Facebook Messenger and Chatbot Marketing
Facebook Messenger and chatbot marketing
Do you want to grow your business through automated and personalised experiences? Are you curious to use new and effective marketing channels, scale your business, optimise earnings and minimise costs?
Then this article about Facebook Messenger marketing and chatbot marketing will be of value to you.
This article answers:
- What is a chatbot?
- Who uses Facebook Messenger and chatbots?
- What are the benefits of chatbots for businesses?
- How can you effectively use Facebook Messenger as a marketing channel?
What is a chatbot?
A chatbot is a programmed chat feature that can communicate without your presence. Through simple, pre-defined response sequences or automated responses, a chatbot can use machine learning and integration to the company's core business – like CMS and marketing automation systems – to streamline and optimise standardised work processes, especially for service staff.
Interest in personalisation and automated customer service, lead generation and content marketing is increasing. Several companies today are focused on creating more value through customer service.
Good and proactive customer service is not only good marketing. Customer service is an important strategic part of your business.
Chatbot marketing with Facebook Messenger
The focus of this article is on Facebook Messenger as a platform for optimising customer service and as a marketing channel. A Messenger chatbot with automated responses can help your business automate interactions with new and existing customers when you’re not present.
Who uses Facebook Messenger and chatbots?
Everyone does. Today, over two trillion messages are sent between people and businesses every month via a messaging app. Messages often feel more personal, and today many prefer to communicate with businesses in the same way as communicating with friends and family. This trend is increasing.
And it's not just the young people who are diligent users of messaging services. 78% of all adults and 91% of all teens use messaging apps every month!
Back in 2014, Mark Zuckerberg (Facebook CEO) stated: ‘People spend more time sending messages than being socially active.’
A survey by Nielsen shows that 53% prefer to shop with a business that they can communicate directly with online, and 56% prefer writing a message rather than calling the business.
The dialogue between business and consumer is thus increasingly handled by a chatbot.
How do consumers use messaging apps for dialogue with companies?
Chat messages are popular because they are easier and faster than writing an e-mail, calling or visiting the physical business. And the numbers make it more interesting:
- 39% seek information or need questions answered
- 33% seek opening hours, address and stock status
- 34% make new or confirm existing agreements
- 33% make purchases or orders
- 30% give feedback
- 30% share product images
Facebook Messenger is one of the biggest in the UK
The four largest and preferred messaging apps are Facebook Messenger, WhatsApp, WeChat and Viber.
Back in 2015, these four preferred messaging services already overtook the four largest social networks (Facebook, Instagram, Twitter, LinkedIn) in the number of active users per month.
In the UK, WhatsApp and Facebook Messenger are the two most downloaded messaging services, and through them we keep in touch with friends, family and work colleagues daily.
With Messenger's increasing popularity and broadening applications, companies in the UK should be ready to shift focus and marketing budgets to meet this new need.
At the end of 2018, the growing interest in messaging apps began to raise interest among several brands. We see many companies introducing a chatbot, designed to interact with new and existing customers with personalised one-to-one communication.
The companies that use Messenger first, therefore, reap excellent benefits.
Four quick benefits of chatbots for businesses
It’s clear that chatbots should be used with care. The user can often quickly sense whether there is a bot or a human at the other end. Bots do not replace the personal customer service, but can be used as a supplement to the most common 'dialogues'.
Bots win on the availability, speed and intelligent use of data. And in many cases, the unique, personalised dialogue strikes if they are put into play. The benefits include:
- Improved customer service
- Optimised customer insights and knowledge base
- Reduced administrative costs
- Streamlined digital marketing activities
1. Improved customer service
Customer service is a particularly great focus at Novicell. We believe that customer service deserves greater strategic attention from most companies.
The automated communication from a chatbot can handle new and existing customers when the service representative is not present, creating better experiences that provide happy and satisfied customers.
2. Optimised customer insights and knowledge base
With the right technology and software in the company, a chatbot can do more than communicate with the company's existing and new customers. It can also collect valuable data and customer insights, which can rightly develop the entire business.
3. Reduced operating and administrative costs
A chatbot can save businesses up to 30% of the operating expenses by streamlining standardised workflows into the company's customer service.
