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Best sales practice of Facebook Messenger: Ads, chatbot, website widget and more.
Reading duration: 8 min
We all interact with each other differently today, compared to how we used to run interactions pre the digital and mobile era. In fact, it’s amazing how rapidly things have changed.
It’s hard to believe texting was invented just over 20 years ago and even that, took some getting used to.
New and innovative channels emerge and instantly gain tracking, sometimes leaving traditional channels behind (SMS anyone?), forcing us all to quickly adapt.
Talking business - it means that we must now change the way we interact with our online customers if we want to survive. People evolve. Businesses should too.
So how do we move from traditional business customer communication to a more relevant one? Also, why should we?
Thinking about the why, the answer is clear. Engaging with online customers on the same channels they’re used to working with, makes a big difference. It could be the difference between completing a sale or losing it.
Think about your own interaction patterns. And how things have changed over the years.
Humanity has evolved and multitasking is a standard. Many of us are constantly occupied, we just can’t afford to use the good old traditional communication channels. We’re not going to stop everything and visit the mail office. Or have time for a long phone call.
We cannot send an email, and wait patiently for days until we get an answer. Today we’re busy but we are also more efficient and that causes issues with delayed gratification.
“When we look for answers we want them now, delayed gratification doesn’t work for us.”
That’s why so many new communication apps have emerged. They are more suitable to our era. Our instant, busy and transparent era.
Necessity is the mother of all inventions. People needed something else.
New communication apps help us get more done in less time, and maintain control even at a distance.
Before it was never as easy for a working mom to keep updated about their kids routine, know what other moms are thinking, manage other family members and more, as it is today.
Moreover, communication apps help us hold on to that personal touch in our sometimes-cold digital age. They help us keep people’s trust or business, when there’s no physical proximity or real eye contact.
They minimize the gaps.
I for instance, am always in a meeting, seriously, always. It’s nearly impossible to reach me over the phone. I just had to learn and adapt and run all my communication and errands during the meetings by texting. That includes logistics and yes, even online shopping.
If I can reach service providers using a messaging app, that’s great. if not, I’, likely to replace them with others, who are more capable, advanced and reachable.
When I am engaging with businesses that get it, and do everything they can do to interact with me using the channels I am used to, I am VERY satisfied.
When I’m satisfied, I am more loyal and I spend more money. If your business saves me time, it means that you have saved me money.
I’m sure I am not alone on this one.
Moreover, a business that behaves as if only email and webchat exist in this world, annoys me. I get frustrated and upset. Seriously.
I don’t know if you are as demanding as I am, but I can assure you that a significant portion of your online customers are. For sure.
I am your customer. Tough luck.
Your customers want you to be available on the communication apps they love using. They get unhappy if you don’t and they are likely to look for alternatives.
Let’s talk about Facebook messenger:
Facebook messenger is just one messaging app, out of many. But, it’s almost the most popular one. And it’s becoming a standard, for business communications.
If you look at the numbers, it has 1 billion monthly active users, and over 1 billion messages sent every month between people on Messenger and Businesses/Pages, not too shabby…
Being where your customers are, in real time, and through a single thread, makes you approachable, provides a friendlier experience and allows you to run a cross device conversion. Just like people do with their friends.
Yes, you get to be like a friend.
Not to mention that lately Facebook has introduced a chatbot, Messenger ads and sales buttons that allow users to purchase products directly within the chat window.
That’s how instant, this world has become.
It seems that installing a Facebook Messenger app on your website is not only bound to increase conversions, but is a necessity for every online business.
Of course, there are quite a few businesses that have already picked up on this and are actively engaging with costumers via Facebook Messenger. To name a few: Hyatt, KLM Royal Dutch Airlines, Uber, Sprint, Zulily, Everlane, NewEgg.
