Messenger Marketing Campaigns That Work for Black Friday and Cyber Monday (BFCM)
The 2020 Holiday Shopping Season is quickly approaching, and online retailers are preparing their advertisements for Black Friday and Cyber Monday (BFCM). This means utilizing channels like TikTok, YouTube, Instagram and email to show customers upcoming awesome deals, but there's one channel many businesses miss the opportunity to using: Facebook Messenger.
Since Messenger Marketing is still new to many brands, it is considered a secondary priority for BFCM deals. This post will cover why Messenger is actually an amazing channel for BFCM.
P.S., If you want to get access to a full 2020 BFCM strategy for free, download our new guide about winning BFCM with personalization here:
Messenger Marketing Is Your Secret Sales Channel For BFCM
Historically, Black Friday has been huge for brick and mortar retail outlets, and Cyber Monday allowed the online retailers to catch the rest of the sales once everyone was back at their desks. The 2020 season has altered the traditional BFCM weekend with the major ecommerce growth this year, and the majority of consumers preferring to shop online rather than in a store.
As more consumers shop online, more people are discovering how easy it is to purchase products simply from their mobile devices. In fact, four out of five Americans are online shoppers, with more than half having made purchases using a mobile device. Knowing this, Completing sales is going to rely on a retailer’s ability to show customers the products they are ready to buy on their mobile device.
But reaching customers with stores optimized for mobile isn't the only way you'll win, businesses will also need to figure out the best way to get customers to notice their ads.
People are great at ignoring ads on their phone placed inside websites or apps. However, they will take notice when they receive a new instant message, as it's typically something they want to interact with right away to respond to their friend or family member.
Why You Should Use Facebook Messenger for BFCM campaigns
Facebook Messenger is quickly becoming a preferred method of communicating with brands and retailers. As more people use smart assistants to help them make purchases, they are no longer willing to browse through hundreds of products to find the right one. Customers want to be presented with exactly what they are looking to purchase and then complete that purchase quickly and easily.
Messenger is a perfect platform to help customers with both product discovery and purchasing. Why? For one, Messenger has extremely high open rates and click through rates. This is because the platform feels more conversational than traditional advertising. For a potential customer it can seem like they are talking to a live person.
It's also easy to talk to interact with the brand if something goes wrong with an order, providing consumers with quick responses to handle their issues.
Engaging on Facebook Messenger provides the feeling of being given personal attention because of the quick back-and-forth conversations, even when customers know it is an artificially intelligent bot.
With BFCM quickly approaching, now is the time to finalize your Facebook Messenger marketing and put your strategy for the holiday season in place. We have a few ideas you can use when creating your plan. Here are 5 Messenger marketing campaigns to run for BFCM.
A Welcome Series
The first time a customer visits your site or subscribes, they are actively looking for product offers. This is not the time to turn them off by showing them things that do not interest them or annoy them with obtrusive advertisements. Utilizing a welcome series in Messenger can be like employing a greeter at the entrance of your store. Welcome the person to your site and offer to the help them find exactly what they need.
Don’t offer them a coupon or discount right away, save that carrot for later to close the deal.
Offer Exclusive Discounts
During BFCM, everyone is looking for the absolute best deal they can find for products. Reward those who are already following you or have subscribed to your brand with an exclusive deal. When customers know that a deal is only for a limited time, or only for a specific group of people, they will feel more urgency to take advantage of the deal now. If they have been following you for a while, and know that you perpetually offer the same deal, they won’t be as eager to purchase now.
Abandoned carts are a perfect way to know exactly what your potential customer wanted to buy. Sending them their cart through messenger, with a coupon code, is a proven way to get them to finalize their purchase. This may be even more true during BFCM.
The fitness apparel brand, DOYOUEVEN utilized abandoned cart messages to bring customers back. By using the message above, they were able to recover 7% of abandoned carts, leading to thousands of dollars in additional revenue in just 30 days.
Customers are usually willing to hold off on their purchases until BFCM weekend, just to see if any deals might come up to help them save money on something they were already planning to buy. Let them know you have their cart all ready to go for when they are ready to spend money during BFCM.
A former customer is just a new customer waiting to happen, right? Messenger is a great way to re-engage with a former customer and allow them to quickly let you know why they haven’t continued using your products. If you can resolve the issues they had with your company, you may be able to win them back with just a few simple questions and offers.
Sponsored Messenger Ads
While sponsored messages are less personal than win-back campaigns and abandoned cart messages, they have still shown tremendous strength in helping customers interact with your brand. As we mentioned previously, a user is more likely to view your advertisement message if it is presented to them through Messenger. This is the power of conversational Facebook ads. So Sponsored Messages will definitely be seen by more people than a traditional advertisement. Just make sure your message is quick and to the point, and even make it more fun by allowing customers to respond to auto-populated response buttons.
Most people are already set to spend money during BFCM. You simply need to get your products or services in front of those who are looking for them. With Octane AI, you can create a BFCM marketing campaign that hits all of the suggestions listed above, easily.
If you want to learn more about how to win Black Friday and Cyber Monday with personalization, check out our free BFCM guide to get started!