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How messenger marketing works: an overview of tool
Messenger marketing is an advertising tool that uses messengers and social media dialogue setups. This approach is popular since special services for communication give a higher volume of coverage than, for example, social networks, where the figure is reduced by updating the feed. In the case of messengers, more than 80% of users see all published messages.
According to HubSpot research, about 45% of people choose communication via social network messages or individual messengers, such as WhatsApp or Telegram, as their preferred way to communicate with a company. In addition, such services are great channels for increasing traffic and making sales. To set up correctly, develop a messenger marketing strategy. The first step, in this case, is to determine the goals of using messengers. This may attract customers, increase sales, or brand image development activities.
Messenger marketing strategy
The strategy is developed separately for hot and cold audiences. Different approaches to building a funnel and creating offers are used for them. For example, for already warm customers, the funnel will be one-part. Such people clearly know what they want and are already interested in the product. Creating a high-quality ad with a call to consult or offering a profitable promotion will be enough in this case.
As for the cold audience, it needs to be gradually warmed up and slowly led to a purchase. You need to introduce people to the company, tell them about the benefits of its product, and then encourage them to buy.
Some of the most popular messengers are Telegram and WhatsApp. Telegram offers three tools for promotion: channels, groups, and chatbots. The first option is similar to communities on social networks, where interesting content is published, and users can communicate through comments. The channel is suitable for the B2B sector and the promotion of premium goods and services.
A second tool is a group, where all participants can exchange information. This option serves mainly to connect customers with intermediaries or performers.
The chatbot allows communicating with users in automatic mode, advising them on the most common issues.
In WhatsApp Messenger, setting up a mailing list via the Business API is possible. However, the service’s capabilities are limited and useless for achieving business goals.
Warming up should start with attracting an audience, for example, through the website, social networks, and advertising mailing list. And then, there is the familiarization of users with the company and products through regular content publication. The posts should inspire trust in the brand, demonstrating that the company can solve consumers’ problems. This will allow the consumer to move to the status of a client.