Facebook Messenger Bots
Facebook Messenger has revolutionized how marketers can access and grow their audience on Facebook
A few years back, Facebook announced that it was launching its new Facebook Messenger service. What was really interesting about this reboot of what was its internal messaging device is the scalability of the new messenger.
Messenger Bot Introduction
Make no mistake, Facebook Messenger has revolutionized how marketers can access and grow their audience on Facebook and websites that use many of Facebook’s extensions. Please understand that Facebook is not just one platform, it is actually a set of related properties. It also shares key parts of its functionality with third-party websites.
By doing so, Facebook extends its reach throughout the rest of the Internet. In fact, the Facebook ad network is second to Google’s ad network in terms of reach and size. If you want to drive a lot of free traffic to your website, you need to have a coherent Facebook strategy. Now that Facebook has launched Messenger and allowed it to operate with bots, this has presented a tremendous opportunity for online marketers as far as traffic generation and sales recruitment go.
I am going to teach you how Facebook Messenger works, how you can create bots that would work with Facebook Messenger so you can grow your audience, and most importantly, drive qualified traffic to your website.
An FB messenger bot is a piece of software that uses Artificial Intelligence to simulate conversations with potential and existing customers.
Using FB messenger bots enables ANY BUSINESS to possibly engage some of the 1.3 billion FB Messenger monthly users
By 2018, FB had 300,000 active messenger bots, this is several times larger than the previous number and the number of bots is expected to multiply further. What are YOU doing to take advantage of this great opportunity to automate your engagement with your audience.
How Can It Help Your Business
Here’s a quick run down just in case you’re still unclear. FB messenger chatbots bring the following:
- Users are 3.5 times more likely to open Messenger Update than Commercial emails Saves time on Customer Service
- Offer customer service 24/7
- Walk prospects through automated SALES FUNNEL – can lead to conversion
- Less customer drop off since AD opens into messenger and filters inquiries which can lead to sales page – everything is done on Messenger so you can convert your leads when they are HOTTEST
- Use FB Messenger chat bot to reengage existing customers or prospects (like sending an email to someone who filled out a shopping cart)
- More Direct
All these factors add to increased value/qualification of prospect and increases chance of conversion tremendously
How Chatbots Can Help Your Business Video
In-Depth Look at Chatbots
Facebook Messenger bot common features
There are many different types of Facebook Messenger bots currently in existence, but regardless of their seeming differences, they do have common features.
- Purely inbound
Messenger bots will only send you a message if you message them first. If somebody goes to your Facebook page and clicks on the messenger icon because they're interested in your online catalogue or your service description, they can click the messenger button and leave a message.
- Trigger specific
Since Facebook Messenger bots are inbound, they filter inquiries based on certain key phrases. In many cases, Facebook page operators would give a short menu of trigger words to potential customers engaging with their Facebook Messenger bot.
For example, to use the online shoe store scenario, I can put on my Facebook page “contact us today. Type “availability” or type “shoe type/brand” to get more information.” Basically, I'm giving a “cheat sheet” to prospective buyers on how to use my Facebook Messenger bot.
When they type in that information, they'd get information back. If they type the wrong information and it doesn't prompt the right feedback, I can put a generic “catch all message” that notifies them that I read all engagements and once regular business hours resume, I will get in touch with them through Facebook Messenger.
- Facebook Messenger is rule driven
Another great thing about Facebook Messenger bots is that you can automate them based on rules. So, depending on how the customer responds to the information you send them, which in of itself is a response to their initial inquiry, you can create a decision tree that sends different messages depending on the prompt.
This is not much different from calling a call center in India or the Philippines. When you call a call center, you are routed by an initial screening system and depending on your question or inquiry, you are sent to other specialists.
This is especially true if you are looking to resolve credit card issues, billing statements or financial transactions. There is some sort of decision tree involved and you can use a similar approach with your Facebook Messenger bot.
Facebook Messenger bot limitations
As awesome as the common features of most Facebook Messenger bots may be, bots do have quite a number of limitations. If you're excited about using this Facebook messaging technology to expand your business, you might end up overextending yourself or you might assume an overly optimistic assumptions about current bot technology.
It's a good idea to be as realistic as possible because as amazing as chatbots are, they do have serious limitations.
- They cannot read minds
Please understand that chatbot technology is still a work in progress. We haven't reached a point yet where you can post an ambiguous word and automatically expect the bot to know what you're talking about.
