The Power of Facebook Messenger as a Marketing Tool

By Saher Naseem, writer
Nov 14, 2017
Image Credit: Jakraphong Photography/Shutterstock

See how to make this messaging app an invaluable part of your brand's marketing strategy.

Did you know that more than 1.3 billion people use Facebook Messenger? Is your brand taking advantage of Facebook Messenger for branding and marketing? If not, then you are missing out on a huge opportunity, as Facebook Messenger is one of the best marketing tools for businesses. You can send the latest updates, promotional offers and blog posts to engage your customers on this messaging platform. But first, you need to know why incorporating Facebook Messenger into your marketing strategy is important.

Why should brands use Facebook Messenger?

The majority of brands overlook the real potential of messaging apps of social media platforms. Statistics from BI Intelligence suggest that consumers are using the top messaging apps – WhatsApp, Facebook Messenger, Viber and WeChat – more than they use the actual social networks of Instagram, Twitter, LinkedIn and Facebook itself.

Facebook IQ performed a study on the use of mobile messaging with 12,500 users across the globe and found these amazing facts:

  • Approximately 56 percent of people surveyed said they prefer to send a message over making a phone call for customer service.
  • More than 50 percent of users are more likely to make online purchases from brands they can easily communicate with by message.
  • Roughly 61 percent of people feel good about receiving personalized messages from brands.
  • Around 63 percent of users are more positive about the brands they can chat with.

Clearly, messaging can work wonders for your business – but how? Here are some key ways to strengthen your marketing efforts with Facebook Messenger.

1. Deliver great content.

Many entrepreneurs, smart marketers and even established brands think the only way to deliver your content to your customers or subscribers is via email. HubSpot conducted a study on Facebook Messenger to prove its worth as a better alternative to emails.

Rather than asking users to divulge their email addresses and unwillingly sign up for content updates, the study gave them the option of skipping the form altogether and instead receiving the content updates through Facebook Messenger. After a few weeks, Messenger proved more successful than emails. The marketing strategy of Facebook Messenger had an average open rate of 80 percent and an average CTR of 13 percent, which is way higher than the crunch numbers for an email marketing strategy.

In an attempt to offer its readers a customized news experience, the Washington Post incorporated into its marketing strategy a news chatbot that works well on Facebook Messenger. Users can send open-ended commands to the newsbot and it provides information in the same way a standard Washington Post article does. For each user query, the bot sends five related news pieces, plus an option to go beyond the headlines. For subscribers and journalists alike, it is one of the fastest ways of retrieving information on a myriad of topics. As users continue to interact with the bot, it will be able to tailor stories based on what users frequently inquire about or their search histories.

2. Find the most relevant content.

In addition to sending content to your followers and fans, Facebook Messenger can help your audience find content themselves. This will improve your content marketing efforts by allowing you to deliver personalized content to your target audience in a non-intrusive way.

For instance, Whole Foods' Facebook Messenger bot allows users to search for their favorite recipes, products and food inspiration without leaving Messenger. This bot is something of a culinary acumen, not only helping a customer find products within the store, but also sending them recipes for an upcoming meal. What's more, customers can select an emoji, such as a banana or a jalapeno, and the bot will turn up recipes that involve those products. In the near future, this friendly foodie bot will be able to send coupons, recipe libraries and direct shopping options. This way, Whole Foods is helping its followers find recipes or content they want to read without perusing the entire website.

3. Generate high-quality leads.

Facebook Messenger is a relatively new and terrific marketing tool, as it is a great way of capturing your users' attention and producing qualified leads.

Let's take the example of the Feldman Automotive Group. It used a Facebook Messenger bot for driving leads and profits. It simply created Click to Messenger ads with location targeting to connect to local auto dealers on Facebook and encourage physical visits. When users click on the ad, they are redirected to a Messenger conversation with a chatbot that will ask them relevant questions. After a few months, the brand reached more than 100,000 people and generated about 50 sales per month via Facebook Messenger chatbot.

4. Re-engage your potential customers.

Many marketers are still thinking up ways of getting people to talk to them on Facebook Messenger in the first place. The answer lies in Facebook ads.

Essentially, there are two main types of Facebook Messenger ads that brands could use. The Click to Messenger ads allow users to jump from their Facebook news feed to a Messenger conversation with a brand, while sponsored messages allow businesses to kick-start a conversation with all users who messaged them earlier.

One of the best strategies for Facebook Messenger ads is to re-engage your potential customers, such as people who once visited your product page but didn't buy any products, or who have asked you questions through Facebook Messenger before. With Click to Messenger ads, you can allow users to ask any questions they have, or you can simply use sponsored messages to send relevant content, updates and your latest offers to them.

Have a look at this Pura Vida Bracelets ad. The ad holds the customer's attention and increases the chances of them seeing something they like before they are redirected to Facebook Messenger for more information.

5. Reach your customers one-to-one.

It's a challenge for brands to reach their target audience, as their Facebook news feeds are saturated with ads. Why not try reaching your audience one-to-one through Messenger ads? This way, people can see your ads in their Messenger app. Upon clicking on the ad, they will be redirected to your landing page, contact page or even a Messenger conversation.

For digital marketers, this is a great opportunity to reach target customers, but for some people, these ads are a real nuisance. It will take some time for consumers to get used to these ads in the Messenger app.

6. Offer outstanding customer service.

Facebook Messenger can help you provide timely and exceptional customer support. People prefer to contact brands via messaging over email, phone or other channels, since they want a quick response. If a brand doesn't respond immediately, they go to a competitor's website.

Check out this example of Hyatt. The brand decided to personalize its customer service via Facebook Messenger. Users can ask for room service, check vacancies or even make reservations right from the app.

Food for thought

As more and more people adopt messaging apps, the potential to market and grow your business using Facebook Messenger is becoming greater. I must recommend that brands follow this amazing and helpful trend to stay ahead of the pack, reach more people, and provide exceptional customer support while generating high-quality sales leads along the way. 


I'm a senior content writer at Branex. I mostly spend my time writing about trending digital marketing topics, web designing, social media marketing, project management, and technology blogs. I have a masters degree in Physiology and have been working in the field of content marketing and blogging for 8 years.
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