Almost 95 percent of Internet users access chat and messaging apps worldwide, making them a perfect place for brands to reach their audiences. How to strike the right balance between promoting your brand offerings and remaining non-intrusive?
Let’s explore the best practices of a balanced messenger marketing approach.
Create smart content
Leveraging rich media can significantly enhance the user experience with your brand. These visual elements make your content more appealing and help convey your message more effectively.
Tell compelling stories with rich media and encourage interaction. For example, brands on Viber share eye-catchy images and videos to tell about the new products, send texts with expressive emojis and CTA buttons to influence purchases, and share various files with their customers via business messages; they also customize their chatbots, send stickers and carousels to catch customers’ attention.
It’s also essential to share relevant and valuable information that resonates with the needs and interests of those who see it. Balance promotional content with informative and helpful pieces, such as industry news, tips, and insights. This approach helps establish your brand as a credible source of information and fosters trust and loyalty.
Segment audience and craft personalized messages
One size does not fit all when it comes to engaging people on messaging apps. To ensure your content resonates with different audience segments, consider classifying it based on demographics, interests, behavior, and other factors such as earlier purchases. Then create personalized pieces tailored to each group’s preferences and needs.
Provide prompt customer support
As a business’s products or services gain popularity, the workload for its customer support team inevitably increases. It’s essential to ensure that their work is well-managed and streamlined. This is how:
Train your team to handle possible issues and ensure they are well-versed in your brand’s policies and products.
Make sure they are readily available to address customer inquiries, concerns, and feedback, and know how to do it through a messaging app.
Support the work of your live team with chatbots to offer instant replies to the most frequently asked questions and streamline customer interactions. For example, brands on Viber use chatbots to help users search for available products, review delivery terms, check working hours, and many more.
By offering prompt and efficient customer support, you can enhance the customer experience and use it as yet another way to strengthen the relationship between your brand and its audience.
Setting boundaries to avoid overwhelming users
Despite marketers’ desire to reach their target audience as often as possible, setting boundaries on promotional content sent is key to engaging customers effectively on messaging apps without overwhelming them.
Users can quickly become annoyed or disinterested if they receive too much attention of this kind. That is why finding the right balance between informative, engaging, and promotional material is crucial.
Keeping a consistent schedule can help you achieve this while maintaining your audience’s interest. Giving users the freedom to engage with your content at their convenience can also increase their customer experience. For example, all messages from brands on Viber can be found in a single folder, providing organized and streamlined communication.
Noa Bar Shay is the senior director for Partnerships & Sales at Rakuten Viber