How is Chatbot Marketing Different Than Other Marketing Channels
howdy chatbots fans and welcome back in this lecture, we're gonna briefly talk about how you could begin conceptualizing your bots comparing it to different strategies, primarily email marketing campaigns because it is very similar building bots. It's pretty similar to building email marketing campaigns, but it's also drastically different. And I apologize if some of this stuff is rudimentary or, or um, common sense to some of you, you always you always could skip these lectures and get right back into the body building. But I do know um, from specific feedback that I've gotten, that a lot of students do like to go through these more conceptual theoretical parts of the training. So email marketing, right? We've all done email marketing. It's a very, very powerful tool. We still do it a lot and you still should do it a lot, but it's getting um, overwhelming to customers over the last few years, Right? Everyone's doing email marketing and you sort of, you sort of start tuning it out, we ...
get lots of email marketing emails every single day and we have this perception that it's just another advertisement. It's just another piece of marketing. That perception does not exist with facebook messenger. Um, no one views facebook messenger as a marketing platform and hopefully it will never become that way because it's very natural language. It's conversational. It's very personal. It's one on one discussions and and and and texting and chatting and that's a big reason why the engagement rates are so high with facebook chat bots. And it's also very important for you to realize that when you start thinking about how you want to structure your bots with email marketing and we'll talk about this in just a quick second. It's, it's longer, it's more one sided. It's your message with facebook bots, you have to realize that this is a one on one conversation. So think about how you would talk to your customers In that one on 1 context with email marketing. And we touched upon this in the previous lecture, you have to send traffic to a landing page. So you work really hard to build these email funnels and you build and you send all this traffic to a landing page. Um, and then they have to sign up for reform and they have to register something or they have to check out for something. You replace all that, that entire experience with facebook messenger marketing through chatbots. And that's another massive difference between your typical email marketing. And it's another thing to think about. When you start thinking about how you want to structure and build your bots as well. List building using forms, getting the variables and the characteristics of your customers that you want is insanely easy and insanely quick using facebook messenger, right? It's, it's just so much more rapid, it happened so much more quickly. It's also very, very cheap. Getting leads right now. It's the cheapest form of digital advertising that is high quality that I know of. It's because you're keeping all the experience within the Facebook ecosystem. And because relatively there's, I think there's around 100,000 active bots on facebook or something like that and counting. But still it's it's a relatively tiny, tiny fraction of all the different advertising. It's a negligible fraction of the advertising activity that takes place on facebook and facebook awards you the marketer by keeping the experience on facebook with cheaper clicks and cheaper leads. It's also just much less competitive right now. So the faster you get on this bandwagon, the faster you're gonna be able to take all this, just literally jumping into a pile of gold. It's gonna be, it's it's incredible. You're also able to get actual data from facebook. No more fake emails or fake first names are fake last names. When you interact with a lead through your bot, you're getting an actual email address, you're getting an actual name. Um, and some other information as well. And we're gonna talk about all that in future lectures. So, these are all uh incredibly worthwhile differences to note between email marketing and messenger marketing, Although the concept is similar, like I have something to say, I think I have something valuable to sell you or offer you, but the context and the approach and then the whole dynamic is is completely changed around it's what I would call a paradigm shift in selling online, right? Whereas email marketing progress from from direct marketing where you write, you would send mail to someone's house and we we still have clients to spend a lot of money on direct mail. It could still work for certain demographics. Um using similar principles of long form copy, write long emails, persuasive selling techniques, aggressive selling techniques, sort of these in your face techniques, which could work and you needed multiple touch points over a long period of time. But chatbots are completely completely different. They're conversational nature, Things are happening much quicker. People are making decisions much quicker. People are progressing through that buying funnel much quicker. Um and think about the way you want to communicate. Your marketing message is the same way as if you were discussing a great product you bought with a close friend, right? With an email. Um as you can see in this picture on the right, this is a long email, right? And that's you have nicer beautiful, well designed marketing emails, but they're not, you don't write them in the way you're you would have a conversation with your friend because you're not having a back and forth, back and forth, back and forth, back and forth when you think about facebook messenger campaigns, that's what this is, back and forth, back and forth, back and forth. I say something, You say something, I respond to what you said and you simulate that with a facebook bot and that doesn't exist by email. Um like we spoke about this, engagement rates are much, much higher for chatbots. Um and they've continued to increase email marketing engagements are actually decreasing year over year and facebook chatbots, engagement rates are actually increasing year over year. And lastly, with, with chatbots, you're doing less talking and more listening. That's how I like to describe it to potential clients Putting it all together. Now, just a 30,000 ft view of what we've discussed in the last two lectures at a very high conceptual level. Messenger marketing is the act of engaging with prospects, leeds, fans, anyone in your system, anyone who might be potentially interested in your product and services customers through a messenger chat platform. When we say messenger marketing, that's what it means. I'm engaging with you through chat as opposed to through email or through phone or through direct mail or anything else. That's chat. A chat bot is the technology, it's the software that allows you to use Messenger marketing at scale automatically and as one of the most powerful tools at your disposal today. So those are the very high level concepts and I hope you're beginning to get a clear understanding of what we're dealing with here. So if you came into this course, um, not really knowing exactly how to conceptualize or think about a facebook chat bots or what what it was or where it lived or what you could do with it. I'm really hoping that by now you're starting to fill in the blanks, putting a little bit of color to the monochromatic view you might have had of it um, previously. And I certainly hope you're starting to get excited to see all the possibilities and all the potential that we have when it comes to building these facebook bots. And again, that's it for this lecture. I look forward to seeing you very soon in the very next one.