5 Reasons Messaging Applications will Grow your Business
Messaging app usage is on the rise
Messaging app usage has been growing exponentially in the last couple of years. In fact, the number of messaging app monthly active users has surpassed the number of social media monthly active users.
Source: BI Intelligence’s Messaging App Report
I know, I share this image (and statistic) in pretty much every single blog post I write. It’s so relevant, I feel like I need to reiterate every time.
As a business owner or a marketer, you’re probably thinking this surge in mobile messaging usage is a fantastic opportunity to grow a business. And you are right.
In this post, I want to go over 5 reasons why messaging applications will help you grow your business. Let’s get started.
No. 1 – Messaging apps are free to use
For consumers, one of the most attractive aspects of messaging applications is that they’re free to use. Some aren’t, and some have advanced features that require a paid upgrade, but in general, most messaging apps are entirely free to use.
That’s how most applications gained massive traction in their early days. Users would flock over to the best messaging app, often installing a few of them, simply because it was free to do so.
As a business, this is a fantastic opportunity. Although business accounts on messaging applications aren’t always free (Viber, for instance, requires payment for a business account), you can be sure to reach tonnes of people through the most popular applications. We've found consumers are actually eagerly waiting for you to do so.
Not only are consumers present on these apps, but they also view them as free messaging and a way for them to express themselves freely, at length, without having to worry about a potential cost like SMS would.
No. 2 – Everyone uses them
Like we’ve seen in the previous point, everyone uses messaging apps.
We ran a short survey a few months ago and asked one hundred people about some of their messaging habits. One of our questions was “How many different messaging apps do you currently and frequently (>3 times a week) use?”
36% of consumers have and frequently use 3 different messaging apps.
Interestingly enough, 2 people out of the 100 we surveyed had over 8 messaging apps installed!
This survey was somewhat limited, as we only asked 100 people from the UK, but it does show that everyone uses them. Not a single person answered the “Zero” option.
Targeting your customers through this channel ensures you’ll reach a decent portion of them.
No. 3 – Instantaneity at its best
Earlier, we touched on the fact that messaging apps are free to use for consumers. Instantaneity is the second main reason consumers like using these apps.
The user can send and receive messages in real time, be notified when the correspondent has received the messages, and when the correspondent has read them.
As a business owner, leveraging this instantaneity is key. It allows you to market your promotions at a fast pace, instantly reply to queries, and provide incredibly fast customer support.
The best example of instant value are autoresponders. You can set up an autoresponder on Facebook Messenger, for free, and instantly reply to anyone messaging your page with a customised message. Talk about instant value!
No. 4 – Engage in a real conversation
Businesses have been talking to their customers for a long time.
Unfortunately, the discussion has always been one way. When we think of advertising or marketing in general, we picture TV ads, paper ads, YouTube rollover ads, banner ads, and so on.
All of these are examples of businesses trying to reach out to consumers and pull them in by offering a one-way communication. We can’t interact with the TV ad. We can’t browse the paper ad. We can’t ask questions to the YouTube rollover.
However, messaging applications offer a real opportunity to converse. They open a channel of communication between the business and the consumer, through which both can engage at the same level.
Conversational marketing will revolutionise the way your business markets its products or service to your customers. Thanks to the conversational marketing concept coupled with the power of messaging applications, you can now reach your consumers and offer them what they’ve always wanted: conversation. Help. Someone who will point them in the right direction and answer their questions.
No. 5 – Your customers are ready for it
We legitimately asked ourselves this very question. Are consumers ready to interact with businesses over messaging apps? Is it not too soon? Don’t they view messaging apps as more of a way to interact with their friends and family rather than companies?
We did what we usually do when unsure: we asked. (Download the full report from that survey)
We created a survey and asked the consumers whether they believe that “businesses should be available, contactable and able to respond to you via messaging applications”.
The responses was an overwhelming. Over 62% said they agree with this statement.
Download the full mobile messaging report for free.
It’s evident your customers are ready for you to talk to them via messaging applications. They are looking for instant, one-to-one, direct and rich communication with you and your brand’s representatives.
Thankfully, today’s technology allows you to do just that. Connect with your audience through messaging applications and offer them the customer experience they’ve always wanted.
Your turn!
How do you think your business can benefit from messaging apps? Have you implemented a mobile messaging strategy in your company?
