5 Pillars of a Facebook Chatbot Strategy By Dmitriy Kruglyak

by Alana Jones on February 11, 2019

Summary: Want to know what separates chatbot winners and losers? Learn about the file pillars to success.

If you follow marketing industry news, you have probably heard about Facebook Messenger bots. The gap between chatbot winners and losers is defined by the ability or failure to create a meaningful customer experience.

Facebook Messenger is an excellent channel when used correctly. Yet, most unsuccessful projects start by “dabbling” without a plan or hoping that a purchased chatbot template would “just work”.

Instead, we suggest designing your bots around the stages in the customer journey. Here is how to build a successful chatbot strategy:

Pillar 1: Grow

Any chatbot program starts with a plan to drive subscriber growth. This is primarily dependent on the promotion channels with the matching campaigns and creatives. You should design an onboarding strategy for every channel at your disposal.

For new customer prospecting and acquisition, you can use Facebook Ads, either with a customized welcome experience or via comment-to-message. For existing customers and visitors, use deploy links, web buttons, chat plugins, and scan codes.

Pillar 2: Engage

Subscriber base is only as valuable as it is engaged. There is an important distinction between initial and repeated engagement and you need both to maximize the value.

The place to start is with repurposing the most successful content and tactics from your other channels. Beyond that, consider contests, product selection advisors, entertainment, and quizzes driven by user personalities and styles.

Focus on building trust and staying top-of-mind with relevant broadcast updates.

Pillar 3: Monetize

Engaging subscribers in a relationship of trust provides ongoing opportunities to present monetization Calls-To-Action (CTAs).

Relevant offers should be integrated into every engagement sequence or context. Consider creating special deals available to bot subscribers only. This provides additional incentives for users to opt into the bot, and once captured, you will get multiple chances to remarket to them.

Special mention goes to directly selling products with the Messenger’s “Buy” button.

Pillar 4: Service

Chatbots offer massive potential to improve customer experience and streamline workload of the customer service reps (CSRs).

The baseline opportunity is to provide instant responses to key inquiries. An automated Messenger bot may host frequently asked questions (FAQ) and knowledge bases, serving product information, and educational content. Deliver updates on order status and shipment via Messenger, which provides additional reasons to collect the opt-in.

Automation should only be first line of support with harder questions escalated to humans.

Pillar 5: Advocate

Your happy customers are your greatest assets. Use chatbots to spread goodwill and social proof, and translate satisfaction into positive word-of-mouth.

Start by creating a standard post-sale sequence. With the lure of a giveaway or a future discount, present a customer satisfaction survey requesting product and service feedback. In case of positive answers, follow up with a request to leave reviews or share with friends.

Be sure to take advantage of any physical presence with scan code inserts.

Key Takeaway

Messenger can support marketing, sales, and services when used right. Invest in the right expertise to achieve success.

Dmitriy Kruglyak runs TargetChoice LLC, offering solutions for Facebook Ads and Messenger bot management. This article appeared in issue 45 of FeedFront Magazine, which was published in January 2019: Visit Here 

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