Have you ever tried out messaging a chatbot? Perhaps you've tried subscribing to an account that sends out tidbits of news every day, or maybe you were just bored and availed a riddle-a-day. Perhaps you've tried to send an inquiry to a brand and received an automated response. Those types are what we call Facebook chatbots, and they're taking the platform to a marketing storm.
The chatbots of Facebook Messenger generate up to 80% better engagement compared to other channels (like email marketing or Facebook posts). Not only that, in terms of paid social, chatbot adverts deliver up to 50 times better return-on-assets. Overall, Facebook Messenger marketing is a big win for marketers.
We've talked about four basic qualities that a chatbot must have in Part 1; now it's time for the more advanced attributes.
5. It should have a subscription feature. Facebook is now allowing subscription messaging. In this shiny new feature, businesses can send regular content to users through their choice to opt-in for it. A chatbot should be able to disseminate material periodically, and when users no longer wish to receive those messages, they should be able to unsubscribe easily.
6. It should have broadcasting skills. Chatbots boast a statistic of 80% open rate for messages within the first 60 minutes. That should be used to your advantage, so "chatblasting" many people at once will maximise your exposure and encourage better engagement with customers.
7. It should be CRM-ready. A chatbot is a considerable way to manage customer relationships efficiently. Since chatbots can handle a lot of queries at once, using one will free up a great amount of your time. Additionally, it will be a plus to use a chatbot that can handle real-time actions like customer support tasks. That will quickly turn a 12-step process into an instantaneous, automated one.
8. It should be GDPR-compliant. Make sure that your chatbot adheres to the General Data Protection Regulations (GDPR), especially when you have international audiences. Not complying will press you with a heft fine of up to four per cent of your annual revenues or 20 million Euros, whichever is greater. Make sure that you use users' data only for your stated purposes. Always update your privacy policy accordingly.
Now, you know what chatbots are capable of and how to build them effectively. Use this list of tips to your advantage and start making your bot!
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