Facebook’s Comment-to-Messenger Feature: Everything You Need to Know

Facebook Messenger ads are all the craze right now.

They’re the most PERSONAL ad type on the market.

Our culture has bred an expectation of instantaneous communication. Whether through text, chat, or social media… when someone sends you a message, you FEEL the need to respond in a timely manner (or at least most of us do :)).

Think about it.

This is what makes Facebook Messenger marketing so powerful, it taps into a channel that 1+ billion people are using… and also facilitates communication in a way that people now expect.

Brands that utilize messenger to communicate with their prospects and customers will win.

About three months ago, I explained the ins-and-outs of Facebook Messenger Ads, and now I’m going to expand on that information with a quick case study, highlighting a new feature that’s producing amazing results for us and plenty of other businesses.

Using a tool called ManyChat (this is not the only tool with this functionality, it just happens to be our favorite!)…

…you can now auto-message people who COMMENT on any of your Facebook posts!

This. Is. Exciting.

Today, I’ll be sharing how DigitalMarketer is utilizing this amazing feature, how businesses in a variety of markets are seeing huge results, and how to get this set up for your own business!

Before we talk about the “how”, let’s talk about…

Why Does Facebook’s Comment-to-Messenger Feature Matter?

1. It’s an easy way to build messenger subscribers

Facebook allows you to build a “list” of messenger subscribers that you can later send broadcasts to (similar to email, but we’re seeing 80%+ open rates). If you read this post, you know why this is so important.

To become a messenger subscriber, someone simply has to have messaged your page in the past. If you use the feature the way I outline below, you can build a subscriber list using the same comment-to-message strategy we are… without even buying ads.

2. Increases relevance score

If you are using the comment-to-message strategy and then turning that post into an ad, this is going to significantly increase relevance score.

Relevance score is a number out of 10 that Facebook uses to tell advertisers how… relevant… their ad is to the audience in which they’re targeting.

The higher the relevance score, the more reach your ad gets and the lower the cost.

Social proof weighs heavily on your relevance score, so the more positive comments, shares, reactions that your post gets, the higher the score.

By accumulating a ton of comments on your post using this strategy, you are in turn increasing your relevance score.

3. It’s a great strategy to generate leads and sales (isn’t that what we REALLY want?) 

This strategy isn’t just about “talking” or “building a list”. You can use it to generate leads and sales for your business, too.

The key is to make sure your post leads to an ideal sales conversation for your business.

Asking people to comment with their favorite color just to build your messenger list isn’t the best way to use this feature (unless you’re selling something that has to do with coloring :)).

You can use ManyChat to set up an automated follow-up sequence that eventually leads someone to a sale. You can also use ManyChat’s tagging system to segment audiences so that you can make them an offer that’s most relevant to them.

How Facebook’s Comment-to-Messenger Feature Works

So, how does it work?

I’m glad you asked!

Let’s role-play for a second here. You pretend to be a marketer scrolling through Facebook, and I’ll pretend to be DigitalMarketer targeting you with an ad :).

It all starts when you see one of our posts in your newsfeed. It could be a sponsored post or simply an organic post, like this one:

facebook-comment-to-messenger-feature-img1

In this post, we’re offering a free guide to anyone who leaves a comment.

As soon as you leave a comment (you can designate how quickly you want to auto-message within ManyChat, by the way), you receive a follow-up from us inside of Facebook Messenger, which looks like this:

facebook-comment-to-messenger-feature-img2

In the message, we instruct you to respond with the word “guide.”

It’s important to add this extra step! When they message you, they become a messenger subscriber.

After the word “guide” is typed, we send you a link to download the guide.

It’s all 100% automated, surprisingly easy to set up, and possible with a ManyChat Pro account (which starts at just $10/month).

What makes this even better is that it’s all happening inside of Facebook Messenger.

Messenger-GuideWhich means that if you have any questions or comments along the way, all you have to do is respond to our message—giving us a chance to answer any questions and squash any doubts or objections right on the spot…all while gaining some valuable insights into what our customers are thinking.

Pretty cool, huh?

Just wait—we’re not even done yet.

We also have the ability to send additional follow-ups to further engage and segment our subscribers based on their interest.

A day after we deliver the guide, a follow-up sequence begins:

facebook-comment-to-messenger-feature-img3

This time, we ask you if you’re building a team from scratch, or training an existing team. For us, the goal of this campaign is to eventually get people to sign up for our DigitalMarketer HQ product. The sales conversation is very different depending on you having a team already or wanting to build one from scratch.

