Bring Audiences from Conversation to Conversion with Message Marketing
Social media platforms, like Facebook, Instagram and Pinterest, are attractive to marketers for obvious reasons. One thing to keep in mind is that the popularity of mobile messaging apps surpassed that of social media apps. As such, these apps have message marketing potential.
One of the reasons behind that is chat apps provide users with a convenient, comfortable space to interact. Its simple structure also makes it easy to deliver content. This marketing channel provides a unique opportunity to reach a wide demographic in a conversational and engaging way.
Messaging Marketing
Major messaging apps have advertising options like Facebook Messenger displaying ads that appear in inbox, sponsored messages, customer relations tools and click-to-Messenger ads that send users from social media platforms to the Messenger app.
The key to maximizing this type of marketing is with a quality chatbot to handle the majority of the communication. A chatbot allows you to customize messages to advance with links that move the conversation forward on specific paths, depending on the prospect’s interest.
Similar to Email Marketing
Since this is similar to e-mail marketing, you can use the same skillset and content to use on a messaging platform. However, messaging implies a dialogue that’s more interactive and conversational than one-way communication. Customers of today want a personal, customized relationship with companies they do business with. So they can be more receptive to personalized messages in this format.
You could utilize message marketing to reach existing and potential customers.
From generic content like company or industry news to introducing a new product, message marketing can be very powerful. Message marketing can also be used to increase sales with limited-time promotions, discounts, giveaways and contests.
Take a Careful Approach
Even with Facebook reporting 10 billion messages being sent between people and businesses each month, this is still a relatively new marketing channel. Venturing into unknown territory should be carefully done, as user perception can quickly change.
Messaging apps are one of the few spaces where people have been able to interact without being bombarded with ads. Avoid taking an intrusive or pushy approach, and leverage strategic targeting. The upside of messaging apps is that users have more control over opting-in to receive messages from businesses. So you may be less likely to annoy them than with other channels.
