The chatbot has grown remarkably in the past year with advanced marketers using it for incredibly low
cost leads and engagement. A chatbot is an automated tool that handles messaging to clients when they
send messages to your Facebook page. I’ve heard many objections about how it is inauthentic to use
automation in dealing with customers; however, it should be considered as a tool to scale authentic
relationships. Automation is not destroying authenticity. Marketers that think automation replaces
authenticity is. When used correctly, chatbot and e-mail marketing are just a tool to extend authenticity
in a scalable way. If the genuity of a company is not put into it, then they will not work.
Chatbot Open Rates
Messenger Bots are Email 2.0. They reduce the friction by allowing a client to opt in with one click.
Though it only reduces one click, this has huge potential and is not like asking for someone’s email. The
two other benefits to messenger bots are their open rates and potential for segmentation. Though email
still has 60% open rates, messenger has open rates 90%. This usually convinced potential clients to
install it on their Facebook page.
Segmentation is where messenger bots differentiate from email. By offering quick options for a potential
client to choose from, messenger bots can segment their audience based on their preferences. The
advantage to this is that you can send messages according to people’s preferences, survey their interests,
and provide value personalized to them. This can increase both engagement and conversion. For
example, for a personal training client, I could ask the client what their goals are between bulking up and
slimming down. In this case, I can shape the value into something that appeals to them and offer a bulk
up diet plan rather than the same diet plan to everyone. These specific offers have the power to convert
much higher because they are shaped for the potential client.
The Acceleration Model
Finally, these messenger bots are able to sell people at different paces. One of the main lessons I’ve
learned is how ineffective selling on the first interaction is. However, people consume information at
different paces and should be treated appropriately. Messenger bots can handle this by offering choices
which accelerate the sales process. If you have a sales sequence of 5 steps, you can use the replies to
accelerate the process with the potential client by moving to the next step every button. This way, a client
who wants to consume all of your content on the first day can get to the offer immediately rather than
making them wait through the same amount of time as someone who needs convincing.