Since the launch of its Messenger chatbots, Facebook has packed a number of interesting and functional tools into Messenger, specifically in the AI and commerce domains. Yet, despite Messenger being one of the most versatile messaging applications on the market, many businesses still do not fully understand how to use it as part of their marketing strategy.
If promoting your Facebook chatbot is not high on your list of marketing priorities, you may want to rethink your strategy. With over one billion people having adopted Facebook Messenger as their preferred communication channel, it’s time to put more time and effort into reaching this massive user base.
To make your task easier, I’ve put together a list of ways you can market your Facebook chatbot to increase sales, share your brand, and give your customers the support they deserve.
Read my AI ChatBot Marketing Guide
Create a Strong Internal Strategy
One of the major issues with chatbot promotion today is the lack of knowledge as to whose responsibility the chatbot is. Because chatbots are more than just a marketing tool, the responsibility of these is often confused, leading to a lack of internal strategy and a failed bot.
When creating and launching your Facebook bot, be sure to have a clear understanding of its goals. Identify whether activity for your bot should be driven by your marketing, sales, IT, or customer care team to ensure full productivity.
Introduce Your Messenger Experience Directly to Your Customers
Facebook chatbots are still very new, so you need to introduce it to your customers so they can get to know it. Be sure to tell your customers what they can expect from their interaction with your Facebook chatbot, how it works, and why they should use it.
There are three ways you can introduce your chatbot to your audience:
1. A Messenger Greeting
This will be the first thing your customers see when they find you on Messenger. Through your Messenger greeting, you can share information on your bot’s main functionalities.
2. A “Get Started” Button
The “Get Started” button will be situated below your greetings message. This button officially starts the interaction between your Facebook chatbot and your customer.
3. The Welcome Message
This is the first message your customer will receive. It is a great opportunity for you to share your Facebook chatbot’s purpose, functionalities, and to set expectations. This initial message needs to be crafted perfectly as it is the most important message you will send, pathing the way for future communications.
Try to personalize your Facebook chatbot to use the customer’s name. You can also add structure to your message by incorporating the “call to actions” that will help customers get more in-depth information about issues they are facing.
Cross Promotion
Sharing a few Facebook posts about your new bot is not enough, particularly since Facebook can be integrated on virtually any social media platform and website. Use Instagram, Twitter, Google+, and any other social platform on which you have a profile to drive traffic to your new Facebook chatbot.
Promote your Messenger bot through web plugins such as Facebook’s “Message Us” and “Send to Messenger” plugins, which work on both desktop and mobile devices. Finally, you may find it beneficial to create social media channels specifically for your chatbot. You can promote these through your existing marketing channels.
Targeted Ads
Despite chatbots still being in their infancy with new and improved features being regularly released, brands can now pay for targeted ads via Facebook. Some targeted ads include:
- Website click campaigns
- Website conversion campaigns
- Mobile app install campaigns
With these you can create:
- Image ads
- Video ads
- Carousel ads
The placement options for these campaigns are:
- Desktop news feed
- Mobile news feed
- Right-hand column
- Audience network
- Instagram feed
There are certain factors to consider when planning targeted Facebook ad campaigns. Some of these include:
- Set clear and measurable objectives for each campaign you launch.
- Use A/B testing to allocate your budget to the best segment of your target audience.
- Always use your m.me URL to send your customer directly to your chatbot when they click on the “call to action.”
- Use high-quality visual tools in every campaign you launch.
Final Thoughts
While launching a chatbot is an excellent opportunity to open further communication channels with your audience, you need to make sure they know about it in the first place. Be sure to familiarize yourself with the various creative options so that your bot best reflects your brand.
The right time and monetary investment combined with a clear set of measurable objectives will allow you to create a Facebook chatbot that will share your brand’s vision, help your customers with their shopping experience, and ultimately, drive sales.
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