Here’s what KLM’s Implementation of Facebook Messenger looks like:
For the benefit of businesses who haven’t yet boarded the Facebook Messenger train, here are a few handy tips to get you started:
Use Chatbots (yours or a 3rd party bot)Since April 16, Facebook Messenger has offered business pages (on Facebook) to use Chabots. Since then, more than 11,000 bots have been added to Messenger. These bots can quickly answer customers FAQ’s, which obviously saves time and efficiently frees up the reps to handle conversations that have real sales potential. Furthermore, it increases the odds of having a direct conversation with customers and enables remarketing via newsfeed campaigns, even though they didn’t like the page.
Luckily, there are companies that have seen the potential and provide solutions (code free) to create customized bots. Companies like: Chatfuel (free), Botsify, Rebotify and OnSequel are just a few examples.
Use Facebook news feed Messenger adsFacebook is now allowing businesses to outreach users using a new call to action – an invite to chat on Messenger (“Send Message”).
This ‘call to conversation’ is a great way to drive users to instantly engage with your brand and sales team once they have seen your offer. Absolute brand claim that their
Of course, you will need to be relatively available, which is not an easy task. But, hey, if more sales will occur, you will figure it out. Jump in and start swimming.
Use Facebook sponsored messagesThese ad formats allow businesses to engage users that already communicated with them via messenger before, and offer information on new products, promotions and so on. Of course, the option to promote and engage to an already familiar audience has great potential to increase conversions.
Turn the “Very responsive to messages” badge onYour response time is crucial to your service quality. It’s no secret that you will satisfy your potential customers if you respond quickly. On Facebook, if you manage to keep your response rate on 90% for 1 week, you get the “Very responsive to messages” badge turned on, on your business page.
Integrate with your CRMSince Facebook Messenger may become a source of many important interactions with customers, potential and existing, integrating it with your CRM might have a significant effect over sales. Your sales teams will be exposed to the entire conversation with customers and will be able to easily reply, operate cross device interactions, continue the conversation and have all the data documented.
Add Facebook Messenger widget to your Website
Installing Facebook Messenger in your website, and allowing your users to interact with you in a platform they are familiar with and love, has the potential of supercharging your sales.
Think about it… Customers are browsing through your website, they suddenly see they can use Facebook messenger (they already know and love using) to start a conversation.
Surely, they will be encouraged to do so a lot more, compared to interaction chances when all you have is that dull “email us” invitation or nothing but an anonymous web chat window…
Online customers are also likely to be loyal Facebook Messenger users. Loyal FB messenger users know that conversation icons stay forever, allowing them to continue from where they last left off, with no hassle and whenever they need to. How easy and fun!
One way to do it, is to simply install the widget button on your website along other conversation apps you have on your website. Another way is to add our Bontact plugin and add multiple conversation apps (including FB messenger) into one inclusive widget.
That way you can offer your visitors to interact with you via Facebook messenger, WhatsApp, Line, WeChat, Viber, SMS, email or alike.
Control the ConversationBy using Facebook Messenger, you can do quite a bit of damage control and privately message users that left a negative comment on your company page. In the past, you could only answer users that private messaged you, now you can private message and respond to anyone who has commented on your page. You can also entice users into starting a conversation (instead of leaving a comment, for example) by choosing the call-to-action button on your Page to “Send Message”.
Use Pre-Saved ResponsesBe sure to use automated answers, to reduce your rep effort and have a more productive conversation.
Use Messenger Codes & LinkJust like Snapcodes, Messenger Codes and Links provide easy and quick access to your Messenger. You can put them next to your email signature or on your social media profiles.
Facebook is investing in social customer service and it’s for a reason. Well, their reason is making money and they recognize the potential. The numbers don’t lie. Users, consumers, are in the social arena and so should you be.
If in the early days, the question was not whether you should have a Facebook page but how soon can you have it, today the question is not whether you should incorporate Facebook Messenger and converse with customer there, but how should you do it. We’ve tried to offer some tips on how to go about it.
We listed some important features to look at such as Chatbots, newsfeed ads and so forth. Maybe the most important one, is installing Facebook Messenger on your website, as it opens up a new way to communicate with your users while they are showing intent.
Hope you found this useful.