Facebook introduces messenger auto-lead feature for all advertisers
First announced in May, the leading generation platform works with ads on the Facebook messenger.
Facebook is releasing Messenger’s automatic lead generation feature, first announced in May to all advertisers. The new offer allows companies to create automated questions and answers in Messenger, which is launched using Facebook click-to-messenger ads in the Facebook news feed.
Here's how it works: when a user clicks the “Send Message” button in a “click-to-Messenger” ad in his Facebook news feed, he starts an automatic chat in Messenger between the company and the client.
Advertisers can integrate the tool with the CRM platform, as well as be able to continue communicating with customers on a Facebook page, Pages Manager application or a third-party real-time chat solution.
Why should this concern SMM professionals?
According to a recent consumer survey conducted by Drift (the provider of online chat solutions) and SurveyMonkey, 42% of respondents said they expect a response via online chat within five seconds after sending the message. By integrating the automatic client generation feature that connects to the CRM platform, Facebook helps brands respond quickly to customer requests and streamlines customer interactions on the platform.
Companies that had early access to the lead generation tool in Messenger reported a significant increase in the number of potential customers. RIFT Tax, a UK-based financial services company, has used this platform in a campaign targeted at members of the armed forces and has increased the number of leads by 42% and using Messenger by 18% (compared to telephone calls).
“We put forward a business case for adding Facebook Messenger to our set of channels to attract potential customers and further develop using Facebook Messenger as a communication channel all the way to the client,” said Alisa Urunsak, senior digital services manager at RIFT Tax.
Click and Submit Facebook ads that integrate with Messenger’s automatic lead generation feature can be created in the "Message Goals" section of Facebook Ads Manager.
The new lead generation tool includes a feature that automatically sends a reminder to those who have not answered questions.
Messenger’s automated lead generation platform was launched Thursday, August 29th, worldwide for all Facebook advertisers.
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