With all the different advice and articles out there about Facebook Messenger chat bots and Messenger bot marketing, how do you know if they are good or bad advice?
As you guys know, I run a Messenger marketing agency called Chrys Media, and Facebook Messenger bot marketing is one of my favorite marketing channels right now. It's effective, engaging, yet like any marketing tool used wrongly, can give you no or worse results.
Here are some of the bad Messenger bot marketing advice I’ve seen or heard that I want you to be aware of and totally ignore.
Now obviously at the end of the day, it's your decision on what advice you choose to listen to. That's why I figured that this post would be perfect for those of you who want to know what I think of some of the strategies that have been thrown around by other people online.
Bad Advice #1: Make It Difficult For People To Unsubscribe
People are so afraid of their subscribers unsubscribing, whether that’s on Messenger or email or any platform.
Since Messenger bots are relatively new and not many users know how to unsubscribe, you need to make super clear how to unsubscribe.
Have a button that says unsubscribe at the end of your message, or have a line of text that tells them that they can unsubscribe by typing the word Stop or Unsubscribe.
There are so many reasons why you need to make it easy for people to unsubscribe if they don’t want to be on your list anymore.
Firstly, why would you want someone who is not interested in your product or service to hang around on your list? You’re paying for each subscriber on your list.
Secondly, Facebook is extremely cautious and particular about their users’ experience. They do not and will not hesitate to ban your Facebook business page or remove the ability to message if they start seeing people blocking messages from you.
And pretty much the only reason why people would block messages from you is if they don’t know how to just unsubscribe from your messages, because you’ve made it difficult.
Thirdly, Facebook Messenger marketing has significantly changed over the last few months.
The biggest change is the +1 message that we could send after each first 24 hours of interaction is no longer available. In the past, having a big list could be beneficial if you looked at the +1 message as a bonus message to send out to your list any time you want after the first 24 hours.
Now that the +1 message is gone, we have to ask ourselves, what is the reason why we want a long list of subscribers?
Here's a caveat: you can obviously run sponsored messages or export their PSID, create a custom audience in Facebook, then use that as your target audience in your Ads. However, still not a good reason to make it difficult to unsubscribe.
Bad Advice #2: No More Human Support Is Needed
Using a Facebook Messenger chat bot is a great way to automate customer support and to provide a faster and better service. But that does not mean that once you have a Messenger chat bot, it’s automation all the way.
The best Facebook Messenger bot marketing strategy should involve both human and automation. A Messenger chat bot can help automate the easy questions, give direct access to information and provide instant services.
Bringing in human support when a personal touch is needed or when a question gets too complicated for the chat bot will allow greater customer satisfaction.
When I look at how Messenger chat bots sit in a marketing strategy, I see them play a complementary role and automate a few mundane jobs to provide more quality time for productive work. They help to do repeated, routine tasks like answering FAQs, receiving requests, generating leads, etc.
This is also why you should not try to hide the fact that you’re using chat bots. When surveyed, 75 percent of people surveyed want to know when they are talking to a chat bot. Keep that in mind as you include Facebook Messenger bot marketing in your marketing strategy.
Bad Advice #3: Use Messenger Bots As A Promotional Tool
Have you ever felt like some marketers completely abused Facebook Messenger bots and are borderline (or have crossed the line!) of being spammy?
The third bad advice that I see about Facebook Messenger bot marketing is to use it as a tool to inform your subscribers about your promotions and your latest content.
You can use Facebook Messenger bot marketing as a tool to increase sales and consumption of your content, but not in the way that many people are doing it right now.
What people are doing right now with their Facebook Messenger chat bots is sending out broadcast messages to announce a sale or a launch or a new content. That is the wrong way of using Facebook Messenger bot marketing, and in fact, it’s spamming your subscribers.
You don’t want to treat your Facebook Messenger chat bot like an email list. Emails are more like sending snail mail, you get away with sending once a week or even everyday.
A Messenger chat bot is like ringing a doorbell or sending a text message. Basically, if you don’t follow the guidelines or you overdo it, you can scare people away.
Back to the change with Facebook Messenger bot that I was talking about earlier, Facebook is making it even more impossible to treat it like email marketing where you can send out a message anytime you want, or at least for free because you can still pay for sponsored messages which are paid messages.
Another caveat here, even though there are less restrictions with sponsored messages, you don’t want to be abusing sponsored messages by sending them out like candies.
Download the FREE Good Facebook Messenger Chat Bot Must-Haves Checklist: https://www.chrysmedia.com/goodorbadbot
ABOUT THE AUTHOR
Chrystabelle is the founder of Chrys Media, a Facebook Messenger marketing agency focused on helping high-ticket service based businesses get more leads, engagement, and increase sales with Facebook Messenger marketing. She is also the host of the Hack Your Online Business podcast.