Bojana Vojnović

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<p>Rome wasn’t built in a day, and neither is customer loyalty. To get customers to stick around, you can invest your time and effort in improving your product and your customer experience.</p>
<p>Great customer service is an extremely valuable tool for building exceptional experience and more loyal customers. That’s why we’ll explain how customer service makes a huge impact on your business and give you concrete ideas for <a href="https://chatfuel.com/blog/chatbot-for-customer-service">making improvements</a> to your current offerings.</p>
<h2>Customer acquisition vs. customer retention</h2>
<p>One of the age-old questions in customer marketing is: should you focus your efforts on customer acquisition or customer retention? There is no “right” answer, but both are important for building a sustainable business.</p>
<p>Acquiring a new customer, although necessary, is <a href="https://www.huify.com/blog/acquisition-vs-retention-customer-lifetime-value">five times more expensive</a> than retaining an existing customer. Loyal customers are also more likely to make a purchase from you since they are already familiar with your brand, products, and experience.</p>
<p>So, how do you get customers to keep coming back? Offering great customer service is one of the most powerful ways to retain the customers you’ve worked so hard to acquire.</p>
<h2>What influences customer loyalty?</h2>
<p>Customer loyalty is influenced by the perceived value you bring to your customers, brand trust, and customer satisfaction—all of which can be increased through having great customer service.</p>
<p>A reported <a href="https://www.nextiva.com/blog/customer-service-statistics.html">96% of customers worldwide</a> say customer service is an important factor in their choice of loyalty to a brand, and the vast majority are willing to spend more if it means receiving great customer service in return.</p>
<figure><img src="/cms/static/blog/610a694aecea9356b0ce9cfd_01-min.png" loading="lazy" alt="" height="2336" width="4160" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAABYlAAAWJQFJUiTwAAAAJUlEQVR4nAEaAOX/AAADZmJp2b23//nr/wDBiv//zv9+hv+2rf+//RDfJjVuLgAAAABJRU5ErkJggg==" placeholder="blur"><figcaption>When asking consumers what impacts their level of trust with a company, offering excellent customer service ranked <strong>number one</strong>.</figcaption></figure>
<h2>How loyalty is built with customer service</h2>
<p>A great customer service strategy, at its core, means having a consistent game plan for addressing all types of customer questions and feedback.</p>
<p>If you can deliver answers quickly, efficiently, and politely, your customers will be much more likely to return.  To improve your strategy, here are a few key areas you should evaluate:</p>
<h3>Through your onboarding process</h3>
<p>Whether your onboarding process is human-led or automated, it’s a critical part of <a href="https://chatfuel.com/blog/customer-loyalty-chatbot">building customer loyalty</a>. Onboarding is one of the first interactions your customers have with your company, so it’s extra important to make sure they have a positive experience. If you have a self-guided onboarding process, give your customers opportunities to seek more information whenever possible.</p>
<h3>Through self-servicing options</h3>
<p>If your product or service is complex enough to require more detailed tutorials, it’s a smart idea to build out a knowledge base or support center. Your knowledge base can contain in-depth articles on product features or short, <a href="https://www.youtube.com/watch?v=A499Eeq9Lq8">easy-to-read FAQs.</a> The easier it is for your customers to find the answers they need, the better.</p>
<h3>Through agent-assisted support</h3>
<p>Your agents may be responsible for chatting with customers through several different channels, including phone, online chat, email, and social media. High levels of customer retention stem from consistent and compassionate service.</p>
<p>Train your agents and check-in with them regularly to ensure they are handling customer interactions with the same level of excellence across the board. Go for meaningful conversations, rather than just closing as many tickets as possible.</p>
<h3>Through feedback implementation</h3>
