Facebook Messenger usership has grown since 2014.
That massive usership makes the platform ripe for lead collecting.
And interest spiked when Facebook announced that they were officially opening the platform for chatbots.
But how do you make the most of Facebook Messenger and the robots that live there?
By taking advantage of the bots, of course.
Chatbots allow you to automate prospect conversations, making the follow-up process faster than it would be otherwise.
Which means that you’ll generate more leads and make more sales.
After all, the faster you follow up with prospects, the more people who will move through your funnel.
Fortunately, chatbots are far better at immediate follow-up than humans are.
But they’re not just good at follow-up. They’re good at all things lead generation.
In fact, here are six set-and-forget lead generation sequences you can steal.
1. Abandoned Cart Sequence
Think about that for a moment.
That means that more than three out of five customers add something to their cart and leave before clicking “confirm.”
Only one in four actually survive your checkout process until the end.
That’s a discouraging chunk of information.
But chatbots might be the answer.
You can connect your website with Facebook Messenger to automate an abandoned cart follow-up sequence.
Evidently, Pura Vida Bracelets already does this. Shortly after I added a bracelet to my cart and then left, I received this message.
But they didn’t stop with a simple reminder. They also gave me 20% off of my purchase.
Adding a discount to your offer incentivizes the prospect to finish their purchase.
The two primary reasons that people abandon their shopping cart is that the final price is too high – from cost of shipping and total order cost.
By adding a discount to your abandoned cart follow-up, you’re leveraging this fact and trying to capture shoppers who left because of the price.
And since chatbots are always active, they will follow up much faster than a human being.
Here’s another chatbot, for instance, that tries to entice cart abandoners with a discount.
You’ve seen this process in email sequences.
So why are chatbots a better place to recapture cart abandoners?
After all, you can set up an email sequence to send immediately in the same way you would with a chatbot.
But there’s one critical difference. People often have their email notifications turned off, but not their messenger notifications.
Which means that you won’t just send a message immediately. You’ll actually reach them immediately.
And the faster you reach people who hesitate to buy, the higher the chance that they’ll finish their purchase.
2. Browsing Specificity Sequence
Let me ask you a question.
If you had the choice between browsing a website on your own or having a salesperson guide you, which would you choose?
I’m willing to bet that you’d prefer to browse on your own.
Not because I like to make guesses when it comes to human nature, but because I’m a human myself and that’s what I’d choose. Plus, the science indicates the same thing.
Now, here’s what you might be thinking. “If people want to be left alone, wouldn’t using a chatbot to help shoppers have the opposite effect?”
Not exactly. Since consumers know that chatbots aren’t real people, their anxiety about interacting with them is nonexistent.
Which means that you can use your shopping bot to interact with customers in a non-invasive, helpful way.
Here’s a chatbot interaction that does this well.
Not only is the shopper able to browse, but they’re also able to narrow their browsing to products they’re interested in.
When it comes to selling products, less is often more.
What you don’t want to do is show people so many products that they experience decision anxiety and leave altogether.
With chatbots, you can ask your customers the appropriate questions and then only show them products that fall into their category of interest.
When people shop on your chatbot instead of your website, the interaction can be more personal and thus more effective.
So long as you incorporate questions about price, type of product, and style.
Then, set your bot up to show the user items that they are actually interested in.
3. Free Advice Sequence
Everyone loves free stuff.
I went on Google and typed in the word “free,” and all of these suggestions popped up.
Evidently, people are browsing the internet for all manner of free stuff. Credit reports, games, people (?), and rice.
People love free things because they require no commitment on the part of the user. They get something without any sort of effort.
That’s a good feeling. In fact, here’s how Dan Ariely from Duke explains the effect in an MIT paper.
He said that the word free “gives us such an emotional charge that we perceive what is being offered as immensely more valuable than it really is.”
You can use the “free effect” in your chatbot lead generation.
But before you go giving away your entire store, consider a few other options.
You could, for instance, offer free advice, free content, or even exclusive checklists. Similar to how marketers use lead magnets.
Here’s a chatbot that offers tips for de-stressing.
And here’s another that offers free tips.
Now, you might worry that if you offer too much free stuff, your customers will get addicted to handing in zero-dollar bills and never want to actually buy anything from you.
But here’s the reality. People also love to spend money. Because people want to feel like they earn the stuff they get.
Here’s professor Dan again. “When people pay for something, it gives those people a sense of accomplishment, pride, and ownership, meaning they’ll value the goods or services more and complain less.”
So why offer something free in the first place?
