Facebook Messenger is quickly becoming a widely used marketing tactic. It’s easy to see why—80% open rates, 60% clickthrough rates, and sky-high conversion rates.
Who doesn’t want results like that?
I’m going to show you the exact features that marketers are using to get those results.
Here are four specific Facebook Messenger features you must try:
Comment guard is a bot that you set up on your organic Facebook posts. When someone comments on the post, they will automatically receive a Facebook message from you.
You can think of it as a Facebook post autoresponder.
You can experience a comment guard in action by clicking on this link.
No offense taken if you don’t want to become my next lead (mwahaha!), so I’ll show it to you in screenshots.
Here is the Facebook post.
As soon as someone comments, they receive a Facebook Messenger message from a Facebook chatbot.
The person has not become a lead yet! The lead loop is closed only when they reply to the chatbot.
Once they reply, they’re a solid lead. You have all their information and permission to send them messages.
There are three reasons that savvy marketers love comment guard.
Remember, your goal with comment guards is engagement.
Here are some ways that you can create an organic post with insane levels of engagement.
Here are a few more tricks you can use to get more leverage from your Facebook comment guards.
Chat blasting is simple: It’s sending a Messenger chat to everyone on your list.
Chat blasting is a lot like email blasting (except better).
Why? It’s as obvious: 70-80% open rates in sixty minutes!
Compare that to email marketing—5% open rates—and incorporating Facebook Chat blasts into your marketing strategy is a no-brainer.
Before you can use chat blasting, you have to get in Facebook’s good graces by applying for subscription messaging.
Don’t worry. This is easier than it sounds.
From your Facebook page, go to Settings → Messenger Platform, then scroll down to “Advanced Messaging Features.” Click on “Request.”
The submissions are handled manually, so the review process can take from a few days to over a week.
The main thing to keep in mind here is that you can’t send promotional content.
It might be tempting to blast your list with a “BUY MAGIC UNICORN ICE CREAM NOW! CLICK HERE!!!”
That’s not going to work here.
Facebook requires you to confirm this statement: “I confirm this Page won’t use subscription messaging to send advertisements or promotional messages and will follow Messenger policies and Facebook community standards.”
Keep in mind that anyone who receives a blast must first opt-in. Your goal is to make their opt-in smooth, simple, and delightful.
Using chat blasting is a powerful way to do the following:
As you gain experience with chat blasting you’ll want to dig into your data to see what works and what doesn’t.
A click to messenger ad is a Facebook ad where the conversion action is “Send Message.” Instead of clicking on an offer or learning more, the user sends you a message in Facebook messenger.
Here’s what a normal Messenger ad might look like. (I know, normal people don’t use vomiting unicorn pictures. Not sure why.)
Notice how this ad “opens in messenger” and the button says “Send Message.”
If you think about it, Messenger ads convert at 100%. Anyone who messages you is part of your contact list. You have their name, email, phone, photo, likes/dislikes—everything.
Messenger ads are also ridiculously cheap compared to conventional Facebook ads.
When MobileMonkey started testing Messenger ads, we slashed the cost of our leads from $150 to only $5—a savings of 96%!
A lot of marketers would look at the number and think, “Pshaw, that’s impossible.” Well, clearly those marketers underestimate the power of Facebook Messenger marketing.
When someone converts on your Messenger ad, the magic happens. Your Facebook chatbot takes over, coaxing the target down the funnel of your choice.
The user becomes part of an interactive dialogue with you or the chatbot.
This type of interaction is enormously more compelling than a simple offer on a landing page. Plus, you can set up the bot so that users can choose to talk to a real person at any time.
Based on my experience, Messenger ads have the biggest potential in marketing today. Sure, a few lone marketers are using them, but Facebook feeds aren’t yet crowded with them.
As an example, I just spent a few minutes of my life mindlessly scrolling through Facebook. Except I was counting ads.
Out of the 20 ads that I saw, none of them were Facebook Messenger ads. There were plenty of “Learn More” and “Download,” but zero Messenger ads.
This is notable because I’m a target for ads that deal with marketing tactics and products. Ironically, one of the ads was for a Messenger chatbot app, and it was “Learn More” instead of “Send Message.”
My point is this: Use Facebook Messenger ads.
A chat widget is a button on your website that allows visitors to message you.
You’ve probably seen these before.
Clicking the “Continue as [name]” button starts a chatbot messenger sequence.
Once that simple click or tap takes place, you’ve scored a valuable lead.
Have you heard the stats about live chat? According to some reports, using live chat on your website can increase your leads by 40%.
That sounds great.
Until you realize the downsides:
Messenger chat widgets destroy all of these downsides.
Here are some tips for optimizing your Messenger chat widget.
Right now, it’s these four tactics that are taking the marketing world by storm. For my company, they are the top 1-3% tactics that are delivering the most outstanding results.
When you look beyond the tactical stuff, each of these features has a core theme—interactivity.
We’re in the sunset days of megaphone marketing. You can’t just broadcast messages to your customers and expect them to buy.
People want an engaging, immersive, and interactive experience. Messenger marketing is the answer.
By trying these four Facebook Messenger features, you’ll be performing one of the most persuasive methods of marketing available today.
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