I know you’ve heard of Facebook Messenger marketing. I know you’ve heard of chatbots. And you may have wondered are chatbots as amazing as they say?
I’m here to tell you that Facebook Messenger marketing with chatbots is everything you thought it was – and more.
You may also be wondering, how do I actually do this? How do I use Facebook Messenger chatbots in my daily work?
This article answer that question – well, all these questions. I’ll give you the information and tools that you need to expand your audience, engage that audience, and score more conversions from that audience using Facebook Messenger marketing.
Why Should Marketers Care About Facebook Messenger And Chatbot Marketing?
First off, what gives? Why should you spend part of your life learning about chatbots and Messenger marketing?
Let me answer that question by giving you some data.
There are more active users of messaging apps than there are users of social media sites!
For all those millions of people using messaging apps, only a fraction of businesses are actively engaging with this massive audience.
On Facebook, the ratio is less than five percent. Of the 6 million advertisers on Facebook, only 4.8% are using chatbots.
And the chatbots that are in use by these businesses are extremely limited.
Take another number for consideration. There are over 1.3 billion Facebook Messenger users on the planet right now, and that number is still growing.
And Facebook Messenger isn’t the only channel that marketers are eyeing right now.
Facebook recently announced that they’re merging Whatsapp, Messenger, and Instagram messaging into a single platform! That consolidation will result in an audience of 2.8 billion!
Leaving the size consideration aside, the engagement rates of Facebook Messenger marketing far exceed any channel available today.
Take a look:
With email marketing, you’d expect 5-10% open rates, right?
But with Facebook Messenger marketing, it’s normal to get 70-80% open rates in the first sixty minutes!
Good to know, right?
But What Do Chatbots Do?
In case you’re looking for clarity on what exactly a Facebook Messenger chatbot does, let me break it down for you.
It’s not this.
It’s more like this.
Part of what makes chatbots so powerful is their diverse applications. A chatbot can send out a survey, send reminders for webinars, send and automate drip campaigns, and even facilitate event registrations.
Facebook Messenger chatbots can do everything that email can and more.
Facebook Messenger chatbots can do everything that a landing page can do and more.
And Facebook Messenger chatbots can do it better.
In the past, Facebook messaging was extremely cumbersome. People could message your business page, and then you could see those messages (buried deep in the Business page) and respond to them.
So Facebook released their Messenger API, a toolbox for bot-building.
Does that look like something you’d like to spend your weekend working on?
Unless you’re a developer, probably not.
Thankfully, products came to bridge the gap between Ordinary Marketer Joe and the Extremely Complicated Facebook Messenger API.
Using a chatbot tool, you can import your Facebook Business Page inbox and blast everyone who ever messaged your page in the past.
These chatbot builders are simple and easy to use — like Mailchimp, except for Facebook Messenger.
- All you do is create the content you want to blast to your Messenger contact list.
- Then you specify the audience you want to blast.
- Then, you schedule or send it right away.
Feels a lot like email, right?
Functionally, yes. But the results? Way better.
Have you ever seen engagement rates like this from an email campaign?
Didn’t think so.
The content itself is far more engaging. Instead of merely spraying the contact with words (like email marketing), you can dialogue with them — a back-and-forth conversation.
I use both email marketing (Mailchimp) and Messenger Marketing to send out the articles I write. The Messenger blasts that promote this content get 3-10x more opens and 10-20 more clicks than the same articles sent that are promoted via email.
Take a look.
Same articles. Different platforms.
So How Do I Build Facebook Messenger Chatbots?
It’s easy. You pick a chatbot builder and get started.
Here’s what the visual chatbot builder MobileMonkey looks like.
When you’re creating a chatbot, you can send a wide variety of content formats like text, images, forms, questions, gifs, attachments, and videos.
I’m a huge fan of gifs, primarily unicorn gifs, so I like to throw a few of these in my bot dialogues.
One of the most valuable features of chatbot marketing is the ability to add dynamic content — methods of eliciting information from your audience.
So, for example, using the “quick question” feature, you can ask a question and provide multiple choice answers.
In this example, I ask whether someone prefers donkeys or unicorns.
When the contact receives the message, this is what they see in Messenger:
All they have to do is tap an option to reply.
That’s a trivial example, but it’s easy to create much more meaningful bot engagements, too.
One powerful feature of these questions is the ability you have to segment your audience. You simply ask who they are, then send them dialogues that correspond with their segment.
My most effective campaigns simply present the contact with buttons they can tap.
Using buttons helps to set boundaries and makes the process easy and straightforward for the user.
