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Messenger Newsfeed Ads: How to Use Facebook Messenger for Business

Facebook launched Messenger ads in late 2016. And now it's getting clear how to use ads with Messenger automation to engage, nurture, convert and up-sell even to cold buyers. Check out these well proven strategies.
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Facebook Messenger just hit 1 billion monthly active users. Now it's time to use it for your business
In 2016 Facebook began rolling out Messenger ads, and now it is clear that this advertising format will be growing in the next years.

Why? Because it allows not only to show a banner and get a click to your website; it starts personal one-to-one conversations between business and clients. And the good news is that you can automate it to build awareness, sales and up-sales.

Here I'm explaining how to strategically deploy Facebook Messaging for business to get powerful competitive advantages.

The first thing you need to know is that it is not for «high-tech» companies only. This new ad type and strategies behind it are valuable for every single business. Here are 3 reasons why.

Why drive traffic to Facebook Messenger?

A study by BI Intelligence
1. The majority of your potential buyers are available in Messenger

According to Business Insider, at the beginning of 2015, people started using messenger apps more frequently than social networks. This is huge!

And now messaging apps are the most downloaded ones in app store with Facebook Messenger being #1. The #1 app in AppStore, not just biggest messaging app.

As a marketer, you need to be where your buyers are to deliver your message. And Facebook Messenger is definitely the best place to be.
2. More efficient than email

Do you love emails? Sure, email marketing is a great tool to build subscribers' lists and reach your audience. And if it works for you, continue using it.

But here is a mind-blowing thing: people spend way more time in messaging apps comparing to email.

Especially when we are talking about people under 45. And even for 45+ usage is very close. It's not a surprise; you can watch your friends and family: chances are big that if they need to have a quick chat, they'll open Messenger, not Gmail.

Why? You can look at your email inbox and see how many spam and unfiltered long messages you get there. As for Messenger: you can only receive a message from a person you know. And the format is acceptable for short messages only. This is perfect for mobile on-hand use.

So this channel is not crowded with spam and unrelated messages, but as a marketer now you have an ability to get there with your products. And it's worth testing.
3. Messenger hits 80-90% open rate

That's another huge difference from email.

When you download Facebook app to your mobile phone, they aggressively suggest you downloading Messenger. When you get Messenger, they ask you to turn notifications on till you do it. This way your phone vibrates after each incoming message. It's Facebook's goal, and they achieve it perfectly.

That's why if your buyers get a message from your business there, their phone vibrates, and chances are big they'll open it and read with an average 80-90% open rate. Which is an unreachable goal for email with 10-20% open rate (if you're lucky).
We must talk to our customers in places where they are having their conversations
As marketers, we cannot ignore this new communication channel. And now there is a way to drive massive traffic to it and then automate all further communication with Messenger Marketing tools like ProChatCommerce.

Make your bot with ProChatCommerce (it's free!)

Messenger as a Destination ads

Messenger as a Destination ads appeared in Facebook newsfeed, and they are pretty much like regular newsfeed ads with an option to include an image, video, carousel, slideshow, etc.

But instead of opening your website when clicked on, they automatically send content inside of a Facebook message.

You can find this destination option at the ad level when creating a campaign in Ads Manager or Power Editor.

The best news about Messenger as a Destination ads is that now you don't need to respond to each and every customer manually. You can automate conversations and build the whole sales funnel with follow-ups and even up-sales using free ProChatCommerce platform with no programming skills and coding. It takes around 5 minutes to create your first bot that will act like a perfect sales person.

An here are some strategies to use….

Automated cold lead generation campaigns

You can run destination ads to people who never heard of your brand, like regular Facebook ads.

This can raise awareness and acquire clients, but it must be done in the right way.

The key is asking something to start your ideal sales conversation that you can further automate with a simple logic.
Example: Home Services

You run an ad in your local area, "If you could 'fix' one aspect of your home, what would it be?".

People reply to Messenger with their options, like "I'd paint my home" or "gardening". Now you know their problem and can lead them to a sale through a series of relevant follow ups.

You can do it with ProChatCommerce and get qualified leads that are looking for specific services within your area.

But this is just a beginning! If a person responds to your ad, but is not ready to make a purchase, they automatically become your Messenger subscribers, so you can continue sending content to follow-up and remind about your services.

Make your bot with ProChatCommerce (it's free!)

Growing and engaging blog subscribers

The second strategy is to run ads that promote lead magnets (free ebook, spreadsheet, etc) or blog posts. Every time people interact with your ad, you automatically send them a piece of content and then continue sending blog updates.
Example: Lead magnet for SaaS

You run an ad targeted to your competitor "Running Facebook Ads? Get these 25 awesome tactics to your Messenger and boost ad conversion rates".

Then you automatically send these ebooks (or blog posts) instantly to everyone who clicked the button, and also you collect subscribers for further updates from your blog. So you'll be able to send them new articles and try to lead them to a sale.

Make your bot with ProChatCommerce (it's free!)

Retargeting

If people don't buy from you, they have a reason for it, or the timing is just not right.

You can use Messenger as a destination ads to start a conversation, provide special offers or discounts.
Example: Sunglasses Store

You run an ad targeted to people who abandoned the cart with "Still want our sunglasses? Leave a comment with «coupon», and we'll send your your 10% off discount coupon".

When a person comments with «coupon», ProChatCommerce automatically sends «Here is your 10% off coupon: XJDG2. It's working in next 48 hours only».

Make your bot with ProChatCommerce (it's free!)

And thanks to Messenger automation, you are not paying for 2nd and next interactions. Since users ask for the first message, you can reach out to them without paying for retargeting anymore.

Learn how to supercharge your business with Messenger
Get Messenger Marketing techniques used by top brands and small businesses you can implement this week

Moving Messenger newsfeed ads and other leads through the funnel (for free)

This is the most brilliant part of the whole strategy of using Facebook Messenger for business.

Whenever a user is subscribed to your blog updates, asks for promo codes or explores products, you can run a sequence of messages to move subscribers to your next conversion goal: a purchase, a sign-up or other.

The same as with retargeting, you can do it without paying for Messenger newsfeed ads or sponsored messages using ProChatCommerce automation.

But keep in mind that moving leads through the funnel in Messenger does not mean spamming your potential clients. It's about creating engaging conversations and educating them through the right series of messages.

Make your bot with ProChatCommerce (it's free!)
Ready to use Facebook's newest Ad platform to turn one-to-one conversation into sales?

Get a free ProChatCommerce Messenger Marketing Platform to automate Messenger conversations and convert Messenger Ads into sales. → Learn more

Try to automate your Messenger account

Facebook Messenger for business is a fast growing channel with over 1 billion monthly active users. And it's still not too crowed. With automation it becomes possible to create engaging conversations that lead to sales and reach your business goals.

In marketing you can't ignore trends. Consider Facebook messaging for business. Take this chance to overtake your competitors, create your first campaign and automate your sales funnel right in Messenger with ProChatCommerce.

Make your bot with ProChatCommerce (it's free!)
Mike Tack
ProChatCommerce team
Convert Messenger Ads into Sales
Use ProChatCommerce to automatically move prospects through the sales funnel in Messenger.
Without any coding. For free.
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