Facebook has announced aimed at making it easier for brands to achieve and improve their commercial communication on Facebook, Instagram and WhatsApp. Some of them are in the testing phase, while others will begin to be offered publicly in the coming months.
A new approach to communication between businesses
An efficient communication channel is one of the main demands of e-commerce customers, since this allows them to have greater security about their purchases. According to what was raised by Facebook, 75% of users would like to communicate with businesses and companies in a simpler and more informal way through instant messaging, how would you do it with a friend. For this reason, Mark’s company has been working on creating a business messaging tool, as well as reinforcing omnichannel communication between his different products.
With this action, the company hopes to offer merchants the possibility of obtaining better results for their business, such as an increase in their conversion rates, or the capture of new clients with greater purchasing potential, at the same time that they generate a more complete and comfortable user, with a lower investment by the business.
These are the main novelties that the social network has incorporated into its business model, in terms of business communication:
1. Improved conversation with customers
One of Facebook’s strategic advantages is its integration with the other products of your family, Instagram and WhatsApp. With this in mind, the company has launched two new features, which precisely boost this cross-platform feature, since they allow you to start conversations through the different applications.
1.1. Click to message ads
In these three, businesses have the possibility of buying advertisements that invite users to communicate with them, either through Messenger, direct messages on Instagram or WhatsApp. From now on, businesses will be able to choose in which of these three platforms they are present to attend to user requests. In this way When a user clicks on the ad, the system will automatically take him to the service channel that has the greatest possibility of concluding a conversation.
1.2. WhatsApp conversations from Instagram profiles
Instagram is the showcase for many small businesses thanks to the fact that it drives the discovery of new stores and products. On the other hand, WhatsApp is the main instant messaging application in the world, and it is an ideal means to make sales and clarify customer doubts.
Based on the particular characteristics of the two applications, the company has developed a new interaction between the two, making it easier for users to switch from Instagram profile to a WhatsApp conversation. A) Yes, businesses will be able to add a button to their Instagram profiles of click to chatwhich will send users directly to your WhatsApp Business chat.
2. Customer acquisition
Social networks are considered as ideal platforms for attracting new customers and consolidating potential customers. This is thanks to the added value and transparency that it offers businesses to manage their profiles from these platforms. In this area, Facebook has launched two new features dedicated to boosting this feature.
2.1. Request quotes from Messenger
This new feature is being tested on a group of advertisers on the social network, who can pose 4 or 5 questions for consumers to answer before starting any conversation. After that, they will have the opportunity to request a quote from the business through a simple questionnaire within the same Messenger conversation.
2.2. Generation of leads on Instagram
In this case, these are tools that are still under development, but that the company wanted to announce:
“We plan to start testing paid and organic tools for help small businesses find and qualify leads directly within the Instagram app. Advertisers use lead generation ads to connect with customers and connect with potential customers in a more personal way, while lowering costs.”
3. New communication management tools
Facebook Business Suite, Facebook’s business management platform, will also be affected by these new updates. Thus, the company has invested in the development of new technologies for automation that help merchants manage their digital presence more efficiently. In addition to the current functions of managing messaging through Instagram and Messenger, this platform will test the function of manage electronics through Inbox and send emails from Facebook Business Suite.
file manager
On the other hand, it will also implement a new tool called file manager. This will allow businesses to create, manage and publish content more easily from Facebook Business Suite.
Tool of
Finally, a function will also be implemented that allows test and compare posts before publication, In this way, businesses will be able to publish the option that is more likely to have a greater number of customers.
Work accounts, business packages and other updates
“Business owners routinely tell us that they seek access to business products with credentials separate from their personal Facebook account. To simplify this, we are testing the work accountswhich will allow commercial users log in and operate in Business Manager without the need for a personal account.
As Facebook explains, companies will be able to manage these accounts on behalf of their employees, having access to business features such as single sign-on, ensuring greater control over the security of employee accounts. This new feature will begin to roll out in a test phase, hoping to expand its reach by 2022.
On the other hand, Facebook is also renewing efforts to create an ecosystem that drives business success from a more economical point of view, taking into account small businesses. That said, they will allow some merchants to have access to a package that will include different tools and benefits for growing their business, such as coupons for Facebook ads, access to accounting software quickbooks for three months or access to the tool canvas Pro during three months.
Image:
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus