It’s no longer a secret – chatbot marketing is something that’s increasingly employed in the digital world. And that with a reason – it gives great results. That’s why we want to introduce you to this type of marketing.
Those who deal with marketing have certainly noticed that it’s becoming increasingly difficult to engage in this activity on the Internet. The competition is growing, advertising is becoming more expensive, and the audience is more and more picky and demanding. All in all, it requires something new.
What has been a growing hit lately is advertising through influencers on Instagram, which is perhaps the most popular social network today. However, you may not have known that Facebook Messenger chatbot is something equally exciting and quite effective. It requires little effort but you can achieve many benefits and conversions, even with very little investment.
What’s a Messenger Chatbot?
If you look back just a little, you’ll see how drastically the way of communication has changed. Marketing has adapted in the same way. That’s why Internet marketing is something that needs to be learned constantly.
About 20 years ago, we didn’t have smartphones, and today, the day can’t be imagined without them. Most communication takes place through mobile devices, and the Facebook Messenger application plays an important role in that communication.
What’s the advantage of this app? Quick and easy communication with those you know. Additionally, communication with those whose contacts you don’t have on your phone but are users of the Facebook social network.
You should definitely advertise your business on Facebook through sponsored ads that directly target a narrowly targeted audience. That’s why we made this guide for Facebook advertising.
It’s very important that what you create is interesting, otherwise, your ad will be just one in a series of items that people will quickly scroll down on their feeds. That’s why it’s very important to develop copywriting skills. And, an even better way to attract attention is to contact Facebook users with a direct message.
Are you now sweating at the thought of sending messages to everyone individually? You shouldn’t because this is what Messenger bots do for you.
The Facebook Messenger chatbot is, in fact, a robot that communicates with your audience instead of you. Marketing through Messenger is similar to email marketing, except that the interaction is much better, it seems more personal, and the conversion rate is drastically higher. People will rather click on a notification in Messenger than open an email.
Not to mention how many steps it takes to open an email address, and how many other inboxes your ad competes with at the same time. Should we mention the famous spam folder and the possibility of your ad ending up there never opened? Well, that’s why Facebook chatbot is the real deal. Messenger is used by many, and you can easily access it with bots.
Why Is Facebook Chatbot the Future of Marketing?
It’s Gladly Accepted by Users
Research has shown that most people would rather send a message to a page than call customer support over the phone. Also, people prefer to buy from those with whom they can easily communicate.
Even if you’re unable to respond immediately, a chatbot may leave the impression that you’re there and notify the user who contacted support via a message that you’ll contact them soon. Of course, you have to actually do it if you want to really gain the trust of customers.
One-on-One Communication
Although Facebook provides a relatively simple way to target an audience through the Ads section, we’re all witnessing that a number of categories have been abolished since the entry into force of the GDPR and that audience is becoming increasingly difficult to target. With Facebook Messenger chatbot you don’t target the masses but individuals and communicate with them one on one.
Is there a better way to get under someone’s skin than this?
It Writes for You
The Facebook chatbot is a robot and it does things for you. It communicates even when you aren’t physically present. All you have to do is make an initial effort to configure the messages, the rest goes by itself.
It Isn’t Worn Out Yet
This means that you can take all the “glory“ for yourself if you start doing this type of marketing as soon as possible. Usually pioneers in a business and those who try some new approaches first pick up the most benefits.
It’s Hard to Ignore and Is Great for Spreading News and Information Quickly
Chatbots send messages to users automatically just as you can do yourself with emails. However, the advantage of this approach is that the message in most cases appears directly on the screen of the smartphone and is difficult to be ignored.
You see it now and pick up (or send) information on time. On the other hand, the question is – when you’ll remember to open the mail during the day?
Creates the Illusion of Control
Messenger offers users options in the form of answers and does it in a way they have a choice of what they want to read and find out and what they don’t.
How to Set up a Chatbot?
If you’re a programmer and know how to code, then you can make your own bot. You can find a tutorial on YouTube and set up everything you need in the Facebook section for developers.
But, you can create a chatbot much easier. There are great tools to help you create your Facebook bot in minutes and they are easy to use. An example is ManyChat, which is very intuitive and easy to use. There are also Chatfuel, Sequel, ChattyPeople …
However, everything is in vain without the audience and those who’ll read those messages, right?
How to Reach Your Chat User?
Just as you need a mailing list of people to whom you send this type of offer for email marketing, you also need a list of people to whom you’ll send your messages for chat marketing.
However, it’s much easier to get to the subscribers here and drag them into the sales funnel once you have set up a chatbot on your Facebook page or connected it to your Messenger.