After you click one of the buttons, you are “tagged” inside of ManyChat—which allows us to follow up with you later with more relevant messages.

The bot then delivers another piece of content that’s relevant to their answer, and that continues to give value first.

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Or…

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Where we can then follow up with the ideal sales conversion…

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Now, let’s talk numbers.

Sure, it seems like a cool feature… but does it actually work?

Let’s take a closer look at the engagement on this post to find out:

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As you can see, this one post has generated 535 comments, along with 1,000 likes and 137 shares (515 of those commenters actually became messenger subscribers). We did spend a little money to boost this post on Facebook, but most of the growth came from organic traffic and shares.

MessengerQuoteNow, at this point you might be thinking: Okay, but those are 500+ Facebook Messenger subscribers. That’s not the same thing as 500 email subscribers.

 

And you’d have a good point. But, check this out:

facebook-comment-to-messenger-feature-img8

That’s an 88% open rate with a 19.9% click through rate on the follow-up messages from people that downloaded the guide.

Those consumption numbers are MUCH higher than we’d see from traditional email marketing.

(NOTE: Want The Ultimate Facebook Ad Template Library? Copy & paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

Facebook Ad Templates

Facebook’s Comment-to-Messenger Feature in Action

As I mentioned earlier this is a brand-new feature, so we’re still testing and finding ways to use it ourselves.

But, we’ve already seen some other marketers do cool things on their own pages.

Our good friend Derek Halpern recently published a post in which he asked a question: “What is a good (and realistic) sales page conversion rate?”

facebook-comment-to-messenger-feature-img9

Once you comment on this post with your guess, Derek sends you a message with the answer. He also takes advantage of your attention to make a relevant offer and send interested visitors to a webinar registration page:

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Derek then broadcasted to his messenger list a few days later…

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Cole from Sherpa Metrics also used this functionality to generate 500+ messenger subscribers and to segment his audience in efforts to make relevant offers…

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Then he followed up to further segment the audience…

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In less than 36 hours, Cole was already seeing insane open and click through rates…

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This works for ecommerce, too.

Jordan West at Little & Lively is seeing a $7 cost per acquisition selling clothing using the comment to message strategy…

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By simply offering a coupon code for commenting…

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30% of the people that comment and receive the code are purchasing… AND he’s building his subscriber list.

Coach Rock at I Love Basketball TV recently utilized this feature with an organic post, that helped build his subscriber list (200+ added) and also generated email leads (send prospects to an opt-in for a “free workout”:

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Notice that he asks them to respond to let them know the linked opened… hint: he was generating the subscriber:

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How to Set Up Facebook’s Comment-to-Messenger Feature

It seems complicated, but this feature is actually pretty easy to put into action.

Just log in to your ManyChat account and click on “Growth Tools” and then “Facebook Comments”:

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You then have the option to select the post you’d like to use this feature on by its URL, post ID, or a dropdown list of recent posts to your page:

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Notice that you can choose to send messages after a certain period of time, to exclude certain keywords, and to only trigger comments for certain keywords…

For our first test, I left all of these blank.

Next, you’ll click the “Welcome” button:

facebook-comment-to-messenger-feature-img22

This is where you’ll craft your welcome message that people will receive in their inbox after they comment on your post.

This is where you’ll prompt them to enter another keyword so that they become a subscriber.

Notice the sentence in parentheses at the bottom of our welcome message. Because Facebook references back to the post that they just clicked on, we always put a line of text that tells them to ignore the link so it doesn’t cause confusion.

Next, you’ll hit “Back” and then “Save”.

But, how do we trigger the actual delivery of whatever we promised? What happens after they type “guide”?

You need to set up automation for the keyword you’re asking them to type into messenger…

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As you can see above, we clicked the “Keywords” button under “Automation”.

We then created a new rule that when people typed “guide” we responded with…

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We also told ManyChat that we wanted to tag them as having downloaded this report…

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The tagging is important because now we can visit the “audience” tab and see how many people have messaged from that particular post, AND we can subscribe everyone with that tag to a particular follow-up sequence…

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This feature is already sending us lots of high-quality leads and customers while helping us to learn more about our audience at the same time.

And we’re only scratching the surface.

Over the coming weeks, I just know that we’re going to come up with many more creative and powerful ways to use this to generate leads and customers!

So, keep your eyes peeled, and let us know if you have a great case study of your own. :)

(NOTE: Want The Ultimate Facebook Ad Template Library? Copy & paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

Facebook Ad Templates

The post Facebook’s Comment-to-Messenger Feature: Everything You Need to Know appeared first on DigitalMarketer.

