The Complete Guide to ChatBots for Messenger Marketing Funnels – Part 2
What are Chatbots And Messenger Marketing Funnels?
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Whoaa… What is a chatbot anyhow?
A chatbot is
Sometimes a bot is powered by rules, sometimes by artificial intelligence and sometimes by both.
Unlike apps, chatbots are normally not standalone pieces of software. Usually, they’re built to work inside messaging platforms like: Slack, Kik, and Facebook Messenger.
How to think about chatbots for marketing
You might have the wrong idea about chatbots.
Lots of people only equate them with customer service or ordering platforms. A destination when a person already wants something from you. That is one way to use chatbots. But it’s not what we’re going to be talking about here.
Instead, we’re going to talk about Messenger marketing funnels using chatbots. Actively attracting leads to the funnel and creating a relationship. It should feel familiar because it’s a lot like email marketing…
…Email marketing on steroids.
What exactly is Facebook Messenger Marketing Funnel?
A Facebook Messenger Funnel:
Using a chatbot on the Facebook Messenger platform as a tool in your marketing to convert someone from a lead to a customer.
There are 3 main parts of a Messenger Marketing Funnel:
Getting people into your funnel
- Landing page
- Content Upgrades
- Facebook Ads
Facebook Messenger Marketing Sequencences
- Lead qualifying
- Educational sequences
- Branches for products
- Branches for segmented leads
- Integrate into multi-touch marketing campaigns
- Personalized offers
- Pass to sales
- Pass to customer service
- And / Or send to upsell sequences
- Continue the relationship
What are the Benefits of Messenger Marketing?
The big deal is that it allows for personalized conversations and interactions at scale. And lets you segway into a personal conversation (human to human) seamlessly.
Using a messenger chatbot, in the span of a couple conversations you can:
- Qualify your Leads
- Personalizing your Marketing
- Gain Customer Insight
- And Increase Engagement
Marketers like Andrew Warner And Matthew Barby are seeing 80%-90% open Rates.
Misconceptions about chatbots – Don’t make this mistake
There are three basic types of chatbots.
- Those that are AI or NLP based.
- Those that are flow/rule based.
- Hybrid of both.
AI and Natural language processing are cool.
But they’re just not that good yet.
Because of that AI-powered bots haven’t met people’s heightened expectations. And generally, have been a letdown. Right now, purely a conversational bot isn’t great for marketing.
From landing pages to apps to emails successful marketing tells a story and take the user on a journey. A journey guided by the marketer. Trying to direct a conversation is like trying to herd cats.
Here’s how conversations DON’T Go:
It’s NEVER a straight line.
Think about your last chat or your last company meeting. How many times did you or someone go off on a tangent?
You have to bring it back to the main topic.
Conversations hit dead ends.
Conversations are chaotic.
Misunderstandings happen constantly even when you’re face-to-face.
Here’s what conversations really look like:
No… For now, the messenger marketing funnels that working are well designed, flow-based bots.
Don’t make the mistake of relying just on NLP in your chatbot. Or you’ll most likely be disappointed and so will your users.
In the next section, we’ll talk about the opportunity that marketers have with Messenger, why it might be a good idea to be an early adopter and why it might not.