In their daily communication, people are slowly moving away from emails, SMS, and phone calls, with many switching to mobile-friendly messenger apps such as Facebook Messenger, iMessage, and WhatsApp. Messenger apps have grown in popularity because people find it easier, faster, and more convenient to communicate with others using these platforms.


People are also using messaging apps to engage with businesses and brands. In fact, it’s predicted that by 2020, 85% of customer-business relationships will be tech-based, with a large portion of these interactions occurring on messaging apps.


This is where messenger marketing comes into play. This emerging marketing strategy has become increasingly popular among entrepreneurs, particularly small business owners. But what exactly is messenger marketing, and how can you use it to attract new leads and customers?


What is Messenger Marketing?

Messenger marketing utilizes mobile-based chat platforms to facilitate conversations and drive conversions with leads and customers. The term mainly pertains to the Facebook Messenger app, which currently has more than 1.3 billion monthly users. However, entrepreneurs have used the phrase in a variety of circumstances.


There are businesses that install messenger apps on their websites, enabling them to communicate in real-time with their leads and customers. Other entrepreneurs use the term messenger marketing to refer exclusively to marketing and customer service conducted on Facebook Messenger. In any case, messenger apps can drive business growth and profit generation for your business by helping you generate and nurture leads and convert them into customers.


Messenger marketing can also be utilized for the following purposes:

  • Content delivery
  • Contacting VIP customers
  • Digital product advertising
  • Live event monitoring

Why Should You Consider Messenger Marketing

Keeping up with your target audience’s shifting habits is vital in marketing. If you fail to stay abreast, you’ll end up giving your competitors an unfair advantage. This holds true for messenger marketing. Numerous businesses are taking advantage of this strategy to drive lead generation and manage customer relationships every day, despite messenger apps being relatively new to the scene.


This form of marketing is important because it taps into a highly engaged audience of millions and allows you to send concise, highly-personalized marketing messages to your target audience. This raises engagement rates and does away with many of the issues associated with SMS marketing.


On a personal level, messenger marketing enables you to reach out directly to leads and customers, ironing out any conflicts and helping you improve your customer service. Do it right and you’ll end up creating intimate (and profitable) relationships with your target audience.


Using Messenger Marketing to Attract Potential Customers

Young people engaging with brands using messenger apps

You can execute numerous marketing activities via messenger apps. These can range from content distribution to announcing discounts on specific products and services. But depending on how you’re planning to use it for your business, messenger marketing can be classified into the following types:


Marketing & Advertising

In terms of marketing, online messenger marketing refers to service or product promotion via one-to-one communication. It can also complement or substitute your email marketing campaigns. On the advertising side, if you’re utilizing Facebook Messenger for your marketing activities, you can direct potential customers to your message channel via Messenger Ads. Asking them questions is the most typical approach for this specific activity. This basically lets you establish communication with your prospects inside Facebook.


Customer Support

Answering your customers’ questions about your products or services right away isn’t always possible with email. But with messenger marketing, you can instantly reply to your customers if they have any questions regarding your product or service.


Knowledge Sharing

Messenger marketing can also be a beneficial tool for customer guidance. You can attract leads and prospects to your business by sharing your knowledge through lightweight exchanges or a more targeted strategy. This conveys that you are eager to share your expertise with your customers, which is always good for them.


Customer Conversation and Q&A Sessions

It’s fine if potential customers send you random questions or remarks about your business. This means that they’re trying to interact with you and are considering doing business with you. As a matter of fact, you shouldn’t put off customer conversations when using this medium. You have to ensure that you’re responsive towards every customer (except if they send vulgar content to your channel).


On the other hand, making a spreadsheet with frequently asked questions from your customers and your responses can help speed up the process. So whenever you get those queries from future contacts, you can simply tweak and copy-paste those answers.


What are the Pros & Cons of Messenger Marketing?

Messenger marketing presents businesses and brands with a number of different benefits. These include the following:

  • Quicker and more convenient interactions between businesses and customers
  • Rapid and easy conversion capture
  • Brief and more concise message delivery to customers

But just like any other platform or strategy, messenger marketing also has its disadvantages. One such drawback is that you’re limited to only a handful of messenger apps, unlike email and telephone calls, which offer more varied service providers. Some leads may also be reluctant to reach out to you via Facebook Messenger since the social media platform contains a lot of their personal information.


What Does the Future Hold for Messenger Marketing?

Chatbot service Manychat has predicted that messenger marketing will be the single largest marketing avenue in the world within the next five to seven years. And currently, this strategy has shown rapid development and progress.


Let’s take a quick look at some of the current and forthcoming trends and innovations in messenger marketing:


Messenger Commerce

This allows individuals to purchase or take advantage of products and services straight from messenger apps. Manychat foresees that Messenger Commerce will maintain its rapid growth in the coming years.


Platform Extension

Chat applications such as WhatsApp, iMessage, and Android Messages have already rolled out their own marketing-related APIs. WhatsApp’s API is currently in its private beta stage, with plans for it to go public in 2019. On the other hand, iMessage has launched their Business Chat feature and even opened up their API to users. And if the RCS (Rich Communication Services) standard for Android Messages gets approved, that platform will allow you to reach out to a larger audience.


Other Developments & Predictions

  • Customers can send businesses a message through any messaging platform, thus, these applications will be the sole interaction point between these two entities.
  • Messenger apps are rapidly becoming mainstream channels for businesses.
  • It’s also predicted that messenger marketing will move toward more interactive experiences, and may even surpass email marketing in terms of growth.

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