How to Use Facebook Messenger for Ecommerce – A Beginner’s Guide

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When it was first introduced, Facebook Messenger was just an app people used to message their friends and family. However, as the platform grew and expanded, it became a very powerful tool for marketers all over the world who need a place where they can communicate with their customers.

One of the biggest reasons why this app has become popular among eCommerce owners is its 1.3 billion monthly users, which is one of the many Facebook Messenger statistics that prove the power of this app. This indicates that a high number of your ideal customers use the platform.

If you recognise the value this tool can have for your business, you need to learn how to use Facebook Messenger for eCommerce. Luckily, we have created this guide that will give you all the necessary information on this topic.

How to use FB Messenger for Ecommerce

The modern age has brought many different ways of communicating with customers. If you don’t learn to adapt to all the changes, you will never be able to grow your business. Using Facebook Messenger for eCommerce isn’t complicated at all, you just need to know which steps to take.

Setting up a good chatbot

Many people love to communicate with their favourite brands online because they’re able to get accurate and almost instantaneous replies. Even if you do set up Facebook Messenger for your business, you won’t find much success if you don’t reply to every message right away.

That is impossible to achieve if actual people are typing out replies, no matter how many customer service agents you have. The best solution is to set up a chatbot that knows all the answers to the questions you get asked most frequently and can reply to straightforward and simple questions.

If you use Neto as your eCommerce platform, take a look at our Neto chatbot for Facebook Messenger. This product will give you all you need from a chatbot and get you miles ahead of your competitors.

Providing better customer support

Poor customer service can ruin your store, considering that as much as 92% of customers stop purchasing from a company after as few as three negative experiences with customer service. Every business owner knows the importance of good customer support, and Facebook Messenger can help you provide it.

You can set up your chatbot to be the perfect customer service agent. It can provide answers to all of your customers instantaneously, no matter when they contact you. Your customers won’t be annoyed waiting by the phone for a customer service agent to become available.

Generating leads

Most website visitors you get won’t convert to customers on their first visit. They will most likely just see what you have to offer, check how your prices compare to your competitors, and read reviews and testimonials. All of this slows down the process of turning a website visitor into a lead.

However, this process can be significantly accelerated when you use Facebook Messenger. You can find leads by offering them small gifts or exclusive content in exchange for their email address.

Giving out small gifts

Speaking of small gifts, some eCommerce store owners don’t understand how valuable they are, so not many of them use this kind of incentive. However, when a customer receives a free item from a business it builds trust, especially if that gift is something the customer finds valuable.

These gifts usually have some sort of value and can be special discounts or a coupon your lead can use when they purchase an item from you. However, you can also include non-monetary gifts such as useful advice, valuable articles, or anything you can think of that fits your niche.

When you set up Facebook Messenger for eCommerce, your chatbot can deliver these offers and gifts automatically to potential leads. This way, you can collect leads without writing a single message yourself, letting the chatbot deliver a quality experience.

Personalising recommendations

Personalisation is essential in eCommerce. Businesses that fail to personalise the messages they send to customers simply can’t expect to build a good relationship with them. Your customers want you to see them as real people, not just someone you use to make a profit.

Most people nowadays expect personalisation, and that is why 80% of customers are more likely to purchase a product or service from a brand that provides personalised experiences. And when you use Facebook Messenger for eCommerce, personalisation becomes simpler than ever before.

Not only do you instantly have access to their first and last name, but when you use a chatbot, you can also send out personalised recommendations based on their previous queries and purchases. This will give the people who contact you via Facebook Messenger exactly what they want and it will boost your sales as well as impress your customers.

Collecting feedback

To understand your customers better and know which aspects of your business need to be improved, you need to listen carefully to customer feedback. When you understand what makes your customers satisfied, it is easy to make all the necessary changes to improve your eCommerce store.

Another reason why customer satisfaction is important is that people who are happy with your products and services are more likely to recommend your business to their friends and family.

You can collect feedback by asking your customers to answer a few customer satisfaction questions at the end of every Messenger conversation. Also, make it clear to them that you want their feedback and invite them to honestly say everything they think about your store and the products you sell.

Offering easier checkout

If you ever thought that it would be great to sell your products somewhere outside your website, you should know that Facebook Messenger for eCommerce can help with that. In addition, when you provide people with more ways to complete a purchase, the chances of making a sale increase.

