The classic way to generate leads usually works as follows: the company manages to interact with potential customers (via advertisements, landing pages, Facebook lead ads, etc.), and thus the customer’s interest in a company’s products or services is created. Since the products or services are usually high-priced and the purchasing process requires multiple points of contact, the first goal is lead generation. This means that the potential customer leaves his contact data, such as email and telephone number for further dialogue. After Facebook created a native possibility with the launch of Lead Ads in 2015 to give advertisers the opportunity to generate leads efficiently, the next step was taken in a beta launch.
With the new wave of chatbots taking over marketing and customer relations, Facebook has put a lot of effort into building a platform that can accommodate all of these chatbots. Facebook today is a great platform to generate leads with the use of chatbots as a way to interact with potential customers.
What does the Customer Journey look like with a Chatbot?
In the Standard Lead Ads/ Instant Forms, when a user shows interest and clicks on the CTA, a form will pop up and prompt the user to leave his personal information. With Chatbots the journey is different, there are now 2 platforms of contact, Facebook (or Instagram) and Facebook Messenger.
Here is the customer journey in detail:
- User is scrolling through his Facebook or Instagram feed and sees an ad for a product that interests them.
- The User clicks on the CTA (Message) and the user is then contacted by the chatbot automatically in Facebook Messenger.
- The User learns about the product/ service through a conversation and goes through the questionnaire.
- Because of the increased interest, the user gives more customer data which is passed through the CRM integration to the sales team instantly – the lead is generated.
- The sales team takes over but the chatbot can still be used in the future to increase conversion rates. (for example: retargeting, appointment reminders)
How to create the Chatbot using Chatchamp
Connect your Facebook Page to Chatchamp
- The process of connecting your Facebook Page to the Chatchamp platform is largely simple.
- First, you go to settings -> setup and click on setup your facebook page.
- Then you authorize the connection with your Facebook Account
- Finally, you choose which page you’d like to connect from your Facebook Account.
Once your Facebook page is connected to the Chatchamp platform, the chatbot will be able to respond to people in your Messenger.
Create the Chatbot in Chatchamp platform
Now it’s time to create the actual chatbot in the Chatchamp platform. Doing so is simple and doesn’t require any coding knowledge.
In the campaign page, you can create a new campaign, this will have the sequence of chat that your customer will receive.
In the campaign, you can add elements like pictures, gifs, text, and other things that can lead the user to go through the sequence. It’s important to remember to keep this chatbot conversational and not too formal as this interaction with the user should feel like a dialogue over anything else.
You also have the possibility of sending yourself the campaign as a test to see how it will end up looking on Messenger.
Following this you can use the answers given by the user and set an attribute to it. This can be added in a button, under the settings of that button:
The attributes can be predefined in the attributes tab of the Chatchamp app. In the button itself you can set a button to set an attribute to a certain desired text. This will help you classify your users by preference type in the future.
You can also prompt users to give their personal data by using an input element in the chatbot:
A question like this allows the user to give personal information like address, email, phone number, or any other input you wish to ask.
Once you have your bot questions set up, you can also route the result they are given based on the answer they gave. The following in one example of this being done:
The following lead gen chatbot qualified customers by asking them a series of questions. The routing shown on the right contain the sequence that properly routes the user to the correct result based on how they answered every question. This allows the bot to give every user a personalized result based on how they answered.
Finally you can add a webhook element into the bot which will allow you to send your data you just collected to your CRM. This feature looks like this:
You can also set up a retargeting setup to retarget users who haven’t finished the questionnaire yet. Find out how to do that on this article.
Once your chatbot is done and you are happy with the sequence you’ve created you can now move on to create the lead ad on Facebook.
Create the Facebook Ad
Step 1: Campaign
Your lead generation ad will be created in the Facebook Business platform. First of all, a new campaign has to be created, the campaign target will be lead generation.
Step 2: Creating the Ad Group
Continuing to the Ad group, there are a few options available through the campaign target of lead generation. First, you will choose the ad type for messages. There are 2 ways:
- Click to Messenger (Opens Messenger conversations from ads)
- Sponsored message (Sends messages in existing conversations)
Click to Messenger is chosen because we want to direct new prospects to click the Ad to the Messenger, then qualify them as a lead. Sponsored messages are useful if new product updates/services are to be marketed in existing conversations.
