17 Hidden Tools For Facebook Marketing.
Facebook engagement is easier and more valuable than you ever imagined.
I found this out the hard way.
At one point, I was spending hundreds of thousands of dollars a month on
Facebook Ads.
Sure, I was getting some huge successes. But I was also wasting a ton of money.
For example, I once spent $400,000 on Facebook fan page likes.
I still feel dumb for that one…
The engagement just wasn’t there. I had a large number of fans but very little
actual engagement.
I had no idea that hidden tools within Facebook’s apps, extensions, insights,
tactics, and bots that could have made my Facebook ad spend 80 times more
effective.
Facebook marketing is like an iceberg. Most people see the top part — Facebook
ads. They spend their entire time optimizing that little bit of potential.
The real power is underneath. It’s hidden.
And that’s why I created this list.
I want you to know exactly what those hidden Facebook marketing tools are and
how you can increase your engagement by 154% as I did.
Now before we get started, for the first few hidden tools you need Mobile
Monkey to utilize all of the tactics (it’s free). In addition to that, some of the
hidden tools that I’ll uncover are within Facebook… you just don’t know about
them. 😉
Hidden Tool #1: Facebook Messenger Marketing
Okay, I’m starting out with a big, broad one.
It’s hiding in plain sight: Facebook Messenger marketing.
For some reason, not very many marketers are taking advantage of Messenger
marketing, even though it’s the hottest opportunity in digital marketing today.
What does this mean for you? It means that you can gain first mover’s
advantage.
Using Facebook Messenger for marketing is as simple as it sounds… you send
messages to customers on Facebook Messenger.
What makes this channel different from other marketing methods like email
marketing is the results.
 Facebook Messenger messages have an open rate of 50-80%.
 Facebook Messenger messages have a clickthrough rate of 20%,
especially when using chat blasting.
 Facebook Messenger messages have a conversion rate of 3-5x higher than
Facebook desktop ads.
 Facebook Messenger marketing costs 30-50x less than Facebook ad
campaigns (when using Facebook Send To Messenger Ads)
Where else can you get engagement results like that?
I don’t know of any, and I’ve done quite a bit of online marketing.
The best way to get started with Facebook Messenger marketing is
with MobileMonkey.
MobileMonkey is a powerful chatbot builder that I use personally. Chatbots are
essential for scoring sky-high open rates, CTRs, and conversion rates.
And best of all, it’s free.
Hidden Tool #2: Comment Guard (Private Reply via
Messenger)
A comment guard is a Facebook Messenger marketing feature that allows you to
add new contacts to your contact list when they comment on your Facebook post.
It’s like a magic elixir for engagement.
It works like this.
1. You post something on Facebook as usual.
2. People comment on your post.
3. Anyone who comments on the post gets your automatic private reply in
Messenger.
4. When they engage with this reply, they are added to your Facebook
Messenger contact list.
The mobile screenshot below displays exactly what happens.
Someone comments on the post, and they immediately receive a Messenger
message.
Imagine this. You post something on your Facebook page that has high
engagement potential… a meme, a quiz, a contest, a question, whatever. All the
comments that you rack up aren’t just comments anymore, they’re warm leads.
You’ll need to use MobileMonkey in order to pull this off, but it’s really easy.
1. Just click the “FB comment guard” button using the MobileMonkey app.
2. Create an autoresponder message.
3. Point them to your Messenger chat landing page.
4. Add the comment guard to your selected Facebook post.
Hidden Tool #3: Click to Messenger Ads
A Click-to-Messenger Ad is a normal Facebook ad with a twist. Instead of
sending people to a landing page, you send them to a Facebook Messenger bot
sequence.
It looks like this:
Once the person starts that Facebook Messenger sequence, they are a lead. And
that’s when a chatbot takes over to bring them down the conversion funnel.
For example, you could have your chatbot ask users questions, and send them
offers that they’re interested in.
It can be hard to manually respond to thousands of message inquiries. Instead,
you can direct those chat sessions derived from your Messenger Ads directly to a
MobileMonkey chatbot, which can ask qualifying questions and engage users at
scale.
Check out this article, for step by step instructions on leveraging this ad
unit.
Hidden Tool #4: Chat Blaster
Chat blasting is a powerful method for getting your message in front of your
entire Facebook Messenger list in minutes.
I’ve managed chat blasting campaigns that scored a 96.9% open rates in just
sixty minutes.
With MobileMonkey you can schedule chat blasts, bulk send, develop interactive
Messenger sequences, create special offers, and anything else that helps your
marketing.
To start, just click “Chat Blaster” in the app.
