Facebook Messenger, once considered the black sheep of the Facebook universe, has transformed itself from a simple app for messaging friends, into a social media powerhouse used by more than 1.3 billion people.
For example, did you know you can use Facebook Messenger to order pizza without ever speaking to a human?
The experience is guided by a friendly chatbot that prompts you with various menus and questions to answer to complete your order.
It’s true. We tried it.
Now, imagine the possibilities…
But seriously, Facebook Messenger presents a real opportunity for businesses to connect with their customers in a personalized and scalable way. Here are a few examples:
1. Facebook Messenger for Customer Service Chat
Facebook Messenger automatically loads recent chat history between the person and your business, meaning recent interactions with your business in the Messenger mobile app, or in the customer chat on your website will be visible.
This helps create a single experience for your customers and enables you to continue the conversation even after they have left your website. No need to capture their information to follow up, just use the same conversation in Messenger.
You can target and reach your audience on Facebook Messenger a few different ways:
- Place ads on Messenger: Simply add Messenger as a placement during your ad setup and the target audience you build will see Messenger ads in the home screen of their Messenger mobile app. When they tap on an ad, they’ll be sent to the destination you choose.
- Click-to-Messenger ads: When a person clicks your ad on Facebook, Instagram or Messenger, a conversation with your business will immediately open in the Messenger app. During ad creation, you can setup the message that greets people in Messenger and take control of the conversation from there.
- Sponsored messages: Sponsored messages are sent into an existing conversation between a person and a business. Advertisers can reach people who have previously messaged their business by choosing sponsored messages as a placement.
3. Facebook Messenger for Subscription Messaging
Currently in beta, subscription messaging gives a business the ability to send regular content to a person on Messenger, like email marketing. A person automatically opts-in to receive subscription messaging when they perform any action that begins a conversation. What you are and are not allowed to send is rather vague, so help from a qualified partner is recommended if you want to begin using Facebook Messenger for subscription messaging.