Why Messenger will become your most successful marketing channel


Growing a personal shopping service through Facebook Ads from zero to a multi million-euro revenue figure taught me a few things. The story went as follows:

In 2013 our early growth traffic predominantly came from Desktop. The rise of mobile was clear, yet we were fine with a responsive design and able to grow our first customer base through desktop devices. Our customer acquisition costs were awesome!

In 2014 we slowly introduced a mobile first design philosophy and started moving our Facebook Ad spent to mobile. The challenge completely shifted and our customer acquisition cost started increasing. To compensate we focused on optimising our retargeting approach and adopted other paid channels. We were catching up.

In the years that would follow we tried it all. More ad formats, more channels, more marketing funnels. Mobile devices started dominating our traffic and drastically turned up our customer acquisition cost. To get a new customer we simply needed to serve more impressions due to message saturation and higher drop-off rates. We started investing in better tools to guide users through our marketing funnel and doubled down on our brand building.

As a result, we build a huge database with prospects that over time no longer can be effectively reached. I often see other companies experiencing similar challenges. From all prospects that end up creating an account with you, my general experience is that only 20% end up making a purchase. If only you could better nurture your prospects from the beginning…..🤔🤔🤔

Well, now you can! The consumer equivalent of B2B email nurturing is called Messenger Marketing. Here’s why I’m a big fan:

1/ Messaging apps and notifications shaped our mobile behaviour. Now advertisers can also be part of the conversation!

The average consumers open their mobile phone 150 times per day. Our attention span is limited and I predict this will only get worse as we gain the ability to communicate over more devices in more ways with more people. If your website takes over 4 seconds to load you lost me. And I am not alone in this, Kissmetrics looked into the impact of loading times and found that 40% of people abandon a website that takes more than 3 seconds to load. When you lose prospects they may never come back!

Source: Facebook Insights & Kissmetrics

Well, you can upload a custom audience and retarget the hack out of people. While the retargeting audiences might show great conversion results, you can end up with a high customer acquisition cost when attributing all expenses appropriately.

Now lets look at the alternative 💡

With 1 click you can open a thread in Messenger and start guiding the prospect through their purchase consideration by explaining your proposition. You have an open thread that the prospect can return whenever it suits him/her and as an advertiser you can retarget the prospect for free within Facebook’s 24+1 policy.

One click and you claimed a spot in the Messenger inbox. Messaging apps are the most popular among all app categories. You are right where you need to be when considering time spent.

App Annie Research, 2015

“Facebook Messaging Survey” by Nielsen, Mar 2016.

More importantly, prospects can opt-in to learn more, signup and purchase through Messenger. This opt-in grants marketers the permission to re-engage a prospect in case of drop-off with a predefined set of rules. Given people’s asynchronous communication style on messaging apps, marketers should find ways to align with consumer behaviour.

Such an ability to pro-actively communicate 1:1 with consumers is unique and a real game changer that heavily relies on gaining consumers’ trust. This clearly means to be hyper relevant with your content and to avoid spam at all times! After all, you are one tap away from being muted or reported to Facebook.

2/ Any prospect that engages your chatbot on Messenger instantly becomes a subscriber that you can activate at a later point.

Every time a prospect engages with your chatbot on Messenger you have the opportunity to re-engage within Facebook’s 24+1 policy. Lets assume a segment of your prospects complete the purchase. You now have the option to up-sell within 24 hours and activate the customer months later with a new product offering. Compared to average email open rates of 30%, Messenger bots have open rates of 80–90%. While such figures may decline over time, this clearly shows the current potential.

As you enter the private space of a consumer, I expect the Messenger inbox to mature over time. This will likely mean that consumers can more easily identify commercial messaging compared to messages from friends. Whatsapp seems to have implemented this feature already through specific colours for specific type of messages. However, for Messenger, all received messages still look the same.

Because of this, marketers need to become more relevant than ever and work with great copywriters to achieve long-term succes.

3/ Marketers can facilitate instant transactions through native payment dialogues and integrations with backend systems to fulfil orders.

Facebook’s dynamic product Ads allow you to remarket products that prospects visited on your website. Rather than sending prospects back to your website, you can let prospects enter a personalised storefront in Messenger based on their initial interest. Utilising chatbots and dynamic content you can fill up your storefront with viewed products and provide further info about key features, availability, delivery time etc.

More importantly prospects are able to buy now with 2 taps, one to open a native payment dialogue and another to complete the transaction. The purchase intent was already established, now you just take away any doubts and make it easier for customers to buy from you.

Facebook Payments

If customer service needs to help close the sale, then why not stimulate such activity? You might otherwise lose the sale.

As with any app you can now be identified and use your address & payment method for future purchases in Messenger. The good news for new customers is that they don’t have to create an account. While the same counts for your existing customers, you can incentivise them to link their account with their Messenger profile. After all, this can help them get better serviced by your personnel.

Have you started experimenting with Messenger bots? Stay tuned for a How To Series that explains step by step how to build your campaigns.

Want to skip the line and get started now? Just ping me: asbjorn@maxwell.ai me for a free trial of our Messenger marketing tool.

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