Welcome to The Chat Marketing Train, the brand-new series of chatbot strategies and stories brought to you by MobileMonkey. In this once-a-week series we’ll be delving into chat marketing tips, tools and case studies as well as reviewing new MobileMonkey features — plus conversing with chat marketers who are leading the way in this brave new world!
I’m David Bain, host of the series and in this first episode, we’ll be diving in to how, where and when to use chatbots – mapping different parts of the customer journey to different chatbot use cases.
When to use chatbots? Start with your customer journey
When considering when to use chatbots, rather than diving straight in to the technology, I think that it’s important to start off with considering your current customer journey: How you’re currently attracting new users, how you’re convincing users to engage with you, how you’re converting conversations to customers, plus how you’re retaining customers and turning them into brand evangelists by delighting them.
In order to give you examples of when to use certain types of chatbots that can align to your customer journey, I had a great chat with Virginia Nussey, Director of Marketing here at MobileMonkey. Check out the conversation in the video.
What are some specific chatbot use cases within the marketing funnel?
Chatbots are a really good tool at all stages of the marketing funnel. Inside MobileMonkey we have a number of tools that connect with new leads, providing you with multiple chatbot use cases. Tools that help you with Facebook Ads, tools such as Facebook Comment Guards or Facebook post autoresponders, where somebody who comments on your Facebook post becomes a new lead or contact that you can follow up with.
In the middle of the funnel chatbots help you to re-engage and have ongoing conversations with your contacts, and also help people become educated about your product, about your offering and solutions.
There’s also at the bottom of the funnel, ways to pull people back into the funnel, re-engage with you, send offers for sales and promotions, as well as target people who are at the final stages of the buying cycle, and mark those people off as conversions, tracking your campaigns. When should you use a chatbot? When shouldn’t you use a chatbot!
At the top of the funnel, where you’re attracting new customers and leads, MobileMonkey offers free Facebook chatbots that are really popular with people who have a lot of fans for their Facebook Page, but aren’t necessarily driving those fans into leads.
Social media is often a great branding and awareness tool, but then how do you help capture people who are engaged with your page or your different social profiles and turn them into customers?
One of the ways you can do that is with the MobileMonkey Facebook autoresponder tool (i.e. FB Comment Guards). It’s great because you have a Facebook post, you’re probably doing Facebook posts already and people are liking, commenting or sharing on that content. For your most engaged with content you can add something called a “bot autoresponder”, and it’s a really interactive, fun and engaging way to start a conversation with people who are already conversing with you.
Perhaps your brand has a social media team who are already responding to commenters and trying to keep those conversations going. What you can do with a bot is you can automate some of that conversation and engagement. Automate the conversation with something that not only helps add a fun and really differentiated piece of social interactivity, but also anybody who comments on that post and then has that conversation with your bot, becomes a lead or a contact that you can have follow-up conversations with. As a result of doing this, you get all of the contact’s details from Facebook – lots of default information such as their name, location, their profile photo and gender. You can then have conversations where you ask them about what they’re interested in, and evolve a deeper, more meaningful relationship with them as a person.
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Why should people use Facebook Comment Guards?
Facebook Comment Guards are a free tool inside MobileMonkey. There’s no barriers to stop you from using this tool right now. Secondly, Comment Guards convert what’s already happening, activity that you’re already doing, converting Facebook posts into leads. This is why it’s really attractive. Thirdly, Comment Guards create engagement and interaction with your brand, reducing the need for quite so many manual interventions.
You can do a couple of things when you’re setting up a Comment Guard. You could have what’s called a “catch all”. i.e. if you wanted to make sure that everybody who’s commenting on your Facebook posts gets a “hello” or an offer from you, a little handshake or message saying something like, “Hey, thanks for commenting on our post and being our fan”, this would be what’s called a “catch all”.
You can also create Comment Guards that are post specific, so if you wanted to have a lead magnet on a Facebook post, or drive people to a particular blog post, then you can set it up where that particular call-to-action is special for an individual post.
How to use the Facebook Page Comment Guard inside MobileMonkey
The Comment Guard is a tool that turns your Facebook Page commenters into leads. Let’s take a look at how to set that up in MobileMonkey….
When you log-in to MobileMonkey, you’ll see tools on the left-hand side and one of those tool categories are all of your Facebook tools. These include the “Click-To-Messenger Ads”, the “Facebook Page Welcomer”, which is the message that somebody gets when they hit the send message button from your Facebook Page, plus “Facebook Comment Guards” as well as “Facebook Sponsored Messages”. Click onto “Facebook Comment Guards” to see how to add a new Comment Guard, some statistics on how your Comment Guards are performing, and your Comment Guards that are live and active right now.
Let’s take a look at a Comment Guard example that Virginia created on her “Botgirl” Facebook Page. This is a test Page and bot that Virginia uses for creating new lead magnets etc. It’s also a way that Virginia alerts her audience to when she’s going live in the Facebook Group, MobileMonkey Island.
