How Facebook Chatbots Are Changing Digital Marketing
Digital marketing is constantly changing as technologies come and go. Tools that were once considered a revolutionary advancement are now outdated. Updates and trends constantly fluctuate, and it can often feel like you are fighting an uphill battle to stay up-to-date on the sea of information. It’s our job at Social Fire Media to stay on top of these emerging technologies so we can help our clients flourish. One of these tech tools that is already changing the way we think about digital marketing is Facebook Messenger chatbots.
What is a Facebook Chatbot?
A chatbot is a program that engages with website visitors, or in this case, visitors on your business’s Facebook page. They can perform a series of functions, ranging from answering questions to recommending products to providing information. In general, they serve the general purpose of aiding customers on their purchasing journey.
This is where a web developer will typically step in to program the bot. The developer will feed the bot a series of queries and set up correlating responses. This will allow the bot to automatically engage with customers by selecting the best match for a given query. For example, if you send “get started” to a chatbot, it could give you information to set up an account or start an order. There are currently over 300,000 active chatbots on Facebook Messenger.
Chatbots have the ability to reduce the number of customer service inquiries that require a manual response from a business owner. Facebook Messenger chatbots are capable of crafting and sending automated responses to customers’ most frequently asked questions. This takes the pressure off of business owners, who are constantly expected to answer back at lightning speed. Chatbots can instantly give a customer the answer that he or she is looking for!
Additionally, people are more likely to engage with a brand that they can message rather than exclusively call or email. In fact, 56% of people would rather send a message rather than call a customer service center. Not to mention, they will save you money! Call centers typically charge a fee per call and can lead to unsatisfactory results. Chatbots, on the other hand, do not have a cost per message which means that a business can reach hundreds of people without tacking on extra expenses!
Chatbots also eliminate the need for a contact form, which decreases the wait time for a reply. In fact, chatbots provide lightning fast help that far exceeds our abilities as humans. This option can ensure that customers have a lasting positive and trustworthy opinion of your brand.
Better Than Email Marketing
Facebook Messenger chatbots have distinct advantages over traditional forms of digital marketing, such as automated emails. Utilizing Facebook Messenger means that your potential customer won’t have to go searching through a messy inbox or bother with ill-formatted messages on mobile. Instead, they will have the capability of accessing your message from a frequently used app. 80% of adults and 91% of teens use messaging apps every day, according to Facebook. By communicating on a platform that your audience frequently uses, you are more likely to see the desired action.
In fact, data is showing that messages from chatbots are more likely to be opened and interacted with than traditional email. A 2016 report from Statista found that the average email open rates were 5.9%-18.8% and the clickthrough rates were 0.4%-2.1%. Messenger marketing is already looking much more promising, where markets say an open rate of 80% and a CTR of more than 30%. This is extremely positive for a business that wants to grow its online presence!
Implementing Facebook Messenger chatbots can also increase your business’s transactions. According to Facebook, 53% of people are more likely to shop with a business that they can message. It makes sense: people would rather put an order with a service that can answer their questions, give them updates, and connect with them. Even though they are interacting with a chatbot, its human touch fosters a sense of security in the digital age.
Facebook Messenger chatbots are changing the way that businesses are conducting digital marketing. They are rapidly taking the place of traditional marketing tools while delivering excellent customer service and response time. However, chatbots aren’t the only important part of digital marketing. Social media management, blog writing, Adwords management, and SEO are all integral parts of elevating your brand to the next level. If you are interested in taking the plunge into the world of successful digital marketing, contact Social Fire Media today!
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