You basically have to train your customers to use certain keywords and phrases to either start the conversation properly so as to trigger the right information, or step them through the decision tree process so they are feeding the bot the right bits and pieces of information so as to trigger the right response.
This can be quite clunky and awkward depending on how long the decision tree is and how many alternative pieces of information are possible with each branch of the logic tree.
- They can require fancy coding
If you want a really professional Facebook Messenger bot, you need somebody who can code it using Facebook's commands in a robust way. While you don't necessarily have to have coding skills to come up with a fairly straightforward bot, if you want it to be deep, nuanced, robust and scalable, you would need professional help.
Facebook Messenger bots must comply with Facebook's terms of service
In-Depth Look Video
Bots To Grow Your Audience
Please Understand that the Facebook Messenger Chat Bot is Not a Spam Bot
I can't emphasize this enough. It's very easy to think that just because Facebook has opened its Messenger platform to automation, marketers can go wild with it.
No. If you go nuts, Facebook will not only block you, but cancel your account. And, to add insult to injury, ban you.
That's spamming on Facebook. Whether you're using page spammers, group spammers, comment spammers or messenger chat bot spammers, it is not a winning strategy.
If you want to truly make money on Facebook, you have to do it the legit way. This means building a brand, and conducting yourself with the highest level of professionalism and integrity. In other words, use Facebook like a legitimate business would use it.
Facebook Messenger chat bots are intended to automate the engagement your Facebook marketing has already driven to your Facebook Page. In other words, it is an inbound tool. It is not an outbound spam software that you use to pull traffic from other places on Facebook.
A lot of people might think that since it is inbound, it necessarily cripples or greatly diminishes the power of Facebook Messenger bots. Actually, it doesn't. It actually increases the likelihood that your visitor would have a favorable view of your brand.
The most common way you can use Facebook Messenger bots is when somebody posts a comment on your Facebook Page. You have many posts on your page and somebody visiting your page leaves a comment.
Normally, this comment just stays there until you have the time and opportunity to view the comment and respond. Usually, business owners would respond with another comment.
With Facebook Messenger bot automation, the moment somebody leaves a comment on your post on your page, Facebook Messenger opens up and sends them a reply. Facebook then allows you, within the span of 24 hours, to send another message.
You get to send out an initial response, and then you follow up. After this point, if the prospect likes your response, they can then send another inquiry and the process repeats itself over again.
This back and forth between your prospect can lead to many great things. It can be an opportunity for you to share even more content links with your prospect. It can also lead to that person getting the kind of answers that they need.
A lot of times, they have very basic questions like "What are your hours?" "Do you have certain things in stock?" "Do you have a tracking code?" "What is the status of my order?" – that kind of thing. This saves you a tremendous amount of time and money as far as customer support goes.
How Facebook Messenger Bots Can Grow an Audience Video
Do's and Don'ts of Marketing with Chatbots
If you are serious about generating a legitimate business from Facebook, you have to play by the rules. All these etiquette rules flow from Facebook's terms of service.
Messenger Bot Etiquette:
- Be Professional at All Times
You cannot assume that your visitors are mind readers. You have to basically assume that they have very little knowledge of your business so your messaging has to gently guide them through the wide range of information options your bot makes available to them.
- Bots to Discover Ways to Help
When you discover a need or a training deficiency take immediate action to remedy the situation. At the same time be very polite and professional in all your communications.
You can't just assume that they know what your business is about and your full range of services and merchandise and you're just waiting for prompts that go directly to a specific page.
The problem with that approach is that very few of your actual Messenger bot users would actually get the message that would benefit them the most. Instead, your Messenger bot would be sending out one generic message after another.
This is sad. Seriously. You're wasting a tremendous amount of opportunity precisely because you assumed that people finding themselves in your Messenger bot dialog system know what they're looking for.
Most consumers don't know what they're looking for. Even if they find themselves on your website and even if they are interested generally in what you have to offer, you have to hold them by the hand.
This is not a headache nor is it a hassle. In fact, you should look at it for what it is. It's a golden opportunity.
When somebody's kind of fuzzy regarding what they need, they are very suggestible. This means you can position the conversation in such a way that they may buy something that they normally wouldn't buy or they would buy more of something that they already are intent on buying.
Do you see how this works? It's an opportunity.
Don't think of it as just a customer support hassle and you're just basically going to give them the bare minimum. Instead, create a fairly open-ended logic tree for your chatbot so there are many ways your customers can trigger pre-written messages.