Chat marketing is becoming the next BIG thing in marketing to help your business…
💕Nurture AND qualify leads
🚀 Skyrocket sales
📞Automate customer service
Put simply, it’s using a chatbot to help you have more meaningful conversations with your customers. To quote Matt Leitz and Molly Mahoney, think of it like a website sales funnel and email marketer met on Facebook and had a love child. 👶
So why is chat marketing given such a HUGE stage? Let me hit you with these knowledge bombs…
📱Over 2.5 billion people use messaging apps worldwide
📱 87% of smartphone users using mobile messaging apps.
📱We are expected to have 3 billion messaging app users by 2022. 😮
📱In 2020, for the first time in history, there will be more mobile messaging app users than social network users.
📱 Just 20% of 18–29 year-olds said they preferred voice calls
📱 62% of 30–44 year olds said their preferred method of communication was text (and 61% of 18–29 year-olds).
And my preferred chat marketing platform is ManyChat, which is listed as Zapier’s fastest-growing app. It’s growing at a rate of 1005%!
Currently, the company has a team of 90 (and growing fast). Forbes named ManyChat a Cloud 100 Rising Star.
So, there are many things that chat marketing, and chatbots, are used to help start meaningful conversations with your customers.
But there are often many ways businesses get it wrong.
Check out the 7 reasons below from ManyChat CEO Mikael Yang’s presentation at the Internet Marketing Party in Austin, Texas, in September 2019.
I’m going to give some advice on each of the 7 reasons people unsubscribe, so you’re not caught out!
So, you don’t want to be sending out messages like you’re making it rain paper on a night out. Just stop it, OK? 😉
Each person has a unique relationship with your business. And that means the message should be unique to them.
Segment subscribers so you can target those who are engaged and send them more messages.
TIP: You should identify those who are warm and hot leads, and send them information that’s going to spark their interest, not just spam them with sales or coupons.
Creating sequences are great for this. People adore gamification, so quizzes and challenges are wonderful. For an example of what this looks like, check out Maybelline’s Brow Quiz, and my How to Give Good Copy Challenge.
Advertising agency TBWA in Melbourne even started qualifying applicants for its internship by using a Messenger chatbot qualification quiz, setting the prospect challenges each day for 7 days!
If you’re sending messages that aren’t relevant to your audience and you don’t respect your relationship with your customers, they will unsubscribe.
The information you’re sending must be interesting to your audience.
TIP: Try adapting your email marketing campaigns for a chatbot conversation. This way, you’ll send nurturing, info-packed messages your audience will enjoy.
For example, for one of my clients, I created a top of funnel guide to help with enrolments into their childcare course. The messages this audience received ranges from why play is important for children, to school readiness.
This way, the information they are receiving is relevant to them.
Your audience may suffer from “shiny new object syndrome” but often, they stop caring about your brand or company (or they found a competitor they liked more).
Because 33% of people said they unsubscribe because they don’t care about your business any more.
Yes, it’s harsh.
But you need to remember that chatbot subscribers are about QUALITY not quantity.
They may not be interested in your product or service any more because they’ve solved their problem.
And that leaves room for you to focus on the ones who are still in your platform.
TIP: You can also send your subscribers messages asking them to optin for SMS and email messages (using ManyChat), so if they would really love to hear from you more often, they will offer up their details.
You can even do what Victoria’s Secret does in store… In exchange for filling out a quick bra quiz, you get an extra 10% off your purchase.
Imagine how much more effective that would be if it was delivered in a Messenger chatbot?
If you run a giveaway campaign, you do get a lot of subscribers into your chatbot.
But the downside of that is if you don’t have a good qualification sequence, you run the risk of attracting those who are just interested in a freebie.
So these types of buyers expect coupons and incentives, and if they don’t get them, they’ll often unsubscribe after the giveaway winner is announced.
TIP: Keep your giveaways, offers and coupons relevant and timely, and you’ll keep your subscribers happy.
Remember, these kinds of promotions are restricted to people who have engaged with your chatbot within the past 24 hours, or you may need to check out Paid Messages and Sponsored Messages with Facebook to ensure you’re compliant with Messenger T&Cs when you’re delivering discounts.
Yeah, you don’t want to be popping into someone’s Messenger like this GIF… HELLO BOYS! 😉
Look, everyone loves receiving messages… when they arrive at the right time.
TIP: For example, around my birthday this year, I was served countless Messenger ads from restaurants offering me birthday drinks for free if I booked my birthday celebration with them.
These are timely and relevant, and if I wanted to celebrate my birthday with 10 or more friends, then I already had at least 4 or 5 restaurants offering me incentives to dine with them.
Yes, 30% of people unsubscribe because they are unable to personalise the information they receive (and probably resemble our good friend Tom Hanks here while doing it!)
So, relevancy is paramount here. People aren’t ditching the other apps — they still use text, emails, DMs and more, so they have notifications coming in from multiple channels.
TIP: If you’re going to be sending messages regularly, have a “Manage my Subscription” flow, so people can manage what kinds of messages they want to receive.
I know, I know… Don’t stare at me like that… Chat marketing is a difficult balance! 😂
So, on the flipside, 6% of people unsubscribe because they receive too few messages!
That’s right, if you’re not nurturing and speaking to your customers, they will also unsubscribe, so make sure you have click-worthy, value-packed information ready to go once you get subscribers in there.
TIP: Make sure your conversations sound human, try things like “I’m just jumping in here to talk about..” or “I totally forgot to tell you about this…”
Always remember, chat marketing is about the right message, to the right person, using the right channel at the right time.
👉🏼 Click here to get the Essential Chat Marketing Guide delivered to you via Facebook Messenger (what else?). 😉
👉🏼 HECK YEAH! #BotParty 🤖🎉
I only work with a handful of clients, so drop me a line via my Facebook Messenger bot and answer some simple questions about your business to see if we’re a good fit.