<p>Evaluating your strategy and performance to make your service even better is always a good idea. You should be examining feedback from your customer service team as well as your customers. Ask customers how they feel about your service <a href="https://surveysparrow.com/blog/guide-product-feedback/">via feedback surveys</a> on social media or <a href="https://blog.lemlist.com/best-email-verification-tools/">email</a>.</p>
<p>Similarly, survey your team members to identify strengths and pain points in your current strategy. These are just a few of the many proponents of implementing a successful customer feedback loop.</p>
<h2>4 parts of customer service you can automate</h2>
<p>Good customer service doesn’t necessarily have to be entirely human-powered. Your customer service strategy may actually benefit from being partially automated.</p>
<p>If you want to provide round-the-clock, consistent service and let your agents handle more complex cases, here are a few areas of customer service that may be worth automating.</p>
<figure><img src="/cms/static/blog/610a6ac9b289383ee9949a25_03 (1)-min.png" loading="lazy" alt="" height="2336" width="4160" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAABYlAAAWJQFJUiTwAAAAI0lEQVR4nGNgYHU/fvH/s5f/+Y1mMTCwO3z++f/i9f8Myo0Ao8ANCq2U2Y0AAAAASUVORK5CYII=" placeholder="blur"><figcaption>Automating services is made easy with chatbots</figcaption></figure>
<h3>1. Your onboarding</h3>
<p>An <a href="https://chatfuel.com/blog/onboarding-chatbot">automated onboarding flow</a> lets your customers get situated with your product or service at their own pace.</p>
<p>For example, you can use a chatbot to create automated flows that are as simple or complex as you’d like. A chatbot can walk your customers through a proper onboarding checklist, recommend related tutorials or videos from your support center, or guide them through certain features in more detail based on how they interact.</p>
<h3>2. Frequently asked questions (FAQs)</h3>
<p><a href="https://www.youtube.com/watch?v=A499Eeq9Lq8">How to Automate Customer FAQs on Facebook Messenger</a></p>
<p>If you have a running list of the questions your agents get asked the most often, you can save a lot of time and effort by integrating them into a chatbot. Once it’s been programmed, a bot can anticipate what your customers are looking or asking for, and deliver those answers quickly.</p>
<h3>3. Advanced routing to the right teams</h3>
<p>When phone calls can’t be routed to the intended recipient, it creates a frustrating experience for both you and your customers. <a href="https://www.nextiva.com/blog/what-is-call-routing.html">Call routing</a> is a great tactic to ensure that customers who reach your business by phone will be able to speak with the person or department that can provide the help they need.</p>
<p>With routing, customers will hear a list of departments they can speak with and the action required to connect, i.e. press “1” to speak with the billing department, press “2” to speak with customer support, and so on.</p>
<p>In addition to connecting customers with the right people, automated redirections of calls also reduce wait times and can give you the option to forward calls to a partner or outside firm when you’re unavailable. Given these benefits, it’s no surprise that call routing is a proven way to boost your customer satisfaction ratings.</p>
<h3>4. Keeping databases</h3>
<p>Detailed database-keeping is essential for providing exceptional service. A <a href="https://blog.appsumo.com/crm-software/">Customer Relationship Management system (CRM)</a> that integrates with your communication channels (phone calls, texts, emails, chatbots, etc.) will help your customer service team capture notes and information about customer interactions. You can then refer back to this data to make more informed decisions to increase customer loyalty.</p>
<h2>Investing in loyalty pays off in the long run</h2>
<p>Building up your customer service strategy to increase customer loyalty can help you cut costs and generate more revenue. A loyal customer is easier to sell to, cheaper to maintain, and tends to <a href="https://blog.smile.io/repeat-customers-profitable/">spend more on new purchases</a>. They’re also more likely to recommend you to others, making them one of the most valuable acquisition tools. Customer service has immense benefits for your bottom line and is a powerful way to set yourself apart from others.</p>

