Facebook Messenger – How businesses should use to attract customers?

Facebook Messenger is one of the most important messaging apps brands used to connect with customers around the world. Every month, businesses exchange over 20 billion messages with users on Messenger. Texting is now people’s preferred way to chat with a business when consulting, and they need customer care. About 64% of people in age groups say they prefer to text the business rather than calling or emailing.

But messaging apps are more than just tools. Many businesses use Facebook Messenger Marketing to drive results throughout the customer journey – from increased awareness to guaranteed sales. In this article, we will cover how to use Facebook Messenger for all your business needs, while also offering some of the best tips for your next Facebook Messenger marketing campaign.

Read more: 10 of the Best Social Media Marketing Tools!

1. Benefits of using Facebook Messenger for businesses
1) Provide quality customer service

Customers on digital platforms want your business online and can help them. In a global survey conducted by Facebook, over 70% of respondents said they expect to text businesses about customer service.

About how people use Facebook Messenger, according to a Facebook research poll: More than 81% of respondents text businesses to inquire about products or services. About 75% of respondents text businesses for support about the products or services they offer. Over 74% of respondents text a business to shop online.

2) Build trust in the brand

This is a simple and obvious benefit when businesses use Facebook Messenger. If businesses are always open to dialogue and answer questions from customers, it will be easier for businesses to trust customers. In a Facebook poll, most people who text businesses say it helps them feel more brand trust. Even with some customers, just being able to text the business is enough to trust and buy.

Imagine you are about to do a big deal. If you had to choose between one company with SMS customer support and another that didn’t, which company would you choose? Once customers text businesses, using messaging tools becomes their primary way of contacting sellers.

3) Create quality leads

When someone contacts the business on Facebook Messenger, that allows your business to follow up and take care of its customers. Each exchanged message is an opportunity to learn valuable information about customers, helping to build long-term relationships. Once the business has responded to the first message, you will probably want to contact this customer again. For example, businesses can track to offer special offers to customers, expect demand, recommend new products or services that might be suitable, etc.

4) Increase customer buying intent

When customers can message businesses, businesses will gain customer trust, and trust makes it easier for customers to shop. In a Facebook poll, 65% of respondents said they were more likely to shop with a business they could reach via chat.

Sometimes, people only have one more question to buy. By using Facebook Messenger to simplify the exchange of questions and answers, you can help customers make shopping decisions and take them deeper into the marketing funnel. It is a solution that benefits both sides.

5) Great for chatting on private topics

Facebook Messenger is a great channel to keep chats private. Maybe customers will have questions they don’t want to ask openly in comments about a sensitive topic, or a negative experience of the business’s product needs to be addressed privately. With Facebook Messenger, businesses should take the time to chat with customers face to face, showing them you value your customers’ problems and care about their needs.

Read more: Benefits of Advertising on Social Media

2. How to set up Facebook Messenger for business
1) Make sure that Messenger is enabled

Facebook Messenger will be enabled automatically when you create a business page. For a closer examination, you can:

  • Go to the General Settings page.
  • Next to Messages, make sure “Everyone can contact My Site separately”.
  • Turn on Messenger in General Settings
  • Create a Facebook Messenger username and link

Your business Facebook Messenger link will look like an m.me/ in front of your page’s username. To find the link, go to the Messages tab in General Settings. Add this link to your social media bio, website, email signature, or anywhere you want so that customers can contact the business with ease.

2) Add the Send message button to your page

Next, businesses will want to add a button to their page with a call to action “Send a message”. To add a Send Message button to your Facebook page:

  • Click the + Add button (+ Add a Button) below your cover photo. If the picture already has a button, you can click the Edit button to make changes.
  • Select Contact You, then click Next.
  • In Step 2, select Messenger, then click Finish.
  • Write a welcome message

A greeting on Facebook Messenger is a customizable message customer receive when they open the messaging with the business section. This greeting will appear before they send the first message.

3) How to write greetings on Facebook Messenger:
  • Go to General Settings on your page and select Messaging.
  • Scroll down and turn on Show a Messenger Greeting.
  • To edit the greeting, click Change.
  • Select Add Personalization.

This way, your greetings include elements like your customer name, your Facebook page link, your website, or your business phone number.

When you’re finished, tap Save.

4) Set up Quick Response

You can use Instant Reply to create an automatic first response to new messages. This message can inform about a timeframe to respond to the message or to thank the customer for contacting.

How to set up Instant Reply on Facebook Messenger:

  • Go to General Settings on your page and select Messaging.
  • Scroll down and select Set up automated responses.
  • Click Instant Reply.
  • Press edit to customize your message.

