Questioning how Fb Messenger bots may also help?
To discover the way to enhance your advertising and gross sales with Messenger bots, I interview Molly Pittman.
Extra About This Present
The Social Media Advertising and marketing podcast is an on-demand discuss radio present from Social Media Examiner. It’s designed to assist busy entrepreneurs, enterprise homeowners, and creators uncover what works with social media advertising.
On this episode, I interview Molly Pittman. She’s a Fb Messenger bot knowledgeable. She additionally co-hosts the Perpetual Visitors podcast. Her enterprise is Digital Technique E-book Camps, and she or he’s an envoy for ManyChat.
Molly explains why Messenger bots have excessive open charges and convert clients with out being pushy.
You’ll additionally uncover how one can simply enhance advertising campaigns with Messenger bots and ManyChat Development Instruments.
Share your suggestions, learn the present notes, and get the hyperlinks talked about on this episode beneath.
Listed below are a number of the stuff you’ll uncover on this present:
Fb Messenger Bots
Molly’s Begin With Messenger Bots
When Fb launched a Messenger advert placement in November 2016, Molly was actively operating Fb adverts and overlaying Fb adverts for Digital Marketer. She instantly realized bots would change into extra essential as a result of Messenger adverts would require entrepreneurs to automate totally different responses. So together with Messenger adverts, Molly turned enthusiastic about bots and ManyChat.
Molly centered on ManyChat as a result of so many individuals talked about it to her. Ezra Firestone informed her the instrument might construct a Messenger subscriber listing. When 10 different folks informed her the identical factor, she knew ManyChat was one thing she wanted to take a look at. To see the way it labored, she put in it on the Digital Marketer and Ryan Deiss pages.
Quickly, Molly was on this podcast speaking about her early experiments with ManyChat as a result of it was a marketer-centric platform. At Social Media Advertising and marketing World 2018, Molly additionally moderated a keynote with Chatfuel and ManyChat, that are two main contenders within the advertising world. Now she’s performing some work for ManyChat.
Hearken to the present to listen to my ideas about Social Media Examiner’s chatbot technique.
The Current and Way forward for Messenger Bots
To start our dialog, I be aware that the 2018 Social Media Advertising and marketing Trade Report revealed that solely 15% of entrepreneurs are utilizing Messenger bots, however 51% plan on utilizing Messenger bots within the subsequent 12 months. So these bots have come a good distance however are nonetheless a rising, early-stage expertise.
Molly says advertising on Messenger and speaking with bots current an enormous alternative for entrepreneurs as a result of you possibly can talk with folks in a spot the place they wish to have the dialog. Any communication channel the place folks change quick, easy messages, whether or not that’s Messenger or WhatsApp, is sizzling proper now.
Particularly, Fb Messenger has greater than 2 billion lively month-to-month customers, which is extra folks than those that use the Fb app with the information feed. So Messenger is essential as a result of it’s the place persons are having conversations with their household and mates.
Additionally, the consumption and adoption charges for Messenger are extremely excessive. For instance, Molly has a shopper with a marketing campaign viewers of greater than 10,00zero folks and a 96% open fee on Day 6 of a follow-up sequence. Open charges are so excessive as a result of folks are inclined to open messages in Messenger. It’s much less crowded and extra private than e-mail. Additionally, many individuals obtain message notifications.
While you take a look at utilizing bots that will help you have these conversations on Messenger, the current state of bots is totally different from the future-focused examples you see at Fb’s F8 developer convention or these created by giant corporations which have invested in state-of-the-art bots.
Proper now, most individuals don’t program Fb Messenger bots to reply any query shopper would possibly ask your model. As a substitute, the bots work equally to digital advertising campaigns. For instance, bots can work along with your internet funnels and e-mail subscriptions. You can even program automated responses to sure issues that individuals would possibly sort into Messenger.
In different phrases, at present, bots supply the power to create advertising campaigns in Messenger, the place your viewers is hanging out. With ManyChat, you may get began with bots for $10 a month, and it’s designed for companies that may’t afford an enormous growth group to construct the bot of their goals.