To get customers to stick around, you can invest your time and effort in improving your product and your customer experience.

Why Great Customer Service Builds More Loyal Customers

Platforms

Engagement

Industry News

<p>Today’s e-commerce market has to take the social aspect into consideration. That means leveraging social media as a tool. You’re probably already maintaining a social media presence and running social media ads. In this article, we will make a case for why you should also have an actual store on social media. We’re talking about Facebook Shops.</p>
<h2>What is Facebook Shops?</h2>
<p><a href="https://about.fb.com/news/2020/05/introducing-facebook-shops/">Facebook Shops</a> is a part of the Facebook platform. It’s a shopping interface that a business can set up and link to their business pages. It can be a single online store for both Facebook and Instagram. Brands choose the products and customize their shop with a cover image and accent colors. This means any seller can bring their business online and connect with customers wherever and whenever it’s convenient for them.</p>
<p>People who are already socializing with friends and keeping up with businesses on Facebook will be able to find your shop easily. Your business page will have a link, and you can run ads that lead to it, too. Some businesses can even offer a native buying experience, so users can enjoy shopping on Facebook and then check out without leaving the site or app. Users can also bookmark favorite items and message the business directly through Messenger if they have questions.</p>
<h2>Top reasons to sell on Facebook marketplace</h2>
<h3>1. Global audience</h3>
<p>Facebook has 2.7 billion monthly active users worldwide. If your business has a presence on this platform, you’ve access to a vast audience. Statistics show that people want to connect with brands on social media. <a href="https://www.kleinerperkins.com/perspectives/internet-trends-report-2018">78% of US consumers</a> say they’ve discovered products on Facebook. And there’s now a dedicated marketplace tab on Facebook. Users can browse products by category or search for a specific shop. They’ll also be able to access your shop through the prominent View on Website button on your business’s Facebook page. This sets the stage for your business to benefit from the shopping development on Facebook.</p>
<h3>2. No monthly fee</h3>
<p>Even though there are no initiation or monthly fees, some payments associated with being a merchant on this platform occur. <a href="https://www.facebook.com/business/help/223030991929920?id=533228987210412">Facebook takes 5%</a> of all orders processed with their in-app checkout option (or $0.40 on items cost $8 or less). These fees include taxes and payment processing costs. Merchants don’t need to worry about manually paying for their Facebook shop since Facebook automatically deducts the fees.</p>
<h3>3. Easy to save time and sell more</h3>
<p>In an e-commerce shop, a Messenger chatbot plays the role of a sales associate. Set up a chatbot and equip it to answer common questions about your Facebook Shop’s products. It will automatically respond to every customer inquiry and give them information in a seamless, back-and-forth style. That means prospective buyers will no longer fall through the cracks because you were too busy manually responding to messages. And after answering the user’s question, your chatbot can even cross-sell and upsell additional products related to the one the customer showed interest in.</p>
<h2>How to set up a Facebook marketplace automation</h2>
<p>Setting up a Facebook Shop is simple to do but can be a game-changer for the success of your new or well-established brand. As long as you’re an admin of your page in Business Manager and have permissions to manage the page and its catalog, you can set up a Facebook Shop in minutes. If you already have an e-commerce store set up on Shopify, you can create a Shopify Facebook store. That way, you’ll be able to continue selling on your original site and attract business from Facebook. Follow <a href="https://help.shopify.com/en/manual/online-sales-channels/facebook/facebook-shop/setup">Shopify’s instructions for linking</a>.</p>
<p>If you’re starting your e-commerce store from scratch on Facebook, follow these instructions to set up a Facebook shop:</p>
<p><strong>Step 1.</strong> Start at Facebook’s <a href="https://www.facebook.com/micro_site/url/?click_from_context_menu=true&country=US&destination=https%3A%2F%2Fwww.facebook.com%2Fcommerce_manager%2Fonboarding_landing&event_type=click&last_nav_impression_id=0SUqiKhNw3znG8uzM&max_percent_page_viewed=100&max_viewport_height_px=713&max_viewport_width_px=1343&orig_http_referrer=https%3A%2F%2Fwww.google.com%2F&orig_request_uri=https%3A%2F%2Fwww.facebook.com%2Fbusiness%2Fhelp%2F268860861184453&primary_cmsid=268860861184453&primary_content_locale=en_US&region=noam&scrolled=true&session_id=10OlnbYqweCi1WIpp&site=fb4b&extra_data%5Bview_type%5D=v3_initial_view&extra_data%5Bsite_section%5D=help&extra_data%5Bplacement%5D=%2Fbusiness%2Fhelp%2F268860861184453">Create Your Shop page</a> and click <strong>Next.</strong></p>
<figure><img alt="How to set up a Facebook shop automation" src="/cms/static/blog/62580ebbc996a8156af20606_b70c1bd150b18597c302f82b0499e43613aa218c9c30c3b037f1fd6e5869083a45ca9b63b0c7ac485610986debb33063e6368534ffa78c643107f2a173f20afcc23bccbddb31ca6bddbe5ca41fbbe0c9c1714442733fce40ae07b74b0c36651afa53e121.png" height="1168" width="2080" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAAAsTAAALEwEAmpwYAAAAI0lEQVR4nGN4++6dqKgoNw/PnLlzGb59+9rR0bFt27bW9i4AoFcNM+arjoEAAAAASUVORK5CYII=" placeholder="blur"></figure>
<p><strong>Step 2.</strong> Choose a checkout method. We recommend the <em>Checkout with Messaging</em> option, so you can enable tools like Chatfuel to help you sell more. Then click Next.</p>
<figure><img alt="How to set up a Facebook shop automation" src="/cms/static/blog/62580ebbdf20ab28560cccd7_5ec6d99d04be6eb60088940f019c21fbd8b7d09b150e6be71fd3b8ac4179d095bd4fc235bdd0abede03247efd00a211bf3e38d53c2c2550b96ddb17062eb73be68bb4f6d8973581d6d520361e7eda02eb178ab7f6ba7d041cb74c1f1512f6f90620481e8.png" height="1168" width="2080" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAAAsTAAALEwEAmpwYAAAAI0lEQVR4nGPYd+DAqlWr3NzchEVFGJ4/fzFlynT/gABbW1sAo+MLZujuNXoAAAAASUVORK5CYII=" placeholder="blur"></figure>
<ol>
<li>Select your business from the list or start a new one. Click Next.</li>
<li>Select existing products in the Add Products section, or add a new catalog. Click Finish Setup.</li>
<li>Create a collection of up to 30 products.</li>
<li>Customize the colors and other visual settings of your shop.</li>
<li>Publish your shop and wait for approval from Facebook.</li>
<li>Set up a Messenger chatbot to increase your sales and improve customer service.</li>
</ol>
<h2>Facebook marketplace and chatbots</h2>
<p>Facebook Shops lets you access a vast, engaged audience. They load faster than a mobile website, and you can make your shoppers' lives easier by enabling in-app checkout. Thanks to the prominent tab and buttons, shops efficiently market with Facebook ads, making organic discovery easy.</p>
<p>Integrating a Messenger chatbot helps Facebook Shops grow faster with conversational marketing. Setting up a chatbot for e-commerce to do all of the above on Facebook is easy. With Chatfuel, no coding experience is required. <a href="https://dashboard.chatfuel.com">Sign up</a> for your free account today to get a chatbot for e-commerce up and running in minutes.</p>

