How to go from idea to clickthroughs in 5 simple steps
Does your brand have a messenger strategy? Creating a messaging strategy can be overwhelming with many platforms available like Instagram, Snapchat, Kik, and more. With Facebook messenger hitting 1.2B daily users, messaging strategy is the new ‘must’ for brands looking to grow exponentially.
If you start with something that works, you will end with something that works
If you are an everyday marketer, you not looking for a fluffy powerpoint presentation to define your messaging strategy. You are looking for much more than that (aka real revenue stream). You’re looking for a nimble, practical strategy that WORKS.
I’m going to go against the grind here and argue that you should not follow peers building out a chatbot to ‘test the waters’ only to see almost zero adoption among your audience. The beginning of your brand’s messaging strategy should start from ROI and I assure you -- it will end with a kickass ROI.
Identify a low hanging fruit
Here is the best way to gauge the direction of your messaging strategy: Identify the low hanging fruit area of your business that can be dramatically improved by sending messages. Some examples to help you brainstorm:
Increase lead conversion rate
Improve renewal marketing
Boost email confirmation
Get post-purchase engagement
Promote events / in-person attendance
A low hanging fruit can vary widely depending on your business. If you are promoting a movie, just cutting through the noise by messaging your audience can greatly help the conversion that follows. If you are in home improvement services, reaching your audience in a timely manner in the medium that is noticeable can help grab that customer who you could have missed. If you are in e-commerce / direct to consumer space, having that one conversation before the point of purchase can be that one thing that wins them over.
Identify a (small) segment
Now that you have a low hanging fruit project to work on, it’s time to identify a small segment for this messaging. You want to pick a segment that is not too much of an outlier of your wider customer database, so that you can start to observe universal truths about your messaging strategy. It’s not a bad idea to start with 2 or 3 small segments to be able to compare results. What might be the magic number to test? In my experience of observing communications with 10M+ consumers, 10,000 people is the smallest number you need to test per message. Anything smaller may not give you an accurate sense of how an average consumer may respond.
Choose a platform
Choosing the right platform is incredibly important. If you are looking for a scalable solution, you may want to stick with SMS or Facebook where there is a large number of users. Instagram is another option but it's only feasible if you are sending highly customized messages due to their strict policies on promotional messages. SMS is best if you are working with consumers who are on-the-go (in meetings or completing tasks outside) and not in front of the desktop a whole lot. Facebook messenger is best if you are working with people who are sensitive to direct communication (i.e. Finance).
Craft a message
So far you’ve identified:
- A low hanging fruit: Increase lead conversion rate
- A segment: Higher price
- A messaging platform: Facebook
Here is the fill-in-the-blank script for beginners in messaging strategy:
Hi it’s [person] from [brand name]. [Optional: I am your (insert product) concierge. Thanks for [consumer’s action that triggered this message]. I can help you [call to action]: [URL]. Let me know if you have any questions! (polish with emoji)
What it looks like when finished:
Hi it’s Jen from Glossier! Thanks for signing up for our newsletter. I can help you pick the best product for your skin. See recommendations here: glossier.com/category/skincare Let me know if you have any questions 😘
Finally, you can sit back, track the CTRs on the link, and measure the ROI on this message. This is the easiest way to determine whether a messaging strategy works for a particular area of your business. After identifying a message that works, you can start to broaden your messaging strategy and establish a vision based on what WORKS.
Now go get it, you tiger!