Messenger chatbots have an unparalleled reach with 1 billion users, 80% open rate, and 4-10X CTR compared to email. Since opening up its API to their Messenger platform in 2016, Facebook has introduced an entire field of possibilities for small and medium companies to make a big impact. Undeniably, chatbots are here to stay.
Here is how you can leverage chatbots in your marketing funnel.
- Generating leads
Capturing attention of users is getting harder. Messenger is handy because it is harder to ignore compared to Facebook adverts and Google banners. It pops up on your screen and the sound notification is unmissable.
However, this isn’t enough.
Remember to retain the style of your product and company when approaching a potential customer instead of using a generic tone. That is how you differentiate your bot marketing from the hundreds that are out there.
Once you have captured their attention, you need to create awareness to entice potential customers. Pique their interest by offering compelling no-brainer offers such as free downloadable content and giveaways or use your first interaction to engage them with a contest.
Chatbot Best Practices Tip: Work from low-friction Facebook offers to prolific customer engagement
Here is an example of good engagement.
Michelle Barnum Smith from Amazon Messenger Bot Club gives a quick scenario on how you can set up a chatbot even without any knowledge of coding through ManyChat.
- Pick a product you want to offer as a giveaway contest to build a subscriber list
- Build a one message flow that says, “Thanks for entering our contest! We’ll let you know in a few days what you’ve won!”
- Create a growth tool link and connect it to that flow
- Promote the link with some pretty pictures of the product you’re giving away and tell people to click the link to get entered to win.
- If you want additional velocity, boost your post to get additional exposure on your platform of choice. (Michelle prefers Facebook)
- In a few days or a week, pick a member from your audience to “win” and message them directly so you can send them their prize.
- Then message everyone else a “runner-up prize” of a discount off your store.
- Building a subscriber list
Once you’ve drawn people in with your initial engagement, you can start building your subscriber list. You can start monetizing a subscriber list by pitching your products and your brand to them.
Further, it’s a great way to keep your customers updated on what’s new (i.e. upcoming campaigns and products). Keep in touch with your potential customers and nurture your leads to build a relationship with them.
Make sure that you DO NOT overdo it though. Do your research and time your messages to hit the sweet spot. If you send your messages more often than required, you could annoy the customer into unsubscribing. However, if you wait too long in between each message, customers may start losing interest.
Chatbot Best Practices Tip: Always include an opt out option
What’s key here is that this is not just a platform for your customer to learn more about your company and your product. You are simultaneously using the platform to get more information about your customers. This is imperative for the next step.
- Optimising leads
Optimising leads increases the number of potential customers you get exposure to and the impact you make with potential customers. This is where well-timed and strategic marketing via Messenger is crucial.
Messenger bots allow you to deliver personalized content to your potential customers seamlessly.
As mentioned earlier, grabbing your potential customer’s attention will prove to be a challenge, but you also have to factor in their location, mood, bank account balances, time of the year, etc.
Messenger bots help you market over a much longer period and through all the aforementioned factors to help you optimise your leads. You can now market to the masses while also catering to each individual’s cause.
Deliver content that is tailored to the customer and relevant to what they want and need. It is important to keep in mind that you should not use the Messenger bot as a salesman. Use language that is natural and friendly, something you would want to receive from a friend or family member.
- Upselling and cross-selling
Your customers are aware of your company and your products. You’ve given them an idea of what you can offer with your freebies. Your subscribers now know the value you can provide them. It’s time to convert them into actually making a purchase.
Because you have been maintaining a personal communication with your customers using your chatbot, they are less likely to be hostile or sceptical about your product. Therefore, when you do make a purchase suggestion for a higher value product based on their preference, your customers are more likely to convert.
David Bryant from EcomCrew uses ColorIt as a case study. They begin with offering free sample drawings and downloads in the beginning and work their way to offering them higher value products such as full-length books, markers, gel pens etc. In his experience, they have one-click upsells that convert 11% on average.
Michelle uses Shopify as an example of a platform that integrates directly with Facebook Messenger to help you upsell and cross-sell promotions and deals as users visit your site.
- Remarketing to abandoned carts
Statistics show an average of about 70% of users abandon carts. There could be many reasons for cart abandonment.
- Screen size
A research conducted by brilliance.com suggests that there is a very strong correlation between screen size and abandoned carts. The smaller the screen, the higher the chance of abandoning a cart. This is especially true when desktop versions are not modified or resized to fit tablets and smartphones
- Purchase delay
The customer could delay purchase because they may not currently be in a position that is financially viable to make a purchase. Or they could be waiting for more information about the product to make a better decision.
The customer may simply have been interrupted mid-purchase and forgotten to get back to it later on.
Whatever the reason may be, abandoned carts prove to be a great opportunity to capture. You do not need to reintroduce your product and brand from scratch, simply use your Messenger bot to remind abandoned cart users what they were interested in purchasing.
As mentioned by Michelle, often, a reminder is all it takes to push people over the edge and buy. You can use Shopify and ShopMessage.me as platforms to set up abandoned cart reminders.
Whether you are ready or not, chatbots are the future of eCommerce marketing. They’re fairly simple to set up and can go a long way not just as a marketing tool but also as a way to build a strong relationship with your customers.