Top reasons to sell on Facebook marketplace and how to set up a Facebook shop automation with chatbot

How to automate your Facebook marketplace

Features

Customer Stories

Instagram

We talked to 8 Messenger experts to get their take on chatbot trends and the future of chatbots for marketing in 2021 and beyond.

8 Experts Predict the Future of Chatbots in 2021 and Beyond

<p>Today, more <a href="https://chatfuel.com/blog/top-9-reasons-your-business-needs-a-chatbot">businesses are using chatbots</a> than ever. The market was already worth $2.6 billion in 2019, and it’s expected to reach <a href="https://markets.businessinsider.com/news/stocks/global-chatbot-market-anticipated-to-reach-9-4-billion-by-2024-robust-opportunities-to-arise-in-retail-ecommerce-1028759508">$9.4 billion by 2024</a>. At first, chatbots could answer only the most basic questions asked by users. But the development of AI and the <a href="https://youtu.be/HX-zA-DkPaU">improvement of chatbot-building software</a> now enables them to answer more complex questions and provide a high-quality customer experience.</p>
<p>In addition to <a href="https://chatfuel.com/blog/chatbot-for-customer-service">answering FAQs</a>, chatbots can now also automate lead generation, sell products, gather feedback, and more. To get a clearer picture of how chatbots are used by businesses today, we analyzed data from over 41,000 brands that currently use them. Here are the key takeaways, and what each one means for chatbot adoption in 2021 and beyond.</p>
<figure><iframe allowfullscreen src="https://www.youtube.com/embed/A499Eeq9Lq8?start=1"></iframe></figure>
<h2>#1. The US is still the leader in chatbot adoption. 📈</h2>
<p>Over 70% of brands that use chatbots are based in one of the nine countries shown on the graph below. As you can see, the United States is home to the majority of brands that use chatbots (65%). The US also had the second-fastest growth rate in chatbot adoption between 2018–2020. This upward trend strongly suggests that consumers are responding well to chatbots, and that these bots are positively impacting the bottom line of adoptive companies. Other data also supports this: Research from Salesforce shows that half of all Americans engage with a chatbot <a href="https://www.salesforce.com/blog/chatbot-statistics/">at least once a week</a>.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb86bfdeacc7_4qzjwomfnkw492rY7dJDYv3jmraxytohKrOlxe66PnE_Z0e2oF1WhLVBPtcqn54Yeo45y1JyTuKbwr53cvbwlW2m745COGySGsnZqTPKaznLOMASXjzJeQUqrkbmeShMb4GnQn85.png" alt="" height="548" width="829" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAAsTAAALEwEAmpwYAAAALElEQVR4nGOwcXIxMrXw8PCub2hiYJSWOnr69H8wYNCwstK3t5s8c+a169cBKL0R2oijahoAAAAASUVORK5CYII=" placeholder="blur"><figcaption>The United States has a higher percentage of brands using chatbots than any other country.</figcaption></figure>
<p>But it’s not just the United States that’s experiencing growth in chatbot adoption. European countries also continue to trend upward in bot usage. Every European country listed in the top nine experienced growth in this area between 2018 and 2020. In particular, Germany experienced the fastest growth of the countries in the study, with an increase of chatbot usage by 1.44% per 1,000 people. Consumer surveys across Europe reflect similar results, with about <a href="https://www.businessinsider.com/chatbots-are-gaining-traction-2017-5">50% of European consumers</a> reporting that they view chatbots as a positive addition to business and customer service.</p>