Molly then shares some examples of how bots can work like advertising campaigns. You would possibly use a bot like an e-mail autoresponder platform by establishing an automatic sequence to comply with up with folks and timing these responses. With ManyChat Development Instruments, you possibly can join a Fb advert or a singular hyperlink to Messenger.
Messenger bots are starting to deal with transactions, too. Individuals who use Stripe can course of funds in Messenger by way of ManyChat. The instrument mainly facilitates the order-form course of by sending delivery info by means of Messenger.
Going ahead, pure language processing (NLP) goes to enhance and permit extra folks to create extra subtle bots, however proper now, the expertise isn’t mature sufficient. NLP is what allows a bot to learn textual content and perceive what the essence of the textual content is.
As an example NLP’s limits, I point out a bot Social Media Examiner constructed with Circulation XO. We tried to coach the bot to know each conceivable question utilizing open-ended buyer assist questions. Then we used the bot on our Social Media Advertising and marketing World web page. We realized bot programmed to point out common query subjects and current more and more particular choices works higher.
To make use of Messenger bots in what you are promoting now, Molly recommends figuring out a objective resembling constructing engagement, discovering leads, or growing gross sales. Then write bot copy that’s private, and supplies schooling and leisure all through the person expertise. This manner, you possibly can obtain actual enterprise outcomes utilizing Messenger, even when your bot can’t reply any query somebody varieties.
The examples you see at F8 showcase the way forward for bots. For instance, a digital camera acknowledges a bottle of wine, and you’ll click on to purchase that wine on-line. Nevertheless, bot growth continues to be within the course of of creating that performance accessible to folks.
Equally, the Tommy Hilfiger bot is unimaginable and works like a real robotic. The corporate has additionally invested in an enormous group of individuals, which most companies can’t do. Nevertheless, these superb examples point out the place bots are headed.
Hearken to the present to listen to extra of my ideas on Messenger and the bot person expertise.
How you can Generate Leads With a Messenger Bot
To make clear how easy campaigns you’re doing now can translate to a Messenger bot, Molly shares a technique for delivering a lead magnet by way of a Messenger bot. She’s seen the worth of this technique as a result of her purchasers have lowered their price per lead by distributing a lead magnet by means of Messenger as an alternative of an online web page.
The lead magnet is one thing of worth that you simply change for somebody’s e-mail, identify, or cellphone quantity so you possibly can comply with up with them. For this instance, the lead magnet is a yoga studio’s free guided meditation. The yoga studio might need an area retailer but in addition sells on-line programs. The lead magnet helps the studio promote subscriptions to every day guided meditations for $10 per 30 days.
Step 1: Fb Information Feed Advert: To advertise the lead magnet, the yoga studio might run an advert within the Fb information feed that sends site visitors to an online web page, the place folks enter their contact info in change for the lead magnet. Nevertheless, with this strategy, an extremely good conversion fee can be 50%, which implies you lose half of the folks on the touchdown web page.
With an advert that sends folks to Messenger, you don’t lose anybody who clicks the advert. To make this advert work, the advert copy must make clear that clicking the advert sends folks to Messenger, and also you ship the lead magnet there. You’ll want to make clear how the advert works as a result of the concept of clicking an advert and opening Messenger continues to be new to a number of shoppers. They may suppose it’s a bug.
For instance, when HubSpot requested folks to click on an advert to register for a webinar inside Messenger, the advert mentioned, “Reserve your spot today. Register inside of Facebook Messenger.” The yoga studio’s advert mentioned one thing like “If you want this free guided meditation, click below and we’ll deliver it to you in Facebook Messenger.”
As a substitute of an advert, you possibly can permit folks to choose into your lead magnet with an natural submit. You’d merely must ask folks to go away a remark with a selected phrase to obtain the lead magnet in Messenger.
Step 2: Welcome Message in Messenger: After somebody clicks the advert (or feedback on the message), your bot is now speaking along with your potential buyer by way of Messenger. The primary message folks see says, “Welcome. Thanks so much for your interest in our free yoga meditation. Click below to download. Enjoy.” This quick and candy wording is essential on Messenger.