One of the things that I like about the Chat Blaster is the ability to segment
audiences. Many of the campaigns that I manage involve thousands of contacts,
so I want to narrow down my contacts to just the right targets.
Creating segments is simple using MobileMonkey, which allows you to “Create
Audience” with a click.
Your audience can perform self-segmentation when the chat blast sends.
Hidden Tool #5: Messenger Scan Codes
Remember QR codes? They didn’t really catch on that big, but the idea is
gaining new ground with Facebook Messenger codes.
Anyone who’s on Facebook Messenger has a unique code.
 In Messenger, tap on your profile picture in the upper right.
 Then tap your profile picture again
 The image that appears is your Messenger code.
From this screen, you can also scan a code.
Your Facebook page’s unique scan code is an excellent way to add people to
your Messenger contact list. A person simply scans your code and they’re part of
your list.
I can see applications for this at conferences, on bulletin board ads, merchandise,
or even business cards.
Hidden Tool #6. Warm Engaged Invites
One tactic that I’ve used to build my Facebook audience is by personally inviting
people who have engaged with my facebook page, to become a page fan.
From your business Facebook page (desktop), find a post that has engagement.
Using this tool, you view the people who engaged with your post and can invite
people to like the page.
The reason why this is valuable is that you’re able to target engaged fans. If you
have a lot of Facebook fans, but not a lot of engagement, Facebook’s algorithm
will punish you.
Instead, identify those people who will be engaged and manually invite them.
Hidden Tool #7: Send Personal Invites in Messenger
A similar hack is inviting your friends to like your business page, and also
sending the invite in Messenger.
This is the method that I recommend since you can also personalize the message
and give them two touches instead of just one.
Click on the … button on your Facebook page, then click “Invite Friends.”
Here, you can invite friends and create a personalized message. Be sure to check
the box at the bottom to send the invite using Messenger.
Hidden Tool #8: Invite People to Your Facebook Group by
Email
I love hacks that combine two platforms. I can leverage one of my marketing
channels by combining it with another.
You can invite people to join your Facebook group by sending them an email.
Obviously, you’ll need an email list to do this.
Here’s how.
From your Facebook Group page, click “members” on the left side.
From the next page, you can add email addresses and personal notes to invitees.
Currently, the only way I know how to do this is manually. If you have a large
email list, it could take some time. :/
Hidden Tool #9: Competitor Ad Espionage
I’m a huge fan of ethical espionage.
In the world of SEO, it’s not that hard.
Just plug in a URL to something like RankSignals.
Boom, instantly you have intel.
And some of it is really helpful.
But with so many brands now spending millions on Facebook ads, how do you
get a handle on that kind of information?
You will not be able to get your competitor’s targeting info and ad spend but you
can find out where, how often, and what the competition is advertising.
Let’s say I’m the competition and you want to spy on me. First, find my
Facebook page and tap the “i” button on the right side.
On this page, you can find out if the page has ever changed names, when it was
created, and where the page managers are located. This can be handy intel.
Tap on “Active Ads.”
If the page is running ads, you’ll be able to see them here.
Hidden Tool #10: Page Competition Gauge
I like to have a solid understanding of who my competition is and what they’re
up to.
But how do I know who my competition is? Thankfully, Facebook’s algorithm
has figured it out for me.
To use this feature, go to your Facebook Page Insights. From Insights, scroll
down until you see “Pages to Watch.”
By default, Facebook shows you five potential competitors, but you can view
more by clicking “See More Suggested Pages.”
When you add a competitor to your watched pages, you’ll be able to keep up
with their activity, growth rates, total likes, and the frequency of their posts.
This information will help you understand how you’re doing and what you might
need to change.
Hidden Tool #11: Find Where You’re Gaining Followers
It is important for you to figure out where you’re getting your followers so you
can know how to get more.
One helpful way to get this information is again through Page Insights. Tap
“Followers” and scroll down until you see “Where Your Page Follows
Happened.”
Facebook shows you follow quantities according to five locations:
1. On Your Page
2. Search
3. Uncategorized Desktop
4. Your Posts
5. Others
If a particular source shows large follow rates, try to reverse engineer what
happened, then do it again.
Hidden Tool #12: Identify Audience Signals on Page Insights
One way that I use metrics to leverage my marketing efforts is to view my
Facebook page insights, particularly the demographic information.
When viewing this information, I’m looking for strong positives — indications
that my audience favors a particular demographic.
For example, this page demonstrates a strong positive for men and women
between the ages of 25-44.
