E-mail open rates continue to plummet. Most business owners see less than 20% open rates with their e-mails, and less than 3% who open actually click the links in those e-mails. In contrast, Facebook Messenger Marketing open rates are as high 98% with click thru rates at a strong 85%.
Facebook Messenger ads became available in November 2016 and the app’s popularity and convenience quickly made it digital marketers’ new marketing channel.
More than one billion people communicate via Facebook Messenger. Because that’s where people are having conversations with friends, family, colleagues, or whomever, you need to connect with your customers via Facebook Messenger, too.
Will Facebook Messenger replace email?
Email will likely always be a powerful tool for marketers, certainly for the next five years. However, Facebook Messenger isn’t necessarily a replacement but is the mode of communication most similar to email.
In some aspects, Messenger is better than email, because: 1. The open rate and consumption are much higher 2. People tend to respond instantaneously on Messenger, whereas people don’t feel compelled to respond to emails right away.
But how businesses can benefit from integrating Facebook Messenger features into their marketing?
First, Let’s discuss two types of Facebook Messenger ads:
1. Destination Ad: It’s called destination ad because when you set it up, you choose Facebook Messenger as the destination (as opposed to your website).
Like a regular ad, a destination ad appears in the news feed and can display a video, carousel, or image. When someone clicks the ad, a message to your Facebook page opens in Facebook Messenger and you can begin a conversation.
you can target anyone with destination ads, such as your custom audiences and interests. The opportunities are endless.
FACEBOOK ADVERTISING SECRETS!
2. Sponsored Message: Which is more like an email. When you send someone a sponsored message, it appears in their Facebook Messenger inbox.
Facebook limits your audience for sponsored messages so Facebook Messenger doesn’t become full of spam. You can send sponsored messages only to people who have messaged your page in the past. Also, people can unsubscribe from your sponsored messages.
Our first four tests of sponsored messages had open rates of more than 80%. Email might have a 10% to 15% open rate. The sponsored message open rates show how many people are using Facebook Messenger and how quickly they’re reacting.
Two Important Application
There are two possibly strong cases for Facebook Messenger:
- To build your connections via Facebook Messenger: It is like building your email subscriber list. However, instead of sending people who click your ad to a page on your company’s website where they enter their email address, your destination ad starts a conversation in Facebook Messenger.
It is important that you deliver something of value or otherwise help your audience. For example, you might answer a question that’s important to your customer or share a document such as an industry report. That report is the basis for continuing the conversation. You might follow-up by asking whether the recipient has any questions about the report.
- To drive sales conversations: In this example, your ad targets customers who are further along in the customer journey, such as people who visit your sales page but not the thank-you page that people see after making a purchase. After you create a Facebook custom audience of this group, you can show them an ad that says, “I noticed you didn’t buy X. If you have questions we can answer, click here to talk to one of our specialists.”
When you use destination ads to start sales conversations, it’s helpful to start the conversation deeper into the customer journey, because you want to provide a good customer experience.
Most businesses aren’t able to handle half a million Facebook Messenger conversations, but you can manage fewer conversations with people who are closer to making a purchase.
To your online success,
Robert Dokhani
PS. Get Instantly Connected with 10+ Targeted Prospects Per Day Who Want to Know About Your Business
PPS. Did you order your FREE COPY OF DotCom Secrets Book yet?
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I have an active twitter topic on Facebook messenger being used inappropriately — with dis-reputable firms, organizations, and in one case involvement a governmental authority. These are cross over to @Facebook on twitter because even on the Facebook account interface, the blocking of messaging detail was used inappropriately against me. However, once I labeled the meme key as #FacebookBlockFeatureUsedToDivideNationsTrust did they reopen their own Facebook messenger channel once more. This notion that a company can block out the truth of matters by ignoring emails, and blocking their Facebook channels, against someone reporting truth of circumstances that their company may be involved in, is outrageous.
Twitter Search [ @Gruwup @Facebook ]
That feature is being abused.
In the Meme Article 4.02 on Techno-realism,
This is quoted:
“While governments should respect the rules and customs that have arisen in cyberspace, and should not stifle this new world with inefficient regulation or censorship, it is foolish to say that the public has no sovereignty over what an errant citizen or fraudulent corporation does online.”