Facebook Messenger Marketing and Chatbots

What It Is, Why You Need It, And How to Win

Most marketers know that chatbots are a trendy, much-talked-about marketing tactic. And it’s also fairly obvious that Facebook Messenger marketing has massive potential. But few marketers know the explosive potential of combining the two. And even if they do know about it, they don’t realize just how easy it is. In this article, I’ll explain what they are, why they’re awesome, what they look like, and how to start using them. (With MobileMonkey, it’s so easy.) Let’s do this.

Facebook Messenger Marketing and Chatbots Explained

Let’s cover the basics. Facebook Messenger marketing — what is it? Chatbots — what are they? And what happens when they get together and have babies? Facebook Messenger marketing is simple. It’s using Messenger to connect with your potential customers. Just like you use Messenger to schedule hamburgers with Krišs, you can use Facebook Messenger to reel in customers. It’s marketing. On Messenger. That’s it. And that’s where chatbots come in. You see, messaging people onesie-twosie is like having forty-three full-time jobs. There are so many people to message, so many questions to respond to, and so many different tasks that a new marketing channel like Messenger requires. You can hire the entire population of North Dakota to do all that for you, or you can…. Make a Facebook Messenger chatbot. And that brings me to the second question — what the heck is a chatbot? This is breaking news to probably no one, but chatbots have been the trendy darling of marketers for the last, oh, three years or so. Chatbots are programs that can facilitate conversations with humans, as well as perform tasks like scheduling, downloading files, segmenting users, and a whole bunch of other stuff. (More on that later.) And what about Facebook Messenger marketing plus chatbots? That’s where things get really good. Facebook Messenger chatbots have been gaining ground as the most powerful tools in the chatbot world, because, well, Facebook. And, because, well, really insanely powerful. Let’s talk about that enormous marketing power.

Facebook Messenger Marketing with Chatbots Has Enormous Marketing Power

Okay, let’s get something out of the way. Maybe you don’t code. You majored in Ancient Near Eastern Religions, and somehow landed a job in marketing, and are kicking yourself because you can’t tell a Java from a Python. And that’s totally okay. You do not need to code in order to make a Facebook Messenger chatbot. Look at this. Do you see any code on this page? Not even data = raw_input is there! That screenshot is the dialogue builder of MobileMonkey. If you can read and click, you can make a Facebook Messenger chatbot dialogue. So, now that you’ve breathed a sigh of relief, let me tell you a few things about Facebook Messenger chatbots. First off, chatbots as a whole are on the rise. The data backs up my prediction that chatbots are the number one growth marketing channel for the next five years, and probably even the next decade. Look at these gigantic circles. Look at the light blue circle — Facebook Messenger. It has 1.3 billion monthly active users. And, lest you think you’re missing out the WhatsApp and Instagram users of the world, don’t despair. All those messaging platforms, owned by Facebook, will be merged by the end of 2019 or early 2020. In other words, by tapping into Messenger marketing, you have the potential to reach vast numbers of people. And those numbers are just growing, growing, growing. But let’s set aside the issue of massive audiences. You’re not trying to reach the world. You’re just trying to reach a reasonable number of interested people. So, let’s talk about the numbers that really matter shall we? What kind of numbers? Open rates, clickthroughs, conversions, that kind of stuff. Compared to boring old Facebook display ads, Facebook Messenger messages convert at least five times better. Mobile ad conversion rates hover around 1-2% That kind of sucks. What about Messenger conversion rates? Let’s just say it demolishes this pitiful level of conversion rates. Most Messenger campaigns have 80%+ open rates and 40%+ response rates in the first sixty minutes. What about when compared to email marketing? How does Messenger marketing stack up? It’s no contest. Please look away if you’re easily embarrassed. In one study, a simple Messenger broadcast netted an 80% open rate and 13% click rate, absolutely gutting the email control. If you’re the kind of person who’s always asking how much does it cost? let me show you this: This screenshot shows you that I spent $4.51 for each lead during one of my recent Facebook ad campaigns. But this was no ordinary ad campaign. This was a Click to Messenger campaign, using Facebook Messenger as the conversion channel. With my traditional Facebook ads, I had been throwing away $150 to $250 per lead! When I switched to a Click to Messenger ad, I slashed those numbers to a fraction of the original cost. My point is this. Facebook Messenger marketing with chatbots will drastically reduce your ad spend. There’s even better news. Most Facebook Messenger marketing tactics, including many remarketing techniques, are totally free. Let me give you some more goodies when it comes to Facebook Messenger marketing. All of this stuff is powered by chatbots.
  • Every new Messenger contact is a lead for life.
  • You get detailed intel on each lead that you capture.
  • Chatbots, especially when you use a Facebook Messenger widget on your website, exponentially grow your contact list.
  • Chatbots run Q&A requests
  • Messenger chatbots integrate across devices and platforms, and the message thread is permanent (unlike some website chatbots)
  • Live operators can take over a chat at any time that the customer wants
Leaving aside all this cool and compelling stuff, think about the very nature of Facebook Messenger marketing. It’s a conversation. An experience. A journey of interactivity. It’s not the old-fashioned LOOK-HERE-CLICK-THIS-READ-THIS-LIKE-THIS bullhorn marketing methods. No. Instead, you create conversational flows in Messenger marketing. Users can ask questions, download stuff, set appointments, check a status, access a menu, and request a live person. A simple flow like this can drive insane levels of conversions Want to see a Messenger chatbot in real life? You can play around with any of these live chatbots. The link opens up Messenger, and you’ll be able to try out the functionality of each one. All of these chatbots are available as templates in MobileMonkey. You can, of course, easily customized them in MobileMonkey’s chatbot builder. It’s so easy.