If you’re 21, there’s only a small chance you’re going to be interested in my
page. By contrast, if you’re a 30-year old male, there is a far stronger likelihood
that you will have an interest in this page.
This information helps me know how, where, and upon whom to focus my
marketing and advertising efforts.
Hidden Tool #13: Pull Email Addresses
I love this hack.
You know how hard it is to get people’s email address these days, right? No
matter how appealing your content upgrade, asking for someone’s email address
is tantamount to asking for their social security number.
With Facebook Messenger marketing, that’s no longer the case.
You can create a Facebook Messenger chatbot that asks for an individual’s email
address. Then, all they do is click a button to pre-fill their address.
Facebook does all the work for you.
Here’s what the bot looks like in MobileMonkey.
As long as you set the input type as email, Facebook will know to pull the user’s
email address exactly as they’ve entered it when creating a Facebook account.
No typos, nothing.
This is another case of using two different channels to get information and
engage your users. When you use a chatbot, it makes the process automatic and
easy.
Hidden Tool #14: Pull Phone Numbers
If there’s one thing harder to get from a customer than their email address, it’s
their phone number.
Again, powered by chatbots, it’s a cinch. Using input type “phone” in
MobileMonkey means that you’re guaranteed to get the user’s primary phone
number as they provided when and if they stored their phone number in
Facebook.
It’s understandable that people are hesitant to enter their phone number on an
unfamiliar platform — a contact form on your website, for instance.
It’s quite a different level of comfort when they are asked for a phone number in
a familiar messaging app, and Facebook automatically adds the number.
Literally, all that your contact has to do is tap their phone number.
Hidden Tool #15: Website Chat Widget
This one seems obvious, but again it’s surprising how few websites are putting
the power of a website chat widget to work.
Check this out. If you go to MobileMonkey’s website, there is a chat widget on
nearly every page.
If you’ve logged into Facebook Messenger on that browser, all you have to do is
click and you’re introduced to a Messenger sequence with MobileMonkey.
This sequence powered by a chatbot brings you further down the funnel.
One of the unique and powerful features of this funnel is that it is self-guided.
You feel as if you’re in control — making choices and selecting options.
Regardless of your choices, however, you are making deeper connections with
the product and the marketing funnel.
Hidden Tool #16: Track Specific Facebook Conversions
The good thing about Facebook Ads Manager is that you have access to
a ton of information.
The bad thing about Facebook Ads Manager is that you also have access to a ton
of information.
Take conversions, for example.
If you’re tracking them, good for you. But which conversions are you tracking?
Here are the options:
I call this one “hidden” because true conversions are essentially in Ad Manager
underneath a lot of other noise.
You have to narrow down your conversion tracking to just the conversions that
you need to know about.
For one of my businesses, I only focus on five types of conversions.
Everything else is useless.
I’ve written about this before… when you get clarity on what to track, you’ll do
a lot better at making real progress with your Facebook advertising.
Hidden Tool #17: Messenger Drip Campaigns
If you’ve been in Internet marketing for any amount of time, you know how
potent a good drip campaign can be.
Imagine increasing this potency by 10x.
That’s exactly what a Facebook Messenger drip campaign can do. Again, the
power is in the chatbot builder.
MobileMonkey’s drip campaign feature just takes a click to get started.
Unlike an email drip campaign which can take days or weeks to complete, a
Facebook Messenger drip campaign can be completed in a matter of minutes or
hours.
Plus, when you use a chatbot, the entire sequence can be interactive. You can
create choices and engage the user on a far deeper level.
Conclusion
There’s way more to Facebook than meets the eye.
I have a strong sense that Facebook marketing isn’t going to decline in the next
2-4 years. It’s going to become exponentially more powerful.
There’s a reason why so many of the hidden marketing tools above focus on
Facebook Messenger.
Facebook Messenger marketing has fundamentally changed the game, and it’s
done so in two areas where marketing rises or falls:
 Interactivity or dialogue — Messenger marketing, even when powered by a
bot, has a personal feel. Instead of bullhorn marketing — telling your
audience to do, buy, read, visit, watch. You’re asking for their feedback and
opening up a conversation.
 Speed of engagement — Unlike the glacial speed of email marketing (like
drip campaigns), Messenger marketing has a much swifter cadence. Many
people have a pavlovian response to the crisp ding of their Messenger
notifications. They want to see who’s sending them a personal message. This
means your open rates and click through rates are shooting up.
It’s not going to last forever. Like the banner ads of decades past, Messenger
marketing will lose its luster as people become accustomed to it.
By engaging Messenger marketing now, you’ll have a far stronger advantage.
What Messenger marketing tactics does your brand or business currently use?