Facebook Messenger ads are all the craze right now.

They’re the most PERSONAL ad type on the market.

Our culture has bred an expectation of instantaneous communication. Whether through text, chat, or social media… when someone sends you a message, you FEEL the need to respond in ...Read More

What’s Working in Ecommerce? 6 Experts Discuss Video, Targeting, Engagement, and Attribution

With the first quarter of 2017 behind you, how’s your ecommerce business doing?

Do you have…

  • All the customers you could ever want?
  • Campaigns that convert like crazy?
  • An audience that loves nothing more than sharing your content with their followers?

Chances are, you didn’t shout a giant YES to all those questions, which means…

You need to watch this 3-minute video featuring 6 ecommerce experts sharing their insights on what’s working right now in ecommerce.

DigitalMarketer’s Director of Communications, Christine Haas, sat down to interview some of the brightest minds in the industry at Content & Commerce Summit 2016 and the result was plenty of actionable information you can implement in your business today.

You’ll hear from…

(RELATED: 5 Ecommerce Experts Share Tactical Email Marketing Tips)

Content & Commerce Summit 2017 is right around the corner—have you reserved your seat yet?

Get ready for three full days of content and networking, where you’ll learn what’s working now in ecommerce and digital media, and how you can combine them to grow your business.

Learn more now.

c&c-SEB2017_v2

The post What’s Working in Ecommerce? 6 Experts Discuss Video, Targeting, Engagement, and Attribution appeared first on DigitalMarketer.

With the first quarter of 2017 behind you, how’s your ecommerce business doing?

Do you have…

  • All the customers you could ever want?
  • Campaigns that convert like crazy?
  • An audience that loves nothing more than sharing your content with their followers?

Chances are, you didn’t shout a giant YES to all ...Read More

11 Ways You Can Wield the Power of Web Push Notifications

Think web push notifications are only for blogs or businesses with blogs?

Think again.

Web push notifications can be used in a variety of different ways beyond letting your audience know about your latest blog article.

As a marketing analyst at PushCrew, I’ve seen push notifications not only drive repeat traffic but also repeat and real-time engagement.

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And web push notifications can have click rates that FAR SURPASS email’s average 1-2% click rates.

In fact, web push notifications often receive click rates as high as 33%.

(If you’re paying attention, this means a new communication channel with higher click rates than your traditional mode of communication is available to you…)

The benefit of higher engagement that web push notification can offer is accessible to several different industries. In this article, we’ll focus on the following 11 industries that can use push notifications to wow customers:

  1. Blogging
  2. Online forums
  3. Ecommerce
  4. Food
  5. Travel
  6. Logistics
  7. Nonprofits
  8. Airlines
  9. Academics
  10. Gyms and fitness
  11. Internet of things

I’m going to show you how you can use push notifications in each of these industries so you can drive more traffic and increase engagement.

(RELATED:  Website Push Notifications: A New Way to Follow Up with Website Visitors (Without Getting Their Contact Information))

But first, let me explain how this information will benefit you…

The 3 Main Benefits of Web Push Notifications

The reason I am emphasizing so much on using web push notification is threefold:

1. Web Push Notifications Are Easy to Set Up and Are Cost-Effective

Web push notifications take away the cost of developing and maintaining a dedicated mobile app for every platform.

Also, implementing web push notifications doesn’t take much effort.

You only need to paste a snippet of code on your website and that’s pretty much all it takes to get started with utilizing the immense power of web push notification.

2. They Are Platform Independent

Web push notifications are only browser dependent. This feature enables you to send push notifications even on the desktop, facilitating multi-device engagement with your subscribers.

3. Security

Web push notifications are unique in that subscribing to them does not require end users to submit their private information.

Unlike email subscription, which requires the email ID (which can be sold to black hat agencies who then use it to send spam emails), web push notifications create a unique alphanumeric subscriber ID for every individual subscriber through an algorithm.

Even if one gets access to this subscriber ID, they cannot send spam notifications unless s/he is an authorized sender.

Now that the benefits are clear, let’s take a look at how web push notifications fit into each of these areas. We’ll start with the one I’m sure most of you are familiar with…

1. Using Web Push Notifications for Blogging

Blogs are a very powerful medium for both individuals and businesses.

Not only do blogs help build credibility and authority, they facilitate in generating leads.

There are a few ways blogs can communicate to their readers through web push notifications.

1. New Posts

Web push notifications are an innovative method of letting your users know there is something new and exciting on your blog.