To get started, Virginia created a Facebook post which says to comment “yes” if you want to know when chatbot chat is getting started. This is what the post looks like on her Facebook Page:
If people leave a comment, then Virginia’s bot is going to instantly respond with: “Thanks, you’re all signed up.”
To do something similar, choose whether you want your Comment Guard to be a “Catch all” or “Respond only to specified posts”. If you decide to only respond to specified posts, MobileMonkey offers a dropdown where you can select from your most recent Facebook posts. If you’ve recently posted something to Facebook, this will populate automatically here.
You can also type in the post ID or enter the URL. In addition you can set it up if you only want to collect a users’ response that incorporates certain keywords. e.g. you could say, “Leave the comment ‘updates’ and we’ll send you updates to our blog.
Below is a screenshot showing exactly what your audience member is going to see when they engage in that conversation: “Hey, thanks for leaving a comment. Can I message you here later?”
Notice that we’re looking for an open-ended answer here. This means that the user can say anything they want. In this example we then say: “Great, can I get your email in case we get disconnected?” This series of conversational elements is how you’re going to encourage people to reply to you.
You can also dictate how often somebody’s going to get this response. This really comes in handy if it’s a livestream that you’re sharing, where you know people might be commenting multiple times during your broadcast and you don’t want to send someone a message every time they post a comment, but you do want to the first time. Setting this frequency cap is important.
Case study: when to use chatbots to keep the conversation going with someone who’s already interacted with your content
When MobileMonkey client Technosetbee hit the market, they already had a really great apiary product — beekeeping products that use an environmentally friendly plastic. They have a really high quality offering that lasts five times the length of some of the more traditional beekeeping products.
The challenge for Technosetbee’s marketing agency was how to bring awareness to the great product they had. We’ve already talked about the “attract” part of the funnel. Technosetbee ran Facebook Ads, they ran them using the inverted unicorn targeting method, which was a very creative way to get the attention of people and stop people scrolling in their feeds.
Technosetbee used Facebook click-toMessenger ads where the creative combined interests that don’t have any direct correlation. For example, Star Trek and beekeeping products, or Lord of the Rings and beekeeping products. This is a really fun and interesting way to get people engaged, delight them, and create that brand or product awareness, one of the more unusual bot use cases.
Technosetbee then had to re-engage these prospects and turn them into customers. This means that in the middle of the funnel they send remarketing ads, and they’re able to send chat blasts, which is a mass message similar to an email blast or a mass text message. This re-starts the conversation with people who are in your funnel and lets them know about deals and offers that you’re running right now. You can do this as either a chatblast, which follows certain rules if you’re doing it in the Facebook ecosystem, or remarketing ads (like sponsored ads) which is Facebook’s ad type for sending messages to people who are already your contacts.
Through this kind of re-engagement campaign, Technosetbee were able to increase their revenue by over 600% from their retail sales. They used this top to middle funnel messaging to achieve really great results.
What’s cool is that when you’re creating a new Facebook sponsored message, it’s already going to be connected to the Ad account that you’ve hooked up to your account in the settings:
It’ll automatically sync the ad that you create here, which is just basically a message that people will see in their inbox. It looks like a standard message. It looks like any other free message until they click into the message and see that it’s sponsored.
You can create an ad that goes to all of your contacts, to chat marketing audience segments, and basically using all the information that you know about people through the conversations that you’ve had, like when you’ve asked them, “Are you interested in sunglasses or other accessories?”
In addition, you can add a picture to the message as well as text, and a ability to give a quick reply such as, “Yes, I want more information about this great sale,” or, “Yes, I want to save 20%. Tell me how.” You then link that to a page on your website to drive your prospects into the webpage, the landing page, or the product that they might be interested in purchasing.
How to enhance your conversion rates using the power of chat
In the example above we’ve already touched upon how chat marketing can be used to assist with your conversions, what are some ways that you can enhance your conversion rates even further using the power of chat?
Another way we can talk about conversion is capturing an email address, which is something that you can do with your bot and automate the integration where the email that you’ve collected goes into your email marketing platform or your CRM, connecting with other automations that you’ve set up, possibly using MobileMonkey’s Zapier chatbot connection.
You can achieve conversions by signing up your target audience for events or getting them to download your content offers. This is all possible with your bot as well. When you’re talking about some of these softer conversion metrics, like downloads, events, and email collection, you’ll also want to be thinking about strategically placing your bot in the right place to have that conversation.
Embedding your bot on our website is going to be an important aspect of this in the future. Website chat can increase your conversion rate by 45% because people are interested in having their questions answered while they’re shopping, and if you can provide them with the right answer in a convenient chat widget, that will help to smooth the flow to conversion.
Just like our Facebook Messenger conversion forms, the MobileMonkey website chat widget is a really important element for your chatbot when you’re thinking about conversion optimization by answering frequently asked questions using Q&A triggers for chatbot responses, collecting email addresses with a chatbot, providing an entry point into signing up for an event with a chatbot, as well as providing an informational asset that will help educate somebody and convert them further down the line when it comes to becoming aware of whether your services or solutions are the right fit for them.
