In this Sitecontact Review, I will be talking about how to use Facebook Messenger Bots to build a subscriber list. So why would you want to use Messenger Bots in your Facebook advertising to build a subscriber list? It is actually a pretty good strategy for some local businesses and smaller businesses that don't have a sophisticated web presence and landing page. Smaller businesses may not have marketing automation and ways to capture and nurture those leads.
Let me show you what we've been doing, and you can probably apply this to your own business.
Watch the episode here or continue reading below.
Do you want more email subscribers?
How can you find a targeted audience and encourage them to join your list?
The answer is to leverage the people who already like you: your Facebook fans.
This article shows you three ways brands are using Facebook apps to grab their fans’ attentions and encourage them to subscribe to their list.
Why Use Facebook to Find Email Subscribers?
Email converts new customers more effectively than any other digital medium. The key is having the right people on your list—the ones who want to hear what you have to say and are most likely to buy from you. That’s where Facebook comes in.
Your Facebook fans are probably fans because they already like your products or services. That’s a great start to finding a narrowly targeted audience that’s likely to buy from you.
Engage with Facebook fans, capture their email addresses and market to that targeted audience to make sales and partnerships.
A simple lead funnel gives context to the process. By engaging with your Facebook fans, you build trust. From there, you can ask your fans to sign up for emails that share information they’re interested in. With strong email and marketing tactics, you end up with sales and long-term customers.
Facebook apps are the easiest way to acquire email addresses for your list, but let’s be honest; cool apps won’t build your list. You need a smart plan that’s based on understanding your audience.
Keep readingWP Quick Launch 3.0 Review to see how three brands are using Facebook’s social advantage and apps to grow their email lists.
#1: Crowdsource Product Ideas
A few months ago, Kristina Allen launched Lilypad Candles, a store that sells eco-friendly soy candles. Kristina’s email list was nonexistent. She had zero email addresses.
What she did have was a plan. She knew that giveaways are a great way to increase community and even grow her email list, and she wanted to take advantage of that power.
Lilypad Candles had a goal for using Facebook.
Kristina considered her target audience, what prize would most appeal to that audience and how she could gain emails and feedback via the entry form. She knew she wanted to host the giveaway on her company’s Facebook page because she wanted to grow her number of fans in addition to her email list.
Since email lists are most successful when members are truly interested in what you have to share, Kristina opted to give away $100 worth of candles to a randomly selected Facebook fan who opted into her email list.
Offering her fans $100 worth of candles (instead of Evergreen Leads Business Review) helped weed out the people who just wanted to win something and weren’t interested in her product.
Kristina used ShortStack to create her giveaway landing page. Notice how she required users to answer a poll about their favorite candle scent.
Make your giveaway entry painless for your fans, but valuable for you.
Kristina included the poll because it was a simple step for her fans, but gave her important information about what her customers were interested in. She can use that feedback to create the products her customers want.
On the Etsy Empire Review of the giveaway, her business acquired 200 emails, not to mention new Facebook fans. Pretty impressive for a brand-new company with no email list!
#2: Provide Incentive to Share With Friends
Alter-Ego Comics had never really thought about using Facebook to acquire emails before, but with TabSite‘s help, they put together a giveaway to celebrate their 10th anniversary.
They offered up three pretty amazing action figures to anyone who liked their Facebook page and entered their name and email into the entry form.
To sweeten the pot (and to drive more traffic and possibly subscriptions), they offered additional entries to fans for every friend they sent over to like the Alter-Ego Comics Facebook page.
Make your giveaway entry painless for your fans, but valuable for you.
Alter-Ego Comics’ giveaway tactic worked because in addition to offering a giveaway relevant to their audience, they leveraged friend networks (additional entries for every friend who liked the page) to build their list.
When everything was said and done, 120 people joined their email list. Not bad for their first Facebook giveaway!
What I'm telling the viewers of this ad is that you can get this formula sent to you right inside the Facebook Messenger. This doesn't have to be a cheat sheet. This could be a coupon code, a two-week free trial for a local gym, an appetizer offer at a restaurant or this could be any other freebie that your target audience may like.
