Introduction – Why Messenger Marketing Now?
History repeats itself. Businesses have always been moving to channels where their customers are. Some realize the need to move to new channels early, and others realize it a bit later. Some never open their eyes to the changing landscape and eventually disappear from the marketplace.
This happened to the taxi industry when Uber came out. This also happened to TOYS ‘R’ US because they couldn’t keep up with customers preferring e-commerce for its convenience.
Magazines, display and TV advertising started seeing decline in the early 21st century. Consumers started ignoring advertising they see on the streets, families ignored the ads that interrupted their favorite TV shows, and the future generation’s attention moved towards the Internet. As a result, the traditional advertising channels were less and less profitable.
Google is the first notable channel that was a catalyst to that trend, and early adopters of this marketing channel were able to grow their businesses beyond wildest imagination. Many people don’t know that the giants like Amazon grew to billions in revenue all thanks to being the first to put themselves in front of their customers on Google.
In year 2012 all e-commerce related searches were dominated by direct links to Amazon, as well as thousands of affiliate websites that wrote reviews leading people to Amazon listings. In exchange, Amazon gave a small commission to their affiliates. Some were able to make $10000 a month from these affiliate websites, but the true winner was Amazon.
You didn’t even need to be a tech giant with innovative technology backed by huge funding to take advantage of Search advertising trend. People like Gary Vaynerchuk grew their businesses selling simple commodities like wine.
“According to Wikipedia, shopify.com and various other sources, Gary grew family’s wine business from $3 million to $60 million mainly thanks to Google.”
As years went by, it became harder and harder to rank in Google and paid Google advertising became more and more expensive.
A Google Adwords click that used to cost 50 cents now costs $20 or more as more competitors came and bid on the same keywords in Google’s advertising platform. This is a simple law of supply and demand.
The smart business people knew that the history was about to repeat itself.
People Moved Away from Search, and the Era of Adwords Ended
Business world was soon hit by another wave of change in distribution channels. What happened next was more and more people starting using social media.
As a result Facebook became the next advertising powerhouse, especially after they refined their advertising technology and introduced revolutionary “retargeting” marketing in 2012-2013. It’s no surprise their stocks started to skyrocket around that time.
[Facebook stocks are rising thanks to the introduction of “retargeting”]
As more people started spending time on Social Media, and as the social media advertising technology became more and more precise and powerful, a massive growth opportunity opened up for early adopters of this platform.
Wish.com is one of the early adopters of Facebook advertising platform, and it grew from nothing to 2 billion dollars in revenue by 2017 according to businessinsider.com. You saw its ads on Facebook literally everywhere. They did with social media what Amazon did with Search. They saw an opportunity of low advertising costs and low competition on a relatively new social media platform, and they seized it.
The history literally repeated itself, and smart people realized that new uncontested marketing channels are where the massive opportunities lie.
Why is Facebook Messenger the Next Gold Rush?
The smartest businesses and entrepreneurs are always on the lookout for the next trends. They observe what current consumers are doing, where the technology is going and make educated guesses about where the digital world will be at in the next few years.
In order to spot the “next big thing”, you need to ask yourself just this one question, “Where are consumers spending most of their time now?”. Then ask if your competitors are using this technology, channel or strategy yet.
So why is Messenger the “next big thing”? The reason is very simple. If you look at the graph of instant messaging app usage, you should get intrigued that Facebook messenger is the top instant messaging platform.
If you follow blogs and news you’ll know that Facebook’s aggressively promoting integration of their platform with Facebook Messenger, opening up myriads of opportunities for those people who want to take their businesses to the next level.
Their team of the smartest people in the world have already figured out based on their rich data where consumers are going to be in the next few years. Smart business people can easily put 2 and 2 together from here onwards.
Another reason why businesses should care is that Facebook messenger is used by people of all ages, unlike Snapchat which is dominated by young people.
This simply means that this channel is a great fit for a much wider range of businesses. It doesn’t matter if your audience is 18 years old teens or a 34 years old professional parent. Combined with rich targeting and great ROI of facebook marketing campaigns , it opens so many possibilities to generate highly engaged leads and customers.
So if potential customers are spending their time on Messenger shouldn’t businesses be there, as well? There is only one sensible answer to this, and it is a resounding “YES”.
The only uncertain thing about Messenger, as with all new channels, is how to use this channel for growing your business. Thankfully, there are already lots of case studies out there businesses can learn from to become successful on Facebook messenger.
Here’s what we’ll be covering in the next sections of this article:
- Top 5 messenger case studies you can learn from
- 7 ideas for messenger marketing campaigns that can be used by any industry
- How to learn the skills to be successful at messenger marketing?
Top 5 messenger case studies you can learn from
There are a few metrics every marketing campaign needs to care about: engagement, leads and sales. Depending on where your customer is at during his customer journey, some metric will be more important than other.
We’ve found 5 case studies across different industries that can get you excited about the potential of Facebook messenger.