While emails to your subscribers may get overlooked or remain unread in inboxes, web push notifications reach out to your subscribers wherever they are on the world wide web, as the example below shows…

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2. Old Posts

You can use web push notifications to drive more traffic to your blog by pushing well-performing articles from the past.

Not only does this help bring more traffic to your site, it reminds subscribers of old, yet relevant content.

3. Generate New Email Subscribers

Complement your other communication channels with web push notifications. Urge users to subscribe to your email newsletter so you can engage with them through the email channel.

2. Using Web Push Notifications for Online Forums

Online forums, such as Inbound, are a great place to share and gain valuable insights on different topics.

Currently, most forum owners notify users about updates on their threads through email.

But here’s the catch.

With email platforms becoming more intelligent, most such emails fall into the forum category – away from the main inbox – where they can remain unread.

Web push notifications circumvent this and can be used to send instant notifications about thread updates by pushing relevant content.

1. New Thread

With web push notifications, users could be notified of new threads in their preferred categories.

2. New Replies

If a user has opted in to receive web push notifications, they could then receive notifications for new replies to thread(s) they follow, and/or be notified of any replies to their own comments on the thread.

3. New Followers

Web push notifications can be sent to notify users about new followers they have gained – a feature many will enjoy. People love it when other community members follow them.

4. Hot Discussions

Part of the appeal of a forum is that users have a chance to contribute. As such, users are always in search of new and interesting discussions to join in!

Sending periodic pushes regarding new discussions that are getting a good amount of user interest or responses can help you keep users engaged.

3. Using Web Push Notifications for Ecommerce

My company, PushCrew, recently published “The State of Web Push Notifications 2016” report that found approximately 21% of web notifications users belong to the ecommerce industry.

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In 2014, Localytics had reported that ecommerce websites enjoyed a 278% increase in engagement from users who had turned on mobile push notifications on their devices as compared to those who didn’t.

To replicate similar success on the web, here are several ways ecommerce websites can send web push notifications:

1. Fresh Arrivals

Be it the new iPhone or a new dress, many love to be among the first ones to own it.

Inform the early adopters on your list of your latest inventory to generate a boost in sales and maintain a good user engagement rate.

2. Offers and Deals

Who wouldn’t want to get their hands on items from their wishlist if they were available on discount? I would.

This single type of web push notification is capable of bringing a lot of repeat traffic to your website.

Web push notifications are even more effective in communicating deals that are time bound. They create an urgency to check out a limited offer before the stock or the duration of the deal runs out.

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3. Order Status

Promptly informing users about the status of their order(s) will help maintain a positive relationship with your users.

4. Cart Abandonment

An average of 69.23% users abandon their carts at the last stage.

A big number to say the least!

The best way to prompt such users to come back and complete the purchase is by sending them, through a web push notification, an offer on an item in their cart or a discount on their purchase as a whole.

4. Using Web Push Notifications for Food

With a multitude of food ordering options, restaurants and online ordering services face stiff competition in their industry.

These businesses could leverage web push notifications to stand out from their competition, increase engagement with their patrons, and get the order:

1. What’s New

I personally love it when there is something new on the menu at my favorite restaurant!

Telling your users there’s a new flavor on the table is a great way to bring them back to your website.

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2. Offers

Users love to be pampered with offers. Sending them mouth-watering deals can urge your users to place an order on your website and keep you top of mind.

3. Order Status

A hungry customer can quickly turn into a “hangry” customer.

This usually happens when users have no idea if their pizza is on its way. Informing users, in real-time, the status of their food order can help them stay calm.

Digital Marketer Lab Member Extra

Access your “[Tool Demo] PushCrew: A New Way to Reach Your Audience” Office Hours in DigitalMarketer Lab.

Learn the new method to notify users no matter where they are on the web.

Click here to access your Execution Plan

Not a Lab member? Click here to learn more about DM Lab

5. Using Web Push Notifications for Travel

Travel is an industry on the rise.

Since 2005, the number of tourists has increased from 528 million to 1.13 billion in 2014, and is forecasted to reach 1.18 billion by 2030.

To capture the attention of their users, online travel agencies can grab the following opportunities to send web push notifications:

1. Reminders

People are busy and traveling is stressful, so things tend to be forgotten.

You can help people stay up-to-date of their nearing trip by sending web push notifications.

A timely reminder of an upcoming hotel reservation would make your users happy and make them feel that you care for them.

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2. Destination Information

Use web push notifications to send relevant suggestions about places to visit to help users plan their future trip.

