Surely you have heard again and again that email marketing is one of the fundamental pillars when applying an inbound marketing strategy, and that there are hundreds of statistics that confirm this, but you can not hide the sun with a finger . I say that the market demands changes and that if you fall behind you run the risk of losing validity. The bots of Facebook are making the grade when it comes to generating conversions and today we explain some of the ways to use it to enhance the intention of your sales funnel.
A study prepared by Dr. James Oldroyd, and later published in Lead Response Management, showed interesting data regarding the time an online business should wait to increase its chances of converting a potential client.
The analysis left a lot of information useful for marketing specialists, for example:
- The chances of making a successful contact with a lead are 100 times greater when you contact him in the first 5 minutes.
- If the lead is contacted after 30 minutes, that opportunity is reduced to 21 times.
- The study reveals that the best days to contact a lead are on Wednesdays and Thursdays, being the worst day to generate actions, on Fridays.
- And the best hours to contact him from 4 to 6 pm.
An interesting study that was applied in 2007, but that undoubtedly remains relevant now more than ever. You know that there is a lot of noise on the Internet and the way to generate long-term relationships is with strategies that encourage commitment, while that happens, we can generate immediate contacts with our potential customers, through the use of Facebook bots.
When it comes to selling online, you always have to use these three steps:
Educate in Facebook Messenger chatbots
Keep in mind that the Facebook chatbot can play a big role when it comes to converting, you just have to determine for what stage it is convenient to use it and what kind of content to offer, remember that although it resembles email, this is a channel bidirectional
Look at this Hubspot example:
As you can see, it has two fantastic CTAs to guide the way of the lead, for this example, I decided to “subscribe to the blog”, and this was the answer of Hubspot:
I have decided to register for the Marketing blog and Hubspot has responded to me in the following way:
If you still have some doubt about how to use the Facebook bot to enhance the intention of your sales funnel, with this example it is demonstrated that you have everything to nourish your lead from this channel.
As Hubspot has told me, from now on I will receive content related to the tag I chose on this channel. I suppose that at some point he will send a message to take me to the next step:
Create relationships using the Facebook bots
What would you offer regularly in your email marketing strategy to create long-term relationships with your client? In case of being an eCommerce, the products related to the searches that the potential client has made from your pages could work:
“Hears! we have more products for you, for this summer ”
Wow, what detail to teach more related products to show you that we are attentive to your tastes.
According to the general rules of a Buyer Journey, personalized content adjusted to the tastes of the customers is the best mechanism to generate commitment.
At this point, demonstrate why buying yourself would be the best option, is the next step to generate commitment. If you are not eCommerce but if an online service business, then, more content to nourish the knowledge of your lead, can be a mechanism to provoke commitment.
Think, what is the ideal format to send by the Facebook bots, and generate the desired effect? Motivate you to make the decision.
The process of creating relationships depends on a lot of actions, that depends on how agile you are to determine which are the ones that will help you to conquer that lead. But, for example, inviting him to join a Facebook group to interact with a community with the same interests as him is a great idea to retain it until it is converted.
Sell using Facebook Messenger chatbots
Suppose that during the last stage; “Create relationships” you invited to download several eBooks of great value for the lead, for example, “5 ways to get an unbeatable ROI without spending too much”.
All marketing specialists are interested in increasing our ROI, without this means spending one cent more of our budget.
After making sure the lead has downloaded the eBook, you can send a message using the Facebook bots to ask “how much did you have to spend to experience a positive ROI?” “Are you interested in a free consultation?”
If you access the consultancy, believe me you would be a few steps away from getting that lead to hire you; But for that to happen, you have to give exactly what you’ve been promising since the beginning of the buyer’s trip.
If you were an eCommerce, you can help your potential client to make the final decision with a couple of discounts on the products you have been seeing from your store. There are a lot of resources that electronic stores can use to get a sale, but there is nothing more convenient than sales, promotions or discounts. Something of value that puts the customer at the advantage is the secret to selling a product.
In the case of businesses that sell services, the digital marketing expert recommends free demonstrations. And if we see some real industry cases, you can check out Buzzsumo.
A super useful tool to know what are the issues that are giving us something to talk about in our niche; search for keywords, know the influencer of our audience, topics, blogs, etc.
On its home page it allows new users to try their tool for free.
When you have some time nurturing and nurturing your lead, closing the final conversion process with a free demo about your services can help you close a sale.
Maybe a free demo is not profitable for you, but a free advice?
Still not convinced of the impact of Facebook bots?
It is evident that due to its characteristics: bidirectional communication, instant messages and customer service “hot”, there is a better chance of getting them to perform the actions that the Facebook bots are subtly asking for.
But in addition to that, there are some statistics that prove the effectiveness of Facebook Messenger to generate communication through bots. Let’s look at some of these:
Instabot, says that its customers have increased up to 33% the opportunity to attract more customers.
An article published from the blog of Angelo Sorbello, states that 56% of the people surveyed prefer to send a message to call customer service.
The opening rate of an email varies a lot, but the average can start with 31%. While conversations with Facebook bots can increase that rate to 80%.
Can you imagine the impact of a combined strategy between email marketing and Facebook chatbot?
Not all channels are functional for all companies, you always have to study whether it is convenient or not to invest in a new channel to generate relationships with customers. Once you have done your relevant tests, take advantage of this as much as possible.
Digital marketing is a world full of challenges, some almost impossible to overcome, but when you manage to master them, you become the very king of the jungle.