Advantages to Using Facebook Messenger Marketing
howdy chatbots fans and welcome back in this lecture, we're gonna talk briefly about the size and scope and potential power of this industry and using facebook chatbots on facebook. So a couple advantages to using facebook bots. But first of all, why should you even care about facebook messenger bots? Well, take a look at this chart. This orange line over here represents the Big four messaging apps. And as you can see right around Q one of 2014. Right over here, the Big Four messaging apps became more popular. Used more frequently by the big Four social networking apps, which means facebook Messenger. And this is actually the case today, Facebook Messenger is by far a more popular and more used app than facebook itself. And just think about how crazy that is. The problem is only 1% of businesses are able to engage with their customers automatically and at scale using chatbots, which is what we discussed before because no one knows how to code, or very few people know how to actually wr...
ite code for facebook chatbots ap eyes. So this is the hottest space in digital advertising today. Let's take a look at the most popular messaging apps in the U. S. And this is by monthly active users, Facebook Messenger by far has the most monthly users at around 103 and a half million active monthly users. So not only is it by far the most popular messaging app, it's also the only messaging app with an api and that's something that we mentioned. But just this chart just gives you a sense of scale of just how much bigger facebook messenger is than any other chat platform. So if you're interested in getting involved in a chat platform and again, you might think that this information is stupid or it's irrelevant. It's not because you could take these slides and you could show them to your boss, you could show them to your partners, you can get corporate buy in by having them understand how big of an opportunity this actually is. It's worthwhile to engage with your customers where they are, your customers are on facebook messenger, they're talking about your brand, they're talking about your company, your products or services or at least your market and your industry with their friends and connections on facebook, you have the opportunity with both with facebook bot, good facebook bots to interject yourself into that conversation and actually engage with them. But let's talk for a moment about engagement rates. Facebook messenger bot, engagement rates are 10 to 80 times better than email or newsfeed engagement rates and that is a metric which is not only true, but it's astounding literally astounding well most of you have run email campaigns before, most of you have used, you know, tools like mail chimp and constant contact or hubspot to send out email marketing campaigns, drip campaigns and that's a good thing to continue to do. It's still a very powerful form of market because essentially it's still free, once you have a list of course um we'll get, you know, your typical campaign will probably generate 5 to 10% open rates. A really good campaign could generate 20 to 25% open rate. But that's you're you're hitting the top of your typical high level mass email campaign, facebook news feed when you post something organically to facebook in your news feed, it has a 0 to 1% organic post visibility. These are actual metrics, facebook messenger blasts and there's a number of different ways to use box. One of them is a blast. One of them is a drip campaign. One of them is a facebook message guard. Another one is actually creating facebook messenger ads and we're gonna talk about all of those, I'm sorry for speaking so fast but I don't wanna get bogged down in in what's coming. But the messenger blast, which is one of the most powerful features of mobile monkey gives you if you do it right. And and I have done this over and over and over again and I'm still like freaked out by how high these engagement rates are 70 to 80% open rates within the 1st 60 minutes, that means And I've seen them at 95% and I'm telling you that I don't want to say 95% like in my slide because if you don't get 95%, like you're gonna be upset at me, but easily 70-80% open rates, 50-60% engagement rates off the charts. People actually engage. And these engagement rates don't necessarily apply only when the customer or the prospect does not know this is what I bought. I have bots that I've built and we're gonna build these together. That literally start off, hey, first name, it's your friendly neighborhood facebook messenger bot and you're just totally up front about it that I'm a bot and you still get these incredibly high engagement rates. So, um, that's a massive, massive reason to take this very seriously because there is no other marketing channel right now that exists. And I'm telling you this and I mean this sincerely because I, I this is what I do for a living. All I do all day is run campaigns on these different marketing channels. There is no other marketing channel that exists today that has these sorts of engagement rates. It's, it's off the charts, live chat, right? Could be slow, could be frustrating. You need to staff at 24 7 right? Waiting. And you guys have all done this. You go online unless you unless you're dealing with Zappos, which hasn't, but you're not Zappos, Zappos has a great, great customer service team, They're known for that. But most companies are not Zappos waiting in chat queues on live chat, just to ask directions, get a quote to see if an item is in stock, right? It's so inefficient. It takes so much time. It's so frustrating and from, and that's from the customer's perspective, from the companies, from the brand's perspective, they have to staff and pay actual people to respond to routine questions 90% of the time, because 90% of chats are just routine questions that could be answered with bots and they could be answered better faster. And again, the key here is at scale, right? So you have that expense of being staffed. You can't with live chat on the website, you can't blast a marketing message or a sale or a new coupon to thousands and tens of thousands or even millions of engaged prospects at once with facebook messenger marketing through chatbots. You can do that with live chat. You can't automate a drip campaign which is like basically taking complex email marketing campaigns that take a long time and I don't have a fraction of the of the engagement rates as facebook messenger marketing doesn't create a drip campaign. And facebook messenger, you could you could do that with facebook messenger. Um so it's it's big, it's big, it's highly engaging and it's significantly better than the other alternative to chat, which is, you know, live chat at this point. Another thing that's really important is thinking about mobile in particular. This type of marketing has the opportunity, it has the ability to change the game entirely for you when it comes to mobile engagement rates. Mobile conversion rates. So take a look at some of these metrics when it comes to mobile versus desktop, page views and total time on site, Okay, over between 2016 Mobile, page views went from 40 and this is the Total share of all page views and time on site for for websites 41-53%. Right? While desktop, which is the light blue one from 59 to 47%, mobile