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Good customer relationships are important for growing sales in any industry. For direct-to-consumer brands, they’re the lifeblood.
Building relationships with your customers and keeping them engaged is how you build value and grow your customer data. It’s a virtuous cycle where positive customer experiences generate more sales and more data to drive your growth.
If customer experience and data are the new engines of growth, why are leading Facebook brands ignoring their customers and damaging those relationships?
A simple way to test if you’re damaging customer relationships
We contacted 132 of the biggest brands and 110 of the most popular direct-to-consumer brands on Facebook (based on number of page likes). We reached out on Messenger from a personal Facebook profile to each of their US Facebook pages with a business- or transaction-related request.
Good customer experience means quickly responding to your customers. It shows them you care. It offers your brand an opportunity to convert them or build a relationship. So how did leading brands on Facebook measure up against this simple test?
45% of brands don’t respond within 5 days
Responding instantly in a personal way is clearly the winning strategy. Responding within a few hours is decent. Within a day is still acceptable. Ignoring your customers or not responding within 5 days? That’s a clear sign you’re damaging customer relationships.
Smart brands live where their customers are. They build customer relationships to gather data and drive conversions. Users and businesses already exchange over 10 billion messages a month on FB Messenger alone. Leading Facebook brands are in the perfect position to leverage their investment on social media. Yet, nearly half of them are completely ignoring their customers.
Download the whitepaper
Want more insight on how brands are damaging customer relationships on Facebook? Download a copy of the whitepaper and find out how easily you can drive conversions on Messenger.
Messaging is one of the biggest marketing opportunities of the next 5-10 years yet fewer than 1% of brands leverage chat for growth. With Instagram Direct opening for business in May and over 10 billion messages already sent each month on FB Messenger between businesses and customers, the opportunity to reap first-mover advantage is there for the taking. So why are brands failing to convert their customers?
A simple test to see if brands can handle transactions on Messenger
Leading Facebook brands clearly invest a lot of time and money on building up their social following. You would expect these brands to leverage Messenger to drive transactions. Particularly direct-to-consumer brands built on owning their customer data and simplifying online transactions. That’s pretty low hanging marketing fruit. The reality shows just how much money is being left on the table.
We contacted 132 of the largest brands and 110 of the largest direct-to-consumer brands on Facebook (based on number of page likes). We sent a message from a personal Facebook profile to each of their US Facebook pages with a transaction-related request. The results?
92% of brands can’t handle transactions
You read that right. 92% of leading Facebook brands can’t handle transactions on Messenger. That’s not just leaving money on the table. With the amount of money invested on the platform, that’s tantamount to throwing buckets of cash out the window.
Customers are engaging with brands on Messenger more every day. Smart brands make transactions seamless and easy. Few marketing success stories start with brands adding more steps for customers to make a purchase. It’s shocking how many leading Facebook brands are failing to drive conversions on the one channel their customers increasingly engage them.
Download the whitepaper
Want more insight on how brands fail to drive transactions with their customers on Facebook? Download a copy of the whitepaper and find out how easily the transaction problem can be fixed.
There’s little doubt that brands care about customer experiences. Job titles containing customer experience have been steadily on the rise and some analysts even suggest return on experience (ROX) is now the key KPI for marketing teams. That metric might prove very hard to measure but it begs the question. With so much focus on the impact of customer experience on acquisition and retention, why are brands failing to deliver it on social media?
An easy way to test your customer experience
We contacted 132 of the largest brands and 110 of the largest direct-to-consumer brands on Facebook (based on number of page likes). We sent a message from a personal Facebook profile to each of their US Facebook pages with a transaction- or business-related request.
You would expect major brands, especially direct-to-consumer companies built on positive customer experiences, to reply quickly and engage potential customers showing high intent to purchase. The reality is a very different story.
Brands with slow response times are neglecting their customers
Considering how much these brands invest on Facebook, it’s shocking how few are using the opportunity to drive growth on Messenger. 85% of brands didn’t respond to a message within the first 5 minutes. That’s ignoring your customer precisely at their moment of highest intent.
Only 32% of brands followed up within an hour. The breakdown of response times and methods in the report clearly shows that brands are struggling to engage customers on their preferred communication channel.
Download the whitepaper
Want more insight on how brands fail to engage their customers on Facebook? Download a copy of the whitepaper and find out how easily the customer experience problem can be fixed.