Now, Here’s How to Start Using Facebook Messenger Marketing.

(Yes, I even have 3 easy steps!)
Launching a new marketing channel feels intimidating. What? We’re going to start using chatbots? Hire someone, quick! Before you go rushing off to HR to hire a chatbot-building specialist, take some time, carve out thirty minutes, and do the following.
1. Make sure you have a Facebook business page.
Surely you have one, right? This is what MobileMonkey’s Facebook page looks like. If not, make one. You’re going to need a Facebook business page to do Facebook Messenger marketing. So far, pretty easy.
2. Next, pick a chatbot builder.
I’ll completely level with you. Choose MobileMonkey. Yes, I founded the business, so I have a vested interest in steering you that way. But listen. I’ve also spent way too much time studying and outdoing the competition. The product that my rockstar team of developers and engineers have created is peerless in the chatbot platform community. Here’s why:
  • It’s free. If you want to upgrade to get advanced features, it’s only $19/month.
  • It’s really easy to use.
  • Suitable for one-person businesses to enterprise corporations.
  • Cloud-based app with a simple drag-and-drop interface.
  • Ultra-powerful tools like chat blasting, messenger ads, custom landing pages, live chat takeover, and other unicorn methods.
  • Did I mention it’s free?
Pick MobileMonkey. That is all. That was easy.
3. Make a chatbot.
Hold up. We’re already here? Like, just build one? Surely, it’s more complicated than that, Larry! Like I said, this is so freaking easy! From your shiny new MobileMonkey account, enter the chatbot builder — a big green happy button in the middle of the screen. The chatbot builder is where all the magic happens. On the next screen, you’ll probably want to start by creating a dialogue. Your first dialogue, most likely a welcome dialogue, is structurally ready for you to customize. Seriously, within thirty minutes, you can have an up-and-running chatbot on your Facebook Business page. Keep in mind that you’ll probably want to do a little reading and maybe some training as you go. Growth Marketing Conference sponsored the first ever Facebook Messenger and Chatbot Marketing summit, which is a great place for some intense immersion learning. But nothing substitutes for in-the-trenches chatbot building. Besides, it’s fun.