6. Using Web Push Notifications for Airlines

In the same vein as the online travel agencies, airlines can help users plan their trips and stay on top of their upcoming flight with the following web push notifications:

1. Flight Reminder

Reminding passengers to check in or sending a notification at the right time could help passengers plan their commute to the airport so they don’t miss their flight.

2. Flight Status

Due to unforeseen circumstances, flights have a tendency to change. Send an instant notification to inform passengers of any updates in flight times or gate changes.

3. Destination Information

Even a weather update of the destination would create a sense among passengers that you pay attention to the details and care about their trip.

7. Using Web Push Notifications for Logistics

The best way a logistics company can use web push notifications is by sending tracking updates.

From processing to packaging to delivery. Notifying users about each stage and where their order has reached keeps users hooked to your service.

8. Using Web Push Notifications for Nonprofit Organizations

Due to budget constraints, it could be hard for nonprofit organizations to maintain a mobile app.

With web push notifications, nonprofits can effortlessly reach a wide array of users on both desktop and mobile devices:

1. Campaign Announcements

Informing people about new campaigns and initiatives your organization is undertaking will help you remain connected to your followers and ensure consistent support from the people who care about the issues you are trying to solve.

2. Fundraising

Starting a new fundraiser or charity drive? Send a web push notification.

Sending out web push notifications and informing users of fundraising events or donation drives will help you achieve your goals.

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9. Using Web Push Notifications for Academics

Academics are no longer restricted to the classroom.

More and more learning aspirants are signing up for online courses from the comfort of their homes.

To keep such users engaged, online academic platforms can send web push notifications in the following cases:

1. Thread Discussion Updates

Candidates often seek help from others who have signed up for the same course.

Sending a notification regarding updates on the threads they have created or followed would help maintain users’ interest in the courses they’ve opted in for, which will increase the value they get from your course.

2. Reminders

“Oh! There was a quiz today?” You definitely wouldn’t like your users asking themselves that question in panic.

It is indeed your job to remind them of looming deadlines. Send a notification to your students reminding them of the upcoming quiz or project due date.

3. New Course Announcements

If a user has taken a course of yours and gotten value from it, he or she is likely to take another course with you.

Notifying your users of upcoming courses related to the ones they’ve already taken will bring them back.

10. Using Web Push Notifications for Gym and Fitness

If you are a gym and fitness service provider, these are the best ways for you to maintain a healthy (no pun intended) relationship with your users through web push notifications:

1. Training Session Schedule Reminders

Keep your customers engaged and help people stay on top of their personal training with web push notification reminders.

This can be especially helpful for those trying to establish a new, healthy habit or for those whose motivation is waning.

2. Diet Suggestions

Exercise is only half the battle when it comes to exercise. What someone eats can make or break their gym gains.

Use web push notifications to share tips on diets and recipe ideas that would suit your users’ workout patterns.

11. Using Web Push Notifications for Internet of Things (IOT)

IOT is currently a hot topic of discussion, and it is estimated by Gartner that there will be 26 billion connected devices by 2020. Even IOT enabled devices can find utility in web push notifications:

1. Home Automation Systems

Think about how wonderful it would be if your ceiling fan reminded you that you forgot to switch if off while leaving the house?

Web push notifications have the capability to play this supporting role.

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2. Healthcare Devices

The major benefit of IOT devices is that it reduces the gap between the end device and the user.

Web push notifications could be used to communicate data from the medical equipment, allowing the user to receive health updates from the comfort of their homes.

Time to Test

Of course, this is not an exhaustive list of the possibilities for web push notifications. Nor are web push notifications limited to these 11 industries above.

Truly, we’ve just scratched the surface with web push notifications and the possibilities are endless.

Your business might belong to an industry not already mentioned above. That does not mean you should not try out this new marketing channel to engage and re-engage your audience.

Test it out and you will see an increase in engagement with your audience.

Digital Marketer Lab Member Extra

Access your “[Tool Demo] PushCrew: A New Way to Reach Your Audience” Office Hours in DigitalMarketer Lab.

Learn the new method to notify users no matter where they are on the web.

Click here to access your Execution Plan

Not a Lab member? Click here to learn more about DM Lab

The post 11 Ways You Can Wield the Power of Web Push Notifications appeared first on DigitalMarketer.

Think web push notifications are only for blogs or businesses with blogs?

Think again.

Web push notifications can be used in a variety of different ways beyond letting your audience know about your latest blog article.

As a marketing analyst at PushCrew, I’ve seen push notifications not only drive ...Read More