3 Ways to Acquire Customers via Facebook Messenger

The present and future of communication is held firmly in messenger chat. Conversational marketing is a normal part of information gathering for the next generation of consumers. On Facebook alone, there are 10 billion messages sent between people and businesses on Messenger every month. This type of marketing holds unique processes for businesses, of which you may have not tried before, but it also converts followers to customers and increases click-throughs in a way that isn’t common across other marketing methods, like email.

In this article we will dive into three ways to acquire customers using Facebook Messenger advertising, automated follow ups, and engagement interaction strategies for better conversions with your marketing clients. Engage, qualify, convert, and keep customers through conversational marketing strategy.

Marketing has typically involved sending potential customers to a landing page that was optimized for leads conversions. Conversions and engagement are the ultimate goals of marketers, in conjunction with keeping CAC and CPL low for their campaigns. However, customers can abandon carts or leave with the intent to return later, but many never will.

For these landing pages, website conversion rates are just 2.35% – 5.31%. If you have done a campaign focused on mobile apps, their conversion rates are 1% – 2% from download to purchase using the app.

These figures skyrocket when you keep the intent within Facebook, an app that customers see as easy to pick up on the go and/or leave off until later. Facebook Messenger has conversion rate ranges between 6% – 12%.

Click-to-Messenger (CTM) advertising leads potential customers into Facebook Messenger, rather than an outside landing page. These ads focus less on your current organic followers, but rather on people that are more likely to convert.

A Christmas chatbot campaign run by Marina Bay Sands achieved 4.7x cheaper conversion with CTM ads and achieved a 5.5x more CTR than other ads units on Facebook.

Marina Bay Sands CTM Ads Campaign

Customer convenience is a prime factor in conversational marketing success. Messaging channels that use automated prompts so that each customer gets the same seamless experience, with no need for staffing.

Kia Motors’ remarketing campaign via CTM ads saw an 11.7% lead to test-drive conversion rate. These numbers are even more exciting when considering this is at the start of the customer journey.

Check out this article to learn more about Conversational Advertising and measuring the impact of CTM Ads.

Beside paid ads, brand can also re-engage the customers without additional cost. If someone has reached out to the Facebook pages by manually sending a message, for any reason, you can also automate the follow up via Facebook Standard Messaging. All promotional material can be sent within those 24 hours of the last user-driven response (or even reaction to a private message, like a heart).

The chances of successful engagement after a purchase or conversion over messenger is substantial when maintained within messenger. Many remarketing campaigns are built on follow up email cycles, but if the customer already converted within Facebook then marketers should try to keep their follow ups within Messenger.

You can use Standard Messaging to re-engage customers with potential add-on products, a review solicitation strategy, word of mouth referral campaign, and more. The options are endless.

Another automotive brand, Jaguar, has leveraged Standard Messaging to re-engage customers who have interacted with their Cyber-Monday campaign has seen significant performance Vs email. Emails average around 18% open rate vs 69.8% for messaging channels. Click through rates have even lower returns in email vs direct social media messages at 2.1% vs 57.6%.

Jaguar Chatbot Automated Follow Up Message

Creating engaging Social Media content on your brand’s Facebook page can also help bring in additional in-Facebook leads. The brand can run a simple Facebook contest, where the way to enter is to leave a comment with certain keywords. Using a keyword as the entry point means that you could use a Messenger chatbot to automatically engage with each contest entrant. It’s an effective time saver and lead generating practice that drives Facebook engagement rates.

In one of the Carnival Sales event, Philips Lighting was looking to enable the chatbot to help drive footfall to the event. This was facilitated primarily by their push for user engagement with their chatbot via Facebook wall post contest and the ‘Acquire from comments’ function. The campaign has helped Philips Lighting heighten engagement with their customers through a contest to drive online to offline sales at their lighting showroom sale, increased the number of users by 30x with a sales conversion rate of 9.5%.

Philips Lighting Acquire Users on Facebook Post Comments

The power of Facebook Messenger is that a whole relationship with a customer can be kept within this direct messaging social platform. This is not only convenient for the customer but also helps other customer-facing departments in the organization. If the whole history of the customer journey is in one space, there is a rich history at their fingertips.

Examples of content that can be maintained within conversational marketing include questions and answers, appointment reminders and confirmations, delivery tracking, remarketing efforts and sales messaging, changes in product stock or new launches, and more. Your customer knows how to get all the information they need, your marketing efforts hold higher CTRs, effective CPLs, and more in one digital package.

Conversational messaging offers customer marketing and acquisition at scale, for a cost-effective price. To begin automating this valuable lifecycle marketing strategy, discover our AI-powered Conversational Marketing platform by requesting for a demo today.