Email blasts are one of the more tried-and-true digital marketing techniques. The practice of sending an email to a large group of subscribers has been helping lawyers nurture leads and connect with clients for years.
But there’s a new technique that holds even more promise — chat blasts. It relies on a similar premise as email blasts but uses Facebook Messenger as a medium.
Here’s what you need to know about chat blasts and why it’s something worth adding to your legal marketing toolbox.
What Exactly is a Chat Blast?
It’s simple. You create a message on Facebook Messenger and send it to your contacts.
It’s an easy way to reach out to dozens, hundreds or even thousands of people with a single message.
The Two Types of Chat Blasts
There are two types of chat blasts, says messenger marketing platform MobileMonkey — promotional and non-promotional.
“A promotional chat blast is a marketing tactic intended to sell a product or service.”
Here’s an example:
This particular one is inviting me to sign up for the Facebook Ads Summit. Scroll down just a bit, and there’s a CTA to see the agenda and learn more about the event.
A non-promotional chat blast doesn’t promote a product or service, doesn’t refer to pricing or cost, not even to say something is free and doesn’t offer a deal, discount our coupon.”
Here’s an example:
This message simply invites me to check out the results from a poll I recently participated in with MobileMonkey. Click on the CTA “Show me the data,” and I can see the graph.
There are several different approaches you can take when sending chat blasts. Just like with email or any other medium, they can be directly promotional where you encourage contacts to reach out to your law firm, click on something, etc.
Or they can be non-promotional where you simply work on building relationships and nurturing leads.
Why Chat Blasts Are so Effective
There are three main reasons why I recommend this technique.
First, a massive number of people use Facebook Messenger — 1.3 billion as of late 2017. Having a solid user base is always a good sign when breaking into a new form of digital marketing.
Next, chat blasts in Facebook Messenger have a ridiculously high open rate and response rate. According to MobileMonkey, the average open rate in Facebook Messenger is 80 percent, while email is only 20 percent. The response rate in Facebook Messenger is 20-30 percent, while the average click-through-rate of email is only four percent.
So the difference in engagement is night and day.
Third, this is a fairly new technique that not all that many brands are currently using. Although nearly everyone uses Facebook for marketing, many still have yet to use Messenger. If your law firm adopts it, you’ll be ahead of the pack.
If you’re ready to get started with chat blasts, I recommend reading this guide from MobileMonkey. It will show you the ropes and walk you through the process step-by-step. It’s actually fairly simple and doesn’t require any coding skills.
If you’re looking to branch out on social media and reach a larger number of legal prospects, chat blasts are definitely worth your attention. You can leverage your existing list of contacts to nurture leads and land new clients.
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