Beneath the welcome message, folks see two buttons. One says Get Free Meditation, and the opposite says No Thank You in case the particular person clicked the advert by mistake.
You’ll be able to customise the message primarily based on the advert. In different phrases, not everybody interacts with the identical bot after they chat with you by way of Messenger. To attach your welcome message to your advert, you utilize ManyChat’s Fb Adverts JSON Development Device, which supplies you a code snippet you enter in Fb if you arrange the advert.
Step three: Electronic mail Query: After the person clicks the Get Free Meditation button, you possibly can ask folks for his or her e-mail deal with if that information is essential for you. For instance, the bot would possibly say, “Quick question, what’s your best email address? We’ll send you useful yoga content to help improve your practice.” Molly notes that the copy highlights an additional profit for sharing your e-mail deal with.
To reply to this query, you wish to give folks the choice of claiming no or sharing their e-mail deal with. What’s cool is that sharing an e-mail deal with in Messenger is just a little simpler than it’s by way of an online kind. As a enterprise on Messenger, if you say deal with or e-mail deal with, a button with the e-mail deal with the person has on file with Fb seems.
To share their e-mail, folks can merely click on that button as an alternative of typing out their e-mail deal with, which makes a giant distinction. The method is way simpler.
Additionally, when you handle e-mail advertising with an automation instrument, you possibly can combine it with ManyChat so the e-mail you obtain goes proper into your e-mail system. You should use Zapier to ship the e-mail to Infusionsoft, MailChimp, or no matter you’re utilizing. Though most e-mail automation instruments combine with Zapier, in case your instrument doesn’t, ManyChat has an open API you should utilize to construct that integration.
Molly notes that you possibly can additionally change the order of Steps 2 and three by asking for the e-mail deal with first after which delivering the PDF, audio file, or no matter kind your lead magnet takes.
Step Four: Thank-You Message and Buy Request: After somebody shares their e-mail, the bot sends the subsequent message within the sequence, which thanks the person for the e-mail and shares a suggestion.
For instance, the bot would possibly say, “Thanks so much. One more thing. Are you interested in receiving a guided meditation every day? It’s proven to encourage yogis to keep up with their practice. It’s only $10 a month.” Beneath the message is a Sure and a No button.
In different phrases, by translating a conventional lead technology advert sequence to Messenger, you may make a suggestion inside about 20 seconds of the primary interplay along with your advert. Additionally, your supply isn’t pushy. The supply is smart as a result of this particular person simply downloaded the free meditation. Even when the person clicks No, you possibly can nonetheless share helpful content material to proceed the client journey on Messenger.
I ask Molly the way you would possibly comply with up when you don’t wish to pitch a suggestion and simply wish to nurture the lead. On this case, Molly says asking questions works finest. The questions you ask rely on what you must know as a marketer or what you care to learn about somebody. Messenger’s an effective way to ask questions and permit folks to phase themselves.
For instance, Molly has a health shopper whose bot asks questions (resembling “What are your health goals for this year?”) adopted by choices folks can choose (resembling Lose Weight, Really feel Youthful, Have Extra Power). ManyChat permits you to tag folks primarily based on their responses, and the bot can advocate content material primarily based on their pursuits. This shopper additionally sends a weekly well being tip.
Influence on Value Per Lead: For the yoga studio, switching from an opt-in internet web page to Messenger decreased the studio’s lead price by half. Equally, Molly had one other shopper that was producing leads with an advert and opt-in internet web page for about $6 per lead. After switching to Messenger, this shopper lowered the price per result in $1.75.
When this shopper switched from the online web page to Messenger, they modified the advert copy solely to make clear that the lead magnet can be delivered by means of Messenger. Their lead magnet was a PDF delivered by way of Messenger and their sequence additionally collected an e-mail deal with.
Based mostly on these outcomes, Molly says Messenger is an attention-grabbing approach to generate leads. You continue to get that e-mail lead, however you’re additionally producing Messenger subscribers alongside the best way. The tactic works as a result of it’s so frictionless for the top person.
