Why Facebook Messenger Ads are Awesome for Small Business

Advertising on Facebook has been around for a while.

It’s practically a granddaddy in the world of online marketing.

And, like a lot of small business owners, you know that it’s getting harder to get the ROI you want on Facebook ads. It’s a numbers game, after all, and as of the third quarter of 2018, they had approximately 2.27 billion active monthly users.

It’s no wonder you’re having a difficult time connecting with your audience. You’re competing with millions of other advertisers! It’s a crowded space.

That said, Facebook ads can still be useful – with a twist. Instead of sticking to the same traditional ads you’ve been using, it might be time to check out Facebook’s newest ad option – Facebook Messenger Ads.

What Are Facebook Messenger Ads?

Facebook Messenger ads are ads that appear either on the newsfeed or directly in people’s Messenger inboxes.

The newsfeed ads have a call to action that directs people who click it to Messenger, where they can send you a message and get more information about your business.

53% of people say they’re willing to buy from a company they can message directly on Facebook Messenger. And, customer service is increasingly moving toward instant and direct messaging. Customers expect instantaneous responses and favor brands that provide it.

Facebook Messenger Ads allow small businesses to connect directly with potential leads. They eliminate the need for a hard selling ad and instead, open a dialogue. They provide an opportunity for you to personalize your marketing in a way that encourages people instead of putting them off.

Three Types of Facebook Messenger Ads

There are three types of Facebook Messenger Ads available for small businesses to use. They are:

  • Destination ads
  • Sponsored messages
  • Home screen ads

Let’s break it down, starting with destination ads. These are ads that appear in your target audience’s newsfeed, very much like traditional Facebook ads. The main difference? The call to action is always going to be “Send a Message.” When a user clicks it, a Messenger window opens, and your automated message will appear. (We’ll talk more about how to use that feature later.)

Sponsored messages allow you to deliver special offers and communications directly to the user’s Messenger inbox. A key feature of sponsored messages is that you may send them only to people who have messaged you previously. They’re a form of remarketing with a personal touch.

Finally, home screen ads are ads that appear in Messenger. The difference between these ads and sponsored messages is that their intent is not to start a conversation. It’s to drive sales by encouraging users to click on the ad.

How Can Facebook Messenger Ads Benefit Your Business?

Facebook Messenger ads are a great option for small, local businesses. They allow you to personalize ads and connect directly with the people who are most likely to buy from you.

Want some examples? Here are a few ways that you can use Messenger ads to boost your profits:

  1. Personalize your messages. Too much personalization can seem downright creepy, but Facebook Messenger ads allow companies to straddle the line without crossing it. Because you can only send direct messages to people who’ve already connected with you on Messenger, it doesn’t feel as intrusive as LinkedIn direct ads. And, it lets you tailor your offers in a way that’s highly likely to result in a sale.
  2. Give customers the response time they want. With Messenger ads, you can automate your replies to ensure that potential customers aren’t stuck waiting for a response from you. And, in case you don’t know, people prefer messaging to any other form of customer service. Research shows that 73% of consumers prefer live chat to email, and 56% prefer it to a phone call.
  3. Start a conversation. Lead nurturing is something that you can do one on one with Facebook Messenger ads. You can even customize your newsfeed ads to encourage people to chat with you about your product or service. This option allows for one-on-one contact – even if it’s largely automated – that makes potential customers feel valued.
  4. Increase local awareness of your business. One of the best things about Facebook Messenger ads is that you can select “increase local awareness” as your ad objective. This is a particularly effective option for businesses that want to reconnect with existing customers. You can use Messenger to send them an offer that’s tailored to them.

Another way of looking at Facebook Messenger ads is that they’re the modern-day equivalent of going door to door. They don’t require any more effort that traditional Facebook ads, but they offer a degree of personalization and one-on-one contact that will allow your business to connect with potential leads in a meaningful way.

How to Get Started with Facebook Messenger Ads

If you’re itching to get started with Facebook Messenger ads, here are 7 easy steps to help you get going.

