Although not necessarily considered a marketing tool by the majority of users, Facebook Messenger is an incredibly versatile messaging platform well suited for businesses to attract prospects and convert them into customers.
For the unfamiliar, Facebook Messenger is much like email marketing. Campaigns can be created with the intention of capturing contacts to interact with later (i.e. providing your email for downloading or watching a video) or as direct message campaigns for existing lists of customers or prospects (i.e. emails from businesses promoting offers or their latest and greatest product).
The big difference with Messenger today is not overly saturated by businesses yet. Additionally, the interactive nature of Messenger makes it much more likely for a customer or prospect to interact than with email.
That said, there’s no “one size fits all” type of marketing strategy for businesses that will work on Messenger. Knowing where to start and the types of campaigns to test can be time-consuming and expensive if you’re unfamiliar with the platform.
So here’s an overview of some of the marketing strategies that use Facebook Messenger’s features, for both B2C (business to customer) and B2B (business to business) companies.