4. Streamlined digital marketing activities
According to Larry Kim, founder of MobileMonkey – one of the world's leading chatbot solutions for Facebook Messenger – today, Messenger is the marketing channel with the most significant commitment. The Messenger Marketing platform MobileMonkey experiences average open rates of 70-80% and click rates of 20%. That level is significantly higher than the average open rate of ordinary B2C campaigns, which stand at 15-20%, and click rates of 2-3%.
Campaign emails and email marketing have got a dangerous challenger in Facebook's Messenger and chatbot marketing.
Facebook Messenger for business – get started easily
Here are some examples of how you can quickly get started with Facebook Messenger – with or without chatbot programming:
- Customer service: Integrate a live chat on your website with Facebook Messenger and optimise customer service and customer relationships
- Customer service: Program a chatbot for Facebook Messenger with simple response sequences
- Advertising: Start dialogues with new and existing customers with Facebook Messenger campaigns
- Lead generation: Build a Messenger contact list for Messenger marketing
- Messenger marketing: Send campaign messages via Messenger
Customer Service – Facebook Messenger live chat
With the integration of live chat with Messenger, you can start conversations with your visitors on your website with Messenger.
The benefits of integrating Messenger into live chat are several. First, your site visitors already know the Messenger platform for writing messages. The Facebook Messenger dialogue is individual and is stored in Messenger. Both the business and customer can thus access previous conversations directly in Messenger.
The Messenger format is also optimised for all devices (desktop, tablet and mobile) so you don't have to take this into account.
A Messenger live chat is easy to get on your website. The code you need to insert can be downloaded either from your company's Facebook page under the menu item: Settings → Messenger Platform, or via a third-party service – for example, from a Facebook Marketing platform such as MobileMonkey or ManyChat.
In the setup, it is possible to customise the Messenger Live chat with automated messages.
Customer Service – Facebook Messenger Chatbot
Facebook Messenger is an integral part of your company's Facebook page. Over one billion people use Facebook Messenger every month, and more than half of customers prefer to send a message instead of calling or writing an email.
If your company has a Facebook page, you’ve probably already seen that many customers consider Facebook Messenger a natural channel to contact your company. And they expect a quick answer to their questions.
Take advantage of the opportunity to communicate with your customers directly from your Facebook page, regardless of time and place, with automated messages. Set up automatic notifications that tell your customers when to expect answers to their enquiry. At the same time, you can provide users with answers to frequently asked questions via programmed responses with direct links to your website.
Sales and Marketing – Messenger campaign
Start a dialogue with new and existing customers with Facebook Messenger campaigns.
By choosing messages as campaign goals when you advertise on Facebook, you can start a dialogue with potential customers. This is better than sending the potential customer to a webpage, where you have great danger of losing the contact as quickly as it occurred.
Today, many advertisers on Facebook typically choose ‘conversions’ as campaign targets. It's not wrong, but the competition is high. The same goes for the price of reaching your target audience and the campaign's conversion goals.
We, therefore, recommend that you be curious and try new forms of advertising. Facebook Messenger as a destination for your campaign is highly relevant.
Lead generation – Building a contact list
Integrate Facebook Messenger as part of your channel mix for content distribution and experience a tower-high engagement. As we showed earlier, Messenger's average open rates are considerably higher than traditional routes.
With Messenger, you get a new marketing channel through which you can deliver content – without being ignored or blocked by spam filters.
You build your Messenger contact list every time a person interacts with your business on Messenger. Use a Messenger Marketing Platform like ManyChat to manage your contact list and distribution of messages.
ManyChat provides several Growth Tools for lead generation and building your Messenger contact list. You can generate a Facebook Messenger code (Facebook's response to a QR code) that can be scanned with a smartphone (offline) and start conversations via Messenger (online), or you can set up automatic reply messages for people commenting on selected Facebook listings.
Messenger marketing – Sending campaigns
As you build a Messenger contact list, you can send campaign messages to your contacts, also known as Broadcasts, from the same Messenger marketing platform.
Broadcasts are promotional messages with offers, news and information about your business. You can send campaign messages to the Messenger contact list or make them more targeted based on different audience criteria such as gender, age, location, and more.
Messenger can become a leading marketing channel in the near future. One thing is for sure – chatbot marketing in messaging apps is a top-notch topic in online marketing.
With Messenger's growing popularity and distribution, Danish companies should be ready to shift focus and marketing budgets for this. Are you?