These days, marketing online is tough. Competition is fierce, and sometimes it feels like you have to fight tooth and nail for every new customer.
Maybe you’re getting frustrated. Maybe you’re looking for a leg up on your competition. Maybe you’re looking for a new communication channel that isn’t already saturated with marketers.
If that’s the case, then you’re in luck.
Because Facebook Messenger Marketing is in prime position to become the world’s #1 marketing channel in the coming years…and the companies who become early adopters of this fast-growing channel are going to have a serious advantage over their competitors.
If you want to come out ahead as the world moves away from email and toward messenger apps, this guide is for you. Read on to discover why messenger apps are so huge (and why they’re going to continue growing), how to use them to grow your business, and finally get a step-by-step walkthrough of the industry-leading software for Facebook Messenger Marketing—ManyChat.
What Is Messenger Marketing & Why Is It Important?
Messenger Marketing is simply the act of marketing to your customers using a messaging app.
You can build a list by attracting new leads, nurture those leads by sending them content and answering their questions, and ultimately convert those leads into new paying customers.
Conceptually, it’s similar to how Email Marketing works. But in practice, Messenger Marketing works much differently than email. It’s much more conversational— with Messenger Marketing people are looking for a conversation that feels 1-1, where emails from most businesses are one to many. Also unlike email (where open and click-through rates continue to decline year after year), Messenger Marketing is actually growing.
And here are a few reasons why:
High Engagement Rates
A 2016 report from Statista compared the open and click-through rates for different types of emails. In their research, they found that the average email open rates were 5.9%-18.8%, and the average click-through rates were 0.4%-2.1%.
Compare that to Messenger Marketing—where marketers are currently seeing open rates of 80% or more and click-through rates greater than 30%—and you’ll start to get an idea of the potential of this new marketing medium.
People are much, much more likely to open and click on a messaging app than they are with an email. And that’s good news for any company hoping to engage their leads and prospects online.
Messenger Apps Have Less Friction Than Email
One of the beautiful things about messenger apps is that they provide a seamless user experience with very little friction.
By comparison, think about all the friction that comes from using email:
First of all, simply looking at your inbox is probably enough to fill you with anxiety. If you’re like most people, your inbox contains anywhere from a few dozen to several thousand unread messages. Seeing all those “open loops” is painful, especially when you know it could take hours to sort through & organize all those unread messages.
Messenger Apps Are More Marketer-Friendly Than SMS
OK, so email as a marketing channel continues to get more and more saturated. But why not turn to SMS marketing, rather than using messenger apps?
Because SMS is decidedly not marketer-friendly.
If you’ve ever subscribed to an SMS list, you know that SMS messaging is very bare-bones. Your options for inserting images or videos are limited. You can’t hyperlink text, which means any URLs you include are going to be long and ugly. And you can’t include buttons or other customized calls-to-action.
To put it plainly, SMS marketing is ugly.
And to top it off, it can be expensive. Especially when you have users who might pay up to 10 cents per text message they receive.
These are some of the reasons why SMS marketing never really took off, and why Messenger Marketing provides a much better opportunity for marketers.
Messenger Apps Are More Personal
Another great thing about messaging apps, compared to traditional advertising, is that they are much more personal and interactive.
Just about every other traditional advertising channel—TV, direct mail, email, print, radio, etc.—is a one-way communication. The company is communicating AT you, and there isn’t much you can do to personalize it.
But Messenger Marketing changes that.
With chatbot marketing, the messages you receive can be easily customized based on the links you click as you progress through the message flow. And at any point you can always type a message to the company and get a personal response from a live customer service rep.
This makes communication on messaging apps more personal. It’s a two-way street, just like communication should be. And most importantly, this is the kind of communication people are growing to expect from the companies they do business with.
Thanks to ManyChat for the inspiration of this awesome article.