As a customer-first company, you need to meet your audience where they are. With over 2 billion monthly active users, there’s a high chance your audience is using Facebook Messenger. Facebook Messenger can help your business connect with leads, prospects, and customers in a proactive and personal way. If you’ve never used Facebook Messenger for your business before or you’re looking for a concrete Messenger strategy, you’ve come to the right place. 


4 Steps to Implement a Facebook Messenger Strategy: Identify, Train, Promote, and Refine

Let’s start with the first step: identify.

Before you implement Facebook Messenger into your business strategy, think through what questions, requests, and/or concerns you might encounter through this channel. One of the main reasons your customers or prospects are reaching out to you on Messenger is because they want their answers quickly, so make sure your reps are ready. 

Think through common questions people might ask. In what part of the process do customers get frustrated? If you have a support team, what are the most common questions they get asked? If you have a knowledge base, what are the most common articles folks look up? If you can’t answer any of these questions comfortably, put some of your most veteran employees on Messenger duty — the folks who really know your business. Once they’ve been on Messenger for a few weeks, they’ll be able to tell you common questions and trends so that your other reps feel confident staffing Facebook Messenger.

Next up, train your team.

Make sure each team member is comfortable with using Facebook Messenger. Since people use Facebook Messenger for quick service, your reps need to know Facebook and live chat extremely well. Train your team in three major areas: Facebook Messenger etiquette, company expectations, and technology.

There are five etiquette tips you and your team should follow when interacting on Facebook Messenger:

  1. Start with introductions. Always introduce yourself and your job title. This humanizes you to the person on the other end of the conversation. This also gives you the chance to ask the person for their name and email.
  2. Be concise. Take some time to think about what you say before you say it. No one wants to read a slew of 10 individual messages, one after the other. Write everything you want to say in one message as concisely as possible and hit send. If you do send broken up thoughts in multiple messages, the person on the other end might not know when you’re done explaining what you need to explain.
  3. Use proper grammar and punctuation. When you’re chatting, it’s easy to fall into the trap of using shortcuts, such as “lol” or not using proper punctuation. Keep in mind that you’re representing your business.
  4. Don’t use slang or idioms. Especially if you have a global audience, make sure to use terms that are universally understood. Stay away from jargon to create an inclusive customer culture.
  5. And lastly, show empathy. If the person you’re chatting with is in a tricky situation, let them know you care! Apologize when you should and work with them to help them resolve their problem.

Along with Facebook Messenger etiquette, make sure you and your reps are aligned in terms of expectations. For instance, talk to your team about how long of a wait time is acceptable for those who message you. Schedule who’s staffing Messenger at what times. Determine what reps should do when they don’t know the answer. Implement systems so that your reps know how to exceed expectations.

And finally, make sure your reps know how to use the software and applications. Whether they are using Facebook, HubSpot, or another platform, they need to be well-versed in the technology to give your end user the best possible experience. 

The next step in making sure you’re getting the most out of your Facebook Messenger strategy is promotion.

Make sure the people who interact with your brand know your business is using a new method of communication to help your customers quickly and personally. Advertise your new medium by commenting on posts with your Messenger link, which generally looks like ‘ name.’ You can also choose to install the Messenger on-site plugin. If you’re taking the time to implement a Facebook Messenger strategy, take the time to share your plans.

Finally, it’s time to refine.

After you’ve been using Facebook Messenger for a few weeks, think through what’s going well and what can be improved. If you’re not generating the results you had hoped for, consider solving for a different stage in the buyer’s journey. Pull a few transcripts and analyze what’s being asked.  Is the customer’s or prospect’s goal being addressed? If everything seems to be working smoothly, consider adding a chatbot.

Now that we’ve gone through the four steps of building an effective Facebook Messenger strategy, let’s talk about some more good news: connecting Facebook Messenger with HubSpot Conversations. This integration, now live, gives you and your team one place to respond to all communications, no matter what channel they come from.

Access Your Inbox in HubSpot

This all-in-one platform will provide you and your team with transparency and organization. And, if you’re already using HubSpot Conversations, your reps don’t have to learn how to use another messenger service. Sounds like a win! 

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Originally published Oct 28, 2019 11:00:00 AM, updated October 28 2019