Facebook Messenger Advertising Tips

Relationship building is key to a successful business, but it can be challenging in the digital age. Instead of greeting customers who come into your business in person, asking them how you can help, and walking them through browsing or a sale, you have to make those connections over an internet connection.

A one-size-fits-all online ad strategy lacks the engagement and personalization of “real-life,” one-on-one connections. And it may not be as effective in encouraging loyalty and sales.

Meeting and interacting with your customers on social media, however, can be done effectively.

Using Facebook Messenger for advertising, companies like yours can reach out to a huge audience.

According to Facebook, two billion messages are sent between people and businesses every month, and more than half of Facebook users are more likely to shop with a business with whom they can message.

Advantages of Using Facebook Messenger Ads

Facebook users want to be aligned with companies who will respond to them, and respond quickly. One of the key reasons businesses should be using messenger ads is that it shows your customers and potential future customers, that you are available via messaging.

One study shows that 73 percent of customers prefer live messaging/chat to email. Being available on this medium is vital to connecting with your user base.

Why Facebook Messenger? According to a study carried out by GlobalWebIndex in 2015, Facebook Messenger was the most used messaging app with 37 percent of users surveyed preferring it to others. (Messenger was followed by WhatsApp, Skype, Line, and Google Hangouts).

Clearly, Facebook Messenger is a likely place to find your customers and potential future customers. Why not take advantage of this user base?

Facebook Messenger’s popularity is projected to keep growing, too. A Statista chart shows that the number of American mobile phone users accessing messenger is projected to grow to 139.2 million users in 2020! Getting your messenger ad strategy together now will serve to help your company keep up, and keep growing in the future.

Understanding Facebook Messenger Ad Types

Facebook Messenger ads have three goals from which you can choose: gaining traffic, creating conversions, and encouraging installations of your app.

Here is how your company can reach out to clients and potential customers via messenger ads.

Destination Ads

The first is destination ads, where the ad opens inside Facebook Messenger after being clicked in a newsfeed. These ads can reach anyone, based on your own targeting choices. Opening in Messenger, it helps people to contact you, ask questions, reach out, and learn about your offerings. Ideally, they will become loyal customers after the interaction.

The important part of this type of ad is an effective call to action. Instead of specifically trying to sell something, consider this a conversation.  You are simply trying to engage an individual in a dialogue that should lead to a stronger connection. Ask this individual, for example, about something that you can help with, without explicitly asking for business.

With a bit of interest and engagement, you will be setting the stage to send a business-related message in the future. If you’ve engaged with the potential customer in an authentic way, you can expect that the message will be well received.

Sponsored Facebook Messenger Ads

These ads appear inside your audience’s messenger inbox. The audience comprises people who you’ve interacted with on messenger in the past.

You can use this type of ad, as well as destination ads, to retarget customers who have stepped away from the sales sequence for whatever reason.

If someone checks out a lead or starts going through an opt-in process but backs out before connecting with you, you can use a Messenger ad to directly contact them and discuss things further to see how you can get through to them personally.

Ideas for Using Facebook Messenger Ads

Another Statista chart shows that more than half of survey respondents — Gen Z, Millennials, Gen X, and Boomers alike — are willing to receive Messenger coupons upon entering certain stores. Similar numbers are willing to receive messenger notifications synced with email, such as notifications about when a package is shipped, and notifications of sales upon entering stores.

Facebook Messenger ads work well to generate local awareness so you can engage with your nearby regional population, an important demographic for many companies. This is a far more effective use of advertising dollars than sending out a general ad without local targeting, if you’re trying to drum up business in your area.

This type of ad campaign even enables you to set up specific deals or offers for local clients, which is the finishing touch in bringing actual customers in.

Many companies are using chatbots in conjunction with Facebook Messenger ads so that frequently asked questions, payments, customer support, product searches, content, coupons, demos, and other personalized yet automated responses are possible.

Remember how people want to work with businesses that are quick to respond to their needs? Chatbots, combined with Messenger ad functionality, make sure that every request is answered quickly.

Perhaps one of the most important things to remember about Facebook Messenger ads is that they offer a high degree of personalization. No matter which ad type you pick, and no matter what call to action or ad copy you choose, your goal should be to begin and continue fostering an individual, responsive relationship with every lead and customer.

