Note: In this article, I’ll be covering the #1 way to fight the decline in Facebook’s organic reach to maximize the visibility of your content and take back control of your audience through the use of the Facebook chat bot marketing platform, Amico.
Facebook has been around since 2004 and only three years later rolled out Facebook Pages in 2007. The years that followed saw many changes to the social media platform. The active user count on Facebook increased from under 100 million to almost 2 billion and the total number of businesses using Facebook for marketing purposes has drastically increased as well.
The ways that Facebook Pages have operated have seen their fair share of changes too. When Pages first launched in 2007, Page Admins could expect their posts to reach the entirety of their fan bases. But as the number of Pages and amount of content being shared on Facebook increased, the organic reach of Pages has plummeted tremendously. By 2012, Facebook Page posts had an expected reach of ~ 16% on average, and by early 2014 this percentage of organic reach dropped even lower to 6.5%, and by early 2016 it sat below 2%. Yikes…2% organic reach is absolutely terrible.
There are a multitude of reasons why, but ultimately the main reason for this decline in reach is for Facebook to better provide users the content they are interested in seeing and in turn keep them on-site for longer periods of time. Along with this, the less organic reach that content creators have, the more likely they are to pay to have their content seen through the use of sponsored posts.
Luckily for us, we can use Facebook chat bots to build out lists of subscribers to send out notifications to about our new content. With an 80% open rate, Messenger completely destroys email marketing with over 3.5x as much user interaction. I personally recommend using Amico as the process on the platform is extremely simple yet powerful. Amico’s 1 click automatic bot setup and bot builder are awesome (can you tell yet that I’m the platform’s founder?) You can have your own custom notification system with multiple different subscription channels up and running in just minutes. Amico was even recently mentioned in this Forbes article about Facebook advertising.
Assuming you already have an Amico account and have gone through the 1 click automatic bot setup, head to your account’s dashboard. We’re now going to head over to your account’s Bot Builder to setup subscribing our users for notifications.
Now that you’re in your Bot Builder, make sure you select the correct Facebook Page at the top that you want to start creating for. In your Conversation section on the right, you should see the nodes that have automatically been created for you with the Auto Setup.
Hover over the GIGA_GET_STARTED_PAYLOAD and click the pencil icon that appears to edit the node. On the left, you’ll now see “When Receive” is set to “Click” and has the value of the “GIGA_GET_STARTED_PAYLOAD”. These are the settings for our Bot’s get started button (the first thing users will interact with when they visit our bot for the first time).
Scroll down to the “Bot will” section. By default, it will be set to “Send Text” “Hi [first_name]! Your bot is now up and running. Head over to your account’s Bot Builder to start editing your bot.” Edit this text to say whatever you’d like your bot’s first response to be, something like “Hey [first_name], I’m a bot for your favorite creator. Click the button below to be notified when I make new posts!”.
Now, to make things easy for us, directly under the text area that you just edited, but still in the “Bot will” section, click the “+ New Action” button and select “Send Buttons”. Set your call to action title to something like “Subscribe for updates” and then click “+ Add Button”. Under “Type”, select “Postback” and in the “Title” field, enter “Subscribe”. Now under “Payload” enter the value “SUBSCRIBE” in all caps (without quotes), and click to save changes.
Now after saving, we’re going to create a new node to handle subscribing our users to our default notification channel. Set “When Receive” to “Click” and enter the value of our previously created button, “SUBSCRIBE” in all caps (without quotes) into the payload field.
Now in “Bot will”, select “Update Current Lead”, select “Add Lead to Subscription Channels”, and then select “Default Channel”. Click “+ New Action” and then “Send Text” and enter the text “Cool, you’re now subscribed! I’ll notify you of awesome new content!”. Click to save changes.
Now anytime a user clicks our Subscribe button, they will be added to our default notification channel and we will receive updates in Messenger. Awesome! Try it out by visiting your bot and clicking the subscribe button. After you’ve successfully seen the “Cool, you’re now subscribed! I’ll notify you of awesome new content!” message, go to the Notification section in your Amico account’s dashboard.
Select “Default Channel” from the channel area (this is the channel we are going to send our notification to). Then under “Bot will”, select “Send text” and enter the text “My first notification”. Enter a value in “Subscription description” if you like (this helps to distinguish between notification campaigns moving forward). Leave all of the other settings as they are, scroll to the bottom, and click “Send Notification Now”. Just like that, you should now have received a notification on Messenger from your chat bot.
Yes, it really is that simple! We just touched the surface here and there’s a ton of more awesome features that Amico has to offer. We didn’t even go into creating multiple subscription channels by categories yet.
More awesome chat bot info is coming your way soon! In the meantime, check out the official Amico chat bot to learn more about the platform. Make sure you subscribe for notifications of awesome new chat bot news!