Messenger Commerce is one of the most up-and-coming marketing channels.
Back in 2014, in a public Q&A session Mark Zuckerberg said that:
“Messaging is one of the few things that people do more than social networking.”
Almost 4 years later, we can see that what Mark said still applies, as messaging apps get more and more popular.
One of the most powerful messaging apps, Facebook Messenger has 1.3 billion users on a monthly basis.
It is clear now that messaging apps are the future of communication in a personal, B2C and B2B level.
Having that said, we understand that the power of messaging apps, especially when it comes to marketing is undisputed.
In this article, we are going to present the 3 pillars of Messenger Commerce, which will help you get a better understanding of what Messenger Commerce is and is not.
Enough with the jibber jabber though.
Let’s dive right in!
1st Pillar – Get Messages on Facebook Messenger
First things first.
In order to set your Messenger machine in action, you need to have people send messages to your Facebook page or your awesome Eshop.
That might seems easy, but it is our clients’ No.1 pain point.
Because with most of us being exposed to as many as 5,000 advertising messages every day, it is really difficult to stand out from the crowd and really spark people’s interest.
Moreover, it is estimated that there are more than 5 million businesses that are using Facebook advertising to reach their audience.
In addition, according to a Social Media Marketing Industry Report published in 2017, 72% of marketers find Facebook to be their top social advertising channel.
What does all that show us?
That Facebook is the land of opportunities and if you are not there already, well, you should!
It also shows us that competition is rough and that in order to get traction to your Facebook page you have to work hard and you have to be consistent with your efforts.
Thus, as you can understand, having people send a message to your Facebook page is the 1st stage of your – let’s call it this way for now – Messenger Conversion Funnel.
As you can guess, there are 2 main ways you can have people send a message to your page.
The first one is by publishing high-quality content that will have your audience engaged and have them interested in your products and services.
Seems easy right?
Hmm, I’ll have to stop you right there for a second.
Content marketing is one that everyone cares about, but very few are actually doing it right.
Even though 73% of B2C organizations describe themselves as “committed” to their content efforts, we can easily see that most of the content out there is lost in the noise.
This is happening mainly because we’ve reached the so-called “Content Shock” phase, meaning that the amount of content out there is simply too much.
It is also happening because the quality of content – in many cases – is simply low and the content itself is irrelevant.
How can you beat?
First of all, you have to be consistent with your content efforts.
Design a posting schedule and stick to it.
Don’t focus on quantity, focus on quality and try to systemize your content efforts.
Next and more importantly, try to publish content that adds value to your customers’ and prospective customers’ lives.
This way, they will sense your genuine interest, you’ll earn their trust and it will be easier for them to reach you via a message on Messenger.
The 2nd way to increase messages on your Facebook page is advertising.
Before we go any further, I just want you to know that our team is plan on publishing a lot of valuable content especially for advertising that aims to Messenger messages, so make sure you visit our blog section regularly!
Earlier this year, Facebook announced that there will some major changes to its News Feed algorithm.
As you can imagine, that caused a lot of negativism from companies that heavily relied on Facebook as a Traffic Source.
A few months later, we can see that the impact of the changes is not so scary both for B2B and B2C businesses.
On the contrary, they may have helped to increase the quality of content in users’ News Feeds.
The question is: How can you use this to your benefit?
Well, you have to focus on your existing customers.
Most companies focus on acquisition despite the fact that it costs much more to acquire a new customer than to retain an existing one.
Build trust and try to use Facebook advertisement in a more profound way.
Getting new customers is great but it is not easy.
Everybody knows that!
So, use retargeting and try to turn your paying customers to returning customers and then to promoters of your products and services.
This way you’ll build a long-term relationship with your audience and you’ll have a healthy amount of new messages every single day.
2nd Pillar – Convert your Messages
Let’s dig a little deeper.
Let’s assume that you have new messages to your Facebook page every day.
