Understanding Facebook Messenger for Businesses

Anna Kuznetsova
2/4/2021

Businesses that understand Facebook Messenger can use it to drive engagement with customers through integrating customer service and marketing to Messenger. 

Facebook Messenger has grown to be a force for social media consultants.

Specifically, its value derives from the level of engagement it can drive for businesses with social media users. 

  • As of March 2019, it had 1.3 bln users worldwide
  • Every month, businesses and individuals exchange 20 billion messages via Facebook Messenger. 
  • More than 300,000 bots have been set up to solve standard tasks.

Customers engage with messenger much more so than other outreach channels: Facebook Messenger boasts an 88% open rate and 56% click-through rate. On top of that, chatbots and CTA buttons help you improve your sales funnel.

Businesses that understand Facebook Messenger can optimize it to grow their social media exposure and drive customer engagement and customer service benefit. 

To better understand Facebook Messenger for your business, follow these steps to set up and take advantage of its functionalities: 

  1. Create and customize your business page
  2. Enable messaging and set up a greeting message
  3. Set up automated responses 
  4. Apply features to engagement strategy

Create and Customize Your Business Page 

You can only access Facebook Messenger via your business page on Facebook. To create one, you first need to set up a personal Facebook page. 

In the upper menu, click “Create” and then select “Page."

Create Business Page on Facebook

As for your page name, it’s best to use the name of your brand. Your profile name must be longer than 5 characters and contain both letters and digits. Also, feel free to add a brief description of your company when setting up your page.   

These are the main branding elements of your Facebook page. Here are a few useful guidelines:  
●    Use your corporate logo as your profile picture. The best logo designers create images that are simple and visually appealing. The benefit of such a logo can carry to your Facebook page. 
●    Your cover image and your profile picture must be visually coherent. Your cover can contain various information, such as your company slogan, contact information, product imagery, etc. 

Also, be sure to use your logo as a watermark on all your photos. If you don’t have a corporate logo yet, don’t hesitate to benefit from one of the online branding services. 

Enable Messages and a Create a Greeting Message

Click “Settings” in the upper right corner of the page. Click the “General” tab and select “Messages”. Enable all types of ingoing and outgoing messages.

Enable Messages on Business FB Page

Once a user visits your page, a chat window will appear automatically. Create a greeting message to welcome the user and encourage them to engage with you. 

Greeting Message on Business FB Page

To check if your greeting message appears, click the “Inbox” tab and select “Start conversation”.  Enter your greeting, and it will instantly appear in the chat.

While you can use the default greeting, it’s best to come up with a custom, original message that will stand out. Also, you can personalize your greeting by using the name of the user you’re addressing.    

One critical element of Facebook messenger for businesses is that page administrators must respond to users within 24 hours.  Otherwise, your chat will be automatically blocked.

If you respond quickly and regularly, your chat window will display the “Responds within …hours” notification. If you can optimize your response times, customers can be confident that you will quickly address any concerns they may have. 

Set up Facebook Automated Responses

Click the “Inbox” tab and select “Automated responses”. Browse through the multiple settings and enable those that you need.

Facebook automated responses can help answer simple customer inquiries immediately, providing critical information potential customers may need about your business during their purchasing journey. For example, automated messages can serve to address FAQs such as: 

  • Hours of operation
  • Contact information
  • Return policies

Other Facebook Messenger Features to Take Advantage

Once you've set up and understand Facebook Messenger, explore some of its other features to increase the level of impact it can have on your customer outreach and engagement. These include: 

  • Tags and promotion
  • Chatbot
  • Web integration

Message Tags and Sponsored Messages

Facebook Messenger allows you to tag messages and send them outside of a 24-hour response window. This can apply to updates about events, connecting users to a live human agent, or following up on a purchase. 

It's important that businesses understand Facebook Messenger's tagging policy. For example, you can’t use tags when sending advertising content. 

You also can use Sponsored Messages to users to promote you business. To set up Facebook Messenger ads, you have to customize and activate via an advertising account on Facebook. 

Set Up a Chatbot

If automated responses are not enough for your business needs, be sure to set up a chat bot.   

Chatbots can create channels to drive engagement with your business. A properly structured chatbot funnel, for example, can generate new clients. 

Website Integration

You can install the Facebook chat on your website using a plugin. It’s a one-stop tool for bringing together and systemizing all your communications. 

The Messenger integration has fewer features than on Facebook. Hiring a software development companymay be a better route for businesses that want to build a complex chatbot. 

Understanding Facebook Messenger Helps Businesses Use It To Engage Customers

Facebook Messener can create engagement benefits for companies that understand how to use and optimize it.

Through simple processes of creating and curating a business page, enabling greeting and automated messages, and testing features such as chatbots, businesses can grow the impact of their social media presence. 

 

Anna Kuznetsova

Content Marketing Specialist, Logaster

Anna Kuznetsova is a content marketing specialist at Logaster. She knows business from A to Z and gladly shares her knowledge with others and is passionate about success stories of famous brands.