Owner: (sending the default Facebook auto response) Hi, Urban! Please let us know how we can help you.
Me: “Believe you targeted me in one of your FB adverts. Is this Messenger reply automated?”
Owner: “Sorry about that Urban, it is an automatic message, will try to avoid it in the future.“
(Seriously! 🙈 OMFG! Holding my head in disbelief)…
Me: (OMFG!) “Ah, lol, no I was *wishing* is was automated. Because, manual replies take up your time and if you don’t reply immediately you ‘lose’ a customer.”
…engage with the conversation your audience is already having…where they want to have it… in Messenger!
All the credit in the world goes to this advertiser as he replied, 20 minutes later. 20 min in internet time is forever.
STOP! You are using the ‘Send Message’ message button wrong.
The Send Message button is you wooing, fascinating, and delighting people with instant answers and automatic replies (it’s the experience!) . Both give a) an excellent customer experience, b) you a USP, and c) the capacity to lead score people from a Facebook Ad, and d) these 20+ other reasons to use Facebook Messenger.
I do give credit for the ‘short’ 20 minutes reply time.
Facebook Messenger is an ’email marking killer’ (maybe), a CRM, drip content machine, lead scoring animal, instant answers and auto reply message godsend.
Done wrong and you look silly.
Done wrong and you’ll piss off people.
Done wrong and you’ll lose customers.
Done right, and it’s easy to do Messenger right, you’ll delight people.
Don’t worry, this is Urban Renström, there is always science and research involved in everything I talk about.
If your not using Messenger for business you’re losing.
Marketing basics – Helping People Solve Problems
Business is building relationships with people – having one-on-one conversations. Chat marketing (Messenger™) allows building one-on-one relationships with people at scale.
Right? Marketing is helping people solve problems.
Right? The more we help, the more people like us, more they like us, the more they will trust us. The deeper they trust, the quicker they’ll get to point of buying from us.
Badda bing, badda boom. Simple right?
Yet, most businesses muck the simple (me too probably!)
(recall) People go through Eugene Schwartz five phases of the ‘buyer’s journey’.
‘Flash the cash’ only happens at step five!
The buyers journey takes time.
Depending on the complexity of the problem, knowledge available, and 100 other factors. People don’t ‘flash the cash’ because they saw one Facebook advert.
The reasons people ‘Flash the cash’ is to avoid or the have:
- Pain in the present. People have a problem NOW! and need it fixed immediately
- Pain in the future: anticipate a future problem and planning to solve it now
- Pleasure in the present – looking for something to fulfill and immediate need or desire
- Pleasure in the future – people want to invest now to later reap the rewards
So, for which of thee above 4 does your product/service solve?
Circling back to the: “Sorry about that Urban, it is an automatic message, will try to avoid it in the future“
Use the Facebook Send Message button to Supercharge your Customer Acquisition and Facebook Ads ROI
If you treat people beyond their expectations, you might build up loyalty.
“Bold claim Urban!” Yes it is. Here is why my claim is bold.
First, with Facebook Messenger you provide instant replies and auto answers. Helping people solve problems.
I did a simple test– does an advertiser give instant replies and auto answers?.
I clicked the Send Message button on first 100 Facebook adverts I saw in my news feed and keep score.
Result: Every one of those 100 failed the simple test. Right. 100 failed. Ever reply was:
…“Hi, Urban! Please let us know how we can help you”
Yes this is the default auto reply Facebook inserts.
Each of the 100 was a Facebook advert. Each used the online equivalent of the “retail deflection system“. Don’t be that guy/gal and deflect people away.
Think about this as it is brick and mortor retail.
When a person walks into your shop do you say:
“…wait there and I’ll get back to you“
Would you wait? Maybe? Waiting depends if I have ‘Pain in the present‘ or ‘Pain in the future‘
Often I would not wait. And you’d tell your friends about your sh1ty experience.
#ThisShitHappensOnline #CannotMakeItUp #CallingItAsISeeIt
Second, you are wasting money. You paid money to get people to click your Send Message button…why are you forcing people to wait!?!
Thirdly, instant answers and auto replies, delivered 24/7, saves your bacon. Craft a reply once and answer the same question repeatedly. Gives people answers when they want answers.
Forth, 3rd party apps, e.g ManyChat, Chatfuel, MobileMonkey do amazing things. You can track what people click and don’t. Useful to segment people and give deeper answers to question people ask.
Tracking people action in messenger allows you to lead score. Lead scoring segments people into cold, warm, or hot leads. Would that help you? #ThinkAboutIt the ability to lead score people direct from Facebook ads!
Fifth, woo, fascinate and delight people with great customer experiences.
Hands down, excellent and memorable customer experience is the easiest way to up your Unique Selling Proposition, USP, that thing giving you the upper hand over your competitor.
Sixth, that twenty-minute wait is an eternity in internet time. Right? People want instant gratification, click->instant result. Give people instant replies and auto answers solves this simple problem.
Worse, that delay is feeble and you will lose a customer. Forever. Forever!
In Practice – The better Facebook Send Message Button Experience
Look at this typical Facebook Advert image. The name and identities have been change to protect the innocent!
This advert is representative of the 100+ adverts I click.
The reply from the ‘Send Message’ button is
hum…this advert is well, poor for many reasons. I’ll put up a Facebook Ads Tear down and see why it is bad (good read actually)…
Send this message instead:
Don’t get scared by the picture. The image is the ‘behind-the-scenes’ view of a Messenger message.
A short video of discussing this Messenger message for the home improvement company.
After the ‘Send Message‘ button get pressed, sent is a series of short text message.
The left side of the red line is the FAQ section.
Right side of the red line are is the business asking questions to generate a quotation.
Finally, you asking for an email address, which gets auto populated by Facebook (how cool is that!).
Want to see for yourself? Try the demo the Messenger messages for the Home Improvement company. This opens in Facebook Messenger! Then click the blue ‘Get Started‘ button.
Putting the Facebook Send Message Button to Good Use
Ditch the default Facebook™ messenger replies…they are time wasting worthlessness.
Think as if people are standing in front of you and your answering questions people ask.
Then, give people the chance to ‘move it forward’ and contact you.