Facebook Messenger chatbots can do much more than just reply to messages and give product recommendations. They can also give customers the option to complete the checkout process without even leaving the app, which makes it much more convenient for them.

Not only that, but you can send abandoned cart messages to customers who have started the purchasing process but haven’t completed it yet. This message can include a checkout button and you can add urgency too to increase the chances of completing that purchase.

Entertaining and edutaining

People use social media for entertainment, so you can use Facebook Messenger to provide them with all the entertainment they need. You can do this through edutainment, which is a word that describes informative content that’s presented in a fun and social way.

Find this type of content that you believe will appeal to your customers and incorporate it into your Facebook Messenger client interactions. If you’re able to put a smile on their face, they will see that you actually care about them and want to provide great customer service.

5 Practical tips to increase eCommerce sales with Facebook Messenger

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Every eCommerce business strives to increase sales. If you know how to use Facebook Messenger for eCommerce, achieving this goal won’t be an issue for you. As long as you follow some practical tips, you will be amazed at how much your sales figures will increase.

Gathering Messenger subscribers

Building a subscriber list for your Facebook Messenger is an important task you need to focus on. Luckily, there are various ways you can use to collect subscribers.

Live chat

When a customer opens live chat on your website, you can offer them buttons to click. These buttons usually represent options such as “Ask a question” or “Check on an order”. As soon as someone clicks on one of these buttons, they become your Messenger subscriber.

“Add to cart” button

Give your customers the option to check a box right above the “Add to cart” button to connect with you on Messenger. To incentivise them to check this box, you can offer a special offer or gift to those who connect with you on Messenger.

Use Facebook Messenger ads

The ads you run should be top-of-the-funnel ads that add just enough intrigue to entice a person to click on them. After they click the ad, your chatbot will instantly contact them via Facebook Messenger. Just like with your live chat, the customer will be presented with buttons or links they can click. As soon as they do this, they are added to your list.

Retargeting ads

Retargeting ads can be sent to customers that have purchased from you before, but not recently. A good time frame for retargeting ads is around 60 days. Once that period passes, you can contact them on Messenger and send them a coupon link. As soon as they click this link, you will gain one new subscriber.

Facebook comments

Not only is a Facebook business page a good place to connect with your customers, but you can also use it to collect subscribers for Messenger whenever someone leaves a comment on your post. As soon as someone posts a comment, they should be greeted with a Facebook message. When the commenter replies to the message, they’re added to your subscriber list.

Messenger giveaway

Unlike traditional giveaways on social media platforms such as Facebook and Instagram, these giveaways run on their own because they’re completely automated. That means that you can set up your giveaway once and just run it every time you want to see your subscriber numbers grow.

Keyword automation for customer support

When you set up keyword automation, your chatbot will recognise certain keywords customers use in their message and the chatbot will know how to respond appropriately. A large majority of people ask the same questions and you can create pre-written responses for all of them in your database.

Spin-to-win games

People love to play games, especially when there is a chance they can win something. You can set up your own wheel of prizes with enticing prizes a customer can win such as a discount code or a special offer. The point here is that every person will win a prize after they spin the wheel.

This method can actually get you email subscribers and Facebook Messenger subscribers at the same time. All you need to do is say that entering their email address is a requirement to spin the wheel, and when they win their prize, they can redeem it by clicking a link that leads to your Facebook Messenger.

Abandoned cart messages, browse abandonment messages, and automated receipts

There are three different types of automated messages you can send that can significantly increase your sales:

  • Abandoned cart message
  • Browse abandonment messages
  • Automated receipts

Abandoned cart messages are usually sent to a customer’s email address. The chances of them actually noticing a message from your business increase if you contact them via Messenger. If they leave your store without checking out, contact them a few hours later to see if they want to complete their purchase.

Browse abandonment messages are sent to people who haven’t purchased a product from you, but they did show interest in it by browsing. If someone spent a considerable amount of time on your online store but didn’t add a single product to their cart, message them to see if they’re interested and remind them to keep shopping.

Finally, there are automated receipts that you can send to customers once they’ve subscribed to your Facebook Messenger list. You can use these receipts to show gratitude to your customer for doing business with you and thus open the door to further communication.

All of these different messages will get your customers to get used to receiving Facebook Messages from you and allow you to be in constant contact so you can build loyalty.

Customer loyalty program

Customer loyalty is a significant part of every business. When a customer is loyal to your brand, they make repeat purchases and that is how you create customer retention. In fact, 65% of a company’s business comes from existing customers, which proves how important customer loyalty is.

