Making it easier for businesses to chat with customers in Messenger

Facebook Business

August 29, 2019

Messenger helps you simplify customer acquisition by providing a direct, conversational way for people to take action where they already spend their time. At f8 2019, we announced the testing of lead generation in Messenger to reduce friction for businesses building a presence on Messenger by automating use cases that help drive scalable outcomes through messaging. Today, August 29, we are announcing the global roll out of lead generation in Messenger, which enables businesses to set up an automated question experience. Ads that click-to-Messenger, created in the messages objective, opens a Messenger conversation between a person and business and kicks off a set of questions that can be easily answered through quick replies or free form text. Businesses can then integrate with their CRM provider and continue the conversation with qualified leads through Pages Inbox, Pages Manager App or a third-party live chat provider. A timely reminder is automatically sent to people who have not yet completed questions, prompting them to respond.

Businesses engaging with potential leads in their preferred channel are seeing results, and finding it easy to continue the conversation and seamlessly nurture leads in Messenger. RIFT Tax, a UK-based financial services company, used lead generation in Messenger to increase its customer base of Armed Forces members—increasing qualified leads by 42%. With an 18% higher lead resolve rate through Messenger versus phone, and a less than 10 minute lead response time, RIFT Tax intends to continue investing in lead generation in Messenger. Alicia Urunsak, Senior Paid Digital Performance Manager for RIFT Tax, said, “Due to the success and improved KPI’s, we’re putting forward a business case to add Facebook Messenger to our mix of channels for lead acquisition and to further develop using Facebook Messenger as a communication channel throughout the customer journey.”

With over 61% of people surveyed across the US, UK, Brazil and India agreeing that messaging is the easiest, most convenient way to contact a business, there’s never been a better time for businesses to connect. Motivations, Mindsets and Emotional Experiences in Messaging (vs. Feed) by Sentient Decision Science (Facebook-commissioned survey of 8,156 people in BR, GB, IN and the US), June 2018. Research refers to people surveyed who use a messaging app daily and have messaged a business in the past three months using one of their most commonly used apps. Lead generation in Messenger allows businesses and people to chat in their preferred channel, on their own time, and in their own voice. Start conversations with qualified customers today.

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