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Facebook Messenger Marketing with Molly Pittman from DigitalMarketer

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Molly Pittman shows us the amazing world of Facebook Messenger marketing.

She teaches us:

How to grow your subscriber list on Facebook Messenger
Why consumers are up to 5 times more likely to read and respond to Messenger than email
The most effective ways to use Facebook Messenger to engage with your customers
The way messaging apps are radically changing the way we do business
How to use Facebook Messenger to generate sales

Published in: Marketing
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Facebook Messenger Marketing with Molly Pittman from DigitalMarketer

  1. 1. FACEBOOK MESSENGER ADS Molly Pittman - VP Marketing, DigitalMarketer.com
  2. 2. Facebook messenger ads… 1. Released November 8th, 2016 (still rolling out across accounts) 2. 1 billion users (as of July 2016)
  3. 3. “This will only work for tech audiences….?”
  4. 4. It’s not about being “high-tech”, it’s about entering the conversation where your audience is having theirs.
  5. 5. This works like any other social advertising…
  6. 6. People’s preferences are shifting… 1. 56% of people would rather message than call customer service 2. More than 1 in 2 people say they’re more likely to shop with a business they can message 3. 67% expect to message businesses more in the next 2 years
  7. 7. It’s not just customer service…
  8. 8. I signed an apartment lease through FB messenger…
  9. 9. It’s not just for “talking”…
  10. 10. How they work… (2 totally different ads) 1. Facebook messenger as a destination (opens in a message) 2. Facebook messenger as a placement (sponsored messages)
  11. 11. Facebook messenger as a destination….
  12. 12. Facebook messenger as a destination….
  13. 13. Facebook messenger as a destination….
  14. 14. (If you don’t have the feature yet….)
  15. 15. Generated 300+ conversations for $800…
  16. 16. Retarget down the funnel (overcome barrier to entry)…
  17. 17. Target at the top of the funnel (must prompt with relevant question)!
  18. 18. Facebook messenger as a destination…. 1. You can target anyone 2. Only available in the newsfeed (mobile and desktop) 3. Objective = send people to a destination on or off FB OR boost post
  19. 19. Facebook messenger as a “placement”…. (sponsored message)
  20. 20. Facebook messenger as a placement….
  21. 21. Facebook messenger as a placement…. “sponsored messages” 1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions 3. Messages can contain one link and one photo 4. “Facebook will charge advertisers for their sponsored messages anytime the ad appears on a Messenger user’s screen in their Messenger inbox, and brands will have to pay for the ad impression even if the person on the other end never opens the sponsored message.”
  22. 22. BUT - there’s a better, easier, and cheaper way to do this!
  23. 23. Better way to do this….
  24. 24. Many Chat… 1. Yes, it’s a bot - but, you don’t HAVE to use that feature 2. You’re building a subscriber list 3. You can broadcast for $10/month 4. You can set up follow up sequences
  25. 25. Building subscribers…
  26. 26. Sending broadcasts (sponsored messages) via Many Chat…
  27. 27. Sending broadcasts (sponsored messages) via Many Chat…
  28. 28. Sending broadcasts (sponsored messages) via Many Chat…
  29. 29. Communication strategy for messenger… 1. Announce new content/ items of interest 2. Promote new products 3. Reminders for flash sales/ deals
  30. 30. How to take advantage of messenger even if you’re not buying ads…
  31. 31. 1. Install ManyChat. Inbound messages will become subscribers 2. Think of inbound messages as a selling opportunity 3. Use your many chat link to drive conversations 4. Integrate FB messenger with your tech stack
  32. 32. Link inside of email…
  33. 33. Integration with Shopify…
  34. 34. Integration with Shopify…
  35. 35. This requires a lot of resources? 1. Start small, down the funnel… 2. Get help from a bot. 3. Integrate with customer service software or use tagging system.
  36. 36. Use tagging system inside of Facebook…
  37. 37. 1. Install ManyChat 2. Run FB Messenger destination ads to build your list 3. Send sponsored messages to your list

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