The goal of all marketers is to understand as much as possible about their target audience. This takes a couple of forms - there’s ‘buyer personas’, a collection of attributes about some fictional perfect customer - ‘Johnny’ the high flying startup founder, for instance. There’s also the real-world versions of ‘Johnny’, who marketing teams try to gather as much information about through landing pages, blogs, or pop up forms on their websites. These are all geared towards getting contact details, which in turn helps form a better idea of how to market to ‘Johnny’ and, ultimately, generate more revenue.
In our 2021 Definitive Guide to Customer Experience, we give practical examples for exactly how messaging channels can be used as an effective tool for customer acquisition. These channels offer higher engagement than traditional methods (up to 31% click rates vs 1-3% for emails) and represent much better value in terms of CAC and CPL.
As a taster, we're offering up 2 of the 5 reasons that messaging channels are perfect for marketers featured in our 2021 guide. They’re tangible, actionable ways that brands can start to lean into the power of messaging to improve their customer acquisition strategy and create exceptional CX from the first day of the customer/brand relationship.
Get Them Where They Google
What do customers do when making a purchase decision? “Google it.” 2.49 billion searches happen on Google every day, making the tech giant a customer experience goliath. Google’s Business Messages almost bypasses the need for a website; with entry points via Google Maps or Search, customers can connect directly to brands at the earliest possible time during their journey.
Google’s Business Messages also has the functionality to be used as a proactive channel; if users share their names and location, then brands are able to provide a more personalized messaging experience.
Embrace the digital shift - everyone’s shopping online
The shift to digital shopping experiences has accelerated in countries all over the world that have been in and out of perpetual lockdown this year. It’s meant most consumers are now staying indoors, or simply avoiding crowds for most of 2020 (and probably beyond). Facebook was already in the process of launching Facebook Shops, but the pandemic sped up the rollout and has been vital for small businesses. It has become a literal one stop shop for the entire customer journey.
Backed by the power of their 2.7 billion monthly active users, branded pages offer consumers a virtual storefront that Facebook's advertising infrastructure sends traffic directly to – using platforms like Messenger and WhatsApp to create a seamless consumer experience. This offers a direct route to customer acquisition and keeps the entire brand/customer relationship within messaging channels.
These are just a couple of examples of the power of messaging channels when it comes to converting potential customers into loyal brand advocates. Our Definitive Guide to Customer Service 2021 goes deep on helping you understand the state of modern CX and how introducing messaging as a channel for customer acquisition is the future for marketing. You can download your copy today.