Folks additionally know a Messenger person expertise might be mobile-friendly. When an advert takes customers to a touchdown web page that isn’t mobile-optimized or takes without end to load, the expertise is dangerous. If the advert opens Messenger, you understand these points received’t happen and the dialog will transfer backwards and forwards rapidly.
I then ask how exhausting it’s to arrange this lead-magnet sequence in Messenger. Molly says when you’ve already created the lead magnet, establishing this sequence in ManyChat is simple and takes about 30 minutes. All you want is a hyperlink to obtain the lead magnet and a hyperlink to your gross sales web page when you plan to pitch a low-cost merchandise just like the $10 subscription.
Hearken to the present to listen to Molly share extra concerning the Fb JSON Development Device.
How you can Pre-Interview Potential Shoppers or Staff by way of Messenger Bot
This tactic works properly for an company, guide, or architect who provides high-ticket providers, and your gross sales usually contain a cellphone name or e-mail change. Molly realized this tactic from her pal Ralph Burns, who has a Fb adverts company known as Tier 11 and co-hosts the Perpetual Visitors podcast along with her. Tier 11 makes use of ManyChat to generate leads, qualify them, and type their responses.
Step 1: Bot Triggers: When Ralph was talking at a dwell occasion, he needed to generate leads at this occasion with out sending them to a kind on his web site. To ship folks to Messenger as an alternative, Ralph used Messenger Code, which creates a scannable code just like a QR code. You create the Messenger code in ManyChat by deciding on Development Device after which Messenger Code.
After you create the code, you possibly can print it on a flyer or show it in a sales space. You could possibly additionally put it in your web site. When somebody scans a Messenger Code, it triggers a sequence in Messenger. In Ralph’s case, his course of allowed folks on the Tier 11 sales space to scan the code in the event that they had been within the firm operating their Fb adverts.
Ralph additionally arrange a URL that triggered his pre-interview bot. When he spoke at this occasion, he might verbally level folks to TierEleven.com/apply, and individuals who visited the hyperlink started the bot sequence. The hyperlink additionally works on his web site. You create the sort of hyperlink in ManyChat with the Ref URL Development Device. Each the Messenger Code and the URL create a number of entry factors for Ralph’s bot.
Step 2: Consumption Questions: In Messenger, the Tier 11 leads answered questions primarily based on the corporate’s consumption kind. Answering the questions is simple, and the completion fee is excessive as a result of folks aren’t confronted with a bunch of types they’ve to finish.
The expertise in Messenger may be very very similar to a dialog you’d have with a pal or an individual who’s answering these questions. The questions are delivered one after the other, and also you see the subsequent query solely after you reply the final query.
After you scan or go to the hyperlink, the bot says, “Hi Molly, it’s Tier 11 here. I’m Tier 11’s chatbot.” The copy is private, and also you see just a little robotic with the Tier 11 emblem. After the bot introduces itself, it says, “So first things first. Are you here because you want to hire us to run your Facebook ads? Or are you interested in joining our team?” The person can click on Rent You or Be part of Your Staff.
Every possibility goes to very totally different units of questions. After you click on the Rent You button, the bot says, “Great. Before you chat with Adam, our VP of Biz Dev, we’d like to ask you a few questions. What best describes the kind of business you’re in?” You’ll be able to select eCommerce, Programs, or Teaching. On this means, kind drop-down lists are translated into bot questions and button-based solutions.
Subsequent, the bot says, “Great, you run an eCom business. Can you tell us what your approximate revenue is?” To reply this query, you possibly can select from totally different classes. Then the bot asks what your month-to-month digital media finances is. The primary button is $49Ok or much less, the second is $50Ok to $100Ok, and the third is $100Ok or extra. You choose the one which finest describes what you are promoting.
The bot then asks the way you heard about Tier 11, and also you see suggestions in your utility. Based mostly on the buttons you clicked, you both qualify otherwise you don’t. If you happen to qualify, the bot says, “Thanks, Molly. You’ll be hearing from Adam within the next 1 or 2 days.” If you happen to don’t qualify, it says, “Hey, it doesn’t look like we’d be a good fit right now, but here are some coaching programs we have.”