Sometimes, however, you may want to use a Messenger chatbot that uses natural language processing (NLP). Instead of presenting the user with options, you can simply start a conversation and ask them to respond.
What Are Some Hacks For Really Succeeding With Chat Blasting?
Now that you know you’re way around Facebook Messenger marketing and chatbots, we can start talking about how to “wring the towel dry” for every drop of value that we can.
Below are a few tactics to help you do that.
Front Load Your Drip Campaigns
I’m a huge fan of drip campaigns, but not all drip campaigns are created equal. I actually prefer to use Messenger drip campaigns for my multi-step follow-up techniques. I send a few messages within the first day or so since people tend to be more responsive to you when their interest and intent is recent or fresh.
Take a look at how fast I’m pinging this new group of contacts.
With this kind of frequency, my contacts stay engaged longer. Plus, the experience is memorable and impactful.
Reaffirm User Responses In The Chatbot Dialogue
From a psychological perspective, it’s crucial to construct your chatbot dialogues in such a way that the contact feels like you get them.
For example, this dialogue offers the same product to the user. But the language is geared towards how that contact identified themselves.
“I’m a novice!” Great, we get it, and this product will help you!
“I’m an expert!” Awesome, we have a swell offering just for you!
Assert their identity right back to them.
Use Anchoring With Price Points
Another psychological hack you can use in chatbot marketing is to make reciprocal concessions to a user’s response.
Here’s an example.
Once I anchored the contact on the $199 price point, they’re going to concede that twelve bucks is a great deal.
Plus, it gives them the sense that I’m listening to and responding to their concerns.
Use Comment Guards To Collect More Contacts
Once you experience this tactic, you’ll be a believer.
By adding a comment guard (basically an auto response via messenger), anyone who comments on a Facebook organic post will get an automatic message from your page.
Once they opt in to that message, they are a Messenger contact. You can test this yourself by going to this Facebook post and dropping a comment.
If you can create an organic Facebook post that is irresistible to your audience, you can score dozens of new contacts opting into your contact list.
I used this technique by posting a silly quiz. People wanted to venture an answer. To sweeten the deal I promised to give them the right answer if they commented. Boom.
I often add comment guards to high-performing posts, then I boost that post to cast a wider net. Doing this gives me exponentially more contacts, and it’s incredibly cheap.
Use Send-To-Messenger Buttons On Landing Pages
Because Messenger is such an effective marketing platform, I strongly suggest collecting leads wherever you can.
One great place to do this is on your landing pages using a send to messenger button.
Instead of a traditional landing page with a form and email signup, add the contacts to Messenger.
You’ll have a far higher success rate, more functionality, and a better user experience.
Add A Chatbot Widget To Your Website
Dropping a simple chatbot widget on your website is easy.
When you have a Messenger chat widget on your website, anyone who wants to can engage with you — i.e. your chatbot — at any time.
Your Messenger widget will build your contact list all day long by converting users directly from your website.
How Can Messenger Chatbots Help My Paid Facebook Ad Efforts?
Facebook advertising can be expensive. I get it. I’ve spent hundreds of thousands of dollars on ad campaigns. I’ve also been really frustrated with the sliver of ROI that I’ve seen from these campaigns.
Can Facebook Messenger chatbots help?
I used to spend a lot of money on conventional Facebook ads until I discovered the high effectiveness and low cost of Send-to-Messenger ads.
They look like this.
These days, if you’re going to see me running ads, they are more than likely going to be Facebook Send Message ads.
When someone clicks “Send Message,” they become a contact in Messenger. It’s kind of like an ad with a100% conversion rate. Instead of paying $50 to send a contact to your website hoping that they will fill out the form and submit their contact info, you get all of that with a single Send Message response.
The difference is both qualitative and quantitative. From a quality perspective, you get much higher quality leads, more information, interactive dialogue, segmentation, and more.
From a quantity perspective, your ad spend should drop like mine did.
Before, my cost per acquisition (CPA) was $150 to $250.
After switching, it fell to $5.
It’s no exaggeration to say that transitioning to Messenger ads has revolutionized my approach to paid advertising.
Take Aways And Next Steps
I’m convinced that Facebook Messenger is the most powerful marketing platform available today.
Using chatbots as a regular part of your marketing efforts will allow you to automate so much of your tasks, effectively qualify leads, and enable higher conversion rates.
It’s easy to get started. Pick a chatbot builder, plug it into your Facebook Business page, and you’re already ready to go.
Now it’s just a matter of how well you can leverage these playful, up-close-and-personal interactions for maximum ROI.