Facebook Messenger can be a different way to engage new customers with your brand while they are on Facebook.
In this post, we will cover the basics of what a Facebook messenger ad is, then do a quick walkthrough of a basic Facebook messenger strategy to help attract and bring in new customers.
Why You Should Consider Facebook Messenger Ads For Your Facebook Ad Strategy
If you haven't heard of Facebook messenger ads this section is for you.
Facebook Messenger ads are designed to facilitate one-on-one conversations between businesses and potential customers, allowing businesses to engage with users in a more personal and interactive way.
Below are some of the stand-out ways that Facebook messenger ads allow for a more personalized and interactive ad experience:
Targeted: Like other Facebook ads, Messenger ads can be targeted to specific audiences based on a variety of criteria, including demographics, interests, behaviors, and more.
Direct: Messenger ads direct people to message your business, this can allow you to answer any questions they may have about your product or service.
Interactive: These real-time conversations, provide a more personalized and interactive experience than other ad formats.
Automated: The interaction on Messenger ads can be automated using chatbots, allowing businesses to provide quick and efficient customer support and handle high volumes of inquiries without the use of human interaction.
Trackable: Messenger ads can be tracked and measured using Facebook's ad analytics tools, found in Facebook business manager, providing brands with insights into how their ads are performing and how users are interacting with their brand.
Facebook Messenger advertising offers a special chance for businesses to interact more personally and engagingly with prospective clients and to give prompt and effective customer service via automated chatbots.
For more on setting up you Facebook messenger ads you can read my post on this.
Difference Between Facebook Messenger And Other Facebook Ads
Here are a few quick differences you will find between Facebook Messenger Ads and the Facebook ads you set up for your Facebook newsfeed.
Ad Type: There are two primary ad types. Click to message and Sponsored message. Click to message looks like any other post in your newsfeed with a CTA to "Send Message". Sponsored messages appear directly in the user's inbox and are targeted at people who have interacted or engaged with you before. This drop-down can be found in your ad set.
Location: To set up Facebook messenger ads be sure to select the sale and engagement campaign objective. Then select the Messaging apps conversion location.
Targeting: Messenger ads can be targeted to specific audiences based on demographics, interests, behaviors, and more, just like newsfeed ads. However, when targeting Messenger ads, you can also use the "Messaging engagement" objective to target people who have previously interacted with your business on Messenger.
Message customization: With Messenger ads, you can customize the message that appears in the user's inbox. You can use a combination of text, images, videos, and buttons to create a message that resonates with your target audience.
Chatbot integration: Messenger ads can be integrated with chatbots, allowing businesses to automate conversations with customers and provide quick and efficient customer support.
Overall, setting up a Messenger ad involves selecting the Messenger format, placement, and targeting options, and customizing the message that appears in the user's inbox. It also allows for chatbot integration, which is not available for newsfeed ads.
Facebook Ad Strategy: Facebook Messenger Ads Walkthrough
With the basics out of the way let's dive into your Facebook messenger ad strategy.
Your Facebook messenger funnel will be a series of automated messages sent to people who interact with your Facebook page via Messenger.
You will use click-to-message ads to bring in new customers and sponsored messages to retarget engaged people.
Here is a break down of the Facebook Messenger funnel:
Introduction Message: The first message in the funnel should introduce your business and provide an overview of what people can expect from your Messenger communications.
Welcome Message: Once someone responds to your introduction message, send a welcome message to thank them for reaching out and provide a quick overview of your product or service.
Qualification Questions: Next, ask a few questions to qualify the person's interest in your product or service. This can include questions about their needs, preferences, or budget.
Offer Message: Based on the answers to the qualification questions, send a personalized message that offers a product or service that matches their needs and interests.
Conversion Decision: Do they buy, sign-up, join, etc. If they do be sure to exclude them from the rest of the funnel and move them into the purchase and nurture campaigns.
Reminder Message: If the person does not respond to the offer message, send a reminder message a few days later to encourage them to take action.
Sponsored Message Reminder: A little after you've sent the reminder message if you see no engagement add the person to a sponsored message ad that can be seen directly in the persons inbox.
Conversion Message: Once the person expresses interest in your product or service, send a message that guides them through the purchase process. This can include a link to your website or a payment page.
Add To General & Sponsored Message Audience: It may happen that the person you are targeting does not purchase, but has engaged with your ad in a meaningful way. Add these people to your general remarketing list for Facebook ads. Also, add these people to your messenger ad audience list, so that you can send these people future ads directly to their inbox.
Follow-up Message: After the person makes a purchase, send a follow-up message to thank them and ask for feedback. You can also use this message to offer a discount code for their next purchase or to invite them to join your newsletter.
Nurture Message: Finally, send periodic messages to nurture the relationship with the person and keep them engaged with your brand. This can include updates about new products, special promotions, or relevant industry news.
General Email/Paid/SMS List: Once the person has converted be sure to add them into the appropriate nurture campaigns outside of messenger.
Remember, the goal of a Messenger funnel is to guide people toward a specific action while providing a personalized and engaging experience. Use this outline as a starting point and tailor your messages to the needs and interests of your audience.
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