Mastering Messaging App Campaigns
by Noa Bar Shay, Senior Director, Partnerships & Sales at Rakuten Viber
Almost 95% 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.
Brands using rich media content: courtesy of Viber
- 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. A tip from brands on Viber: integrate your CRM or CDP system with business messages and use available information about your customers to personalize your communication. This targeted approach will result in more meaningful engagement and higher conversion rates.
- Provide prompt customer support
As a business’ 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 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 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 an organized and streamlined communication.
- Fostering two-way communication is another essential aspect of setting boundaries. Actively listen to your customers’ feedback and respond to it accordingly. Allowing consumers to voice their opinions and concerns shows you value their input and are willing to adapt your engagement strategies. Additionally, respecting feedback and making changes based on it can lead to more satisfied customers who will likely remain engaged with your brand.
- Finally, it is crucial to continuously monitor how people respond to your marketing efforts and adjust your strategies as needed. Keeping an eye on metrics such as open rates, click-through rates, and user feedback can provide valuable insights into how well your current approach works. By staying attuned to your audience’s preferences and reactions, you can make informed decisions about your messages’ frequency, content, and timing. This proactive approach will help you avoid overwhelming consumers.
Engaging your audience on messaging apps without overwhelming them is an achievable goal that significantly increases your brand’s reach and fosters meaningful relationships. By maintaining a balanced approach, creating compelling content, and being mindful of your audience’s preferences, you can leverage the power of messaging apps to connect with people like never before.
