A 2022 Guide to Social Messaging Marketing Automation

This post is sponsored by AiChat.

Social messaging goes beyond customer service. A chatbot can help marketing teams be flexible, efficient, and deliver engaging experiences that are both timely and helpful to the customer.

But what exactly is a chatbot? It’s all in the name. Chatbots are automated conversations facilitated by software, often via a chat function on a website or on social media.

And the importance of messaging technology has grown at a significant rate over the past several years, with Meta’s Mark Zuckerberg calling messaging the future of commerce.

Private messaging channels such as WhatsApp, Facebook Messenger, Instagram Direct Messenger, Google Business Messages, and Telegram are on the rise worldwide. These channels are popular for consumers, and even more so for businesses, as they are gaining popularity among the general public for their conversational features independent of their mobile phone or service provider.

WhatsApp, one of the biggest messaging channels, now has two billion users in 180 countries, sending 100 million messages a day.

Conversations that take place on these apps show open rates of 98%, unlike emails where the open rate is mostly around 20%.

It’s no wonder conversational marketing has been at the center of many forward-thinking companies. This helps increase their ROI and reach customers where they already spend their time engaging in conversations with brands and friends.

In this guide, we’ll outline marketing automation and chatbot opportunities for your business in 2022 using social messaging channels.

1. Pre-qualify and convert leads with automated conversations

Pre-qualify leads with automated conversations that can be set up in a conversational format through social messaging apps. Unlike traditional web forms, data provided by customers can be collected and stored as attributes, even when it disappears midway through the conversation. The bot will send a callback if the user gives up, helping to bring the prospect back into the conversation and re-engage them.

MR DIY – Lead Gen conversational form via Google commercial messages

2. Create a more personalized experience

Make interacting with customers more personal by addressing them by name and use information, such as their recent purchases or orders, to create more personalized responses.

The more you know about your prospects and customers, the more accurately you can qualify and place them in your sales funnel. By looking at key customer attributes, you can segment the audience into meaningful groups to follow up with them by starting a conversation about personalized products and promotions.

The data collected in your chat messages can be used to create custom audiences and can be used to sync directly with Facebook or Google Ads managers to run an effective retargeting campaign, thereby optimizing your ads to reach audiences more relevant.

3. A hybrid AI and human approach

A chatbot is good at deflecting low value repetitive questions. For more complex questions, a live chat can be triggered and the request can be routed to the right specialist for an issue based on certain predefined rules and parameters.

The chatbot is trained to detect buying sentiments and intentions, then direct a potential customer to the most appropriate sales team to secure a conversion.

If the customer has a problem with a product, a similar process can also route them to support. This minimizes time for the customer, as they do not need to explain the concern or question to multiple agents, and are immediately assigned to the most qualified expert. This helps to increase customer satisfaction and trust.

aichat lea21 2

Routing a live chat request to an affected service

4. Develop your community management and your engagement on social networks

Trigger an auto-reply to a user’s comments on your brand’s Facebook post and, at the same time, send a private message to that user’s inbox, allowing brands to immediately follow a user.

aichat lea21 3

Kia Motor – automated response on Facebook wall and request for routing to Messenger inbox

The bot can also help automate a Facebook Live giveaway or sweepstakes. A bot can validate and distribute prizes in real time based on comments and completed forms. To further boost engagement with your audience, bots can also be designed for gamification and even run personality tests or send personalized greeting cards.

aichat lea21 4

M1 Automation Giveaway Contest via Facebook Messenger

5. Use chatbots for drip marketing and signups

Once users initiate a chat, your brand can run drip chat marketing to automate a series of follow-up messages with customers. Chatbots can conduct two-way conversations with customers, guiding them through the “buyer’s journey”.

This may include personalized offers, coupons and product recommendations. These messages can drive decision-making, steer consumers down a path that results in higher conversion rates, helping you meet or exceed your marketing KPIs.

For example, Petron’s chatbot helps the brand segment the user into different groups by asking a series of quick profiling questions to understand membership status.

Leveraging the automation of a chatbot, various message journeys were designed to nurture the customer for Petron Miles card activation by providing a personalized experience for each of the segment groups. If the user was not yet registered, the bot would share a series of card perks and bonus points to incentivize redemption.

aichat lea21 5

Petron Malaysia’s Personalized Message Journey

Marketing automation is not a one-size-fits-all process. Your social messaging and chatbot functions should focus on the needs of your consumers, using the customizable options above based on your industry and brand.

Build a smart chatbot in 2022, not a clumsy chatbot that frustrates customers and ends up negatively impacting your brand.

Conversational marketing can transform and scale your digital operation and deliver real business value. With 3.09 billion monthly messaging app users worldwide, now is the time to take advantage and include chatbot and social messaging as part of your marketing automation strategy.

Want to know how a chatbot drives marketing automation and creates more business impact? Chat with us at www.aichat.com.