Step three: Comply with Up: This strategy works a lot better than pointing prospects to the Contact web page on Tier 11’s web site as a result of as quickly as somebody begins this dialog, they’re now a Messenger subscriber. Additionally, Ralph’s enterprise growth particular person can see who didn’t end answering all of the questions and re-engage that dialog.
When customers reply the questions, the bot can automate alerts. For instance, when Tier 11’s bot qualifies a lead, Adam, the VP of enterprise growth, receives an e-mail and a Fb notification so he is aware of he has a sizzling lead.
Adam loves that he can comply with up with leads utilizing the identical technique the lead used to succeed in out to the corporate. With different lead techniques, Adam usually receives an e-mail deal with. After attempting to succeed in somebody by way of e-mail, he would possibly must comply with up by way of cellphone, too. With the Messenger-based questionnaire, every thing occurs in a single place and is probably going accessible on the lead’s cellphone.
Messenger additionally supplies particulars about your lead with out your having to ask for that info. their first identify, final identify, office, and different particulars they shared of their Fb profile. As a result of persons are extra more likely to get in contact by way of Messenger, Ralph doesn’t even care a lot about asking for an e-mail deal with.
Though Molly doesn’t have particular numbers for the way this tactic works for Ralph, it’s labored properly sufficient that he now makes use of the hyperlink to his bot as his name to motion on the Perpetual Visitors podcast.
Hearken to the present to listen to Molly and me focus on what Messenger codes appear like.
How you can Signal Up Webinar Attendees by way of Messenger Bot
Molly then explains how one can translate your webinar sign-up course of and your follow-up to a Messenger bot.
Step 1: Bot Triggers: When somebody clicks a Fb advert or submit to enroll in your webinar, a Messenger bot can information them by means of registration. With the Messenger bot strategy, the person doesn’t need to fill out a kind, and the bot may even have folks add the occasion to their calendar and remind folks 5 minutes earlier than the occasion begins, which considerably boosts attendance.
In case you have an e-mail listing, you possibly can ship an e-mail that lets attendees select whether or not to enroll by way of an online kind or Messenger. For instance, your e-mail would possibly embody a hyperlink created with ManyChat’s Ref URL Development Device. Individuals who click on the Messenger URL are then directed to the sign-up course of in Messenger.
To attach your Messenger bot to your webinar platform, you utilize Zapier.
For a Four-day digital occasion, which is an expertise just like a webinar, HubSpot triggered Messenger bot registration by way of an advert within the Fb information feed. The advert mentioned “Join Gary V., Facebook, and HubSpot for four days of virtual events. Reserve your spot today. Register on Messenger.” While you click on the advert, Messenger opens and reveals a Register Now button that begins the method.
Step 2: Bot-Based mostly Registration and Comply with-Up:The registration course of for the HubSpot occasion was just like Ralph’s spot marketing campaign. The bot begins with fundamental questions like, “What is your company name?” and “What’s the URL of your website?”
Subsequent, the bot asks, “How many people work at your company? It’ll help us send you more helpful content.” The person can select one among three choices. The bot says, “To make sure we send the right follow-ups after the event, do you work at a marketing agency?” Molly mentioned No.
To complete the registration, the bot mentioned, “Last thing to complete registration: What’s your phone number? We’ll keep it safe, pinky promise.” After Molly gave them her cellphone quantity, she noticed a affirmation message that mentioned, “Great, you’re registered for Four Days of Facebook.” A GIF additionally appeared and added some persona. Chatbot for On-line Coaching makes use of an analogous strategy.
Though registration was full, the bot went on to make a suggestion, which Molly discovered attention-grabbing. The bot mentioned, “Not using HubSpot yet? On Day 3, you’ll learn how to use Facebook lead ads with the free HubSpot tool, HubSpot Marketing Free. You’ll need to have a free account ready to follow along. Sign up for the Free below.” Then the bot mentioned, “That’s all for now, talk to you soon.”
