Facebook Messenger bots have been getting a lot of hype in the digital marketing industry lately. With an average Facebook CTR over 20% and open rates that can easily top 70%, more marketers are seeing that chatbots have a lot of potential. And those averages contain a lot of people who are not making the most of Messenger bots – some marketers are reporting CTRs as high as 62% and open rates up to 92%.
If you are not using Facebook Messenger bots for business, now is the time to start. Messenger bots are versatile and the app has a large user base. Depending on your needs, they can be used for everything from promoting an online store to providing customer support and more.
For those looking to use Facebook Messenger bots for marketing, we are going to look at some of the things you can do with the bots and provide some tips for achieving those high open rates and CTRs.
Why use Facebook Messenger bots?
Messenger bots offer a lot of opportunities for connecting with customers and providing them with a better experience. Not only does the platform have a large user base, but the bots offer a more engaging way to communicate with customers.
If you compare it to something like email, the open rates and CTRs are multiples higher for Messenger bots. People often skim past marketing emails in their inboxes, but they are much more likely to open a message in the Messenger app. Since the messages are shorter, they are also more likely to see your CTA and click on it.
Another thing you need to realize is that these are not the old clunky chatbots that only offer canned responses. They can offer preprogrammed responses, but they are smarter than that. These bots are smart enough to interact with customers as individuals and they are smart enough to pick out the meaning in customer inputs to provide better responses.
Chatbots can act as an on-demand sales agent to help customers find the products they need. They can also make recommendations based on customer data and preprogrammed questions. You can use them to initiate conversations with customers and they can even send out preplanned message sequences.
These bots can also be used to save time and money. Instead of having live agents respond to every support request, the chatbots can handle the simpler issues. Live chat still has its benefits, but chatbots can be used to augment the support from live chat agents to offer a better experience for customers.
Getting More Opens and Clicks With Facebook Messenger Bots
Simply having a bot is not enough. You want your bot to be engaging and useful to customers. To have success, you will need to employ a range of Facebook Messenger marketing tactics. The following are a few tips that can help you increase open rates and CTR for Facebook Messenger bots:
Give the Bot a Personality
Most consumers do not mind interacting with bots. With that said, it is still better to give the bot a little personality. A good way to do this is to give the bot a name and to have it introduce itself at the beginning of interactions.
Make the Messaging Engaging
You want to engage the user from the first interaction. Make sure you are creating engaging content for your Messenger marketing. Maybe ask an interesting question or send them a message about a product you know they are interested in. You could also start by addressing the user by his or her first name.
Move the User
One of the advantages of Facebook Messenger bots is that you can simulate a conversation with a customer. With each message, you should be moving the customer closer to a sale.
Using multiple-choice questions can be a good way to guide the experience. You just need to make sure you are asking the right questions and providing answers that really help the user. Learn about the questions people will ask most and make sure there is a multiple choice question set up to help them and move them closer to a sale.
This article just scratches the surface of what you can do with a Facebook Messenger bot. If you invest in developing a custom bot, it can have so much to offer. Even if you do not have the money or expertise to develop a custom bot, there are services that can help you create a bot without coding.