How to generate high-value clients and repeat business with messenger bot marketing and one of the most critical psychological processes for making sales.
In this article:
- Why messenger marketing is more persuasive than you realized
- The power of implicit trust: a real-world example
- Case Study: 254 Messenger subscribers per week
- Getting subscribers and clients with a Messenger bot funnel
Messenger marketing is more persuasive than you realize
If you don’t trust me, you won’t buy from me.
But if you do trust me, the sale becomes exponentially easier.
According to the world-renowned expert on influence and author of The Psychology of Influence, Robert Cialdini, “trust is one of those qualities that leads to compliance with requests, provided that it has been planted before the request is made.”
You don’t need to read all of the scientific research about trust to know that trust can make or break the sale.
- It’s why testimonials and other forms of social proof are so powerful. People trust you more when they see that others trusted you and don’t regret it.
- It’s why the odds of closing the deal are much bigger when the prospect has been referred to you by a happy customer.
- It’s why your reputation (or the lack of one) matters.
So the question is, how can you get your leads and prospects to trust you more?
In today’s article, we’ll discuss how Facebook Messenger provides you with an opportunity to generate and convert leads into paying customers thanks to the persuasive power of associated trust.
If you want people to engage with your message, then you need to make sure it reaches them. It’s even better when you speak to them in a way they’re comfortable with. The principle is simple: You need to go where your audience is and you need to speak the way they speak.
That leads us to two of the obvious reasons for messenger’s tremendous marketing potential.
1). Comfort: By now short, conversational instant messages are how we communicate with each other. Whether it’s Messenger, Instagram, Whatsapp, or any of the other platforms, this is how we communicate with the people we work and live with.
2). Familiarity: According to Statista, over 1.3 billion people use messenger monthly to communicate. What if there was a way to reach your target audience on a platform they use all the time?
The good news is there is such a way! Messenger marketing gets your message when your audience is and with a strategically written bot funnel, you can set them on a path to engage with your brand and purchase your products and services faster than you could with other forms of marketing.
The bad news is that while there’s a huge amount of potential, Messenger marketing is still new enough that most marketers have no clue how to use it effectively.
In fact, most people don’t even know the underlying psychological reason for Messenger’s persuasive potential.
More on that in a few moments.
First, let’s get into what you can do with a good Messenger marketing strategy.
Marketing campaigns are most effective when you focus on one main objective. Throw too many things into the mix and you end up with an incoherent message and low conversions.
We recommend using Messenger marketing for these 4 objectives:
- Build Messenger Subscribers
- Generate Qualified Leads
- Generate New Customers
- Engage and Entertain Prospects
Building Messenger Subscribers
Like with email list building, you can build a list of subscribers on Messenger. The more people you have on your list, the more people you can reach and the more sales you can generate.
Building a list of Messenger subscribers is one of the first goals you’ll have for a good Messenger marketing campaign. What makes this easier to do compared to email list building is that people can opt-in by something as simple as leaving a comment on one of your sponsored posts!
Pro tip: Keep your targeting tight and your list relevant. Your marketing messaging is most powerful when focused around one big idea for a specific group of people. Remember: Try to sell to everyone, end up selling to no one!
Generate Qualified Leads
You can also use Messenger to generate leads to follow up on another channel. This strategy works well if you want to follow up through email, the phone or in person. If your sales depend on getting prospects talking to your sales team, then this may be your best bet.
Pro tip: Most Messenger bots apps offer integration methods. Since Facebook makes it easy to pre-fill information like an email address or phone number, all the prospect has to do is tap a button! Using an integration tool Zapier, you can automatically send that information to your CRM system.
Generate New Customers
Let’s be honest, we all want to generate sales. Messenger lets you do that in several different ways. You can send leads to a sales page or product page and you can also have people register for your webinar without ever leaving Messenger. Messenger even integrates with certain payment processors, so if your offer is compelling enough your prospect could become your customer in just a few clicks.
Pro tip: Don’t push the sale. Nothing generates more sales than a compelling customer journey. That journey can be taken quickly if you know what you’re doing and Messenger marketing makes it possible but you still need to build trust.
