Facebook Messenger is an ultra-new marketing channel companies are beginning to engage clients with and there’s plenty of value for planners in examining its value.
Most people will have seen marketing presented through your social media feeds. Facebook is almost notorious for it. However, Facebook as a marketing channel is facing some challenges, which is creating opportunities for new players such as Facebook Messenger, WhatsApp, and the Chinese platform Webchat, who are taking over the way we communicate.
Moreover, it’s not just the younger demographics that have cottoned onto WhatsApp and the like to communicate. In fact, more than 1.2 billion people are using Facebook Messenger, a market that is also growing.
Facebook Messenger and WhatsApp are the two most popular in the Australian market, and it probably won’t surprise some to know that Facebook owns both platforms. As a marketing tool, it’s easy to see why companies are now using this platform to market to clients and leads. Businesses place adverts as a ‘message’ in your feed and look to engage you there. Data suggests that it is useful too, even if it is early days for this marketing channel.
Run an event without an app
To attend online conferences often involves downloading a conference app to your phone. The app will include information about the conference, sessions, locations and allow conference delegates to book meetings at the event.
So, what’s the challenge? The attendee must download an extra app, which can deter some potential delegates. Facebook Messenger removes this problem as it typically an app many of us use. The event my colleague attended allowed him to see the entire schedule, the presentation materials, book some sessions with a sales rep at the event, and even register for sessions, all from his phone and using Messenger.
You might ask what the big deal is? There’s a simple one-word answer, convenience. Now, you can engage your clients in a way that requires minimal effort on their part.
Convenience is one the most recycled words in marketing today. Many programs are being designed to make the client journey as smooth and consistent as possible. Using Facebook Messenger as a new marketing channel is just the next iteration of this movement.
Could it work for a planner?
Better still there are enormous opportunities for early adopting financial planners to use this tool. While there is undoubtedly a higher adoption of Facebook Messenger by the Millennial generation, it’s also incredibly popular with Gen X and Baby Boomers. As the Gen Xers edge towards their 50s, they become a target for most planners.
Likewise, as many planners look at how they can engage with Millennials, apps such as Facebook Messenger will become a part of the marketing mix.
Using Facebook Messenger or WhatsApp also has exciting implications for events and seminars. If you’re seeking to improve the seminar or event experience for your prospective or existing clients, using these platforms could add massive value to the user experience.