gets more page views And then desktop does now and it's been doing so for a year time on site, people are spending more time on mobile, 40% to 49% while desktop one from 60% to 51%. Okay, this is extremely important because this trend is continuing. More and more people are engaging with brands on mobile devices than they are on desktop and it's not and this is different than saying that mobile is increasing. Which mobile hasn't been increasing for many years, it is now more common or more likely that that a customer is going to look for your brand and interact with your brand on mobile than it is for desktop. It's a massive, massive tectonic shift in the industry and it has to be um talked about for a very specific reason and that reason is because conversion rates on mobile are still so abysmal. This is a table that shows conversion rate or typical conversion rate by device in the retail industry and every industry has different um, has different metrics but this paints a very accurate overall picture show in 2015. Uh, and 2017 desktop If you look down the line here, you know, 3.2 to 3.9% typical e commerce conversion on desktop, Um, tablet in the 2% ish rain and then look at smartphones, right? Smart phones over here. .9% in 2015 and 2017 and went up to 1.31 .4%. Right. Still less than half of what desktop conversion rates are. Right. So more and more of your customers are using mobile devices. More and more customers are spending time on your mobile website, more so than they are on desktop. Yet, conversion rates are so terrible on mobile phones because the experience is never really optimized for mobile. So many brands have been so slow and I've been telling you tell this to my clients every day. I don't think a day goes by without without having this conversation. You need to redo your sight. No, don't just make it responsive, restructure the content from a mobile first perspective, You can't allow your customers to have to hunt for 15 minutes on a slow lagging site scrolling for three minutes to find a customer service number or to find directions to your store or to find basic product pricing information. It's it's it's a disaster. The problem is it's very, very expensive to go and redo a big website. It's expensive. It takes time, it takes months, it takes planning, it takes conversion optimization, special assistant, it takes market research, takes usability testing all these sorts of things. So how do chatbots solve the mobile problem? Well, the facebook messenger bot experience is completely mobile optimized. Right. That's the first step the entire experience that that of a customer or a prospect engaging with your bot through messenger. It is, it's an app. It's a chat app. There is nothing in the world more mobile optimized, more mobile friendly. You're able to prime users and give them essential information about your product, your brand, your services before they visit your mobile site. This is incredibly important to realize that to think about. And when you start actually thinking about this, you're gonna start getting some good strategies for how to build a mobile box. So start writing down on scratch pad some ideas. If you're an auto transport company you're able to build a custom quote engine using a chat bot. So they don't have to go to your site and then before they go to your site to get additional information or they might not even have to go to your site at all because we talk about strategies like that shortly. You could actually produce a quote for a an auto transport or a quote for a doctor's visit or a quote for um a custom catering business and then they could all be done through chat about marketing so they don't have to go to your mobile website. Have it low slowly. And it be annoying if I was looking for a pair of shoes and I chatted the company through facebook messenger. I was talking to a bot and I said hey guys do you have a size 15? I have a Freaking large foot. I said you have a size 15 of this shoe in stock. And they got back to me like no we actually don't have this stock. This this this this shoe in a size 15. But we have these four shoes in a size 15. They split they split those shoes out to me with links to where I could buy them. That all took place on facebook messenger. And imagine how frustrating that would be. If I had to go to a mobile site you've all been. You've all tried to shop e commerce sites on a mobile site and if unless it's like the best, most optimized app in the world unless you're amazon or Wayfair, it's annoying to have to go and filter by size and filter by style. They sent me links to the size that I need that are in stock right? Crazy, crazy efficient if people want um your store hours or directions to your store or store locations. Just other pricing information. Basic f A q frequently asked questions about your products or services. All that could be done on the customers own schedule when they want to look at the messaging app when they want to engage in. It can be done at scale for free to thousands of prospects at once, right without them ever having to go to your mobile site. So it's wild. So there's no more hunt hunting for customer support numbers, F A Q store locations and things like that if you do this right, right, you can get your prospects from the top of the funnel right when they're just in the awareness stage and my other courses, we've talked about the Aida um Bonnie funnel awareness, interest, desire, action. You could take them from that awareness stage. Oh I became aware of that this product or service exists and through the facebook messenger platform, I've made you interested, I've made you desired it and now I can even get you to prompt you to take an action, go to the site and buy or sign up for a webinar or register for an event right within facebook messenger. So you could supplement the mobile, the poor mobile experience that you have, you could even replace, you could literally replace the mobile experience that you have by bringing your website experience bringing your website funnel into facebook messenger. It's it's a wild wild concept like you could, you might have spent and I've done this myself and for clients spend hours and weeks building landing pages, building a funnel building forms, building a checkout process, you could take that experience which is not very mobile friendly as indicated by the poor conversion rates. You could take that all and you could literally reconfigure and redesign it for the facebook messenger platform through a chat bot and have it work so much better, so much more profitably, so much more efficiently. It's extremely as you can tell, I'm excited about this because I've seen it work, I've been doing this and it, like I said a few times, it blows my mind now that you have a sense of why this is so fantastically huge and big. We're going to do a quick next lecture that talks about just some differences between conceptual understanding of how to go about and best practices for thinking about facebook bots first let's say, you know, your traditional email marketing campaigns um and then we're gonna start diving into a lot more exciting things, but I hope you're finding all this stuff useful as it is. So anyway, thank you for joining me for this lecture and I look forward to seeing you in a few seconds in the very next one