Chatbots sound so impersonal but they are effective marketing tools for creating an intimate connection with your audience, and you should already be using bots now. Everything’s so instant these days and your clients also expect instant answers to their questions. If you’re a lawyer, providing answers really fast is going to be so impressive! That will make you unforgettable to your prospects.
These blogs about using FB Messenger to boost your marketing are brought to you with the help of my marketing director, Jean Ginzburg, author of a bestselling book on how to attract, connect, and convert more prospects into customers in 60 days using digital marketing strategies.
FB Messenger is one of those leading digital marketing strategies.
Yes, FB Messenger! If you’re not using Messenger yet, read this and the previous blogs to learn why. And if you already are on Messenger, this is going to help you leverage it even more with bots.
How to set up your bot messages
In the previous blog post, we covered the marketing messages you can send via FB Messenger. These include paid messages for promotional content, broadcasts of your non-promotional educational content, and a welcome sequence that answers the questions of your prospects and leads them to get on the phone with you.
Now, we’ll discuss bot-message setup on ManyChat, which really simplifies the process.
With ManyChat, you don’t have to answer your FB messages manually. You enter keywords for your bot, while it responds and takes care of your messages for you.
You can manage your Audiences and use various widgets and tools for your marketing. You can explore it all on ManyChat — it has a straightforward, user-friendly interface.
In this blog post, I’ll focus on the four essential parts your bot messages should have.
The lead capture
When someone sends you a message, your chatbot should automatically send a welcome message. “Hey, welcome, Sara, thanks for getting in touch.”
This is where you shouldn’t miss an opportunity: talk about something valuable you can give them to keep them engaged. For example, Jean talks about her digital marketing round table.
Then, put the “Sign up” button right there! Visitors can automatically sign up without having to leave Facebook and go to another page.
That’s your lead capture. You have their email and permission. You can send more and lead them along the sales funnel.
The call button
You can ask your contacts to do anything through your FB messages.
Commonly, businesses ask people to like a page, sign up or subscribe to something, email you, send you a text message, visit a certain page… and, most important of all, have them call you.
There’s a lot of different strategies behind the buy-in. If you have clients that are really good at email, you’ll want to get their email address (through the lead capture above) so that you can start them on an email campaign.
My clients aren’t good with email — I just want them to pick up the phone and call me because they prefer to talk to us on the phone. So, in this case, I use the “Call number” button there.
When they click “Call number,” it gets them on the phone to your office and they can chat with you directly.
What are the questions your audiences or people you interact with ask most often?
That’s how you come up with bot messages, primarily. Your bot messages should answer these FAQs as your contact goes through your welcome sequence.
- Start with the most basic business information: What are your hours? What’s your office’s address? Is your consultation free? If not, how much is a consultation?
Think of the questions you’re often asked and have the answers or buttons that correspond to those questions. For example, the address question can have a “Get directions” map. The consultation question can have a “Call number” button to book a consultation.
- Directly answer the questions. Have a “Get directions” button, but also state your office address. And in answer to how much the consultation is, give a straight answer. In my case, it’s “$150 per hour.”
Your brand and philosophy
You don’t have to declare your philosophy directly. Think of it as more like an undertone. All your messages should sound like you. It’s how you want to present yourself. It’s also about showing how you approach your business.
Let’s think about the “cost of consultation” question above. It’s what I get non-stop.
When my visitors see the “Call number” button, they get excited. Then, they see the cost of a consultation and that’s good for me and for my visitors. People who don’t want to pay for the consultation don’t call us. We get so many calls a day anyway! By putting the cost there, I get calls from people are willing to pay.
It’s everyone’s personal choice to put the price of their consultation (or other service) on your FB bot messages. Personally, I found it important because I want people to know that it costs money before they waste my staff’s time when they call.
This might be beneficial to your business too. People who won’t pay won’t be burning up your phones. You only get the people who really want to invest and work with you.
You can add images, audio or videos. They can be videos that talk about your main cases and how you handle them. They can talk about the consultation and what your clients get from it.
Keep it engaging but simple. Be loyal to your brand and philosophy. Use images and videos so that people can get to know who you are and what you do.
If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about marketing your business, sign up for my Six-Figure Solo program! Six-Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!