The placement of Click to Messenger ads can be placed in the following platforms so far:
- Instagram feed (Stories will come later in the year)
- Facebook Feed
- Facebook Marketplace
- Messenger Mailbox
At first, it’s recommended to use automatic placement as the results will probably be more satisfactory. You can optimize in the future in other campaigns but if you have no experience with campaigns Automatic placement is recommended. It should definitely be placed in the Messenger mailbox because it has the best user experience: the user sees the advertisement in the mailbox and the conversation can be started after clicking in the same platform (see example on the screenshot).
Step 3: Create the Ad
Creating the actual Facebook lead gen ad is at the core of the success of this chatbot campaign. You need an ad which catches the eye and raises curiosity to find out more. This can be tricky and needs to be carefully crafted to have the desired success.
It is also possible to set the Call to Action to “Send message”. Experience shows that we have achieved a higher CTR with our customers when the CTA is “Learn More” or “Get Quote” – as known from previous Lead Ads.
Step 4: Connect the Chatbot
Under the Messenger Setup in the Ad, select the custom template.
In this template you will be able to create the opening message, this message is very important as you need the user to click on the first button to initiate the conversation. You can add a picture or a video to make the user more engaged, it’s also good to include emojis or a gif.
Step 5: Connect Payload
To connect the payload from the Chatchamp platform to the Facebook ad, you first click on the Connect button under Actions:
A window will pop up and give you different information you may need for different uses. The on we are after is the first one which is the payload. You will put this payload into your Ad, and this will connect the chatbot to the ad and allow the chatbot to operate properly.
You will put this payload into the messenger template you set up at the bottom. This will need to be put into a button with the action of “Send a Postback” and then you can paste the payload in the next text space.
Advantages over classic lead ads?
The effects vary from business model to business model, but Messenger Lead Ads generally offers the following advantages:
- More personalization through dialogue
- Increasing lead volume (scaling) by playing to new target groups
- Possibility to operate CRM according to lead generation
More personalization through dialogue
Contrary to traditional lead form Ads or website Funnels, a chatbot offers the opportunity to enter into direct dialogue with the interested parties. This creates more proximity to the company and the product / service can be dynamically adapted to the needs of the potential customer.
Increase the lead volume
Using a chatbot allows a huge increase in lead volume and can solve a big problem for performance marketers: scaling.
With customers like Audibene and Pflege.de we have already seen an increase of the lead volume by up to 200% in the first few weeks – with a constant, stable CPL (Cost per Lead).
Possibility to operate CRM after lead generation
A lead is not yet customer. Once a lead has been generated, the company must contact it as soon as possible to convert it to a customer. This usually happens through sales pitches and email marketing. As the lead has already been converted in Messenger, it makes sense to continue the dialogue in this medium. Event reminders and updates on new products and services are a good tactic.
Another advantage of CRM (Customer Relationship Management) via Facebook Messenger is the positive statistics: with over 80% opening rates and up to 25% click-through rates, the conversion rate from lead to customer is increased many times over in contrast to conventional CRM methods such as E -Mail Marketing.
Conclusion and Outlook
Overall combining the use of a Facebook messenger chatbot and a Facebook lead generation ad allows for an increased success rate and great performance. The lead generation chatbot is able to convert the users interacting with it into leads and then it passes those leads on through the connected CRM tool to convert those leads into purchases. Chatbots give benefits to both sides of the communication, with users getting a direct line of communication to the business and the business gets more personal information out of the user. Chatchamp allows any business to easily and quickly set up a chatbot for their business with no coding knowledge required.
As an outlook, it should also be mentioned that we can expect a lot from Facebook in the short term with regard to messenger communication. Automatic appointment bookings within the Facebook Messenger are already on the rise and WhatsApp is now taking the first step with the new Business API and Click to WhatsApp Ads.
Curious about Chatbots?
You want to implement WhatsApp & Facebook Messenger Bots for your business?
Check out Chatchamp for further examples how to use chatbots to generate more leads and increase your revenue. Feel free to book a demo with one of our experts to see how your business can implement and benefit from chatbots.