Author: Jonny Butler / Source: Business 2 Community
Marketing personalization isn’t personal and it never has been. It involves segmenting audiences through demographic, behavioral or affinity data and broadcasting messages relevant to these smaller segments and their actions. It’s not one-to-one, reactive or real-time. But Facebook Messenger is changing this.
Facebook Messenger ads
Facebook introduced Messenger ads at the end of 2016 and expanded the offering recently. Traditionally Facebook ads aim to engage someone with a piece of content on Facebook or send them to a destination such as your website or app. Facebook Messenger ads however, send people to the Messenger app where you can start a conversation with them.
As soon as someone clicks your ad and engages with you via Facebook Messenger, you have the ability to message them again and with 66 percent of consumers preferring to reach brands through messaging apps, this provides a vital entry point.
But while proactively initiating one-to-one conversations with customers is great in theory, in reality, it’s not scalable for any business without a huge sales and support team. Right?
Chatbots
Through natural language processing chatbots can automate conversations that follow predictable patterns. Define the questions and answers, and you can create personalized conversations with your customers in real-time. It sounds complex and expensive but many companies offer monthly subscriptions based on how many messages you send — with initial tiers costing nothing. This enables you to start by running small, controlled tests for no cost.
What does this have to do with Facebook Messenger ads? Powering your Messenger conversations with a chatbot will give you the ability to scale — conducting hundreds of direct conversations a day — however limited your resources.
With that in mind, here are three ideas you can try for your first Facebook Messenger campaign.
Awareness campaigns
Let’s start with something easy — distributing your content….
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