The Do’s and Don’t’s of Facebook Messenger Marketing

Facebook Messenger is no longer just a place for messages between friends. The app now offers Stories and Ad options and the opportunity for brands to connect with customers on a more personal level. 

Leveraging Facebook Messenger to reach out to customers personally may seem like a good idea but it can also have significant consequences for brands who don’t know the app’s best practices. Messenger is private, and it’s also disruptive so if you’re going to use it, do it wisely. A quick way to turn customers off is to send too many messages, especially if the messages are unsolicited. Likewise, being unresponsive to customers who reach out to you usually leads to a negative experience for the customer. 

The Latest Best Practices

Don’t let the risks of using Facebook Messenger for marketing prevent you from taking advantage of this potentially great avenue for keeping in touch with your customers or clients. The app is only risky if you don’t know how to use it. Luckily for brands and marketers everywhere, the developers of Facebook Messenger are regularly updating their tips on using Messenger for business. Take a look at the latest best practices for Facebook Messenger in 2020.

  • Set customer expectations early by responding quickly to every message. You can use Messenger’s AI options to ensure you’re sending timely responses to every customer no matter the time of day or night.
  • Keep your messages short and sweet and clear and concise. In other words, get straight to the point…in a nice, clear way. For instance, if your client asks to be notified if an earlier appointment time becomes available, don’t respond with vague details if a better time does open up. Send a message that includes all information about the appointment time and a second message asking for the customer’s response. Again you can use an automated response to help make the customer’s communication with you easy as possible. 
  • Send high-value messages outside of the 24-hour messaging window. Use options like message tags for nonpromotional messages such as account updates, post-purchase updates, and confirmed events. Other options include a one-time notification message for a follow-up, such as a back in stock alert, or a sponsored message. One-time notification posts work well because it puts the customer in control of allowing you to contact them–they must request the notification before you can send it. Sponsored messaging supports Facebook ad targeting and has built-in integrity controls so you don’t have to worry about being intrusive.
  • Make customer value a priority. Only send messages that can improve your customer’s experience. If the message isn’t to inform them or offer them something they’ve already requested, it shouldn’t be sent.
  • Give your audience the option to hear from you through specific alerts and update notifications. 

Overwhelmed by the thought of using Facebook Messenger for your business? Don’t be! Momentum Consulting can help you develop a strategy that places your customer’s value at top priority and we’ll make sure that strategy always follows the latest best practices. To learn more about how we can help you with your social media marketing strategies, request an appointment here.

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