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Messaging ApplicationsNovember 24, 2016Written by Dean Withey

How Facebook Page Owners Use Messenger to Reach Their Fans

So, you have a fan page for your business and work hard convincing people to like it and engage with your content. Good stuff, you are doing the right thing.

Engage your fans on a personal level, at scale

The next step in the evolution is to talk to those fans, like seriously, talk and have a real conversation. Not just broadcast content and hoping fans like and share. By sending individual people a personal message, saying hi, using their first name and delivering the content they want. Whenever they want it.

Recent research shows people love and want you to message them. Download our free mobile messaging report to know more.

Download the 2016 mobile messaging report

Private conversation (we call it conversational marketing) is how forward-looking businesses are engaging fans and customers.

Take a look at TechCrunch; this is their top navigation (as of Oct16):


Tech Crunch nav bar with Messenger


See that big button on the right next to the search bar? That allows anybody, from anywhere in the world to send TechCrunch a personal message and ask for the exact news they want, whenever when they want it. Try it out.

TechCrunch is not just spewing out content and hoping it will stick.

They are talking directly to their readers, finding out what type of content they like and delivering it straight to their preferred channel. 24 hours a day.

Someone is not down in the TechCrunch basement, sat in the dark huddled over a laptop replying to everyone and building personal relationships. It is powered by machines. This post is your introduction on how to make it happen for your business.

Our customers get an average click-through rate of 41% on their Facebook messaging. So it is probably worth you reading on.


Great news: you can get access to the same tech!

We can build the exact same thing for you, tailored to your content, your audience, and your brand. Get in touch to discuss your custom chatbot needs.


Why Facebook Messenger?

Over 1 billion people use Facebook Messenger each month. It is available to anyone, regardless of whether they have a Facebook profile or not. Moreover, with Facebook Lite - it is also not just for the people who have a top end smartphone.

Businesses can also respond privately to anyone who publicly posts a comment on their page. Think about that for a second. Someone asks for help on your page, perhaps wants more information or just says hi. You can send them a direct, private, message to deal with their query.

Facebook are actively working against people jumping to email to speak to businesses; they are making it easier and easier for your business to talk to people directly through the Facebook infrastructure.

More than 89% of users check Facebook 14 times or more per day (2013). When your business uses Facebook to have a conversation with an individual, you are reaching them on a personal level.

With great power comes great responsibility.


What is conversational marketing?

The best way to explain conversational marketing is using examples, or check out a couple of mobile messaging demonstrations.

You can answer questions about your products or services. Ask people what they are looking for, deliver rich media to show it to them and encourage them to buy within Messenger or with deep links to product pages or pre-filled shopping carts.

You can engage in real-time customer support to give an unforgettable experience. If someone is having a problem with a product he or she can reach out and talk to you in real-time. They could even take a picture on their phone and send it to you, and if you like, you can send one back. If all else fails, they are probably on their mobile - you can call them.

You can send an order confirmation, shipping info, links to related products or just a friendly "how are you getting on?".

You can ask for feedback, send satisfaction surveys or a net promoter score question. Rather than relying on a ~20% open rate on email, you will enjoy direct access to a customer via their preferred messaging app.

Perhaps you work in an industry where things have to be a little more hush-hush? Private support in finance, insurance or even medical (be wary) can be delivered personally, but at scale.

Do you wonder why Facebook developed the functionality for businesses to message people who comment on your page? It is so you can handle complaints and problems privately. Messenger allows you to deal with issues away from the public eye (and opinion!) without moving the customer away from the platform they contacted you on.


Facebook Messenger and conversational marketing

Ok, got it, I'm in. What do I do now?

Easy peasy. You go through this step-by-step guide that will get you up and running with Facebook for business.

Then, you get in touch with us and we will talk about your Facebook Messenger chatbot.