To make it easier for businesses to connect with customers on Messenger, Facebook is adding lead generation templates to Ads Manager.
With around 300,000 developers building experiences on the Messenger Platform, and over 20 billion messages being exchanged between people and businesses each month, Messenger has become one of the most popular messaging tools, helping to bring brands and their customers together.
To make this connection easier, and to help businesses better generate leads using Messenger, Facebook is introducing lead generation templates in Ads Manager. As explained by Facebook, in a recent announcement after the F8 Developer Conference,
“Businesses can create an ad that drives people to an automated question and answer flow in Messenger to learn more about what their potential customer is looking for.”
General Motors, one of the first companies to use the new feature, worked with Smarters, a Messenger developer partner, to create a lead generation experience on the platform that brought 3,000 leads in eight weeks.
The company was also able to gain a 30% higher conversion rate compared to its other digital marketing channels.
In addition to the lead generation templates in Ads Manager, Facebook has also created an appointment booking interface directly into the Messenger Platform API, to help people book appointments with business through Messenger.
As Facebook explains, the interface can also “be integrated with a business’ calendaring system, so people can see the most up-to-date appointment availabilities.”
Sephora worked with Messenger developer partner, Assist, to build their appointment booking experience on Messenger. The result was a 60% increase in in-store bookings compared to their other channels.
This feature is very useful and especially flexible, as it can also be used across industries – for restaurant reservations, haircut appointments, test drives, etc.
Both the lead generation in Messenger and appointment booking features are still in beta testing. They will be available to businesses later in the year.