When you think of Facebook Messenger, you would be forgiven if you just thought that it was a handy way to message your friends and family rather than the next great marketing platform. However, with over 1.18 billion active users and over 1 billion messages exchanged daily, it may be time to reconsider this view.
There are two types of messenger advertisements that you should know about. Firstly, use social media to drive contacts to your messenger platforms and ensure that your customers are aware of how to contact you. Secondly, you can send messages through messenger to your customers and target audience. Whilst this method is usually most effective when used to contact people that have messaged you previously, it does have some huge advantages.
Much more conversational
One of the main reasons why messenger marketing is proving to be so successful is that messaging apps feel a lot more personal than traditional marketing methods. Using messenger feels much more conversational and creates the illusion that you are marketing directly to you customers. Messages can be customised easily based on the links that customers click and personalised responses can also be sent with minimum effort.
Better user experience
It is argued that messenger marketing has a better user experience than email marketing for several reasons. The first being that the messages are less work to open as with Facebook Messenger in particular you do not have to leave your current page which means less loading time. Linking to this it is also much easier to engage with a message through messaging apps than email. Messaging apps are designed to be a chat platform and so they are designed with ease of communication in mind.
The second reason is that there is no email verification process for your customers, making conversation between them and your brand incredibly easy. Finally, messenger marketing has a lot less spam than email. Email is the most widely used marketing platform and so consumers are bombarded with emails on a daily basis.
More marketer friendly than texts
Messenger marketing allows Marketers to be much more creative than SMS marketing, in fact it’s almost the same as sending out an email campaign. You can include calls to action which aren’t available through text messaging platforms, which can help to drive traffic to your site. Marketers should treat their chatbots like content marketing, selling shouldn’t be your primary objective but you can use these messages to send users to your website. This means that you can get much more creative with your campaigns.
Higher open rates
The average email open rate is between 5.9% and 18.9% whereas the average open rage on messenger is 80%. Whilst this is probably due to the personalised feel and improved user experience, it is definitely a statistic to bear in mind.
Higher click-through rates
Click through rates are also higher through messaging apps. Emails have an average click-through rate of 0.4% – 2.1% whereas messenger has an average open rate of 30%. This is a great advantage to marketers as you can create messages based around custom links helping with split testing and promoting specific elements of your business.
With messenger marketing, selling shouldn’t be your primary objective, it should be about creating a relationship with your users and bringing them to your website.
At Gro we are experts in both email and messenger marketing, so contact our team for more information on 01482 333833.