New School of Marketing

Leveraging Facebook Messenger as a marketing channel for business

August 15, 2023 Bianca McKenzie Season 9 Episode 136
New School of Marketing
Leveraging Facebook Messenger as a marketing channel for business
Show Notes Transcript

I’d like to chat about an underused tool today. Or maybe it isn’t in your business, but I want to chat about Facebook messenger. 


Are you using Facebook messenger for your business? And if you are, how are you using it?


It’s quite a handy tool, but sometimes it feels like just another thing to check right?

But it’s a great way for potential customers to contact your business and have personlised interactions. One of the things that makes it so great is that it’s in real-time and allows people to get immediate feedback. 


So let’s look at how you could use Facebook Messenger in your business.



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Episode 136 - Leveraging Facebook Messenger as a marketing channel for business


Welcome back to the new school of marketing podcast. I’m so grateful to you for tuning in. Before we dive in I would love to pay respect and acknowledgement to the palawa people of lutruwita who are the traditional owners of the land on which my business operates and pay my respect to their elders, past, present and emerging.


How are you? How are things in your world? 

Right now, as I’m recording this podcast it’s a beautiful sunny winters day here on the North West coast of Tasmania. I’m so glad to see some sunshine haha. We’ve had so much rain that the paddocks are one soppy mess. I really want to own a horse one day but I don’t think our paddocks could cope in winter so I’d have to find a different solution.


On the other hand, spring isn’t far off I think. The wattle trees are a burst of yellow and my husband pointed out some pom poms on sticks the other day, which is what we call baby plovers. There are lots of lambs in the paddocks already as well so either the weather is confused or we’re on the verge of spring.


Anyway, let’s chat about business and marketing.


I’d like to chat about an underused tool today. Or maybe it isn’t in your business, but I want to chat about Facebook messenger. 


Are you using Facebook messenger for your business? And if you are, how are you using it?


It’s quite a handy tool, but sometimes it feels like just another thing to check right?


I have to admit that I’m not using it to its full potential in my business. Right now I have an automated message that asks people to send me an email, mostly because I find it quite challenging to check all of the avenues for people to contact me and I’m always worried that I’ve missed something and am letting people down. So I’d rather have them contact me in one place. 


But it’s a great way for potential customers to contact your business and have personlised interactions. One of the things that makes it so great is that it’s in real-time and allows people to get immediate feedback. 


So let’s look at how you could use Facebook Messenger in your business.


  1. Customer service and support


Because it’s so ‘immediate’ it makes a great customer service tool, even if you can’t respond in real time. Your customers can reach out with questions, concerns or issues that you can respond to in real time or with automated messages. Getting an immediate response makes a brand experience better for customers. You can use chatbots to answer common questions so that people get answers even when you’re not there to support them. 


  1. Personalised marketing campaigns


One of my favourite ways to use Messenger is for marketing. You can send tailored messages, promotions and recommendations to your customers. Of course you need to have permission from them to do this, but this level of personalisation really helps improve customer engagement and conversion rates.


  1. Nurturing


You can set up drip campaigns and sequences in messenger to nurture leads or guide customers through a specific journey. For example, you can send a series of messages to introduce a new product or service, share content you’ve created or onboard new customers. 


  1. Get interactive


People love it when they get to participate. With Messenger you can send quizzes, surveys and polls which helps with engagement and your customers or leads feel like they’re participating in the conversation. It’s a great way to get insights about your audience’s preferences and needs.


  1. Lead generation


You can also use Messenger in your Facebook and Instagram ads. So from your ads you can get people to start a messenger conversation which allows you to collect contact information, qualify leads and start a conversation. I’ve used this type of ad recently for a service provider and her messenger conversations were highly qualified leads who really wanted a personalised approach and to have a conversation without picking up the phone. 


  1. Abandoned cart recovery


For ecommerce stores it could be an additional way to recover abandoned carts. You can send reminders and offers to potential customers who left items in their cart. 


  1. Feedback


Just like it’s a great way to provide customer service, it’s also a great way to gather feedback. You can send a message after they have purchased and get feedback on their satisfaction levels or anything you could improve on. If you’re a service provider you can have direct conversations with your customers and get testimonials or ‘quick wins’ that you could use as social proof. 


  1. Re-engagement


Messenger can help you re-engage people who haven’t interacted with your brand for a while. You can send them personalised messages or offers to reconnect. Messenger often feels more personalised than an email. 


One thing to remember is that you need to get consent from people before you send them marketing messages. It’s the same as with email, you can’t just start sending marketing messages to anyone. 


Messenger can be a great way to build strong relationships with customers and potential customers. It allows you to have real-time conversations, enhance customer loyalty and have a more personalised experience for your customers. 


Even with chatbots it’s often a great user experience for customers as they feel heard and are getting a response. Using messenger marketing helps build a stronger brand, one that shows they care about their customers. 


Outro


Thanks for joining me on this episode of the New School of Marketing podcast, I hope this episode was helpful and I can’t wait to share more marketing tips with you next week. 


If you’re ready to take your business to the next level with Facebook and Instagram advertising, make sure you visit www.newschoolofmarketing.com to download practical free resources, plus subscribe to the podcast and never miss an episode. I can’t wait to go on this journey with you. Until next time, take care and market your business every day.