Here they are:
- A Pizza Store Makes A Lot of Customers with One Messenger Promotion that Generated 300 Comments
- A Pub Makes Immediate $1000 with 1 Campaign
- Leeds Beckett University generated $3.1 Million Dollars with a Chatbot Campaign
- KLM Airline Increases Customer Satisfaction by 5% with a Messenger Chatbot
- Ticketing Startup “GiggedIn” Grows by 20% Month-to-Month with Messenger Chatbots!
Case Study #1: A Pizza Store Makes A Lot of Customers with One Messenger Promotion that Generated 300 Comments
What is better than a free pizza from a place that everybody loves? As the owner of the Youtube channel “Misfit Media” says, the biggest problem restaurants have is they don’t know if the money they spent on marketing is bringing the ROI they need.
When they buy that billboard or a shiny stand, it is not clear if it is bringing in the patrons or not. Digital marketing changes things because you can track everything.
Messenger marketing supercharges a restaurant’s marketing on Facebook and brings in the dollars that you can track.
Case Study #2: A Local Pub Makes $1000 with 1 Simple Messenger Campaign
Matt Plapp is the owner of the Youtube channel “Matt Plapp” in which he shares how he used messenger marketing to generate $1k with one simple campaign.
According to his story the local pub generated $1000, 29 redemptions and 300 messenger subscribers with just one simple messenger automation campaign.
As everybody in the hospitality business knows the industry’s customers are known for one of the highest frequency of purchases. An average family likes to eat out at least once a week. This is why the 300 highly engaged messenger subscribers are worth way more than what they spent during the first visit.
The best part is the pub won’t need to spend advertising dollars during the next promotion. This means the actual ROI on adspend will be way higher a few months down the road.
Case Study #3: Leeds Beckett University generated $3.1 million dollars with a chatbot campaign
Clearing Day helps universities grow their enrollment by offering empty course seats to rejected university applicants. It is an annual process in the United Kingdom and typically most of the enquiries from students were handled by phone.
The goal of the messenger campaign was to reduce the stress on the phone line leading all prospective students through the messenger chatbot. The chatbot helped find the right course, it worked by matching keywords that students typed to the course they’d be interested in.
Not only chatbot conversations had double the conversion of the phone calls, it was also completely automated, working 24 hours a day.
Dougal Scaife, head of digital, said:
“We know that our prospective students already use lots of messaging software for communicating with their friends such as Snapchat, WhatsApp as well as texting, so developing a chatbot was a natural evolution in order to engage with our prospective students in a medium that’s ubiquitous, familiar, and comfortable for them.”
Case Study #4: KLM Airline Handles 15% of Online Boarding Passes with a Messenger Chatbot and Increases Net Promoter Score by 5
KLM is a Royal Dutch Company that provides airline services.
Since January 2017, the airline has achieved:
• 40% increase in customer interactions with Messenger
• 15% of online boarding passes are sent via Messenger
• 5 points higher average Net Promoter Score (NPS) on Messenger
Karlijn Vogel-Meijer, Director of Social, KLM admitted with full certainty that messenger chatbot has strengthened their relationship with their customers and created more meaningful conversations. This is exemplified by the 5 points higher Net Promoter Score (the
If you go through their chatbot, it is very well built. The best part about the chatbot is it runs 24/7 and doesn’t require any human staff managing its operation. Combined with the fact that the chatbot is available on the most popular messaging platform, it’s no surprise that KLM was able to achieve these results.
Usually, AI-based chatbots require full-time software developers. Fortunately, SimpleChatbotBuilder allows you to create flow-based leadgen chatbots that are powered by AI without any programming. That means you shouldn’t feel intimidated because the technology has been democratized.
Case Study #5: Ticketing Startup GiggedIn Grows 20% Month-By-Month Thanks to Messenger Chatbots
GiggedIn is a Sydney based startup that was founded in 2013 and is currently seeking $1 million dollars funding. Edwin Onggo says the startup is doubling down on the marketing, and if you check them out on Facebook a messenger chatbot is an integral part of their marketing strategy.
The chatbot regularly broadcasts events their subscribers may be interested in. It has smart automation that “funnels” a subscriber and narrows down content to the events the subscriber is most likely to be interested in.
We’ve been on their list for about 3 months, and we’ve noticed the Sydney startup is actively using Messenger.
Based on “the industry observer” the company is they have been able to grow 20% month-to-month. They were able to add 10000 subscribers to their Messenger list in just 3 months, and considering the incredibly high open rates and engagement of Messenger contacts, we have no doubts the chatbot has massively contributed to their growth.
There are countless other case studies in other industries such as real estate, e-commerce, and finance that can be found online. The point of this section was to show that Messenger marketing is not just hype as it is already working for existing businesses. The early adopters of this new channel are seeing incredible results.
7 Messenger Marketing Campaign Ideas that Work in Almost Any Industry
A lot of convincing arguments were given at this point that should convince the reader in efficiency and potential of messenger marketing. In order to learn how to create a successful messenger campaign the easiest way we found is to give examples that anyone can emulate.
However, a messenger marketing campaign is useless unless you have software automating it for you. It is not practical to have real staff sitting on laptop messaging 10000 subscribers. To make this process fully automated, you need to create what’s called a “chatbot”.