Just a few days later, Molly acquired a reminder that the occasion began the subsequent day and prompted her so as to add the occasion to her calendar. The bot had choices for the widespread calendar apps: Apple, Google, and Outlook. You merely clicked one so as to add the occasion to your calendar.
Proper earlier than the occasion began, Molly acquired a message that mentioned, “Welcome to the start of Four Days of Facebook. It’s going to be an awesome week. Click below to start watching.”
After the webinar, a bot can share a approach to replay it or act on a follow-up give you made.
Influence on Value: Molly has seen different corporations use this sequence and decrease their registration charges as a result of they’re not sending folks to a registration web page. Answering questions in Messenger is simpler than visiting a dreaded internet web page and filling out kind fields.
These corporations have additionally elevated attendance as a result of Messenger reminds them. They don’t need to look by means of their e-mail. With these outcomes, Molly thinks this sequence is nice when you host webinars or any type of on-line occasion.
Hearken to the present to listen to Molly and me focus on what to name Messenger- and internet web page–primarily based registration choices.
How you can Handle Messenger Bot Messages
I then surprise, when a web page receives a considerable variety of Fb messages, the way you type the bot messages from the person-to-person messages. Molly says that when somebody’s messaging your web page, you possibly can set a default welcome message that factors the sender to an FAQ web page and prompts them to click on to speak to a human.
Your bot must be forthcoming by saying, “I’m a bot, I’m not a human. If you want to talk to a human, click here.” After which it says, “We’re usually available from 9:00 to 5:00. We’ll get back to you as soon as possible.” That may notify a human.
For people who find themselves attempting to succeed in out by way of her web page, Molly retains the welcome message quite simple. Her choices are Discuss to a Human, Learn Our Weblog, and Hearken to Our Podcast. Your message will fluctuate relying on the property of what you are promoting.
As quickly as somebody clicks Discuss to a Human, the automated bot sequence turns off, and also you flip over to dwell chat. Then, you’re having an actual human-to-human dialog. As a result of the person clicked an possibility that disables the bot, you don’t have any confusion between the bot sequence and the human dialog. Like Molly, HubSpot permits you to contact an individual as an alternative of chatting with the bot.
Additionally, your bot conversations are organized primarily based on the totally different sequences you’ve arrange with the Development Instruments. Folks can come into your bot in quite a lot of methods, and the Development Instruments preserve all these sequences and conversations organized.
For instance, folks might come to your bot from comment-to-message, distinctive Ref URLs, or 1 of 10 lead magnets with distinctive Messenger codes. ManyChat retains the sequences organized since you’ve used a Development Device to automate what actions occur. Nevertheless, as quickly because the person asks to speak to a human, the automation stops so you possibly can present person-to-person customer support.
Hearken to the present to listen to Molly share extra examples of various bot entry factors.
Discovery of the Week
Quik for cellular is a video enhancing instrument from GoPro. It has a superb person interface and energy options.
The Quik person interface is seamless, crisp, and simple to make use of. The app does fundamental video enhancing like including images, movies, music, and textual content, and trimming pictures manually or routinely. Nevertheless, the app additionally helps you pull all this content material collectively routinely, making it helpful for creating tales.
The QuikStories characteristic pulls content material out of your cellphone into glorified slideshows which are nice for creating professional-looking, entertaining tales for Instagram or Fb. To create a narrative, choose content material about your day or an occasion. The content material will be vertical or sq.. Then, let Quik flip that content material right into a video routinely. From there, you possibly can edit the video manually.
Quik may also sync your video clips, pictures, and different content material to the music that’s enjoying. When the beat drops, the music type adjustments, or a music merely strikes to the bridge, the syncing characteristic routinely switches to a special video clip or picture.
Like different apps, Quik has totally different transitions, graphics, fonts, and filters. In contrast to different apps, you possibly can work fully inside the app so as to add content material and create your video.
Hearken to the present to study extra about Quik and tell us the way it works for you.
Key takeaways from this episode:
What do you suppose? What are your ideas on Messenger bots? Please share your feedback beneath.