Good for you by the way.
Now, it is important that you convert – at least – some of these messages.
But, in order to monetize your Facebook messages, you’ll have to handle the communication with your prospective customers, right?
The truth is that even if you manage to do that, you’ll have to spend way too much time to answer all the questions and still results might not come.
Because want a question and they want it NOW!
Even if you are great at communication and you can handle some of these messages on a daily basis, still you won’t be as efficient as an automated system that replies 24/7 no matter what you are doing.
Basically, if such a system existed you could spend your time and resources elsewhere.
You could simply focus on what makes you happy and on what matters.
Luckily, with Chatbots and Messenger Commerce, you now have the ability to automate your sales through Messenger and have a steady amount of conversions for your business.
There are 2 ways to do this (hint: pay attention to the 2nd one!):
The first is to build a Chatbot from scratch.
Keep in mind that in order to do that you’ll have to hire a developer, probably a Chatbot copywriter, you’ll need regular maintenance and a custom integration with your order management system.
Having all the above issues resolved doesn’t mean that you will be able to measure the performance of your Chatbot accurately and in depth.
Wouldn’t it be great if there was a plug-and-play solution for your business that would need no development whatsoever and that would start converting your Messenger messages into paying customers right away?
You bet it would!
This is the exact solution that Flashchat offers.
An automated and ready-to-use Chatbot that will convert your messages into paying customers.
We’ve developed a solution that requires the minimum resources possible and gets you the best results you can get with just a few clicks.
Still not convinced?
Take a look here and see how we’ve helped Brands4All 10x their ROI in just one month!
Managing your messages in an effective way and turning these messages into paying customers might seem easy but it’s not.
We are really proud that we’ve automated the procedure and made it easier for businesses around the world to start earning from Messenger with a cost-effective and effortless way.
Stay with me here because I am going to share with you the 3rd pillar of Messenger Commerce.
3rd Pillar – Get the Most out of your Messages
There is one word that is the most important when it comes to marketing: Remarketing.
Wow, just got goosebumps with that…
Anyways, yes, remarketing is extremely important, especially when it comes to Messenger Commerce.
Being able to segment your audience based on their behavior and preferences is important.
Being able to recover your abandoned carts is also important.
Being able to remarket your products and services, up-sell and cross-sell is probably the most important.
But, enough with that.
Are you familiar with the term Customer Lifetime Value (CLV)?
If not, that’s ok. I can explain.
CLV is a model that allows us to predict the net profit of all our future relationships with a customer.
As you can imagine, the higher the CLV the higher the profit.
But, what does that mean exactly?
To begin with, it means that you have to keep your current customers happy.
Keeping them happy doesn’t necessarily mean that they’ll spend more.
You may wonder why.
It’s because you’ll have to ask them.
If you want your customers to do something, just ask them to do it.
You’ll be surprised by the percentage of those who will do what you’ve asked them do.
Furthermore, you’ll have to give your customers reasons to care.
By showing that you care and by showing that you appreciate the fact that they’ve chosen you instead of your competitors.
At this point, you realize that getting messages to your Facebook page is one thing.
Turn these messages into conversions is another.
Getting the most out of every conversion and every customer is the most important of all.
With remarketing, you can increase your CLV of your customers and Messenger is simply the most effective way to achieve that.
This is happening because Messenger is a truly direct way of communication.
By using remarketing you can get the most out of your Messenger conversations, upsell, cross-sell and significantly increase your CLV.
Again, you can choose between a custom and a plug-and-play solution such as Flashchat.
Make sure to take a look at our Pricing Plans (if you haven’t done already!) and always feel free to reach out if you have any further questions.
So, that’s it!
These were the 3 Pillars of Messenger Commerce.
Use them wisely and you’ll discover the true power of Messenger.
And, trust me, you’ll be glad you did.
I’d love to know what your thoughts are, so feel free to leave a comment in the comment section below!