[BtoB Utilization] New Business Development Methods Using LINE Notification Messages in Corporate Sales
In conventional LINE Official Account operations, it is common for the cost of acquiring a friend to range from several hundred to several thousand yen per person. However, by utilizing "LINE Notification Messages," you can build a flow that naturally encourages prospective customers who already have a phone number to register as friends. In this article, we will explain the mechanism of LINE Notification Messages to marketing and sales managers and detail specific methods for acquiring new leads in BtoB corporate sales. We will introduce practical approaches to significantly reduce friend acquisition costs and achieve high-quality lead generation.
1. What are LINE Notification Messages? - Potential for BtoB Utilization
LINE Notification Messages are a mechanism that allows companies to send important notifications to users even if they have not added the company's official account as a friend.
They are intended for transactional information delivery, such as delivery completion or reservation confirmation, and are limited to 91 types of use cases defined by LINE Yahoo.
This constraint is the key to new business development in BtoB sales.
This is because when a user who has not registered as a friend receives a LINE Notification Message, a "friend add button" is naturally displayed within the message.
Users consider adding the company as a friend immediately after receiving a useful notification, at a time when their trust in the company has increased.
By leveraging this psychological opportunity, it becomes possible to acquire natural, high-quality leads, which is different from conventional advertising approaches.
2. Decisive Differences from Conventional Friend Acquisition Methods
In conventional LINE Official Account operations, it was common to encourage friend additions through web advertisements, social media posts, and QR code distribution.
However, with these methods, users must actively choose to add a friend, and it is not uncommon for the acquisition cost per person to reach several hundred to several thousand yen.
On the other hand, with the method utilizing LINE Notification Messages, you can approach prospective customers whose phone numbers you have already obtained in the context of a useful notification.
Since users perceive that they are "receiving necessary information" rather than "being shown an advertisement," psychological resistance is significantly reduced.
More importantly, because the friend add button is presented at the trigger point of receiving a notification message, timing optimization is achieved automatically.
This structural difference simultaneously achieves a reduction in friend acquisition costs and an improvement in conversion rates.
3. Basic Flow from Phone Number Acquisition to LINE Notification Delivery
For BtoB companies to utilize LINE Notification Messages, it is essential to first obtain the phone numbers of prospective customers.
Possible acquisition channels include:
✅ Website material request forms
✅ White paper downloads
✅ Webinar/seminar registration
✅ Business card exchanges at exhibitions
✅ Inquiry forms
It is important to properly obtain consent for "contact via LINE Notification Messages" when acquiring phone numbers.
After acquisition, when a transaction occurs that falls under one of the 91 types of use cases defined by LINE Yahoo, a LINE Notification Message is delivered.
For example, for a material request, "
Various Application Completion Notifications", for an inquiry, "Inquiry Receipt Completion Notification", and for a webinar application, "Reservation Completion Notification", etc.For users who have not registered as friends and receive the delivered message, a friend add button is automatically displayed, building a flow that allows them to add the official account as a friend with a single tap.
4. Selection of Notification Message Use Cases Effective for BtoB New Business Development
Systematically selecting use cases suitable for BtoB new business development from the 91 types of LINE Notification Messages is the key to success.
Application/Registration Category
This is the most versatile group of use cases.
Specifically:
✅ Various Application Completion Notifications (material requests, service applications)
✅ Application Receipt Completion Notifications (campaigns and events)
✅ Various Request Receipt Completion Notifications (quote requests)
✅ Membership Registration Completion Notifications
✅ Usage Registration Completion Notifications, etc.
Reservation Category
The next most effective ones are:
✅ Reservation Completion Notifications
✅ Reminder Notifications
These are excellent for webinars and business meeting appointments.
Support Category
✅ Inquiry Receipt Completion Notifications
✅ Quote Completion Notifications
✅ Estimation Completion Notifications
These can be used for lead nurturing starting from customer support.
Contract/Application Category
✅ Confirmation Procedure Guidance Notifications
✅ Application Procedure Guidance Notifications
These are suitable for industries that require continuous communication.
The important thing is to MECE (Mutually Exclusive, Collectively Exhaustive) identify which touchpoints in your customer journey can be opportunities for phone number acquisition and notification delivery.
5. Design Points for Notification Messages to Increase Friend Addition Rate
To maximize the conversion rate from LINE Notification Messages to friend additions, strategic consideration is required in message design.
First, aim for the moment when customer expectations are highest for delivery timing. Ideally, this is when the customer is waiting for contact from the company, such as immediately after an application or inquiry.
Next, while the message content follows the prescribed use case, provide information that is truly useful to the customer.
By clearly stating the next steps or expected benefits rather than just confirming receipt, you foster trust in the company.
In item settings, utilize items that can be selected from about 200 types to present information requested by the customer (scheduled processing date, department in charge, links to reference materials, etc.) without omission or excess.
In button settings, design the "Check Details" link to lead to a content page where they can feel the value after adding the friend.
By comprehensively optimizing these elements, a natural friend addition flow is completed.
6. Expected Effects - Reduction in Friend Acquisition Costs
The greatest advantage of using LINE notification messages for new business development is the dramatic reduction in the cost of acquiring friends.
With traditional friend acquisition via advertising, indirect costs such as landing page production and creative development were incurred in addition to advertising expenses, making costs of several hundred to several thousand yen per acquisition the norm.
On the other hand, in the case of LINE notification messages, phone number acquisition strategies can be integrated with existing marketing activities (document requests, webinars, exhibitions, etc.), so the incremental cost is only the delivery fee for the notification message.
Even more important is the quality of the friends acquired.
Since the population consists of prospective customers who are already interested in your service and have taken some form of action, the efficiency of subsequent nurturing is also significantly improved.
In addition, because the use of LINE notification messages for commercial and advertising purposes is restricted, they are highly trusted by users, and the risk of brand damage is minimized.
Due to these combined effects, it is possible to build a sustainable lead acquisition mechanism that goes beyond simple cost reduction.
Thank you for reading to the end this time as well.
■ Leave the introduction of LINE notification messages to Fourglobe!
Fourglobe has acquired status in both the LINE Technology Partner Communication category and the LINE Sales Partner category, and possesses advanced knowledge and know-how for the introduction of LINE notification messages. Please feel free to consult with us regarding format improvement proposals accompanying renewals, as well as the introduction of LINE notification messages tailored to your business operations!