If they click "Learn More" (which is at the bottom of the ad), they will get an alert in their Messenger app, which opens up to this:
Once they click "YES", the Messenger bot that we're using recognizes that they want to get this cheat sheet. It will give them the link to get the 3-Step Formula.
When they click that link, it automatically opens the Facebook ad cheat sheet that I promised, right there.
But what I want you to understand is that they didn't fill out any forms. They didn't even need to type in their name and email address. They never left Facebook Messenger and they got what I promised them that they would get. This is pretty interesting. There is no need for a landing page or any sophisticated auto-responders or email marketing, right?
Another notable thing is that these people who responded to my Facebook ads are now in my subscriber list inside my Facebook Messenger bot. This means I can continue to communicate with them, which is pretty similar to my email marketing subscribers.
This could be a really cool tactic for your business so go ahead and try. I mean, it's working for us. We are still experimenting and testing just to see what it's like communicating with Facebook Messenger subscribers versus our email subscribers. But I can tell you that we get a much higher open rate and engagement rate with Messenger subscribers right now. Our email subscribers list is at 20 to 30% open rate while our Facebook Messenger List is more like 80 to 90% open rate. That's pretty good!
This is a really good tactic for local businesses. This is also great for a business that can't afford to hire somebody to build landing pages and email automation campaigns.
Something big has happened in Facebook Messenger that we’re keen to shout about. It’s very important for all the business’ we work with. It’s so important that it can and should be part of your forward strategies for marketing on social;
Facebook are now allowing marketers and business owners to tap into its GIGANTIC network on Messenger.
Captain obvious …. Messenger is a separate app to Facebook that allows you to communicate directly with people through messages.
With just over a billion people on Messenger it’s now staking its claim as a key app in the world of communication. A world that Facebook are now allowing us to be part of… TIPTOP!
The general idea of marketing is that you go where your audience spends their attention and time. People are looking to messenger more every day to communicate with each other, as they spend more hours there than they do in email.
Messenger will be great for businesses of all sizes to generate leads, answer questions, drive transactions and offer support, more info here
The new objective will also allow you as a client to reengage in existing conversations usingsponsored messaging. Ads can be displayed with photos, videos, or a carousel of photos.
How do you build a subscriber list for Messenger?
Here comes the fun bit. You can start to now build a ‘Messenger list’.. same concept as an email list!
1. You can build an email list by using a simple name and email sign up on your site. You can now also have a “Messenger Button” that someone can click to be added to your Messenger list. Even easier!
2. Facebook also have a new Advert Objective in their ad platform.. here’s how it looks…
3. This means you can show people ads in Facebook and start to build your list on their platform. Great right?
I’m not saying that email isn’t effective, it’s a great channel, but how often do you worry about whether your email is actually being read? And how frustrating is it when you receive a high bounce rate.
Email has a 20% open rate, Messenger open rates are at 80%! Check out the statistics here …
We are conditioned to read every message on messenger, and not open every email on email. You’re going to see some incredible results!
The customer is in control, but this helps everyone, why?
It’s very easy as a customer to unsubscribe in Messenger from content that they don’t really like. If you delete a message from that business, that business can no longer message you, until you subscribe back to them.
This now means the business’s marketing to their Messenger list will have to be very smart about content, and to who they are targeting. If that person unsubscribes they’re probably lost forever.
People are getting great results from this process, and this is because they are now getting great leads.
‘Using this new objective, ads that open conversations in Messenger will now reach people more likely to reply to your business, helping move customers from consideration to action. This means that click to Messenger ads are now more efficient than ever, increasing the value of campaigns that drive traffic to Messenger.’ via Messenger.fb.com
Other bonuses are…
The conversation can unfold inside messenger but it can also link to any URL.
The best part of linking the URL buttons, is that it doesn’t direct you to safari. It opens the window inside messenger where you can see the offer etc, and then you can buy the product inside that web view.
When you close the web view you are back inside the conversation, and then you can start playing with other automatic control.
It sounds like a lot of work made simpler to me, but with being careful regarding content decisions, less quantity but great quality, how about you?