Facebook Messenger Bots, for Marketing

You know Facebook. It’s the social media giant that’s giving women the opportunity to put their businesses in front of 1.4 billion daily active users.

But do you know Facebook bots, for use with Messenger?

A chatbot systemises communications with important prospects and customers whilst you eat, sleep and otherwise enjoy life.

If you’re already a Facebook Messenger user, you may have encountered a bot whilst interacting with businesses. If you’ve sent a message and gotten an automatic response, it may have been from a chatbot. If it was expertly designed, you may have even questioned whether the response came from a chatbot or from a real person.

That immediate reply may have kept you from taking your question or comment to the competition…and that’s the power of the bot. However, that’s only the beginning. A chatbot can have a full-blown conversation (and log and direct the results) on Facebook Messenger, and the scope of what you can accomplish is impressive.

For example, you can answer commonly asked questions, similar to a FAQ page, but with live interaction. Facebook bots can enhance your marketing by recommending products, based on internet searches and past purchases, as well as answering questions about the company and its products/services. In fact, these bots can use artificial intelligence to not only “read” the fine details of language, but to “learn” from each interaction and become progressively more in-tune with each user’s needs. The potential is so great, that when programmed correctly, bots can make users believe they’re engaging with another human. Much of this is due to the fact that people conversing with your brand will never have to download an app from Facebook. The bot simply “talks” to them without circumstance—just like one of your team members is responding to their message.

By now you’re wondering How can I build a Facebook bot to help with marketing through Messenger?

You’ll need to install a third-party app like ManyChat, Microsoft Bot Framework, Botsify, Chatfuel, OnSequel, Amazon Lex, IBM Watson Conversation, Pandorabots, or Google Allo, which will establish a logical flow of language and information so questions can be answered and next steps can be determined. These bots can ask questions, answer questions and gather information in order to intelligently engage with specific Messenger users in the future. These apps can also tag words and phrases used in Messenger and broadcast information to users who have already interacted with your Facebook bot or subscribed to receive messages.

Facebook Messenger conversation with the ManyChat Bot

Here are some things to think about as you start to strategise for your first Facebook bot:

  • First, you’ll need a clear and goal-focussed strategy. Your chat bot should build your brand, just as every other communication does. Do you want to provide better customer service? Do you want to answer common questions with a marketing objective? Do you want to encourage more people to talk about your brand? Or move them through your funnel?
  • Give serious thought to the types of conversations your staff are having with customers now, on the phone, through Messenger and online. What are the most commonly asked questions? What are their reasons for making contact? If they want to know about your restaurant’s daily specials, then your chatbot can be programmed to answer that type of enquiry. If they want to book a hotel room, the chatbot can be programmed to ask a series of questions (with an if/then framework) and automatically book their stay. The possibilities are limitless, really.
  • Know what words and phrases your customers are commonly using, so your chatbot can be programmed to recognise common enquiries and efficiently answer questions and guide people to resolutions.
  • Consider using buttons, or Guided Responses. In Messenger, you may have seen script buttons with phrases like I Will Be There or What are Your Business Hours or I’d Like to Schedule. These can alleviate your potential customers’ angst about deciding what to ask or say.
  • Think about branded language. Your Facebook bot will be a representative for your business, and should therefore “sound” like your brand. Use language that supports your corporate values and mission.

Build on your bot strategy, taking note of people’s responses and feedback—and know that the Secret Women’s Business Academy is available with tonnes of resources and trainings for female entrepreneurs who want to learn to make money doing what they love. There’s a supportive community, live training sessions, a course library, live events and so much more.