Throughout the article, we will discuss Facebook Messenger marketing.
In addition to the database of e-mail addresses, Facebook Messenger is one of the rare ways of direct communicationwith potential customers, while you can create a database of Facebook Messenger users.
To do this, use one of the specialized platforms, e.g. Manychat.
With a technical link between the platform and Facebook messenger, you will be able to offer to subscribe to the database of recipients of messages to their personal Messenger via ads on Facebook or visitors to your website.
An e-gift is also often used, e.g. an e-book, that a person can get by allowing the delivery of the link to their personal Messenger. A message then appears asking if the person agrees to sign up for Messenger messages.
You can then send messages to those people who actually subscribe to the Messenger recipient database.
These messages shouldn’t look too much like an ad but as if you were writing to another person.
On platforms like Manychat, simply write the text of the message, attach a photo or video as desired, select the recipient database, and click Send. In the next second, everyone in this database will receive this message in their personal Messenger. The number of recipients can be very high, even a few thousand.
You can write less text in the Messenger message, but the opening rate is close to 100%.
In addition, you can create message sequences for those who are logged in to the Messenger database. This means writing messages in advance, e.g. for each week a different message relating to some problem or benefit of the customer. Then everyone who subscribes to the database gets these messages automatically.
You can add a link to a website, an online store in your messages and in this way you can help automate your sales.
Advertising on Facebook is carried out through the Facebook Ads Manager, where you can select Messages as the goal of the campaign. This way, the Facebook ad will show to people who are more likely to contact you via Messenger. This way you will immediately ensure more direct communication with (potential) customers.
Advertising on Facebook Messenger using Manychat
Manychat is a software application that simplifies the complex tools of Facebook Messenger so that they can be used by individuals without having to know how to encode.
You can create Messenger Bots *, create Facebook ads, and even save information about all users who subscribe to your Messenger Bot. The information they learn can then be used to properly segment the audience and guide them based on their interests.
* Chatbot is a part of automatic messaging software that uses artificial intelligence to talk to people.
Bots are programmed to understand questions, provide answers, and perform tasks. From a customer perspective, they are a friendly and affordable time saver. Instead of opening an app (let alone downloading it), making a phone call, running a search, or loading a website, a customer can simply type a message as if sending it to a friend.
Facebook Messenger Marketing is a new form of marketing that may even surpass email marketing.
Manychat is designed specifically for small and medium businesses. The program has evolved in a short time, from a simple chat automation tool to a complete set of communication tools for communication, marketing, sales and support via Facebook Messenger.
It connects you to your audience in a few steps, using (and in some way “anticipating”) the actions you perform most often. To date, Manychat’s success is such that it can operate 20,000 robots that send 10 million messages a month.
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But how does the Manychat tool work?
Manychat works quite similarly to emails. The essential difference, however, is in the greater possibilities of adaptation.
ManyChat allows you to choose what information you want to communicate to your audience. In addition, Manychat has it all gathered in one place and is designed to support Facebook Messenger.
Its services are diverse: from receiving new users to setting up automatic responses and much more.
To understand how Manychat works, you must first know the basics of a Facebook page. Manychat integrates with your site and helps you gain new followers and share content.
To use Manychat, first visit their website and you will see a large “Get Started Free” button on the first page.
Clicking the button then connects to your Facebook account (Manychat is one of the external tools that Facebook approves, if not even promotes).
In the next step, fill in some business information.
At this point, however, Manychat will present you with a list of your Facebook pages and you will need to choose the one you want to automate.
Then click on “Connect”.
You can now create a welcome message:
Your welcome message is the first thing people who communicate with you on Facebook messenger will see.
You can edit the welcome message in the “Automation” tab in the left menu of ManyChat.
ManyChat gives you the ability to add buttons, lists, images, videos, audio and much more…
For example, you can greet users with your welcome message, promise to reply as soon as possible, and direct traffic to your blog or website for anyone interested in reading more.
Your greeting message should act as a greeting to new users, as well as instructions on what to do next. Here, of course, it all depends on the purpose of your bot. If you are selling e-courses, add a button to see all courses. If you are a business consultant ask people if they want to receive a further offer.
Use keywords to automate the responses of Facebook Messenger bots
Manychat keywords allow you to automate responses based on specific keywords that users enter into the conversation.
For example, when a user types “guide” into a conversation with a company that sells digital marketing tips, the bot delivers a PDF version of a guide of key digital marketing tools to Facebook Messenger.
The possibilities with keywords are endless. You can find the keyword button on the left side of the ManyChat menu(Keywords).
So under the Keywords tab, you can create a new reply, add a tag, subscribe to a new Sequence of messages, start a conversation, set up a custom field, and much more.
The next tab is Growth Tools.
There are three categories of tools here: Overlay Widgets, Embeddable Widgets, and Other Growth Tools.
Under Overlay Widgets, you can set:
- Bar: create a bar at the top of the website / blog that you can change according to your needs;
- Modal: create a pop-up window that will appear in the middle of your website / blog;
- Slide in: create a window that slides along the edge of the website / blog;
- Page takeover: you can add a window that completely covers your site / blog, choosing when and how it will be displayed;
You can then create Buttons under Embeddable Widgets that you can place anywhere on your site or even embed in third-party items; or create an activation box (Box) that you can embed anywhere on your site.
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Among other tools for growth, you will also be able to edit:
- Landing page which you can use it in cases when you do not have your own website and want to quickly create a landing page;
- Messenger Ref URL; this is the URL with the reference code that opens the page of your bot
- Facebook Ads JSON. This tool is reserved for professional users. It allows you to start conversations in Facebook messenger with users who click on your Facebook ads;
- Facebook Comments is currently in beta version, but allows you to convert all users who comment on a particular post on your page to fans;
- Costumer Chat is a chat system that then integrates into your site;
- CheckBox is reserved for professional users. This is a field that can be integrated with your website to allow your customers to view the status of their order;
- Facebook Messenger Code is also reserved for professional users. Allows you to include a code on your page that is scanned by a visitor to start a chat on Facebook Messenger.
This allows you to customize a number of gadgets and windows in this section to help users interact with you through Facebook Messenger.
The future of online marketing
Chat Bots are the future of online marketing. They have incredible power: to communicate with people like never before.
Of course there are emails…
But think about it. Who really still opens promotional emails?
The truth is that the vast majority of them are almost automatically discarded when they are found in the Inbox. We now associate email with intrusive advertising or work. We use WhatsApp or Facebook Messenger to talk to a friend.
So choose a tool to use according to the characteristics of your audience. For example, if this is made up of managers who check email frequently, email marketing may be the best choice.
But, you may want to attract students, on average 20 years old, who have a lot more practicality with chats. Then it might be better to think about including a Facebook Bot.
This will allow you to establish genuine communication with your (potential) customer who will open your message as if it were a friend’s message. He will receive a notification on his mobile phone and he will be able to chat with you.
So why use Facebook Messenger marketing in your online marketing strategy?
This is a competitive advantage for you and your business.
If we’ve developed a common “survival instinct” for email that leads us to delete advertising messages, that’s not the case with Facebook Messenger chats. ManyChat’s survey of the initial rate of Facebook Bots shows that the opening rate of Chatbots is 80% compared to 20% for emails. Other research, however, has shown that the clickthrough rate is 40%. Numbers that can then be converted to traffic.
We conclude by presenting the importance of Facebook Messenger advertising for your digital marketing future. The Facebook Messenger bot takes business communication to the next level.
It may all seem complicated now. But deepen your knowledge of Chatbots and start using the best strategies for creating and managing contacts.
I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.
Find out more about them at https://www.martin-orange.com/e-courses/