This article is an extract from LegalVision’s Online Business Manual. Download the full Manual here.

 

With everyone caught in a huge world of information online, it can be hard to capture your audience’s attention. Sometimes it’s worth exploring new ideas. Elissa Hudson, senior marketing manager at Hubspot, explains how you can use Facebook Messenger to make a personal connection with your customers.

How to Use Facebook Messenger to Engage with Your Customers

Email marketing has transformed how marketers connect and engage with potential customers. But with crowded inboxes, email is failing customers who want to receive personalised, quality content.

Hubspot recently experimented with Facebook Messenger in our marketing and found a 242% difference in open rates. Facebook Messenger can be a useful channel for the following:

Update customers about their purchase

You can set up the Messenger bot to notify your customer when their order has been created, confirmed, packed shipped and delivered. You should also connect Facebook Messenger to your CRM and set up a workflow that requests a product review one or two days after a purchase.

Sell exclusively through the app

Facebook Messenger can automate the purchasing process after a customer comments on a post.

Help users easily search for information

You can build a Facebook Messenger bot that answers frequently asked questions, reducing the time a user would spend navigating FAQs on your website and allows you to communicate quickly with your customers.

Marketers know that events are a great way to meet prospective clients face-to-face and create an offline experience for their audience. We used Facebook Messenger for event registration through to event management with positive results. From an attendee’s point of view, they could engage directly with presenters by asking questions, network with other attendees and
revisit the event’s presentations afterwards.

We were able to initiate a conversation with the event registrant through a chatbot we had built. This is a more unique way to ask for the same details as you would in an event registration form, but maintain engagement with your user.

During the event, you can use pop-ups and notifications so that attendees can check their event agenda. Registrants can also receive notifications from Facebook Messenger about session start times, or equally important, where the coffee is.

Registrants can also submit questions to a panel through Facebook Messenger. This addresses the common problem of people avoiding asking questions because they’re embarrassed.

You can even connect Facebook Messenger to sales representatives and your calendar so people can request meetings or live chat with a sales representative.

 

This article is an extract from the ‘Setting Up Your Online Business’ chapter in LegalVision’s Online Business Manual. Read the full chapter here.

If you have any questions about starting and growing your business online, or your legal obligations when marketing on social media, you can contact LegalVision’s online business lawyers by calling 1300 544 755 or filling out the form on this page.
Ursula Hogben
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