Building a chatbot is one thing, but giving it visibility and growing an audience is a very different one. In this article, we will take a look at major promotional channels available for chatbot builders and the smartest ways to utilize them for your benefit.
The first thing to take into account is that you need to start getting ready to launch your chatbot long before the actual release date. Setting up your marketing strategy is essential for the chatbot’s success. Here are some major marketing channels that you can leverage to grow your bot’s audience.
1. Create several flows for A/B testing before going live based on user cohorts, filtering, or entry points available on the chatbot platform of your choice.
Use A/B testing to test different welcome messages and user flows in a chatbot to track and pinpoint the drop offs, mark out top performing blocks or untypical user inputs and based on these insights develop further engaging experiences based on empirical experimentation and statistical data.
2. Set up a Facebook Ads campaign to attract paid traffic to your bot.
Basically, you can rely not only on organic but on paid traffic forwarded to your bot. To do that, simply set up Facebook Newsfeed Ads campaign either leading to the bot’s Welcome Message, or to any other text message with image, buttons or quick replies via creating customized JSONs. You can learn more how to do that here.
3. Submit your bot to the Messenger Discovery section.
Discovery section in Facebook Messenger is currently available to US-based users, but this still will add to your chatbot’s visibility. To submit your bot, go to Messenger Platform tab in your Facebook Page Settings and scroll to Discover Settings section at the bottom of the page. Click “Set up” button to configure the categories where the bot will appear, customize how it’s described in search results, and decide which languages you’d like to support.
4. Use existing social media channels to promote your chatbot.
The Facebook newsfeed, Instagram and Twitter posts with referral links to the bot will forward a lot of additional traffic to your chatbot. Find more details here.
5. Set up the “Send to Messenger” and Checkbox plugins on your website.
Add a “Send Message” button on your Facebook page to promote your chatbot. Drive additional traffic to the bot from your website by placing Send to Messenger and Checkbox plugins on your website, which enables your page visitors to connect with your chatbot in one click. Just copy and paste the code snippets offered by Facebook and add them to your Landing page. You can find more details about Send-to-Messenger and Checkbox plugin by checking out the links.
6. Add the “Share” button on the top level of the persistent menu and within the user flow.
Simply place a “Share” button in the Messenger Persistent Menu or at the beginning of the bot’s flow, so that all chatbot users can spread the word and share with the family and friends.
7. Create regular and parametric Messenger codes for both digital and offline marketing opportunities (leaflets, flyers that can be spread at events, parties, etc.).
A Messenger Code can be scanned by camera in Facebook and Messenger mobile app to instantly lead a user to your bot. Read here how to get a regular Messenger code that redirects a user to the default welcome message of your chatbot. Parametric codes can be used to lead users to specific parts of the chatbot experience using referral links. You can find out more about setting them up here.
8. Drive traffic from comments on Facebook page.
This is one of the easiest ways of driving users from Facebook news feed to your bot as users are commenting on stuff all the time. This functionality enables your bot to send an automatic private message to a user who comments on a post on your Facebook page. You can also set up additional rules for this functionality, for example, the content of the message that will be sent to users as well as set up rules according to which these messages will be sent. The message can be triggered every time a user comments on a specific post or any post in the feed. You can also set up a list of trigger words to be identified in a user’s comments before sending him a message.
9. Use chat extensions in your bot to engage more users.
Chat Extensions appear in the composer drawer in Messenger once one of your users has interacted with the associated bot. With Chat Extensions you can get more engagement and shares among active bot users through webview into a thread like images, links and text. You can read more about potential use cases here.
I hope you will try to use at least three marketing tools out of this list to promote your bot, as I am sure this will be very helpful. Please comment below if you have personal experience with any other helpful techniques or tools of chatbots promotion and engagement.
Source: Chatbots Magazine