Not everyone is aware yet of the fantastic CTRs of Facebook Messenger marketing, so it is not surprising that it is underutilized. However, it offers incredible opportunities for brands. It would allow users to connect and engage with existing and potential customers. If you want to take advantage of this new wave, you might want to consider turning your Facebook Messenger as a landing page.
Setting Up Your Messenger as an Ad Destination
Everyone is on Facebook practically every day. They have millions of users, and there is less friction in this chat platform than any other marketing channel. Most brands run ads on Facebook these days. It is a great idea to keep your marketing funnel on the social media site.
Facebook Messenger marketing offers the potential for better reach and engagement than email marketing which only comes in second with open rates at around 20% and CTR around 2%. Messenger, on the other hand, boasts of 80% open rates and mind-blogging 20% CTR.
When Facebook first introduced its feature to allow brands to use Messenger as a destination for their ads, it was game-changing. Brands now have unlimited potential to communicate regularly and instantly with leads. Setting up your messenger as your landing page for ads will allow you to communicate with customers the minute they click on your ad. This is why more brands prefer using Messenger vs. landing page.
Why Use Messenger Instead as a Landing Page?
A landing page has an average conversion rate of 5-10%. You would lose 90-95% of potential customers. This is where Messenger Bots work better than the landing page. There are just so many benefits to using Messenger to direct ads to.
Use your Bot as a landing page, and you see that your conversion rates will be significantly high. Filling out forms via Messenger is considerably easier and more convenient than directing people to your website. 90% of Facebook users have the messenger installed on their phones.
You don’t lose customers because the moment the user clicks on your message, they become an instant subscriber. So, you will be able to follow-up with potential leads even if they do not provide their phone number or email. This is not the case with a traditional landing page where almost 95% of visitors leave the websites.
Using Bots allow you to eliminate design-related issues that take a considerable chunk of your budget. The platform is well-regulated, and Facebook continues to enhance it to optimize marketing for Brands. This is another reason why more and more brands are using Facebook Messenger vs landing page to generate leads.
How Do You Use Facebook Messenger as a Landing Page?
There are three approaches to using Messenger as a landing page for your ads:
1. Set it up as a Live Chat Flow. So, when potential customers see your ads and click on them, it will automatically trigger your Bot. The customer will then be brought to their Messenger app and asks to answer a series of questions that you might have set up beforehand.
Once the customer has answered these questions, it will trigger a conversation with a Live Agent. This method allows you to screen for quality or real leads. This will help you determine whether someone is genuinely interested in your product or not. Once you determine that the person is indeed interested, you can then nurture this potential customer and direct them to where you want them to go.
2. Set it up as a Lead Generation Flow. You can integrate this with your company’s CRM. This is great for real estate agencies, automotive dealerships, as well as other business which require contacting potential leads or customers at a later time.
Use this method if your campaign requires that you collect information of potential customers. You can set it up to collect their names, phone numbers, emails, and other relevant information. These are the information you need for direct selling. You can then compile this list and send them out to your agents to contact later.
3. Set it up to Provide Content and Follow Up. This is one of the benefits of setting up your Facebook Messenger as a Landing Page. The Bot allows you to send out useful content, articles, eBooks, videos, promotional offers, and other materials to potential customers. This is why many brands are choosing to use Messenger vs landing page. They are able to introduce value to leads consistently and engage with their leads. They can create a strong image for their brand and nurture customers in a positive manner.