Chatbots have been around for a while, but recently they have gained popularity when Facebook allowed branded chatbots onto its Facebook Messenger app. When you hear about any new trend in marketing techniques or channels, the first thing you want to do is figure out how beneficial this will be for your business.
These days, brands use email, text messages, social media, and websites to facilitate most marketing campaigns. With Messenger, all these methods can be effectively combined into one channel.
Facebook Messenger is a hidden marketing gem
Facebook Messenger, as of July 2016, hit the 1-billion-user milestone—and still counting. Reaching your audience just got easier with a 100 percent deliverability rate, unlike your Fan page posts. With numbers like these, this channel can’t be ignored for marketing.
This new marketing channel is an exciting opportunity to experiment and connect with your audience. Brands can also enjoy fewer competitors, less ad fatigue, and potentially exponential returns on the marketing investment. An automated messaging chatbot can be a dynamic and powerful tool that can help with your marketing and promotions.
So how do we take advantage without getting too overwhelmed? And how do we come up with a strategy for your Messenger chatbot? We’ll go over a few ways to help with these questions.
Don’t over think it
The first thing that I always suggest is don’t over think your approach. Which always sounds easier said than done—but does work. Ultimately your Messenger strategy should be focused on extending and assisting any of your current and future marketing campaigns or initiatives. Creating funnels based on user engagement can help with building a customized experience for your potential leads. Whether you are promoting a product or just looking to help build your subscription list, chatbots can make marketing.
What are some chatbot marketing ideas?
A lot of the same techniques used in the digital marketing space can be brought to your chatbot channel. Determining your campaign goals first will help decide which strategy can be the most effective. You might have to try a few different techniques as well as combinations to get the results you’re looking for. Here are a few examples you should consider for your campaign.
7 Facebook Messenger marketing examples
The traditional lead capture method is an option. Creating messages to capture emails to help build your contact list. Allowing users to opt-in to become subscribers enables successful notification delivery. These lead capture messages can also allow downloadable content as an incentivized action.
If you’re looking for more active engagement (as well as gathering audience data), you might want to try running a quiz, assessment test, poll, or survey as a marketing campaign. With these concepts and some creativity being able to segment and funnel your audience becomes a lot easier.
Online advertising is an integral part of most marketing campaigns—and being able to combine your advertising campaign with Messenger can be extremely effective. If you’re running any Facebook or Google ads, arrange for your chatbot to be the landing page. Facebook has an ad unit option which allows the ability to integrate with Messenger, i.e., enabling Messenger to become a full native experience for the user.
Bring some traditional methods to your Messenger brand as well. Allow users to get or download discount codes or coupons for your product. Having content with value for your audience can help initiate engagement.
The Messenger experience for your audience can be more than just a landing page. Have your audience engage with your chatbot and obtain information about your product. Of course, you don’t want to overdo the amount of information, but this gives your potential lead a few more options of engagement.
Does your product or brand create new content (blog posts or articles) on a regular basis? If so, then allow the content to be accessed or scheduled to be delivered to your audience through Messenger.
Try using one of the most successful and engaging forms of marketing and promotion—running a contest. Build and grow your list of subscribers by having a giveaway sweepstakes.
These are just a few examples of how you can use a chatbot with Messenger to help in bolstering your lead generation campaigns. This might be a trial and error process discovering which strategy works best for your company but will be well worth the investment in the end.
Sir Drafton is the founder of Bitbot.ai, which is an all-in-one marketing platform for brands or business leveraging Facebook Messenger.