These days, if you want to reach your customers, you need to be on as many communication channels as possible. It’s no longer enough to have a phone number and an email address. Modern consumers prefer it when businesses can reach them through a variety of means, and one of the simplest and most effective is Facebook Messenger.

In this article, we’ll outline why Messenger is such a powerful tool for communication with both your followers and your customers. We’ll also discuss the best methods for incorporating this tool into your overall marketing strategy.

Why Facebook Messenger?

Let’s begin with the obvious question – why should you invest time, money, and energy into this communication tool? Let’s look at some numbers.

  • Twenty billion messages are sent between consumers and businesses every month on Messenger. That’s not every year, that’s every 30 days. Twenty. Billion.
  • 1.3 billion people use Messenger every month.
  • Sixty-three percent of consumers rated a business more positively when they were able to communicate via chat (like Messenger).
  • Over half of those consumers (55 percent) said that chat features made them trust a business even more.
  • More than 400 million users participate in video chat on Messenger each month.

As you can see, there is so much untapped potential when it comes to utilizing this tool for both marketing and communication purposes. Not only that but even though Messenger is part of Facebook, it seems immune to the problems that face its parent company.

While many social media users are wary of posting and sharing on the platform, Messenger is considered a viable alternative. We know this because it has seen a 40 percent growth in video chat over the last few years, even after scandals rocked Facebook to its core.

How to Use Messenger Effectively

Knowing that millions of people are using Facebook Messenger regularly isn’t enough to make waves for your brand. You need to understand how to capitalize on this program so that you can connect with your users to build your business.

There are three primary options when it comes to Messenger Marketing:

  • Customer Support – engaging with users when they have a question or problem
  • Lead Generation – finding new leads that you can convert to customers
  • Content Delivery – adding value to the app by creating unique content for your brand

Let’s break down each section even further.

Customer Support

As we saw above, over 20 billion messages are sent between customers and businesses on Messenger alone. While many of these communications are related to marketing, a lot of them are about customer support.

At first, you may assume that customer support is only designed to answer questions or address concerns. For example, if someone wants to find out when you’re open, you can respond with hours of operation.

However, support is much more than being reactive. The best businesses will use this platform to anticipate the user’s needs and solicit feedback.

  • Create messages that ask customers how their experience was in the store (or on the website) and how it could improve.
  • Reach out to new users to let them know what kinds of products you offer.
  • Create product insights that can add value to a purchase (i.e., a user’s guide or tips and tricks).
  • There are no wrong answers when it comes to supporting your audience. Get creative and see how you can develop a stronger sense of community and engagement.

Lead Generation

One of the best things about Facebook Messenger is that it connects to your profile page, allowing you to find new contacts and leads. Not only that, but you can refine your approach based on user data, such as if they follow you or not.

Creating a lead generation campaign on Messenger enables you to tap into a much greater market than you would on other platforms, and users are typically more responsive here than other channels (i.e., email).

Content Delivery

Video content still reigns supreme, and as we saw with our stats above, more and more people are utilizing video chat sessions on Messenger.

You can add to your daily story (much like you would on Instagram), which will be viewable to all of your followers. This, coupled with other Facebook video tools (like Facebook Live), can enable you to connect to your audience more directly.

Best of all, because Messenger is still a relatively untouched market, users are still eager to receive content this way. Compared to email, you could be looking at much higher open and click rates, which can build your brand that much faster.

Chatbots vs. Live Messaging

Realistically, you can’t be online all the time, which is why you should build a chatbot to handle most of your Messenger traffic. Fortunately, there are many different high-quality chatbot creators, which allow you to customize how and when they operate. Here are some guidelines to follow.

When to Use Chatbots

  • Automated Responses (i.e., hours of operation)
  • Follow-Up Messages (asking about a recent site visit or purchase)
  • Customer Surveys
  • Content Notifications and Delivery

When to Use Live Messaging

  • Customer Complaints
  • Unique User Questions (i.e., when a product will be back in stock)
  • Personalized Messages
  • Responding to Content Comments

Bottom Line: Let Messenger Take Your Marketing to the Next Level

If you haven’t been paying attention to Facebook Messenger, now is the time to do so. Engaging with customers has never been easier, and the benefits are incredible. Plus, you want to take advantage now before it becomes oversaturated with too many businesses exploiting it.


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