You have probably been hearing about Facebook Messenger ads, and maybe you’ve received one in your own Messenger inbox. I’m seeing more people teaching how to use Facebook messenger ads as a part of your list building strategy.
Are Facebook Messenger Ads a good list building strategy?
Like other list building strategies, using Messenger requires some technical know-how. If you are not familiar with setting up Facebook ads already, you might feel a bit lost. Let’s not focus on the “how to” right now, though. Let’s focus on the strategy behind using Facebook Messenger as a part of your list building strategy – why you would want to do it, not how.
The idea behind using Messenger is that when you offer an opt-in and someone takes you up on your offer, you deliver it directly to their inbox in Facebook Messenger instead of sending them to your own website to download. You can also engage that person in a conversation right away.
Why would you want to do this?
- You establish a relationship with her on Facebook
- You can chat with her and answer any questions she may have
- This way of interacting with new prospects is more personal in feel
- You establish another way of reaching your prospects along with e-mail
- Some studies show that the engagement rate is substantially higher than the typical email open rates.
Is this just creating another step for your prospect?
In the end, though, many of the Messenger opt-in messages I see still send the new prospect to a website to actually download the offer. So to me, you are inserting another step. That’s usually a bad thing. But the proponents of using Messenger advertising believe (and they may be correct) that connecting to your new prospect (potential customer or client) through Messenger is immediate and powerful. They also believe that you don’t lose that prospect, as you might in an email download, because you don’t run the danger of her opting in but never opening the email you send her. Make sense?
Personally, I have not used Facebook Messenger ads, and I’m not sure that I will. Still, I believe it’s good to know what they are and how to use them. It’s good to consider whether they should be a part of your list building strategies, now or in the future.
With Facebook Messenger you still must use FB Ads
One thing you need to know about using Messenger is that you also will have to know how to do Facebook ads. Part of using Messenger is also using FB ads to drive people to opt-in, after which they get an immediate message from you within Facebook Messenger.
I’ve put together a resource list so that you can understand more about Facebook Messenger ads. These articles will help you decide whether Messenger ads should be a part of your list building activities.
Digital Marketer’s $47.00 blueprint can be found here: http://digitalmarketer.com/lp/fb-messenger/. They do a good job of explaining Facebook Messenger ads and why you would want to consider using them. They also share some of their own results. I find Ryan Deiss and Digital Marketer’s materials to be of high quality.
Another place to learn about creating Messenger leads is Messenger Marketing Pro. They offer a webinar on this topic and a free download (once you register) that’s called “Instantly Create Facebook Messenger Leads Using Any Lead Magnet.” The download is useful to get an understanding of how this works. You can register for the webinar (and then get your hands on the download) by clicking here.
Social Media Examiner has also offered help on using Messenger ads, their most complete article (that I could find) is here: http://www.socialmediaexaminer.com/how-to-set-up-facebook-messenger-ad/.
And finally, here’s a Facebook article about Messenger ads: https://www.facebook.com/business/help/630500673789880.
Facebook Messenger Ads don't replace a good marketing strategy!
Remember that if you use Facebook Messenger ads, you’ll have to create your marketing strategy and your actual ads, just as you would in any type of marketing campaign. The promise of Messenger ads isn’t that they are easier than anything else you do, the promise is that there is a bigger payoff, and more people paying attention to you.
It reminds me a lot of when text messaging was brand new….there were all sorts of marketing strategies aimed at texting people to get an immediate response. Now, though, people are “so what” about a text message – a text has lost its sense of urgency. The same thing will eventually happen to Messenger ads – but until then, this marketing strategy could work really well for you.
Before everything else, you've got to have brand clarity
Before you use Messenger ads or any type of marketing, you’ll have more success if you have brand clarity. Brand clarity means that you know your big message and you have maximized that message. If you need some help sorting that out, book an hour of my time and we’ll work on brand clarity and your big message. In this way, you won’t waste money on ineffective marketing and advertising.
Let me know if the resources I’ve mentioned above are helpful for you – and if you have tried Messenger ads – I’d love to hear your stories! If you need basic training on list building, check out my online course here: https://listbuildingforimpact.com/.