How many times have you needed to get in touch with a company about a product you’ve ordered or a service they have delivered, only to find that the advertised means of contact is an online form which can take up to 24 hours for a response?
As a species, technology and innovation are making us more impatient – and more demanding. When we have questions or issues to raise, we want to be able to do so immediately, and we want to know that our message will not only be acknowledged but also responded to.
Enter the new world of social media marketing.
We are constantly being told about how social media is an important, modern part of the customer journey – both during the discovery phase, the research phase, and the follow up phase. For companies who are on top of their social media and are utilising it seamlessly, this means that everything from reviews to complaints are likely to be received through social platforms – with Facebook ranking as the most popular platform for businesses. But what about the benefits of social media marketing, and messaging in particular?
What is social media marketing?
Social media marketing refers not only to the use of social media for advertising and marketing products and services, but also includes direct messaging and commenting as a means of contacting a company and/or responding to customers. Initially designed as just another means of online contact, advances across the industry have meant that automated chatbots are now an integral part of every social media strategy – especially when it comes to Facebook Messenger marketing, which is the outlet of choice for most modern consumers seeking a way to get in contact with a company at all hours of the day (and night).
The benefits of chatbots when it comes to Facebook Messenger marketing
There are a broad range of benefits that come with using social media as an integrated part of your marketing strategy, but chatbots sit up there as the most beneficial aspect to come from Facebook Messenger marketing in particular.
Far from the robotic images and flat responses that many envisage when they think about chatbots, modern chatbots are interactive, engaging, and able to use everything from words to visuals and videos by means of response to a variety of questions, issues and comments. Of course, in ascertaining and identifying the benefits of using chatbots in your Facebook Messenger strategy, the first thing to note is the simple fact that your communication lines are always open – unlike real team members, chatbots don’t need sleep. With this in mind, chatbots are especially popular with global brands where their customer base lives across a huge variety of time zones and thus may need assistance at any time of the day or night.
Another benefit of integrating chatbots into your Facebook Messenger marketing plan is that they can provide consumers with simple answers to a huge range of questions – thus eradicating a huge load of admin for your social media team. More often than not, consumers contacting you through social media will be after a quick response – for example, the stock levels of a certain product, or the status of a delivery driver. These require factual, quick responses which can be delivered seamlessly by a chatbot.
For those instances where a more personalised response is required, the developments in AI mean that this is becoming more possible every day. By being able to differentiate the products and services required by different individuals, and by using the details they provide in order to generate personalised responses, the future for chatbots – and for sales conversion – is bright.
As well as the efficient and effective responses created by chatbots, additional information and benefits that can be gained through the use of chatbots include:
- Data Analysis of your target audience
- Communication learnings about how your audience interact with your brand on social
- A broader understanding of where your target audience are and what they look like
- Seamless payments through a central platform
Other benefits of Facebook Messenger Marketing
As well as being able to use chatbots to replicate and engage in personal and direct conversations, there are a handful of other benefits that come with using Facebook Messenger marketing as a company or brand.
For one thing, the messenger platform allows you to integrate with your target audience on a platform which works for them and which they regularly use as part of their everyday internet activity. All too often we see brands and companies losing out on that crucial transition from browser to buyer, simply because they are not presenting a presence that is readily available across different platforms. If you only allow customers to ask questions through a contact form on your website, or by dialling a number and being put on a hold list, the likelihood is that you will lose a large chunk of potential business from those who would rather quick on a quick chat icon and receive an automatic response.
And finally, why not consider Facebook Messenger marketing as a way to acknowledge and generate information about orders and delivery notifications? A massive 85% of people say they want to be able to text back after receiving a push notification – so it follows that using Facebook Messenger marketing to control those kinds of notifications could open up a channel for conversation and ongoing communication.
Why you should integrate Facebook Messenger marketing today
Facebook is the OG of all the social media platforms when it comes to consumer – business interactions, and as such it is leading the way with the integration with direct messaging, consistent communication and advertising, and chatbots. The future of your business could well rest in the way that you employ and use social media in the coming weeks and months, particularly with the 2020 pandemic driving more and more people to browse and shop online.
Create a seamless consumer experience using chatbots and messenger apps – and watch as browsers start to become buyers.