Conversion Optimization, User Experience

Using One-to-One Messenger Bots for Lead Generation

by Emily Wood
Share on linkedin
Share on Linkedin
Share on facebook
Share on Facebook
Share on twitter
Share on Twitter

Launched in 2004 by Mark Zuckerberg, Facebook quickly took the world by storm, bringing friends and families together from around the world. With a record 500,000 people still joining worldwide every day (I know!) the popularity of the social platform simply hasn’t faded. The site clocks over 1.49 billion daily users who are actively poking, liking and sending messages to friends and family and even interacting with their favorite brands. In 2011, the social conglomerate then launched an instant messaging app to help users communicate directly with each other, introducing both individuals and businesses alike to a new way of communicating: Facebook Messenger.

The instant messaging feature allows users to send gifs, links, and stickers as well as have group chats with multiple users—long before WhatsApp was born. But perhaps the most important feature of all is the chat feature is separate to Facebook and can be accessed without needing to login to your account. Not only do all of these features help its personal users with the convenience of a separate app to enable quick view and responses to messages, but businesses have also started to recognize the benefits of having instant lines of communication with consumers.

But how can corporate businesses engage and interact with people in their personal messenger inbox? And what makes one-to-one bots better than a personalized email linking to a landing page?

In our guide, we look at just how businesses can benefit from using Facebook messenger bots to significantly increase their lead generation and potentially target a whole new segment of audiences that a brand otherwise would have overlooked. First, we quickly look at why you should consider using one-to-one messengers in your next lead generation campaign.

Why You Should Use Facebook Messenger in Your Next Lead Gen Campaign

For some businesses looking to up their game in lead generation, the initial benefits of using a messenger bot over a landing page aren’t very clear. After all, landing pages have been (sort of) working for businesses investing in their digital marketing strategies, for a long time. The average conversion rate for landing pages in a lead generation campaign is between 5-10%, which means businesses are losing out on roughly 90% of leads they’ve already obtained but can’t seem to engage. (You can find our tips and best practices for optimizing landing pages here.) One-to-one messenger bots, such as Facebook Messenger, on the other hand, have almost unlimited potential for businesses, as there is such a huge volume of people actively using the platform already, just waiting to interact with your brand. 

Bots also remove the need to add a new landing page to your website each time you want to run a new campaign. Bots can work as a marketing page and a form, immediately gaining information from a user’s response—ideal for marketers who are time-strapped and on a budget!

The Complete Guide To Using Facebook Messenger Bots For Lead Generation

Digital marketing has really evolved in recent years, with markers thinking up imaginative and sometimes even slightly unorthodox ways to reach their potential customers and generate new leads for their brand. Lead generation; the process of actively gaining new potential customers for your business, has taken a more personalized focus recently so it’s no wonder that marketers have started to contact people directly on messaging platforms to gain new leads. Whilst it may seem like an easy strategy to engaging and interacting with consumers, there are a few proven tips that help businesses achieve their new leads without appearing inauthentic or even, dare we say, spammy!

1. Come up With A Good Campaign

The first step to successfully using Facebook Messenger for lead generation is thinking up a campaign that will work well within the instant messaging app. Work out the basics such as: what is it that you want to sell, or what service do you want to mention. If you’re trying to gain general details for future comms, make sure you draft the right questions so people don’t immediately hit the delete button! Half the hard work is in the initial concept of a campaign, and with a huge potential open rate of 88% that has been recorded by markers using Facebook Messenger, there’s no better time than the present to get thinking of your next lead gen idea!

2. Know Your Audiences

In a previous article, we mentioned the importance of personalization when it comes to engaging with modern consumers, who interact with multiple brands on a daily basis. Facebook uses its highly intuitive artificial intelligence to have a granular persona profile of its users, obtaining and collecting data to refine and target them with even more relevant advertising on the social platform. Businesses can use this to their advantage too. After all, the hard work gaining the data has already been done! 

Make sure to segment your audience into groups, based on demographic features (age, interests, family status, ethnicity, gender, etc.) and use these groups to ensure your communication is tailored to their particular interests. Remember, a blanket message simply won’t cut it in the digital age of targeted advertising.

3. Consider How The Bot Will Funnel Your Leads

Once you have established what product or service you are promoting and who you are promoting to, you need to consider which part of the sales funnel the bot will direct people to. Analyze your current data and identify where your leads are falling off through the sales funnel and focus your attention on targeting those drop-offs, with the messenger bot.

For example, use the messenger bot to initiate a chat with an individual who has previously abandoned a shopping cart on your site. Send a prompt along the lines of “have you forgotten this?” and lead them back to their cart. This extra nudge could make all the difference to your overall conversion rates! If it’s new leads you’re after, use a messenger bot at the top of your funnel, collecting the initial data you want from potential customers: names, email, phone number, and so on.

4. Placing Messenger Links In Other Comms

Don’t just use your messenger bot as a lead generation tool either, if you’ve invested in the technology you may as well utilize it across your other platforms and communications. While your sole use of a one-to-one messenger may be to generate leads, direct existing customers through a sales funnel or even reach out to prospective customers with an enticing offer, your business should recognize its further potential. Having a line of direct communication with a customer for example who may have a question or a complaint, you are able to handle their issue within the privacy of a direct message, significantly increasing the likelihood of solving it without negative reviews or a disgruntled customer.

If you’ve invested in the messenger app, you may as well direct customers to use it. Make sure to include it as a direct link on newsletters, emails, and your website, encourage users to pick up a conversation with your brand to and make full use of being transparent and easy to contact!

Key Takeaways

Lead generation via one to one messenger bots such as Facebook Messenger has grown in popularity as marketers recognize its huge potential to influence consumers. With the knowledge that people continue to use Facebook and its various platforms, multiple times a day, businesses are able to tap into a huge resource they would have previously not had connections with. As we mentioned earlier, Facebook Messenger open rates of approximately 88% are not to be overlooked! 

There are so many great uses for Facebook Messenger, and while generating leads is a great one, customer satisfaction and completed sales journeys are also huge benefits that could significantly improve overall sales and your brands’ reputation for customer service.

 

Continuous deployment in a platform

We're bringing experience optimization to product and tech teams with a brand-new, standalone platform.