Facebook Messenger Chatbot Marketing: The Definitive Guide (2018)

Larry Kim
Larry Kim
Jan 8, 2019 · 12 min read
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What is Facebook Messenger Marketing?

Messenger marketing is the act of marketing to your customers and prospective customers using a messaging app like Facebook Messenger.

What are Chatbots?

A chatbot (or bot) is a piece of automated software that engages in a conversation with people.

How do Facebook Messenger bots differ from other bots?

A Facebook Messenger chatbot or bot is exclusively built for the Facebook Messenger platform. MobileMonkey’s Larry Kim explains:

  • You Can Send Them Push Notifications — Anyone who messages your page is opted into messaging, so you can send them follow-ups or reminder drip campaigns, which is amazing.
  • You Get Their Facebook ID: These tend to last forever, where as business emails expire on average 4% / month due to people changing jobs, etc.
  • You Can Remarket to Them — Using Facebook ads.

Why are smart marketers using Messenger chatbots?

Marketers want to reach more prospects, generate more leads, and improve conversions.

  • 53% of people are more likely to buy from a business they can message
  • 56% of people prefer to message instead of calling customer service

How are smart businesses using Facebook Messenger bots?

Each bot is as unique as the business it serves.

How can you create your Facebook Messenger chatbot?

You don’t need to know how to code or have a full-time team of software developers. You can use a tool like MobileMonkey (free and paid plans) to build chatbots for Facebook Messenger.

How can you promote your Facebook Messenger chatbot?

Once you build your Facebook Messenger chatbot, you need to develop a strategy to use and promote it. Here are some proven tactics that can help you do both:

Add a Facebook Messenger button on your website and on your Facebook page.

A button on your site or Facebook page will let your customers and prospects connect with your chatbots with a simple click. Facebook gives you appropriate embed codes for your landing page or you can use plugins if your site is running on a CMS (content management system) like WordPress.

Build dedicated landing pages.

Dedicated landing pages can help to connect you with more customers in Facebook Messenger.

Use paid ads on Facebook Messenger to build your subscriber list.

Offer people something of value as you build your subscriber list. You don’t want to simply sell 100% of the time.

Link to your Facebook Messenger chatbot from email signatures.

You can include a link to your Messenger chatbot in your email signature, or if you use a support service like Zendesk or Helpdesk, from the signatures your support agents use.

Add your chatbot to Facebook’s discovery tab.

Facebook’s Discover Tab is a collection of Messenger bots and nearby places and businesses

How can you use your Messenger chatbot effectively?

Larry Kim has developed a 9-point guide to help marketers and business owners become a master at Facebook Messenger chatbot marketing.

  1. Fundamentals of signing up subscribers
  2. Advanced segmentation pro moves
  3. Art of Messenger handbook
  4. Engagement hacks
  5. It’s nothing totally personal
  6. All-time worst chat blasts
  7. Sponsored messages for promotional messages
  8. How to benchmark your campaigns

1. Subscription Messaging: what it is, and how to get it.

Facebook Messenger has several types of messages.

2. Fundamentals of Signing Up Subscribers

Once you’re approved for subscription messaging, you need to build your subscriber list. Start by building a Messenger opt-in page. Below is an example of MobileMonkey’s opt-in page.

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3. Advanced Segmentation Pro Moves

People are different and generally, have different interests. You can easily segment your Facebook Messenger contacts into custom audiences, and then vary your messages to each audience segment.

4. Art of Messenger Handbook: What Facebook Says

Facebook advises that marketers use short messages and if they’re sending longer messages, to separate them into a series of shorter messages. After all, people are mostly seeing these messages on a small mobile screen. Facebook also recommends you add color. This is where a custom, professional logo design or icon would help you get attention. Notice the MobileMonkey icon in the example above.

5. Engagement Hacks for Open Rate Optimization

Combine any widgets you use in your messages with a strong CTA (call-to-action). Here’s a good example from a recent Messenger blast Larry Kim send to his subscribers.

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6. Personalize Your Chatbot Messages

Normally, personalizing many messages when you’re blasting them to a large audience can be time-consuming. But if you use a tool like MobileMonkey, you can use dynamic parameters to include a person’s first name just like you would in an email.

7. What Not to Do

As you start experimenting with Facebook Messenger blasts, you’re bound to make some mistakes. But don’t worry, even the best experts make chat blast mistakes.

8. Sponsored Messages

You can create sponsored messages to promote your brand’s products or services. This allows you to use all of Facebook Ads targeting abilities on top of your own list of contacts, and go beyond your organic reach. And you can send a message at any time and overcome the restrictions with other types of messages.

9. Track Attack: Statistics Central

As with other marketing campaigns, you must measure each campaign to see if it’s effective. You can check Facebook Insights or, if you’re using a tool like MobileMonkey, you can look in MobileMonkey’s chat blaster for message analytics.

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About the Author

Larry Kim is the CEO of MobileMonkey — provider of the World’s Best Facebook Messenger Marketing Platform. He’s also the founder of WordStream.

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Larry Kim

Written by

Larry Kim

CEO of MobileMonkey. Founder of WordStream. Top columnist @Inc ❤️ AdWords, Facebook Advertising, Marketing, Entrepreneurship, Start-ups & Venture Capital 🦄

Marketing and Entrepreneurship

Tips & News on Social Media Marketing, Online Advertising, Search Engine Optimization, Content Marketing, Growth Hacking, Branding, Start-Ups and more.

Larry Kim

Written by

Larry Kim

CEO of MobileMonkey. Founder of WordStream. Top columnist @Inc ❤️ AdWords, Facebook Advertising, Marketing, Entrepreneurship, Start-ups & Venture Capital 🦄

Marketing and Entrepreneurship

Tips & News on Social Media Marketing, Online Advertising, Search Engine Optimization, Content Marketing, Growth Hacking, Branding, Start-Ups and more.

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