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Nurturing Customer Relationships With Messenger Marketing

It’s no secret that effective marketing targets your customers where they already are, whether it’s a high-end beauty magazine or online group. However whilst something like this seems so simple, certain channels can be highly saturated, making it difficult to cut through the clutter.

Messenger marketing is one solution to saturated marketing channels, moving from one-to-many to one-to-one marketing. You might even say it’s the future of marketing, with around 80% of all B2C communications expected to take place on messenger platforms within the next 5 to 7 years.

While consumers continue to move further away from emails, SMS and other traditional media, we’ve seen a comparatively stark turn towards mobile apps such as Facebook Messenger, WhatsApp and Viber as a way to stay connected with our nearest and dearest, and now even businesses too.

With 1.3 billion users on Facebook Messenger, your customers are probably on the chat platform. As arguably the most personal way to connect with consumers, let’s take a look at what Facebook Messenger marketing is, the benefits and achievable goals of utilising it and a look to the future for this emerging marketing trend.

What is messenger marketing?

“Messenger Marketing – noun – the act of leveraging mobile, chat platforms to facilitate conversations and commerce with prospects and customers.” – ManyChat, 2018.

Messenger marketing facilitates a two-way conversation between you and your customers throughout their journey with your brand. Rather than competing with the hundreds of emails occupying your customers’ inbox or cutting through the countless ads and promotional content distributed via social platforms, Messenger marketing enables you to send messages directly to your customers’ phones. Think of it as SMS marketing 2.0. Similar to SMS, you can push content directly to a subscriber’s phone, but you’re also able to send rich and engaging content including GIFs, videos and much more that just isn’t possible through text.

The benefits of messenger marketing

With more than half of Australians on Messenger, and 80% of smartphone users, it’s no wonder that businesses and marketers alike are starting to realise its potential. Not only are open rates 3.5 times higher than email, 66% of consumers actually prefer to talk to brands via messaging apps. Marketers can expect higher open rates and better engagement when running Messenger campaigns.

Messenger marketing is also a fantastic way to form and strengthen relationships with both potential and existing customers. Through offering entertaining and lead-nurturing content that encourages user interaction, customers can begin to form a personal connection with your brand. And it’s not just for awareness or engagement. Many of the world’s major ecommerce sites are already taking advantage of transactional messaging, including direct purchases, purchase confirmation, shipping info and tracking, which can now be received and responded to almost instantaneously.

Achievable goals with messenger marketing

Despite being a relatively new marketing channel, Messenger can be used for a variety of goals, from the very top to the very bottom of the funnel. Here are a few ideas to get you started:

  • Welcome customers to your brand, product or service
  • Introduce a product recommendation series
  • Provide assistance for shoppers
  • Generate leads, messenger subscribers & new customers
  • Reengage or entertain current leads
  • Encourage current leads to purchase
  • Overcome purchase barriers
  • Generate abandoned cart messages
  • Provide receipts, shipping info & purchase tracking
  • Automatically add your event date to the user’s calendar of choice
  • Automatically save Messenger contacts to database (with Zapier integration)
  • Educate and inform customers about product or service to reduce returns or cancellations
  • Excite people about your brand, product or service
  • Offer better customer support

Our favourite applications

Now that we’ve covered some of the ways you can use Messenger marketing, let’s delve a little deeper into a few of our favourites:

1. Welcome customers to your brand, product or service

When a user visits your website for the first time, wouldn’t it be wonderful if you could greet them and introduce them to your brand? With the ability to integrate automated conversations directly into your website, Messenger marketing can help you direct users to the content they’re looking for on your site. More than this, instant chat functionality can allow users to feel supported through their customer journey and that assistance is there should they need it, resulting in a positive first interaction with your brand.

2. Generate abandoned cart messages

Although the idea of retargeting users who have abandoned their cart is somewhat old hat, the ability to generate these messages through Messenger is an exciting development in this process. Having the ability to send push notifications reminding the user of their near-purchase and encouraging them to complete the transaction can help boost conversion rates significantly and essentially allows you to better communicate with potential customers along their journey.

3. Provide receipts, shipping info & purchase tracking

Messenger marketing has also enabled businesses to fast-track communications post-sale. For example, you could set up an automated receipt sequence which not only recognises the relationship the user has started with you but also provides an excellent opportunity to thank them with a personalised message.

What’s more, you also have the option to send a quick message to notify them when their order has been shipped and that they can track their order through messenger without the hassle of contacting you directly. Incorporating a simple way to keep customers up to date on their order into your sales process helps to strengthen the connection between you and your customers and can even enhance the trust they feel towards your brand.

Watch this space

Messenger marketing is in its infancy, and the full potential of the platform has hardly been reached. Already, Messenger provides an experience leaps and bounds ahead of email, but there’s so much more to come. From more automation to Artificial Intelligence integration, expect to see more and more businesses directing consumers to Messenger as their primary means of communication. Businesses will be able to provide personalised recommendations, conduct entire ecommerce transactions and drive new levels of engagement.

In summary, Messenger marketing is set to drastically evolve online consumer experiences, something which is already becoming exceedingly evident, so any business working the magic of Messenger into their marketing campaigns now will likely have a massive leg up on competitors in the future.

If you need some help crafting a sound social media strategy or would simply like some help with enriching your social presence, give us a call on 07 5576 7841 or email us today at hello@lemontreemarketing.com.au

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