How to Leverage Facebook Messenger Bots for Your Brand Marketing Strategy

September 1, 2020

Facebook Messenger chatbots built with Spectrm offer numerous ways to strengthen your brand and create an effective brand marketing strategy.

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With 300,000 active chatbots, Facebook Messenger is quickly becoming one of the biggest marketing opportunities of the decade. Messenger bots allow businesses to increase brand awareness and visibility, improve customer engagement, leverage personalized marketing, and boost ROI with stronger conversion rates from social.

Facebook Messenger chatbots built with Spectrm offer numerous ways to strengthen your brand and create an effective brand marketing strategy. They enable you to reach a vast audience, deploy personalization at scale, build brand loyalty, and help push your brand marketing strategy ahead of your competition.

What is Brand Marketing?

A lot of confusion surrounds the term ‘brand.’ While the term is widely used, it is not widely understood. Many people assume that brand marketing is displaying your brand name and logo in as many places as possible and hoping to generate sales. But that’s not it.

Brand marketing is the process of promoting your offerings – products and services in a manner that portrays your overall brand. It links your identity, values, and personality to your company’s communications. In a nutshell, your brand bridges the gap between your products and customers.

Benefits of a Brand Marketing Strategy

It increases brand awareness and recognition.
It improves the reputation of your brand.
It builds a base of loyal customers.
It helps you attain competitiveness and stand out from the crowd.
It generates sales and attracts new customers.
It drives repeat business and referrals.

What are Marketing Chatbots?

A marketing chatbot is a bot that aims to optimize your marketing funnel into an automated conversation. Its primary objective is to drive an action among your target audience that your business deems valuable.

What do Marketing Chatbots do?

They engage and convert clients in one to one conversation at scale.
They drive conversions by learning about customer preferences and personalizing the customer journey in real-time.
They personalize customer experiences to increase engagement with your brand and its products.
Guided shopping or eCommerce bots act as personal shoppers for customers and delight them with seamless experiences.
Lead generation bots enable your enterprise to generate more qualified leads by initiating personalized conversations and providing valuable customer insights from declared data.

Facebook Messenger Marketing and Messenger Bots

Facebook Messenger has 1.3 billion active users, making it a lucrative marketing opportunity for companies worldwide. Facebook Messenger marketing is the use of Messenger as a conversational channel for connecting with customers and prospects with chatbots.

Messenger marketing with Spectrm bots has proven to be successful for increasing customer engagement, generating leads and sales, establishing credibility, and improving ROI.

On average, Facebook Messenger remarketing has 88% open rate and 56% click-through rate, which are some of the highest in the industry – higher than other digital marketing methods, even email. When paired with the personalization and marketing automation tools in Spectrm, the opportunities to convert more customers are unparalleled.

As the name suggests, Facebook Messenger Bots are chatbots that operate on Facebook Messenger. They can be linked seamlessly with ads and campaigns you are already running on Facebook and Instagram. Facebook Messenger bots automate one to one conversations between a customer and a brand. Messenger bots connect and engage with customers where they are already spending their time. One study reveals that people spend approximately 58 minutes daily on Facebook. 200 million Instagram users visit a business profile at least once a day.

Messenger bots engage in a number of activities to achieve business goals, including.

Engaging prospects in real-time on their preferred channels.
Guiding customers through product catalogs.
Offering recommendations based on customer needs.
Understanding customer intents and acting accordingly.
Gathering declared data.
Personalizing experiences & establishing relationships with customers.

How Facebook Messenger Marketing Chatbots Built with Spectrm Improve Brand Marketing

Facebook Messenger bots built with Spectrm improve your brand marketing in various ways, including:

1. Reach a vast audience.

As mentioned earlier, Messenger has billions of users. Messenger bots powered by Spectrm enable you to reach these users where they are already spending a significant amount of their time. Bot automation enables you to reach a much larger audience than previously thought possible.

Despite this massive reach, bot marketing enables intimate and highly interactive one to one experiences between brands and customers. This helps accelerate an above average number of interactions between brands and customers from the very first touchpoint.

2. Create personalization at scale

Personalization is an excellent way to strengthen your brand. Messenger bots let you personalize experiences for your customers at scale in several ways.

First, they act as personal shoppers to guide customers in the buyer journey and customize the purchase process to meet individual customers’ needs. They can also recommend products in real-time based on customer preferences.

Second, since bot communication is casual, it adds a personal feel to brand communications. It enables you to personalize messaging and optimize your buying journey based on your customers preferences and needs.

Third, bots go beyond basic functionality to offer interactive experiences that build personal relationships. Facebook chatbots built with Spectrm gather important customer insights to allow even better personalization over time.

3. Offer a Treasure Trove of Declared Data

Among the most remarkable things about messenger bots is their ability to collect declared data about customers. The data can be used to personalize the customer experience from ad click to purchase. Also, insights derived from declared data can be utilized to optimize brand marketing efforts and retargeting.

What is declared data?
Declared data is information that is explicitly volunteered by consumers in a direct interaction with your business. It can be used to validate demographic data. But it also enables marketers to identify the needs, wants and desires of a customer. It is data most marketers can only assume about their audience unless they explicitly collect it.

These customer insights are possible nowhere else. Forget third-party, second-party or even first-party data. Messenger bots enable you to capture declared data, or zero party data. This is data coming directly from your customers about what they want. That means you get meaningful insights into their preferences with no middle-men or exchanges in between.

4. Build Brand Loyalty

Brand loyalty is an important component of any Brand Marketing strategy. Brand loyalty is beneficial because it increases credibility, decreases marketing spend, offers a competitive edge, boosts customer retention, and delivers high sales volumes.

Most importantly, brand loyalty helps ensure that customers come back for repeat purchases. Research has shown that existing customers spend 67% more on average than new ones.

Facebook Messenger marketing using chatbots establishes brand loyalty in numerous ways. First, it improves customer experience by providing real-time responses, 24/7 availability, and seamless shopping experiences.

Second, bot marketing offers personalized experiences that increase the likelihood of a repeat purchase. In fact, 56% of online shoppers will return to a website that offers personalized experiences.

Third, chatbots powered by Spectrm build on existing customer relationships that go a long way in developing brand loyalty. You can build segments from declared data and combine this with messenger marketing automation to deliver offers to your most loyal and engaged customers.

Finally, Messenger marketing establishes a direct one to one messaging thread between your brand and a customer. Your brand now lives in a chat thread alongside all of their friends. You have a direct line of communication to them as an individual. And they have a direct line of communication to you as a brand. This goes a long way in helping to foster stronger customer relationships and trust.

5. Increase Competitive Advantage

One study shows that 85% of global executives believe that AI will assist their brands in being more competitive. AI-powered chatbots have helped many companies stay ahead of the pack.

Messenger bots built with Spectrm help push your brand marketing strategy ahead of competition by enabling you to differentiate yourself from the crowd and position your business as a top choice for customers. In today’s increasingly competitive business world, leveraging Facebook Messenger bots is vital to staying ahead of competitors.

The Takeaway

Facebook Messenger bots offer numerous benefits and great potential for businesses in all sectors. They offer a huge audience, a ton of declared customer data, and the potential for personalized marketing to strengthen your brand and position your brand marketing strategy ahead of your competition.

With Facebook chatbots, you can create a strong brand and scale your business to the next level. Learn more about how brands drive conversions with Messenger marketing.

Download the Messenger Report today.