Page 308 - Social Media Marketing for Dummies

Reviewing benefits for brands

So, why are messaging apps good for brands? There are several reasons that
brands benefit from using messaging apps:

» Companies can develop a closer relationship with customers when they can
chat with them directly.

» Companies can supply the correct information right at the point when their
customers want it.
» Customers can buy directly from the app (if they choose) so there’s no ‘friction’
or impediment to buying.
» Companies can gather customer feedback in a secure format.
» Companies gain another channel from which to communicate and can reach
customers who don’t open their emails.

Don’t be reluctant to try messaging. Customers are more willing to authentically
communicate because they rightly believe that their messaging content is more
secure (better encryption).

Learning what users want
when messaging brands

To create an effective marketing messaging strategy, let’s look at what users of
messaging apps want from companies. According to the Global Web Index Mes-
saging App Report 2018, some of the reasons consumers want to message with
brands include what we call the five Cs:

» Community: They want brands to connect them with others in the
community.
To consider: With community in mind, don’t overlook the opportunity to
develop a community forum or to establish a group on Facebook to let fans
interact with one another. Users want to communicate with you privately, but
they also like the idea of meeting and sharing with like-minded people. You
will also get the benefit of social proof — other people vouching for your
product or service.
» Contribution: They want to contribute ideas for products and features to
the brand.

To consider: Customers (especially Millennials) have given thought and
attention to how your products fulfill their needs. They’re eager to let you

292 PART 4 Getting Your Message to Connectors