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Is it key to engage with users on a one-on-one basis as well as having a chatbot?
Yes — what chatbots do for customer service is great. This year it’s estimated that chatbots are going to save businesses $8 billion on customer service costs across the world. You definitely want to take a piece of that pie by creating a first responder chatbot on your website as well as the other key places where people might be asking for FAQs or customer service inquiries.
When to use chatbots is certainly now, and with as many of your customer touchpoints as possible, however, the important next step is connecting that bot to your live agents and your live customer service reps at the right time. You need to set up notifications so your team can jump into the conversation when somebody hits one of those flags that means that they’re not getting the answer that they need.
Chatbots can be really helpful, but they’re not going to be able to fulfill every request. What marketers and businesses need to set up is the handoff from the chatbot to the live agent, receiving notifications as to when it’s necessary to jump in and send an alert to have that one-on-one conversation.
When you want to embed the chatbot onto your website, you’re going to be using customer chat widgets. One of the cool things about MobileMonkey’s customer chat widget is that it allows for two different types of chat. Facebook Messenger chat, which is what you see in the screenshot below inside MobileMonkey, as well as native web chat – and this is great because not everybody has a Facebook account.
Also, not everybody is logged into their Facebook Messenger all the time, so in these instances, having your own native web chat backup is really useful.
3 steps to setting up your own website chat widget inside MobileMonkey
In the Website Chat section of MobileMonkey you can create multiple chat widgets – but why would you want to do that? Why would it be necessary to have more than one chat widget? Because you might have a different chat widget on different areas of your site. You might have one for a product page and a different one for the pricing page where you’re treating users differently, depending on their needs.
When you create a customer chat widget, you have options to customise how it displays, what colour to use, what message is shown to people when they’re logged into Facebook Messenger, as well as what message to display when they’re not logged into Messenger.
Select your greeting for people and then whether or not you want the widget to display on your desktop site and your mobile site. Also when you select MobileMonkey Omnichat to be enabled, this is where it gives you an option to show a different widget for people who are signed into Messenger versus people who are not signed into Messenger.
Step two of setting up your chat widget is to enter your chat sequences. Step 3 is selecting the conditions in which to show the chat widget. After that, your job is just to install the widget on your website the widget on your website, whitelisting your domains inside of MobileMonkey first, and then copying and pasting the code either directly to your web page template, or something like a Google Tag Manager.
Delight your audience through the power of knowing when to use chatbots and when not to use chatbots
Providing one-on-one customer service via live operator chat takeover in a chat widget is one way to delight customer, because often you can engage with people when they may not necessarily expect to be engaged with on a one-on-one basis. In other words, you need to consider when not to use chatbots as well as when to use chatbots.
It’s important to be available when and where our customers are talking to us, whenever possible. Whether that’s social media or on your website, many people have low patience levels and expect instant answers.
Consumers expectations are high and getting higher. Chatbots can be a really helpful tool for providing instant responses, making your audience know that they are being heard, and then connecting them with the information that they need, straight away.
Chatbots can be a great way to delight your audience because they let users choose their own adventure, while at the same time anticipating their needs.
Chatbots can be a great way to delight your audience because they let users choose their own adventure, while at the same time anticipating their needs. Obviously this depends on how you set up your bot and your goals and objectives.
Customer service bots are more about giving providing options such as, “Are you looking for status of your order? Do you want to talk to customer support? Do you need somebody in our sales team?”
Of course, there are different roles for bots. A bot used for content marketing provides a similar role to your email program, sending out new content and new tutorials. However, chatbots can be much more engaging and interactive than email. I’ve seen bots that mimic games and do a great job at storytelling, all sorts of fun and entertaining things.
There’s a mattress brand called Casper that has an insomnia bot that helps you play games in the middle of the night! It is kind of fun to have a little companion in those wee hours when you don’t really know what else to do with yourself 🙂
Think about your content marketing in terms of an adventure or a story, and always, always make it engaging. Engagement is the key to using chatbots for your content marketing efforts and really upping that delight factor.
Summary: When and where to use chatbots around the customer journey
Here’s a summary that will help you get started with when to use chatbots around the customer journey…
- ATTRACT – Use a Facebook Comment Guard to initiate new conversations
- CONVINCE – Try the Inverted Unicorn Facebook Ad Targeting Method and Facebook click-to-Messenger and Sponsored Messages to re-engage prospects
- CONVERT – Capture leads as part of your conversation flow
- DELIGHT – Know when to pause the chatbot sequence and move on to having a real, one-to-one conversations
We hope that you enjoyed the first episode of The Chat Marketing Train! Let us know in the comments what you thought! Are you actively using these tips in your chat marketing today? Perhaps you’d like to add more suggestions into the mix? Leave your thoughts in the comments.
I’ll be back with you in a week’s time for episode 2 of The Chat Marketing Train!
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When to Use Chatbots: Important Next Steps
- Sign up for MobileMonkey’s OmniChat™ free chatbot builder to create your own Facebook Messenger, web chat and SMS chatbots that assist marketers at every stage of the buyer’s journey.
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