  1. Open Facebook Business Manager.
  2. Choose conversion as your marketing objective.
  3. Scroll down and select Messenger. (This ensures that a click will start a conversation instead of redirecting the person to your landing page.)
  4. Scroll to Edit Placements and select Messenger again. You’ll notice that with your first ad, Sponsored Messages aren’t an option – that’s because they’re only for remarketing.)
  5. Fill in the content you want to appear in your ad.
  6. Choose Send Message as your call to action. (This one’s a must because it lets the people who see your ad know that they’re starting a conversation with you.)
  7. Finally, fill in the message (or the first few messages) you want people to see when they click your call to action. For example, you could send them a coupon or ask them a question to start the conversation.

That’s it. Once you’ve completed these steps, your very first Facebook Messenger ad will be up and running – and you’ll be able to see for yourself what a powerful marketing tool Facebook Messenger can be.

Getting a great ROI on Facebook advertising can be tough. There’s a ton of competition and as a small business owner, your marketing budget is limited. Facebook Messenger ads can help you leapfrog over the competition and connect directly with the most valuable people on social media – your customers.

What the Future Holds for Social Media Marketing

It’s still worthwhile for small businesses to advertise on Facebook, LinkedIn, Twitter and Instagram. Here are a few tips to help you figure out where to spend your Facebook marketing budget:

How to Use Facebook to Connect with Your Local Followers

Facebook offers a variety of tools – some old, some new – that enable small business owners to connect with their customers. I It’s time for all small business owners to make full use of it to increase their visibility on social media and attract new customers. Here’s what you need to know.

Here’s Why Your Business Isn’t Growing and how to turn things around!

Here’s Why Your Business Isn’t Growing and how to turn things around!

The marketing techniques that worked last year, or last month, are no longer as effective as they used to be. You try everything you can think of, but it doesn’t work.

Local SEO vs National SEO Explained

Local SEO vs National SEO Explained

If your business is local and you haven’t focused on local SEO, then the chances are good that you’re falling behind your competitors without realizing it.

How to Use Facebook to Connect with Your Local Followers

How to Use Facebook to Connect with Your Local Followers

Facebook offers a variety of tools – some old, some new – that enable small business owners to connect with their customers. I It’s time for all small business owners to make full use of it to increase their visibility on social media and attract new customers. Here’s what you need to know.

10 Marketing Tools You Should Be Using!

10 Marketing Tools You Should Be Using!

Here are a few marketing tools online which less known but can offer great possibilities for any small to medium size business.

Create Killer Content without Writing a Word Yourself

Create Killer Content without Writing a Word Yourself

Be more creative with your content by adding outside expertise and opinions. When people collaborate, they’re sometimes able to come up with ideas and creative solutions that they might not conceptualize on their own. It’s a synergy thing.

5 Tips to Get the Most from Your Local Business Blog

5 Tips to Get the Most from Your Local Business Blog

If you’re not, the big question is what should you be doing? The answer starts with numbers and ends with specific advice. So, let’s dig into some statistics, and then we’ll look at 5 tips you can use to put your blog to work for you.

The Unofficial Email Marketing Roadmap for Your Local Business

The Unofficial Email Marketing Roadmap for Your Local Business

That’s crazy ROI by any standard. Welcome emails generate 320% more revenue than other emails – something that underscores the importance of...
Email Marketing vs. SMS The Battle for Supremacy

Email Marketing vs. SMS The Battle for Supremacy

As local businesses don the gloves of digital strategy, they're greeted with a choice that could define their success in connecting with customers.

Four Steps to Turn Fans into Brand Ambassadors

Four Steps to Turn Fans into Brand Ambassadors

That might sound too good to be true, but it’s not. The trick is knowing what makes someone a brand ambassador – and then leading them down the road instead of hoping they’ll get there on their own.

Writing Emails Like A Pro

Writing Emails Like A Pro

If you’re a good marketer, you already know that email marketing remains one of the best ways to market your business. But, most businesses don’t do well when it comes to writing emails and render them effective.