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.
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.