Facebook Messenger Marketing Guide for Ecommerce Businesses
By Olympia Bhatt
May 24, 20227 min read
More than 20 billion messages are exchanged between businesses and consumers every month on Facebook Messenger.
This is the opportunity you have if you consider Facebook Messenger marketing. It can help you engage customers and build meaningful relationships by sharing exciting content including offers, product updates, and demos.
With the new normal encouraging the world to opt for contactless online shopping, having Messenger marketing integrated with other marketing strategies can be a game-changer. For one, it can help you to boost ROI and brand awareness.
Let’s look at Facebook Messenger marketing in more detail and how integrating it with your overall digital strategy can help you reach your ecommerce goals.
What Is Facebook Messenger Marketing?
Facebook Messenger marketing is a way of connecting with customers on Facebook’s Messenger chat platform. It uses chatbots to enable marketing automation by sending bulk chats to customers or scheduling drip campaigns.
Sending bulk chats or “chat blasting” is the best way to stay connected with customers on one of the most popular chat applications in the world. This option lures businesses because Facebook Messenger marketing chatbots are still in their infancy, with only 1-2% of the 30 million companies worldwide using it.
So, what are these chatbots, and do they have an advantage over regular emails?
A Facebook Messenger bot is an AI-driven automated messaging software that brands use for interacting with customers. It can answer frequently asked questions and save the time of customer support resources. It works 24/7, can gather leads, and create sales on autopilot. Another significant benefit of Facebook Messenger is that the click-through rate of chatbots is 15–60%, compared to only 5–10% of emails.
Top 3 Use Cases of Messenger Bot in Ecommerce
Facebook Messenger bot is similar to email—it allows you to send automated, targeted messages. The only catch: you need to send your texts within the 24-hour window. Here are a few ways to use these bots in ecommerce.
1. Encourage Users To Complete Transactions
Send automated messages whenever a user does not complete the checkout process. You can schedule these messages based on your preference for reminding customers to finish their orders.
You can go a step further by sending an automated message to customers when they review a product but do not add it to their cart.
Finally, use the bot to send a confirmation message whenever the customer completes a transaction and incentivize them to come back for more. This way, you can create a loyalty program for repeat users.
2. Reduce Customer Support Workload
Ecommerce companies know how time-consuming it is to answer the same repetitive questions of customers. To reduce their workload, a Messenger bot can be trained to answer frequently asked questions.
The bot can be trained to identify specific keywords and provide appropriate, automated messages. For instance, if a customer wants to know the status of their order, the bot can respond and follow up with more commonly asked questions. Only when the bot is unable to answer the question, the chat is transferred to the support agent, thus saving time and reducing the workload of support representatives.
3. Facilitate Order Return or Replacement
Did you know that the average return rate in the ecommerce industry is 18.1%? This means that your team is probably busy handling and processing such requests. Offload this work to Facebook Messenger bots and provide swift responses. The chatbot can initiate the refund/replacement immediately and forward noticeable complaints to the customer service rep only in cases where proper authentication is required.
When you ensure return or replacement within a stipulated time, it establishes trust and increases loyalty toward your brand.
There are more such use cases of the Facebook Messenger bot in the ecommerce industry. But those are only effective if you have a good subscriber list. That is because you can only send bulk messages and create automated workflows when users opt in.
While it may look difficult to get subscribers, the good news is that your customers only need to interact once with your bot to be added to the list. That is why such a seemingly daunting task is, on the contrary, easy.
Here are the top six ways to build your Messenger subscriber list for your online store. Building a list can come in handy to increase sales, launch products, and garner reviews.
Ways To Create Messenger Subscriber List
Method #1: Run Facebook Giveaway Contests
The fastest way to grow your messenger subscriber list is by running a Messenger giveaway contest. It is a tried and tested method that can be fully automated and allows you to collect emails without asking users to type anything.
Method #2: Deploy a Live Chat Widget
Use a live chat widget that automatically pops up whenever someone visits your website. If the visitor
wants to chat, give them the option and reduce friction by automating as much conversation as possible. You can use the following options as buttons in the chat window:
- Ask a question
- Know the delivery time
- Check order update
As soon as the visitor clicks on these buttons, they automatically become a subscriber of Facebook Messenger, that too, at no cost.
Method #3: Give Free Giveaways
Humans are funny. They want their digital data protected but do not mind giving their email addresses for a mere 10% off meal voucher of their favorite restaurant. Take advantage of this behavior and provide free giveaways to grow your Facebook Messenger subscriber list.
You could give a gift when a visitor explicitly checks the opt-in to your Messenger bot and completes a transaction. You can generate curiosity by keeping the gift a mystery. Once the user is added to the list, send relevant product and order-related messages.
Method #4: Advertise on Facebook
Another tried and tested way to build your subscriber list is by running Facebook ads. For instance, you could run a free plus shipping ad for prospects in the awareness stage of the buyer’s journey. As soon as the customer clicks on the ad, take them to a dedicated landing page and ask for their email address in return for the free product.
Running a free plus shipping offer is a proven tactic as it allows you to grow your Facebook Messenger subscriber, gather their email address, pixel your visitor for retargeting, and increase sales.
Method #5: Create Retargeting Ads
The benefit of running Facebook ads is twofold: you get a chance to grow your subscriber list and pixel your visitors for future retargeting.
You can run Facebook retargeting ads to increase your chances of upselling or cross-selling customers and lower cart abandonment. It is a great way to target customers who already know about your business. For instance, you can run such ads on customers who have not bought anything in the last 90 days.
Method #6. Insert Your m.me Link in Marketing Assets
Facebook operates a URL shortener called the m.me link that allows businesses to share their Messenger account easily. When users click on this link, they are redirected to the Messenger app or a new Messenger window tab, depending on their device.
The good part about the m.me link is that it can be embedded across different marketing assets to invite people to connect with your business and increase your subscriber list. You can include it on your website, emails, printed assets, packaging, etc. Look for your m.me link on the Facebook Business Page. Just click on Settings. Then click on the Messenger platform. Scroll till the end of the page to find your m.me link.
Messenger subscribers are crucial for ecommerce businesses. If you have not implemented it yet, it is time to begin now.
In a digitally connected world, customers want brands to be accessible across different channels—while some like emails, others prefer different messaging platforms such as Facebook Messenger.
Communicate with customers where they prefer and maximize interactions and turn them into loyal customers. Follow Facebook’s rules and incorporate Facebook Messenger marketing to build loyalty and encourage customers to continue shopping. If you are looking for a helping hand, let us be your trusted partner. Our business-centric approach ensures we are with you at each step to help you get the most out of your Facebook Messenger marketing strategy.
Contact our team today at email@example.com and grow your online business store exponentially.