Engage and Entertain Prospects
Don’t be one of those marketers or businesses that only send promotional messages. It’s a sure-fire way to burn out your list. If you want your list to grow and stay healthy, you’ll have to provide value. Be useful to them and they’ll be useful to you. A subscriber that engages with you is a sign of interest, so create and share content that stimulates engagement.
Pro tip: The best value comes from solving people’s problems. Even solving a little problem goes a long way. Try to think of ways that you can help your prospect move forward and offer your product or service as the next step in their journey. It’s value and sales rolled into one powerful package.
Earlier in this article, I mentioned two obvious reasons for Messenger’s persuasive marketing power. There’s another less obvious reason behind its persuasive power. To dig into, we need to take another look at Robert Cialdini’s work, in this case, his latest book, Pre-Suasion (one of my all-time favorite books and I highly recommend it to anyone interested in sales and persuasion).
The power of implicit trust: a real-world example
In the first few chapters of the book, Cialdini details how he spent some time studying the best-performing salespeople. Ever the inquisitive scientist, he studied the salesmanship of the top performer of a high-end heat-activated fire alarm systems company.
The selling process always involved an in-home visit to a family that had scheduled an appointment. As Cialdini writes in his book, the sales sequence taught to the sales reps was fairly standard in the industry: build rapport through small talk, followed by a timed 10-min written test for the prospects.
This was usually followed by the sales pitch by demonstrating the alarm system and presenting a book of the system’s features and benefits compared to competing products.
The business’s top performer (given the name Jim in the book) stood out from all the others in one way, and it was this ingenious strategy that helped him dominate the other sales representatives.
While all the other sales reps would bring the book with them from the start of the appointment, Jim would ‘forget’ the book in the car. At the start of the written test, he would slap his forehead and say, “Oh, I forgot some really important information in my car, and I need to get it. I don’t want to interrupt the test; so, would you mind if I let myself out and back into your home?”
The prospects would almost always give him permission and often it meant giving Jim a door key. As Cialdini observed, Jim would always ‘forget’ the book, and he’d always ‘remember’ at the time of the test.
When asked, Jim was hesitant to reveal his selling secret but eventually, Cialdini got the better of him.
Jim told him: “Who do you let walk in and out of your house on their own? Only somebody you trust, right? I want to be associated with trust in those families’ minds.”
Jim didn’t change anything else about the company’s sales sequence or pitch. Instead, he made sure he was associated with trust before he asked for the sale.
Messenger marketing works on a similar principle. The comfort and familiarity that the platform brings are associated with trust, liking, and sharing.
We write to our friends, family, partners, co-workers on Messenger and platforms similar to it. Just by engaging your prospects on this platform (if you do it right), you’ll have a leg up on your competition because you’ll be unconsciously associated with your prospects’ social circles.
Case Study: 254 Messenger subscribers per week
As you may have noticed by now, we love Messenger marketing and for good reason.
For our most recent project, we generated 254 new Messenger subscribers per week for 8 weeks using a limited ad budget. You can read the full case study by clicking here.
In the case study we’ll dive into:
- How we increased organic traffic by 250% in 12 months, despite a huge drop thanks to Google’s algorithms;
- What we did to collect 1557 email addresses through FB messenger with an abysmally low budget;
- Key takeaways about driving traffic to your business, optimizing sales conversions, and what you need to scale your business to a higher level.
Getting subscribers and clients with a Messenger bot funnel
Before you get started with a messenger marketing funnel, you need to realize two things:
1). Messenger marketing is similar to email marketing but it is NOT the same. Email copy and messenger copy are two different animals. Keep your messages short and conversational, you’re chatting, not writing a newsletter.
2). You need to automate your Messenger campaigns, just as you would with an email marketing campaign. Direct outreach on messenger is fine if you’re just starting out or if you have a specific prospect in mind but if you want to really scale your growth, you’ll need to automate your campaign.
So are you ready to get subscribers and clients through a Messenger bot funnel?
Here’s our recommended 6-step approach:
- Choose your objective
- Select your growth strategy
- Determine your transformational marketing message
- Develop the prospect journey and workflow
- Write and implement your copy