Sending a Message Through Messaging

Content marketing and social media get the headlines, but increasingly direct messaging apps are getting the users because of their speed, convenience and personal connections. Businesses have noticed.

Content marketing and social media get the headlines, but increasingly direct messaging apps are getting the users because of their speed, convenience and personal connections. Businesses have noticed.

Direct messaging is rapidly emerging as a valuable channel to address service issues, support peer-to-peer communications and create stronger relationships with brands.

Often overshadowed by social media, messaging and chat have the benefit of establishing a direct digital contact between consumer and company, whether to deal with a cable outage, modify an overseas travel itinerary, notify someone a package arrived or pass along timely information to a colleague.

Email has most of the same virtues, but users associate messaging with immediacy. While people periodically check their email, they tend to respond more quickly to messaging apps. That explains why Facebook Messenger and WhatsApp both boast 1.3 billion monthly active users and Slack is used by 3 million people daily.

The evolution of messaging, including as a business channel, is evidenced by Facebook’s growing investment in Messenger, which is now host for 65 million businesses.

Dylan Sellberg of Hubspot in a blog post on Medium wrote, “2018 is the year for businesses to engage with customers through messaging. Because it’s not about what your business wants – it’s about what your customers want.” Sellberg shared examples of how companies are leveraging Messenger:

  • Sephora uses Facebook Messenger to streamline their booking process and secure more bookings.
  • Soul Space Media generated 11,000 Facebook Messenger subscribers for 13 cents each.
  • 1–800-Flowers found that 70 percent of its chatbot orders were from first-time customers.
  • Electro house DJ Hardwell teases new songs, livestreams events and engage with fans through Facebook Messenger, which is his brand’s top traffic driver.
  • Love Your Melon announced its new line of caps via sponsored posts on Messenger, and saw a 14X return on investment.
  • Hur Nusrat, a Bangladeshi fashion retailer running its business exclusively through Facebook, used Messenger to triple monthly sales in the course of a year.

The four assets Sellberg sees in messaging include speed, familiarity, convenience and industry forces, which he says are pushing consumers away from traditional channels such as disruptive technology, social media algorithms and concerns about false-flag players. Tine Thygesen, writing for Forbes, added that in addition to convenient, messaging is “inexpensive, personal and instant.” For businesses, it is also cost-effective.

“Offering messaging in service situations enables a customer service representative to answer questions pertinent to the purchase decision and give personal and timely response to time-critical questions,” according to Thygesen. “As the nature of messaging communication is to-the-point, it is much less time consuming than phone calls, also because they are able to communicate with multiple customers at the same time.” Increasing numbers of consumers regard direct messaging as an important service for brands to offer.

The immediacy of messaging matches well with mobile devices, which increasingly is the platform consumers use to engage with brands. Marketers can take some heart that messaging relies on direct contact, not fresh content.

“Messaging has arrived,” Sellberg advises brands, “and it’s time to determine how to leverage it to your business’ advantage.”


Make Your Messages Authentic and Audience-Centric

Make sure your message connects with your audience. 

Make sure your message connects with your audience. 

Many of us know what we want to say, but have little idea of how to communicate our message effectively to the audience we want to hear it.

Quantitative research can reveal what arguments play best with which audience. However, that doesn't always translate into how to frame the argument so it resonates, sounds authentic and is believable. Sometimes, it just boils down to saying something in a way that is clear, not confusing.

Message testing usually requires one or more forms of qualitative research that involve listening to how people who are from the target audience react to the words you use – and noting the words they use to express the point you are trying to get across.

Powerful ideas can be powerless unless they are rendered in meaningful, accessible ways for the audience to which they are intended.

You wouldn't talk about a medical procedure the same way with doctors and patients. Doctors would want and need to know more of the technical details. Patients want to learn about outcomes and side effects. The level, tone and content would vary greatly, even if you were talking about the exact same thing. That is how audience-centric communications works.

Marketing campaigns often stumble by focusing on what you want to say and not on how your words will be interpreted, if heard at all.

The first step in communicating with an audience is to know as much as you can about that audience. If you craft your message so that your audience can understand what you mean and place it in a communications channel where they pay attention, you stand a much better chance of actually communicating, not just shouting into the wrong end of a megaphone.