Make sure Messenger is marked under Platforms. You can also choose Instagram to use Quick Responses there.

Note: Quick responses are not counted in the response time on your page.

5) Create answers to frequently asked questions

These answers can help businesses answer common questions more easily and quickly.

How to create answers to frequently asked questions on Facebook Messenger:

  • Select Inbox at the top of your page.
  • In the sidebar of the left menu, select Automated responses.
  • Click Frequently asked questions.
  • Select Edit.

Add a question and then fill in your answer. Enterprises can choose Add image to include a logo or image of your choice. You can also add a call-to-action button, such as “Learn more” or “Buy now”.

Select Add Personalization to add details like your customer name, admin name, link to your Facebook page or website, or phone number. Save your answer.

3. Marketing Tips with Facebook Messenger
1) Create a Facebook Messenger plan

There are many ways to use Facebook Messenger for business. However, that doesn’t mean the business has to use all the options. Before you get started, check your business’s resources (human, financial). Keep these in mind when creating your Facebook Messenger plan.

Enterprises should consider the following issues to create a Facebook Messenger plan:

  • Who will reply to the message? Will the responses are automated or a combination of the two?
  • When is the response time that business targets?
  • How does Facebook Messenger fit into the Social Media Marketing plan of the business?
  • How do businesses want to use Facebook Messenger in the customer journey?
  • Do you have a budget for using the paid Facebook Messenger Marketing options?
  • Is business necessary to build customer experience? Will the business use internal human resources or a third party?

With these questions answered, assigning roles and managing Facebook Messenger will be easier.

2) Identify brand voice

If your brand is on social media, chances are you’ve identified your brand’s tone. However, Facebook Messenger should also contribute to reinforcing the voice and style of the brand.

As a chat platform, Facebook Messenger gives brands a place to chat with customers in a more personal and friendly way. But, you shouldn’t break the rules while chatting or become unprofessional. In a survey conducted by Facebook, three out of four respondents said “standard” rules when branding was needed.

When texting customers, brands should have an optimistic, positive, and inclusive tone. Customers can misinterpret so brands should avoid too much sarcasm or make some jokes online. The answers should be short but contain all the information. In particular, the brand should not over send, make sure not to use abbreviations, slang words that customers of all ages can understand.

3) Personalize the user experience

Personalizing your user experience can help your customers see you value them. Small things, like using customer names when texting can make a big difference. In a Facebook survey conducted on eight global markets, 91% of consumers said they were more likely to shop with brands that recognized, remembered them, and shared related information and offers to them.

The first time someone contacts Facebook Messenger, see basic info like their location and local time. This can be helpful when someone asks about opening hours or places. Use the details you have on hand to come up with the best answer.

After a chat, save relevant notes like customer concerns, ordering options, addresses, or other details that may be helpful for future chats. This may take extra time, but if your business cares about it, your brand can make a difference.

4) Use Facebook Messenger Ads

Another way to provoke a conversation on Facebook Messenger is to use ads. Messenger ads come in a variety of locations and formats:

Click-to-text ads: These are sponsored posts with a call-to-action button to send messages. They can appear across the entire Facebook application pool like Facebook, Messenger, etc. When someone clicks on the ad, the ad opens a brand chat on Messenger.

Messenger ads: These ads are placed in Messenger inboxes between chats. When the user clicks on the ad, the user will see a full ad with a customizable call-to-action button like “Buy Now”.

Ads on Messenger Story: These ads appear in Messenger inbox, between stories of users’ friends. User can click and view the story on a full screen on the mobile device.

Sponsored messages: Sponsored messages arrive in the inboxes of people you chat with before. This is a great way to re-engage with customers after the 24-hours has passed with special offers.

5) Create Facebook Messenger Chatbot

If your business doesn’t have a lot of time and resources, chatbots can help you answer customer questions for you. Some brands give their chatbots a personality. For example, WestJet has created an automated assistant named Juliet to handle messages. By adding a name and a personality to the bot, the business gained 24% more positive love from its customers.

Read more: 5 Effective Brand Building Strategies to Attract Customers

The chatbot can also be used for the Marketing experience on Facebook Messenger. On holidays, Lego created Ralph the Gift Bot to help customers make shopping decisions. Click-to-Messenger Ads are used to promote Ralph in targeted regions. When clicked, Ralph asks questions about who you buy for and offers a suggestion. Ralph earns an advertising ROI of 3.4 times higher than ads linked to the Lego website.

Conclusion:

Understanding how to use Facebook Messenger to better support customers and impress potential customers is vitally important for every digital marketer to know. However, Facebook Messenger is only a tiny part of the vast digital marketing world.

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