Because it works wonders to build a meaningful relationship with your customers. It says, “I’ll give before you buy to prove I’m committed to you.” And that, in turn, builds trust with your customers, increasing your conversion rate.
4. Gift Recommendations Sequence
No one loves the holidays as much as I do. But I’ll also be the first to admit that the joy of my holiday experience is met with an equal dose of gift-buying stress.
What should I get everyone? How much should I spend? How will I know that they’ll like what I got them?
Luckily for me and all other consumers, the bots can help.
You can use chatbots to make gift recommendations. If you do, your bots will not only mitigate stress and build a positive relationship with your customers, but they’ll also leverage the massive amount of revenue present during the holiday season.
And heck, you can even make it fun like GiftGuru does.
And here’s Nordstrom’s chatbot doing the same thing.
And one last chatbot that you can use as a reference when creating your own.
During the holiday season, people are going to buy gifts. But that doesn’t mean their experience needs to be stressful.
More importantly, though, your business can use chatbots to mitigate customers’ stress, offer gift ideas, and increase revenue.
Why are chatbots better than salespeople at doing this?
Well, they are less expensive for you, and they are less anxiety-inducing for your customers.
5. Empathy Sequence
Every great salesperson knows that empathy is one of the most powerful tactics at their disposal.
If you search empathy and sales on Google, you’ll see this snippet.
Empathy is showing another person that you understand what they’re going through. It’s being a good listener and trying to comprehend someone else’s perspective.
And when people think that you understand them, they are more likely to buy from you.
But why, you’re wondering, are we talking about empathy in an article about robots and Facebook Messenger?
Robots surely aren’t capable of being empathetic, and Facebook Messenger is a text-based platform – one of the least empathetic modes of communication.
So how can you possibly leverage the benefit of empathy with a robot on Facebook Messenger?
The best way is to mimic empathetic questions and responses as if they were from a real human.
Consider this chatbot from Sebastian Kull.
By asking, “What is your biggest business struggle right now?” the chatbot appears empathetic to the concerns and needs of the user.
And there are lots of other ways you can use empathy in your chatbot user experience.
Consider, for instance:
- Offering free advice for a problem the user is having.
- Using language that empathizes with the user’s struggles.
- Giving away an exclusive piece of content that will be valuable to the user.
You can use all of those strategies to build empathy with your chatbot. But the most important thing is that you find a way to do it that works for you.
Empathy works wonders to build trust with prospects and generate leads.
You don’t want to miss out on that potential.
6. Refer-A-Friend Sequence
Few things in sales are as powerful as word of mouth.
Before advertising, marketing, the internet, and bandit signs, there was a single method for spreading your message: Word of mouth.
Word of mouth has always been the pinnacle of sales because people trust their friends far more than they trust the claims of a salesperson or paid advertisement.
That’s exactly why people click paid search results far less on Google than organic results. It’s also why reviews and other types of social proof increase conversion rates.
At the end of the day, people trust other people.
But who do they trust more than other people?
After all, your friends aren’t getting paid to tell you about the new product or service that they love. They’re simply telling you because they love it. There’s no hidden agenda.
Regardless of how good of a salesperson you are, everyone knows you’re at least partly in it because you need to make money or hit a quota.
Meaning that friends are the best unintentional salespeople around.
To prove it, consider that companies with consistent referral programs experience a 69% faster time to close, 59% higher lifetime customer value, and 71% higher conversion rates.
But how you can use word of mouth in your chatbot on Facebook Messenger and leverage all of that potential for an increase in sales?
The easiest way is to ask for a referral from your customer after they’ve bought a product and are happy with it.
One way to do this is to ask customers for a referral after they’ve received their product or service and have had some time to experiment.
Ideally, you want to catch them when they’re the most excited about your business. That’s when they’ll be the most likely to give you a referral.
On your chatbot, you can simply include a “share” button that allows people to share the chatbot with their friends.
If you target people with this prompt when they’re most satisfied with your business, you’ll gain clients and customers by leveraging your existing customers.
Not only is that a cheaper advertising route to take, but it’s also far more effective, and it sports a much higher conversion rate.
You want to generate leads passively. What you don’t want to do is think about sending out emails or messages and following up with abandoned carts or trying to recapture seemingly lost prospects.
You want to automate as much of that as possible.
And I don’t blame you.
That’s a whole lot easier in the long run than doing all of it manually.
But it will take some up-front work to optimize your strategy.
You should set up six sequences. Namely, an abandoned-cart sequence, browsing specificity, free advice, gift recommendations, empathy, and a referral process.
With those sequences in place, you’ll use Facebook Messenger and chatbots to build trust, drive leads, and increase your bottom line.