Prospecting and Lead Generation with LinkedIn

LinkedIn offers excellent prospecting and lead generation opportunities if you know how to position your company and how to use tools such as LinkedIn Sales Navigator.

LinkedIn lead generation helps your company stay at the forefront of people’s minds, building up a strong following of prospective clients and partners. It helps you to demonstrate leadership in your industry. You can strengthen your network and build your sales if you do this well.

LinkedIn suggests:

  1. Finding qualified buyers by building strategic relationships
  2. Enabling qualified buyers to find you with quality inbound marketing, and
  3. Using your network to get sales referrals.

Using the LinkedIn Sales Navigator

LinkedIn’s Sales Navigator is a premium tool with a lot of potential. To make it work for you, search for leads using criteria like a specific search vertical, geographical area and job titles of interest. Highlight specific companies you want to target, and import existing contacts. And enter any relevant information about the leads you’d like to find, from industry to job roles.

From here, you can search for job titles or overarching companies. Save prospective leads with the click of a button, or save the entire search. You can also filter your searches by various factors, including company size, years of experience, or region.

A TeamLink feature lets you know if there is an existing mutual connection between you and a potential lead, opening the doors to a personalized introduction.

Email alerts will inform you of any new potential leads that match your criteria. This means that the Sales Navigator will continue searching on your behalf, freeing you up to focus your efforts elsewhere.

You can also track any new information about your saved leads, allowing you to tailor any marketing or outreach plans accordingly.

With all of this information, it is simple and straightforward to generate a regularly updated list of leads, and gather all of the insights needed to ensure that you are connecting with these people and companies in the most effective way.

How to Get Started with LinkedIn Lead Generation

Your company should define its niche, its goals, and its target audience. Whether you do this on your own or get help from a marketing agency, the result should be the same: a strong concept of who you are, what you want to do, and who you want to reach.

When you can narrow this information down, it is far easier to generate the right leads for your company. It is better to be focused than to cast a net that is too wide.

Knowing your niche and your target audience, you can lay the groundwork for lead generation; that is, making your profile perfect before you jump into the spotlight.

Optimize your profile based on your identified niche, goals, and target audience, which inform your corporate identity. Ensure that your profile is as complete as possible, paying special attention to your tagline.

Your tagline is your first introduction to clients and potential partners, so make sure that it fits in well with your niche and your aim for lead generation. This phrase needs to be engaging. It should speak directly to your ideal demographic, explain what you do, and how it will help them.

All of your profile content should build on this, adding further detail about how your services or products fit into people’s lives, in a helpful way.

When you message people to connect, remember that they see your name and photo, your tagline, and your message. These should be your priority. Your photo needs to be professional. Do not leave this field blank!

A well-crafted profile, along with high-quality content and inbound marketing planning, will bring people to you.

Reach Out to Your Network — And Beyond

To generate leads, you will need to do some work. With a great profile in place, the next step is to reach out.

The LinkedIn Sales Navigator helps you search out potential leads, targeting them with all of the information you input. You can, and should, continue the dialogue with potential leads over time.

You can thank them for their connection with you, share any relevant information or curated content that applies to their needs, and, eventually, move toward asking for a real-life connection like a phone call or meeting.

The key here is to be personable and real in every interaction. If you seem too commercial, it reads as artificial, and these carefully curated leads will simply ignore or delete your message, viewing it as an unwanted, spammy intrusion.

Find something that personalizes your services or products for your lead, and use that as common ground without overselling yourself or your company.

You can also use these tactics with your existing network. If you have not leveraged all of your connections, consider opening, or reopening the lines of communication using a similar approach. This can also help with generating referrals.

There are over 400 million users on LinkedIn, so you have a lot of potential leads to explore. It may seem like an overwhelming task, but when you break it down into individual components it should be manageable, and successful!

LinkedIn Lead Generation Recap:

  1. Start with a great profile, based on a well-defined and realistic niche, goals, and audience.
  2. Use the tools available to you to create a list of criteria for your leads, and a list of people and companies who match that criteria.
  3. Reach out to those people and companies, using personable, human language.
  4. Move beyond a simple connection request to sharing legitimately ueful content, leading to a deepened business relationship.
  5. Make sure that your profile and content works to help others find you.
  6. At the same time, nurture your connections to increase your business-to-business referrals.

Keep up your engagement with LinkedIn and continue searching out leads. Your business will thrive with a strong pool of potential clients, partners, and industry connections

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