Facebook has changed its focus to building relationships, so if you have the right strategy to make Facebook Messenger marketing work for you, then you will surely stand head and shoulders above other (fitness) businesses in your area – whether that be local, regional, or nationally.
In order to gain success in using Facebook Messenger, the platform cannot be approached from a traditional marketing perspective. You should see yourself as a social engineer and go back to basic principles.
If you want people to click on your Facebook ads, first you have to figure our what they are currently struggling with, what they want, and/or what they believe they need to improve on.
You need to find ways to engage with your audience creatively. You need to find out what is important to them in order to develop a relationship, not only engagement.
Follow these 3 quick tips of Facebook Messenger Marketing below and you will find yourself doing just that.
Rule 01: Remember that Facebook Messenger is not Email
Messenger is a medium for sending personal messages, much like email, but (from a business perspective) do not use it in the same manner.
When marketing your business, you do not use email as a platform to build relationships with your client base, rather, you use it:
- To reach out;
- To disseminate information; and
- For sales leads/generation.
Facebook Messenger is NOT for that.
When using Messenger for marketing you should focus on why people should choose your business. Highlight points on how you can remove obstacles that get in the way of their progress.
Build relationships, and do not push your marketing. Think of your audience as individual people, with unique problems and, therefore, with unique goals.
Rule 02: Listen
The main goal of social media marketing is not meaningless interaction, it is to get information (to more effectively service the customer).
To use Messenger effectively, you have to ask open-ended questions that will get your audience to interact and engage. Ask them about their fears, their goals, their desires, for example. What is their number one fitness goal? Why do they want to get in shape? And so on.
This information may not be useful to the campaign that you are running now, but you can definitely use it later on. This data can help you write up a compelling sales copy that you can sell to them in the future.
Rule 03: Never use an Engagement Bait
Once your audience has engaged, it is very tempting to resort to a bait.
For example, you might have created a private message which goes: Type YES and you will get one personal training session for FREE. This is a classic example of an engagement bait and Facebook will automatically shut this down.
A good alternative to this CTA is changing the context of the conversation. Think about what your potential clients are hoping to achieve and connect your conversation to that, and make it relevant to what is happening in their lives.
Another option is to ask them for their opinions – Weighing in on someone’s insights will (or likely to) get them to engage more.
The secret is to open a conversation, draw them to you, and keep them engaged by asking relevant and meaningful questions.
If your questions are relevant, you will get feedback. Do not bait them to respond, and establish that you are genuinely interested in building a relationship with them.
What is a CTA?
- A social media call to action (CTA) is simply some piece of words put together to prompt a reader to do something.
- It is used by business owners to tell their audience to click to gain more information, attend an event, download an e-book, subscribe to something, or do some other things.
