the message to be saved after they leave. And the vice verse is also true where you will be able to carry conversational threads to your webiste.
Messenger has automated everything from customer service to product recommendation. Thinking about sending messages to your audience? Worry not, messenger has a feature that allows you to broadcast messages to a group of consumers. The catch being, the customer needs to have initiated the conversation first. Messenger has payment features which enables the selling of goods and services. In Asia, business use messenger to make their clients book movie tickets and play lottery shops.
You and I know that the rise and use of artificial intelligence and bots will be in every stream of marketing and advertising. Facebook uses its virtual Assistant, M, and it’s the most used bot by businesses. You can also opt to develop and customize your own bot depending on the type of business and services you offer.
The bots offer real time conversations and deals with issues with purchase. Can be used for confirming booking details, shipping information and recommend related products.
The bots also understand natural languages which makes the communication easier.
Local awareness ads
This is a type of ad that allows you to target people with specific distance from your business. If you are looking to increase foot traffic to your store or raise local awareness about your business, this would be the ideal ad campaign for you. With the use of a Call-To-Action button, this encourages lead prospects to actually reach out and find out more.
Messenger for most business is an underutilized asset despite its potential to move your business from point A to B. With the above information, you get to see why it’s important to use it more often. If you have any more points to share, feel free to do so in the comment section.
Thank you for your time!
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