According to the dictionary definition a chatbot is “a computer program designed to simulate conversation with human users, especially over the Internet.”
There are many tools out there that let you build a chatbot on Messenger. Most of them do not require you to write a single line of code but SimpleChatbotBuilder is the only visual chatbot builder that provides an incredibly easy-to-use interface as well as top of the industry support for its users.
Here are the campaigns we’ll cover:
- Campaign #1: Facebook page comment lead generation campaign
- Campaign #2: Facebook lead generation campaign with a messenger ref at the end
- Campaign #3: Facebook JSON ad campaign
- Campaign #4: Facebook checkbox optin campaign to capture email and messenger details at the same time
- Campaign #5: Messenger live chat widget to turn website visitors into subscribers
- Campaign #6: Messenger scancode campaign to turn instore visitors into subscribers
- Campaign #7: Broadcast campaign to re-engage existing subscribers
Campaign #1: Facebook page comment lead generation campaign
This is one of the most powerful ways to generate Messenger leads from Facebook. This campaign is easy to set up, it engages your audience and makes your Facebook page a useful asset for generating leads.
The way it works is you create a Page post where you ask a very open-ended question, and you ask your audience to comment with their thoughts to receive something in return. Then you make the chatbot respond to anybody who leaves a comment. You can limit the behavior to only respond to comments that contain certain keywords to prevent spam.
To create a leadgen campaign you go into SimpleChatbotBuilder’s leadgen tools section, select “comment leadgen tool”, select a page post, and then, select keywords that will trigger the comment leadgen tool.
Campaign #2: Facebook lead generation campaign with a messenger ref at the end
This is the second type of campaign that is commonly used in real estate and other industries where you ask for people’s phone number or e-mail before a sale. The way it works is you create a lead form ad and configure the “thank you” page to lead the person to the messenger conversation.
To do it, you configure something called “messenger ref”. It is a simple URL that people can open to start a conversation with the chatbot. This tool can be easily found in SimpleChatbotBuilder’s “leadgen tools” section.
Campaign #3: Facebook JSON ad campaign
Facebook JSON ad integration is another very powerful strategy to generate messenger subscribers directly from Facebook ads. Unlike lead form ads, the person will be immediately sent to the messenger.
To set it up, you need to create a Facebook ad campaign and configure ads to send traffic to the messenger. Then, there should be a section in Facebook’s interface where you can add something called “JSON” code snippet that will allow your chatbot to be directly integrated to the Facebook ad.
JSON ad code can be generated in SimpleChatbotBuilder’s leadgen tools section.
Campaign #4: Facebook checkbox optin campaign to capture messenger leads after form submission
This is a very powerful strategy to capture people’s messenger after form submission. You can see it used widely in e-commerce where you can set up cart abandonment campaigns or add people to messenger after they complete a purchase.
The checkbox can also be added to your typical e-mail optin forms, so a portion of your e-mail subscribers also subscribes to Messenger.
As always, a checkbox leadgen tool can be created in SimpleChatbotBuilder in the leadgen tools section.
Campaign #5: Messenger live chat widget to turn website visitors into subscribers
Facebook’s customer chat plugin is a widget you can put on your website that creates a live chat bubble at the bottom right of your website. This can be used to answer people’s questions to move them down your marketing pipeline.
The biggest challenge with live chat widgets is people literally demand an instant response. It is almost unrealistic for small businesses, such as accountants or lawyers because they cannot afford to be online 24/7.
Another big problem is most live chat widgets only capture people’s e-mails. If your agent is not live, it is likely you’ll lose contact with the person who left an inquiry because e-mail follow-ups are not very responsive.
This problem is solved by adding Facebook customer plugin connected to a Simplechatbotbuilder’s sequence. This integration can easily be created in the “leadgen section”.
Campaign #6: Messenger scancode campaign to turn instore visitors into subscribers
This is a great strategy to turn in-store visitors into messenger subscribers. You can create a “messenger scancode”, and people can scan it with their phone. After they scan the code, it will subscribe them to your messenger list.
A pro tip from us to also configure a sequence so they get something valuable when they subscribe to the list. A common example is to send them the Wi-fi password.
A messenger code can be easily generated in SimpleChatbotBuilder inside “leadgen tools” section.
Campaign #7: Broadcast campaign to re-engage existing subscribers
We’ve already mentioned GiggedIn at the beginning of the article. Broadcasting is where the real power of messenger comes in.
It works similar to e-mail marketing broadcasts, and you can use it to send people relevant content that’ll help them or promotional offers to generate sales.
In order to send promotional offers please remember that broadcasts must first engage people with a non-promotional message before you can “hard sell” them on your offer. That is the rule in Messenger.
Conclusion. Where Next?
Companies are already using Messenger as their marketing channel, and there are countless case studies that show cost efficiency of this new marketing approach.
You bet that Facebook will put its effort to enhance the platform to make it even better for digital marketers and businesses that want to reach their audiences online.
If you’d like to join the conversation to be the first to know about the latest Messenger marketing trends and get access to free software that will allow you to build messenger chatbots without any programming skills, join our FREE Facebook group for more information.