A great way to build that loyalty and ensure your satisfied customers always come back for more is to start a customer loyalty program. When a customer signs up for this program and purchases something from your store, they get prizes and incentives.

Set up a customer loyalty program on your website where customers can sign up to receive a special sign-up bonus. In this stage, it’s good to use points. For every dollar a loyal customer spends they earn one point, and after they collect a certain amount of points, they win a prize.

When a customer makes a purchase on your website, send them a link that lets them update their point total. This link will lead them to your Facebook Messenger where your chatbot will ask them for their email address to confirm they want to receive their point total.

Once they provide their email address, you will get another email subscriber and the chatbot will send the customer the exact number of points they currently have. After every new purchase, they will receive messages that remind them of the point total and a “Redeem points” button.

Finally, when the customer has enough points and chooses to redeem them, you can send them a list of prizes they can choose from. Once they do, they will be satisfied with the reward and keep making purchases on your website so they can get more points and the cycle continues.

Automate onboarding messages

It’s important to make a good first impression on a brand-new visitor. The goal for every business is to increase engagement with every person that contacts them for the first time. The best way to do this is to set up automated onboarding messages your chatbot can send to first-time visitors.

Most of the time, these visitors want answers to some of the most frequently asked questions, and you can set your chatbot to answer those questions as best as possible. Not only that, but it can also help people find what they’re looking for and provide valuable information to increase engagement.

You can also include a menu of options in this message that can consist of FAQs and lists of important links the customer could find useful. If you choose to do this, you also need to keep track of which option your customers choose most often.

This information is invaluable because it allows you to see what your first-time visitors actually want to see from you. It will then be easy to provide them with similar options in the future to create even more engagement and eliminate all of the options that receive few to no clicks.

Shopping platform integration

There are many different shopping platform integrations that are useful for eCommerce. But for now, we will focus on the most basic and yet very effective one – using your Facebook Messenger for eCommerce to send order confirmations.

When you use this integration, you can send an automated message to a customer after they complete a purchase on your website. This message will confirm their order, specify the order number, and also show gratitude to the customer for purchasing the product.

However, this isn’t the only thing you should say. You mustn’t forget to tell the customer that you’re there for them and that they can message you any time, 24/7. In case they have any other questions regarding their order or a different product from your store, they can contact you.

This type of order confirmation provides useful information to the customer, but it also encourages them to continue engagement with your brand. Every message you send via Facebook Messenger needs to encourage engagement, and that is where order confirmation messages are really valuable.

Bonus tip – Be aware of Facebook Messenger guidelines

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Before you start using Facebook Messenger for eCommerce, you need to be aware that the platform comes with some strict guidelines you need to follow.

One of those guidelines is that you can send promotional messages to someone who is subscribed to you only within 24 hours of their last response. This means you can’t just constantly send messages to every person on your subscription list. If you do that, Facebook could impose a penalty or even ban you.

The next guideline you need to be aware of is that there are only three types of Facebook messages you’re allowed to send:

  • Subscription broadcasts. When Facebook approves a website as a news site, they’re allowed to send free subscription broadcast messages. However, since you’re an eCommerce store owner, you don’t meet the needed requirements, so you won’t be able to send subscription boxes.
  • Promotional broadcasts. This includes any messages that contain promotional or sales material. As already stated, these can be sent within 24 hours of a subscriber’s last response.
  • Non-promotional broadcast. These are messages that fall under one of these four categories: post-purchase update, live chat human update, confirmed event update, and account update.

Since these guidelines clearly state that you can only send promotional material after a subscriber has contacted you, you need to be creative with how you approach customers. You should encourage them to interact with your chatbot first and then you can send them your special offer.

Another important thing to keep in mind is that you have to pay for Facebook Sponsored Message ads to be able to send promotional material to your subscribers. However, these costs are very minimal and when we consider the ROI they provide, it’s clear that they are worth it.

So, what are you waiting for?

Even though it offers many benefits, Facebook Messenger isn’t very popular in the marketing world yet. Not many of your competitors have started to use Facebook Messenger for eCommerce, and even those who have probably don’t use all of the tactics we just covered here.

However, you can be sure that this will change very soon. Businesses will realise that Facebook Messenger has more potential than various other marketing tactics and soon enough, the platform will be filled with millions of eCommerce stores.

Don’t wait for your competition to get there before you. Start using Facebook Messenger for eCommerce right now.

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