Alongside WhatsApp and Instagram, Facebook is one of the big products of the Meta Group. Facebook and Facebook Messenger offer companies of all sizes numerous opportunities and tools for efficient and effective marketing, sales and customer support.
With around 3 billion active users, Facebook is the social platform with the widest reach worldwide. In this guide, we present the most important functions for entrepreneurs.
Facebook Messenger for Businesses
Facebook Messenger was launched in 2008, under the name "Facebook Chat". Over the years, the messenger has constantly evolved and offers interesting functions and use cases for companies.
With 17 million users, it’s the second most used messaging service in Germany, behind WhatsApp. For business owners, Facebook Messenger offers a significant reach.
To master the use of Facebook Messenger, you need to understand and answer four basic questions:
- Which target groups do you reach via Facebook Messenger?
- How do you best draw prospects into the chat?
- How do you send one-to-many / newsletter messages?
- What are the options for managing messages?
Facebook Business Manager
Facebook Business Manager (Meta Business Suite) represents a comprehensive platform which allows you to manage various Facebook / Instagram business accounts, advertising accounts and business assets, among others.
The core features of Facebook Business Manager include:
- Creation and management of business assets (e.g. Facebook business pages).
- Creation and management of advertisements
- Creation and management of posts and stories
- Evaluations and analyses
- Management of employees or employee rights
- Management of security settings Understanding how to use Facebook Business Manager forms the basis for successful use of Facebook, Instagram and WhatsApp in a business context.
A central building block for successful marketing is so-called paid advertising. Facebook offers you the opportunity to place advertisements on the platform.
Effectively building an organic reach on Facebook has become more difficult in recent years. Numerous new company profiles increase the competition.
As a compensation, advertisements represent a very good opportunity to appear specifically in front of your target group. At the same time, paid ads allow accurate tracking of spend and the facing business results such as lead generation.
In this regard, there are various forms of ads that you can use. From classic ads in the Facebook feed to ads in Facebook Stories.
There are various aspects to consider to use Facebook Ads successfully.
The understanding of your own target group or which people you specifically want to reach with paid advertising, is fundamental.
In addition, the creation and design of your ads, as well as landing pages and CTAs (call-to-actions), are important. This is primarily about topics such as wording, visualization and placement.
The final step is to measure the success of your ads. Based on these results, you can adjust and optimize the previously mentioned points.
Shaping Customer Journeys along Facebook, Instagram and WhatsApp
As mentioned in the beginning of this article, Facebook, together with Instagram and WhatsApp, forms the foundation of Meta's business model.
Accordingly, there are various options for companies to design customer journeys across the different platforms. You can, for example, implement a WhatsApp Button on your Facebook page to get visitors into your WhatsApp Chat.
Also, the same possibility exists with the help of so-called Click-to-WhatsApp ads. Prospective customers click on ads in their Facebook feed, which takes them directly into the digital conversation with you on WhatsApp.
Facebook company pages
In addition to company profiles on LinkedIn, Xing or Instagram, Facebook also offers the opportunity to present your company online.
As the platform with the widest reach, an optimally managed Facebook company page opens up the possibility of building your own communities and answering inquiries from followers or customers.
Facebook groups are ideal for this use case. Large companies like HubSpot or Elementor use Facebook groups for effective community management.
Recruiting via Facebook and Facebook Messenger
The shortage of skilled workers is an issue for German entrepreneurs. When fighting for the best talents, it is no longer enough to simply upload job ads on your own website.
Prospects expect easier and more convenient options in the application process.
You can post vacant job ads through various channels using Facebook:
- Company pages
- Facebook job page (only available in the US and Canada)
- Facebook Messenger
In theory, chatbots offer companies numerous use cases for marketing and customer support.
Especially with a high number of incoming inquiries, the use of chatbots gains relevance. They allow processes to be automated and scaled better accordingly.
Facebook provides an in-house chatbot that you can integrate into Facebook Messenger. At the same time, it is also possible to use third-party applications.
Besides the actual, technical implementation, it is primarily important to understand where chatbots are useful and where human touchpoints are more suitable.
The wrong use of chatbots can quickly damage your brand, based on poor customer experiences.
Here are two tips for the best use of chatbots:
If chatbots are offered, they should be perceived as clearly more efficient compared to other alternatives. So don't build chatbots into touchpoints where you know human employees can help your customers better (e.g., with complex, individual questions).
Clearly communicate the features and limitations of your chatbots so you do not disappoint your customers' expectations.
Using Facebook Messenger with Superchat
Superchat wants to take digital customer communication to the next level. With solutions from Superchat, companies can use Facebook, WhatsApp and Instagram in a GDPR-compliant way to communicate with their target audience.
Our team is here to help you from the start, assisting you with corporate account setup and verification. Within a few hours, you will be able to use Superchat's messaging suite for your business.
An overview of Superchat's features:
- All communication channels in one inbox
- WhatsApp Business 100% GDPR-compliant & with multiple users
- Sending newsletter messages directly via WhatsApp Business
- Webchat widget for your website
- Create message templates and out of office notes
- Assign incoming messages
- Internally add notes to conversations
- Manage and track online reviews
With Superchat, messages received via WhatsApp, Facebook Messenger, email, Google Business Messenger, Telegram, and SMS are bundled into one inbox. This gives you a comprehensive overview of all customer requests. Together in the team, customer inquiries are processed transparently.
Would you like to use Superchat? Do you have any questions about our product? Contact us easily and without obligation here via WhatsApp.
We look forward to hearing from you!