Two new ways for Brands to harness the power of Facebook Messenger
Brands already harnessing Messenger to engage with their audience should take note; Facebook has introduced advertising within Messenger with phenomenal ROI results. Here at Falkon, we’re sure that early adopters of this new advertising avenue are likely to reap the best benefits. Brands who are yet to use Messenger to as a customer service channel are most definitely missing out.
Why Facebook Messenger should be part of your digital strategy.
According to Facebook – 56% of people would rather use an instant message service than call customer services with a strong preference towards shopping with a business using such technology over those that don’t. Consumers are reportedly expecting to message businesses more frequently over the next couple of years.
More and more people are using instant messenger services in general, with Facebook messenger having well over 1.2 billion users. It makes sense, therefore, for brands to communicate in the way their existing and future consumers are the most receptive to. Younger users especially have a preference towards using such tools to chat with their friends, over and above voice calls.
It’s easy to see why. Call centres are expensive and people hate them. Calling a brand’s ‘customer service’ phone line often involves a lengthy wait, a painfully long automated message. (Often encouraging the caller to look at the website for answers). Then a frustrating conversation with a call handler. Who often seems to be the least informed person in the whole company. Added to this, a telephone conversation commands the caller’s full attention for the duration of the exchange, it’s a recipe for frustration in a world where people like to multitask.
Compare this to a Messenger conversation. A single agent can handle multiple chats simultaneously and A.I. chatbots are increasingly able to satisfactorily handle user queries (transferring to a human only where necessary.
Messenger is a great tool for helping overcome barriers to purchase. Most of the questions people might have about a product or service can be answered fairly quickly, which may well result in a sale. However, in a busy environment, where people increasingly demand instant information they may not have the time or inclination to research the answer via your website ‘FAQ’ section or query via email and wait for a response. If they’re asking the question right at the point they’re about to buy, failure to get an answer may well stop a conversion.
Two powerful ways to incorporate the effectiveness of Facebook Ad’s, with the urgency of Messenger
Facebook advertising has been and continues to be phenomenally successful. However, Facebook newsfeed advertising is almost at saturation point. – This being the point where users are starting to become annoyed with the number of ads they’re seeing. There’s been a suggestion that, in order to preserve a positive user experience, there’s a limit to the volume of adverts which will be displayed.
With the idea of finding more effective ways for brands to get their message seen by consumers, Facebook has introduced two new ways to use messenger as a tool to serve ads to users.
Facebook messenger as an Ad destination
This first type of messenger advertising appears in the newsfeed in the same way as a regular advertisement, but when the ad is clicked, it’ll open as a messenger conversation with a button to start a chat, rather than taking the user to a Brand’s Facebook page or website. This is neither spammy or intrusive as the conversation is initiated by the user every time. Messenger destination ads can be targeted in the same way as any regular Facebook advertising.
Messenger Ad placement
Once a particular user or group over users have engaged in a conversation with your brand, you can initiate a conversation with them in the same as a message from any of their regular contacts. This will appear as a push notification and users have to open them to check the content (we’ve heard reports indicating open rates of over 80%, which by far exceeds traditional email marketing). As already stated, placement ads can only be targeted at people who’ve messaged your page before and charging is based on delivery, two ways to preserve a positive user experience by preventing spam.
I need this now – Can you set it up?
At Falkon, we’re always on the lookout for the latest ways to help our clients get ahead in an increasingly crowded online market. We’re really excited by the possibilities offered by Facebook’s new Messenger Ad’s and if you’d like to steal the edge from your competition, speak to us about how we can make Facebook Messenger work for you.