The year 2020 propelled the use of Facebook Messenger among social media users. Today, 1.3 billion people use Facebook Messenger all over the world. A digital marketing speaker Hong Kong has noted that Messenger has everything you need to feel closer to your favorite people and the world. It powers conversation on Facebook, Instagram, and Portal with Oculus integration soon to come. Through it, family and friends can watch TV and videos together through video chats. You can also launch both audio and chat rooms of up to 50 participants. Facebook Messenger also allows its users to express themselves via AR effects, emojis, stickers, and themed content. It lets conversation show with utmost security. So how can you grow your business through messaging? Here are some tips.
Facebook’s family of apps houses 3 messaging features. These are Instagram Direct, Messenger, and WhatsApp. Recently, the platform allows integration of these 3 apps into one API. This makes it easier for brands and businesses to manage the messages they have received and puts them in priority. According to a social media agency Hong Kong, around 66% of consumers online use Facebook’s messaging apps to connect with brands and businesses. This year, people are more eager to connect via messaging with brands and businesses. This gives marketers a chance to move customers into action. Below are best practices on how to grow your business through messaging.
Make It Easy for Customers to Get in Touch
Most brands and businesses received an overwhelming number of messages on Messenger, Instagram Direct, and WhatsApp. Managing these messages is somewhat challenging, stressful, and time-consuming. There are several ways to make it easy for customers to get in touch. A 24/7 chatbot can serve as a customer service agent answering frequently asked questions and directing people to the best person or team that can answer his or her query. Such automation can be integrated through Inbox in Facebook Business Suite. This Facebook business tool offers Automated Responses, Labels, and Saved Replies. It can help brands and businesses manage to message in an organized way and save time interacting in both Messenger and IG Direct. For WhatsApp brands and businesses, the WhatsApp Business app allows automated greetings, FAQ shortcuts, and instant customer replies when you are not available.
Another way to make it easier for customers to get in touch is by adding a “Send Message” button on a Facebook or Instagram profile or post. Customers tapping into such features will be directed to Messenger or IG Direct ads and shops. These allow customers to browse product details and send direct queries about them. Last, setting up QR codes via Facebook Chat Plugin on a business website also makes it easier for customers to reach brands and businesses the moment they need them. All these features and tools are clear innovations for the Facebook team to boost eCommerce.
Drive Discovery and Consideration Through Conversation
Grow your business through messaging by combining the power of Facebook advertising and messaging apps to drive 1-on-1 conversation. Modern consumers prefer shopping on brands and businesses that reply to them quickly. They love brands and businesses that they can message anytime to address their concerns. Recent reports showed that 1/3 of consumers who use messaging apps and are contacted by businesses during the buying experiences are most likely to convert into sales.
Facebook Messenger, Instagram Direct, and WhatsApp also make it easier for brands and businesses to find the right customers for their products and services. Ads with the click to button to Messenger, IG Direct, or WhatsApp continue the conversation beyond a customer’s initial query. To drive quality leads, Facebook’s Lead Generation in Messenger allows brands and businesses to drive quality leads at scale. It helps them quickly and seamlessly follow up leads in just one channel. On the other hand, WhatsApp business tools make the buying transaction easier for customers via WhatsApp’s Catalog and Cart. Through these features, brands and businesses can:
- Add and remove products or services on a digital shop.
- Set prices for each product or service.
- Share items with customers in just a few taps.
Grow Sales and Repeat Customers
One great feature of Facebook’s messaging apps is the ability to retarget customers. Brands and businesses can reconnect with previously engaged audiences through click-to-ads. These types of ads direct them to Messenger, IG Direct, or WhatsApp. To do this, one must create a custom audience of people who have previously had an engagement with a brand or business. These are people who have commented, downloaded, liked, saved, or shared a post. After creating a custom audience, they can now start retargeting these audiences based on their activities, demographics, interests, and preferences.
THE BOTTOM LINE
Communication is very essential for brands and businesses marketing in Facebook, Instagram, and WhatsApp. Modern consumers want to build confidence first before anything else. Big or small, they should find ways to boost awareness, conversion, discovery, and engagement even through messaging apps.