Here’s how:
- Offer something for free
People love free stuff. It can be a free guide, advice, service, or similar that will make them interested to sign up for your chat. Consider posting on your page some intriguing question related to your business and ask people if they want an answer to that question. If they want, let them leave a comment. Then your chatbot contacts the people who left a comment.
For example, a travel agency can offer free information on last-minute offers or a free guide to what’s needed from documents to travel to a certain country…
- You can make a Facebook ad
Create an ad that has a call to action “Send a message“ (and, of course, a button to click on). You can also increase the visibility of the above post in which you offer something for free. This way you reach people who don’t yet know about your website.
You have the option to set up that the place where the ad will be displayed is Facebook Messenger. Place a call to action in the title of the post (i.e: “Send me a last-minute offer“ – and leave a button to send messages next to it).
- People can send a message to your page and thus fall into your chat funnel
It isn’t a bad idea to set the “Send message“ button on your Facebook page.
- Make a “Send message“ button on your website
It’s supposed to send the audience directly to your Messenger and fill your chatbot. Set an entire pop-up window on the website with a good call to action and a button where it can be done directly.
You don’t have a website yet? Good news, guys! Creating a website can be done in a matter of hours or even minutes, in some cases. How come? By using a website builder or WordPress – both ways will set up a website that will look appealing and professional.
- You can add to the chatbot a list of people who have left a comment on a post
By this, we mean the comments on your Facebook page. After leaving a comment on your page, visitors receive a message from your chatbot. If they answer it, they become your subscribers.
- Keywords
You can activate chatbot response if people type certain keywords into Messenger, those related to your business.
- By sending the URL of your chatbot to individuals
What’s the Goal/Role of Your Chatbot?
When contacting, it’s important to keep in mind what the goal/role of your chatbot is (will it be customer support or will it offer something to new people?) or at what level the sales funnel appears.
For example, if the purpose of the bot is customer support, then it won’t be of much use at the very beginning of the funnel where the visitors who have just arrived on your page are. For such users, who are at the beginning of the sales funnel, the chatbot should provide some useful information, free advice, identify problems and their interests and answer the most frequently asked questions.
At the mid-level funnel, chatbot marketing aims to send additional messages to those who are already somewhat familiar with the product you offer, maintain interest, and point to your product as a consideration solution suitable for solving their problem. Here you can send something that will show your expertise, authority, or some social proof.
At the bottom of the funnel, where there are already those who are close to the decision to buy or have made the same, the chatbot should offer a clear and motivating call to action that leads to the sale. That’s already time, for example, to introduce customer support, shopping assistance, sales of additional products, i.e. upselling, and the like.
You should try to make your chatbot personal – more like a human, less like a robot. Let the words it uses be clear, simple messages. Think of a tone that your bot will address people, let it have its own character and personality so that people can connect with it more easily. Everything else is a matter of your creativity. Think outside the box, be original and recognizable.
What Messages to Send?
The essence of chatbot marketing is precisely in the messages that are sent to people who have subscribed to your chatbot. And what should those messages be? You can send one-time messages in which you’ll immediately say everything you have, make an offer, discount, and the like.
You can send a series of messages with preconceived questions and answer options. This way, you gradually warm up the audience by talking about something related to your product, answering the most frequently asked questions, and at the same time giving the feeling that they are having interaction with a person that’s real. Gradually arouse some emotion and create a sense of understanding, and finally offer a solution in the form of the product or service you offer.
Chatbot marketing is a great way to get loyal followers and build trust through messages that can be educational, offer a solution to a problem and, at the same time, go through a recommendation of your product or service. For example, you have a restaurant that you advertise this way, so you can share some recipes or lunch suggestions.
Chatbots are also a great way to remind the audience that you have, for example, published new content on a website, new text, or have a new collection in the online offer.
Not only is chatbot marketing good for sales, but it’s also a great tool to get feedback on your product. For example, you can send a message in which you’ll simply ask people what’s refusing them from buying your product or how would they perfect it.
That way you get a clear picture of where you’re doing well and where your business has a weak link. From the website, they can later be captured by a FB Pixel and you can more easily do a remarketing campaign for people who have been on the website, for example.
If you see that clickthrough rate (CTR) is declining, reduce your messaging frequency and focus on quality.
- The first message should arrive immediately
- Another could arrive the next day
- From there, you can send them, say, once a week
It all, of course, depends on what’s being promoted. The most important thing, as always, is to know your audience. Then both the way of communication and the approach will be easier to devise. Basically, put yourself in their shoes. Ask questions they would ask and give answers. Continuity is important, so send messages regularly. Be interesting so that people won’t unsubscribe.
Maintain curiosity. Promise something interesting to those who see all the Messenger chatbot messages next time. And do your best to fulfill it.
