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Initially teased at Facebook’s F8 2019 Conference in April, the lead generation templates for Messenger were recently rolled out. Over 20 billion messages a month are exchanged between people and businesses on Facebook Messenger, making it a natural fit for a lead generation tool.
According to Facebook, “We’re making it even easier for businesses to connect with potential customers by adding lead generation templates to Ads Manager. There, businesses can easily create an ad that drives people to a simple Q&A in Messenger to learn more about their customers.”
How Will The Facebook Messenger Lead Generation Tool Work?
After accessing Ads Manager to create their lead generation templates, which will include automated Q&As that can be pre-filled or allow for free-from responses, businesses can begin communicating with users. After tapping on “click-to-messenger” ads, potential customers will be taken to Facebook Messenger where conversations begin. From there, the conversation between customer and business can continue through Facebook Pages or with a third-party chat provider. Search Engine Journal noted, “Businesses can integrate Messenger with their CRM provider in order to capture information provided by customers and identify qualified leads.”
Why Is The Facebook Messenger Lead Generation Tool Significant For Marketers?
42% of people polled in a Drift/Survey Monkey survey said they expect a response within five seconds of sending a message to a chatbot. Automated lead generation allows brands to be upfront and pro-active with their customers, while collecting valuable first-party data. Businesses given early access to the new Facebook Messenger lead generation feature noticed an increase in qualified leads, making clear this new tool could become a valuable part of marketing strategies for brands looking for seamless connection with their customers.