Marketing through Messaging Apps
Messaging apps are opening up a whole new window of opportunity for your brand’s marketing function.
In our recent Social Media Summit, we researched and explored the exciting marketing and communication opportunities presented by three popular messaging apps: Facebook Messenger, WhatsApp and WeChat.
Read on to discover how these apps can become an integrated part of your marketing strategy.
Would you believe that in the future, a property transaction could all be done only using Facebook Messenger?
Think of your current customer experience. You probably use a variety of platforms to communicate: marketing automation, socials, website, in person. Facebook Messenger affords you the opportunity to roll all of these marketing mediums into one.
Facebook Messenger is a messaging app and platform. Users can send messages and exchange photos, videos, stickers, audio recordings and files, as well as react to other users’ messages and interact with bots. The service also supports voice and video calling.
It’s a great way to connect and communicate with your audience using short, conversational messages that are delivered instantly…and all utilising a platform they’re already familiar and comfortable using.
But while Messenger marketing has loads of potential, it’s so new that many marketers still haven’t figured out how to use it as an effective marketing channel. As such, before integrating a Messenger strategy with your current marketing efforts, it’s essential that you consider how it will help you to achieve your key business objectives and enhance the customer experience.
Not just useful for group chat and cheap international video calls, if implemented strategically, WhatsApp can be a lucrative addition to your marketing plan.
The freeware messaging platform boasts over 1.5 billion active users, and last year’s introduction of WhatsApp Business brings a cost-effective solution for small and medium businesses to address customer service enquiries and manage customer relationships. This platform will be particularly useful for developers targeting First Home Buyers and Indian buyers, since these demographics align with its most popular user-groups.
The Facebook owned cross-platforming messaging service also allows you to integrate WhatsApp with Facebook campaigns, allowing customers to directly, and seamlessly, contact your business.
Through the use of text messaging, file sharing, video calls and voice messages, developers and builders can use the WhatsApp platform as part of their marketing strategy to:
Send brochures, price lists, downloadable guides
Encourage group discussions or even host meetings (title updates, site cleanliness, etc)
Survey leads and purchasers at different stages of their customer journey
Send alerts about events
Send educational podcasts (no longer than 15 minutes)
It’s important that you have a clear idea of how you will tie in your WhatsApp strategy with your business objectives – will you use WhatsApp to generate leads? Book appointments? Manage FAQs faster? It’s crucial that the conversation you’re having with leads and customers adds genuine value.
WeChat is China’s most popular messaging app with a monthly user base of more than 1 billion people. The app’s functional diversity enables it to be a popular platform not only for messaging, but for e-commerce and both social and business purposes.
For Australian developers looking to appeal to the Chinese market, harnessing the popularity and diversity of this booming app is essential. To do so effectively and successfully, Australian property brands must:
Have a clear idea of the audience they are targeting
Deliver content driven messages more-so than sales-driven messages
Allocate a Chinese-speaking employee to monitor the account and interact with leads
Undergo the registration process to successfully create their WeChat account
In a survey of WeChat users, 49% of respondents said they wanted to see ‘Useful’ content on the platform. This means that for property businesses, content that helps to solve a problem for followers will be the most engaging and effective.
As with all things, the integration of messaging apps into your current marketing strategy will only work well for businesses who are invested in the customer experience, and fully dedicated to effectively resourcing (internally or externally) this role.