How Brands Can Drive Leads Through Messenger Apps
By 2020, 85 percent of customer-business relationships will be forged exclusively through technology. That’s not all — a huge portion of these relationships will take place on messaging apps, where businesses can both provide lightning-fast customer service and drive sales. Business owners can stay ahead of this inevitable trend by perfecting their messenger marketing strategy right now, not in 2020. Read on as we detail how brands can leverage messenger applications to improve customer service and drive leads.
Messenger applications are the new trend in social media marketing, since they allow business owners to reach out to consumers on a large scale through advertisements, then continue to interact on an individual level. Businesses can use these applications in a number of different ways, including the creation of a more streamlined, personalized customer service experience. Check out two of the top messenger apps on the market and how brands can leverage them to increase revenue.
Facebook Messenger is one of the largest messaging platforms available, with more than 1.3 billion users utilizing the mobile application each month, according to Forbes. The app offers a number of tools to help business owners keep their different threads under control, including Messenger Greetings, customizable messages that appear automatically when a user begins a conversation with a business for the first time, and Instant Replies, automatic replies in response to anyone who messages a business.
When it comes to advertising, Facebook Messenger can be an effective tool for lead generation. The most common ad product on the app is Click-to-Messenger ads, which can be placed on Facebook and Instagram. These ads can be used to reach people on a larger scale, then continue to interact with each of them individually using live chat or a bot for Messenger. Whether customers want to learn about a new product or need to resolve an issue, brands can tailor responses to meet their specific needs and business goals.
With more than 1.5 billion monthly users, WhatsApp is one of the most popular communication applications in the world. In an effort to increase customer interaction, Facebook (owner of WhatsApp since 2014) is also enabling businesses that advertise on the social network to start a chat with Facebook ads that click through to WhatsApp, according to AdWeek. Users who click on these ads are taken to a pre-scripted chat in the WhatsApp application. Brands will be able to track their success with new metrics such as conversations started and messaging replies. This new functionality is ideal for brands who require customers to provide certain information before giving a quote or providing a service.
Ultimately, marketers and business owners will have to wait and see how messenger apps continue to develop as a medium. While ads are available wide-scale and deliver impressive results, functionality should only increase as the technology matures and chatbots or AI influence social media marketing strategies for small businesses.