<p>Of all the countries in the top nine, India and Australia were the only ones that experienced a slight decline in chatbot usage. However, the decrease was only by a small percentage, it may well be a result of the general economic decline caused by COVID-19.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb917cdeacc8_ROmTVo1bS4HVhXNpFQS3RclQORRWnzbdHvjqnJ8BrZ0ww8rHCjgsUVy5yPwkPNvVCeXil9momiVsy8EU4Hb48WkuqqT9MAYhtL3Sk0u8PR1fixNfG-4_Vw9sdBhau7MJFioDaKV_.jpeg" alt="" height="934" width="1576" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAAAsTAAALEwEAmpwYAAAAJUlEQVR4nAEaAOX/AEF/ncHExbq7vP3+/wAAFTrDyMqztbjX2tvKExAjPl2InAAAAABJRU5ErkJggg==" placeholder="blur"><figcaption><em>2018 data credited to </em><a href="https://www.goboomtown.com/blog/chatbot-statistics-study" target="_blank"><em>Boomtown</em></a></figcaption></figure>
<p>‍</p>
<h3>🔮 <strong>What this means for the future:</strong> Chatbots are versatile tools that are becoming popular with consumers in major markets around the world</h3>
<p>‍</p>
<h2>#2. Chatbots are becoming more popular for B2C companies. 🛍️</h2>
<p>Chatbots have become increasingly popular for B2C companies in recent years. In 2020, about 60% of brands using chatbots are B2C brands—and data shows that B2C consumers are embracing the technology. For example: A study by Hubspot found that <a href="https://blog.hubspot.com/news-trends/artificial-intelligence-is-here">47% of consumers</a> say they’d be open to making a purchase through a bot.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb979ddeacc9_-7rm1XCJJSLPhYYC4pITS6ig_bhS-WHZ5RGyV5tV4cTOjrnmZ4WFIj_W10RU3gwPZd3dCV4NI-qA6lMCo1_TEXHuHqIhILIbusGeD05As_OmnpAFo4uNvh__G9Bf--Wgi8qk6APp.png" alt="" height="529" width="834" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAAsTAAALEwEAmpwYAAAAKElEQVR4nGP4/////YfPHj9//f//fwYQ5tAJnjITyknOa+2YswrIAQA+Ehwib7K2SgAAAABJRU5ErkJggg==" placeholder="blur"><figcaption>Over half of brands now using chatbots are B2C.</figcaption></figure>
<p>One B2C industry in which bots have become increasingly popular is <a href="https://chatfuel.com/blog/chatbots-for-banking-finance-business">banking</a>. A 2018 survey found that <a href="https://www.emarketer.com/content/chatbots-in-u-s-banking">43% of respondents</a> prefer to address any issue they may have with their bank through a chatbot. This willingness to turn to bots is projected to save banks <a href="https://www.juniperresearch.com/press/press-releases/chatbots-a-game-changer-for-banking-healthcare">up to $8 billion annually</a> by 2022.</p>
<p><a href="https://chatfuel.com/blog/9-reasons-your-ecommerce-business-needs-a-chatbot">Ecommerce</a> is another sector where chatbots are exploding in popularity. One widely cited major brand that adopted bot technology early was Sephora. They built a chatbot to assist with marketing and sales, and it’s been highly successful. Users who begin a chat with the Sephora bot average about <a href="https://www.linkedin.com/pulse/case-study-sephoras-adoption-chatbots-anupama-mishra/">10 messages per day</a>. The bot gives makeup advice, shares how-to videos, and even allows consumers to book appointments for in-store services.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb06f5deacca_iPhone_11.png" alt="" height="667" width="932" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAMElEQVR4nGNwcHCwsrISFBTq6upiuH7j5uYt27dv3/b15wcGDw9PZnZuSQmxhMRYAC78DzzxUT5AAAAAAElFTkSuQmCC" placeholder="blur"><figcaption>The Sephora chatbot helps users find the products they're looking for, and provides advice on how to use them. Source: <a href="https://www.linkedin.com/pulse/case-study-sephoras-adoption-chatbots-anupama-mishra/" target="_blank">LinkedIn case study</a>.</figcaption></figure>
<h3>💡For more ecommerce chatbot examples, check out the stories of how</h3>
<ul>
<li>a whisky brand used a bot <a href="https://chatfuel.com/blog/whisky-brand-triples-conversion-rates-with-gift-recommendation-chatbot">to triple online conversion rates</a></li>
<li>an agency got a <a href="https://chatfuel.com/blog/agency-gets-999-roas-for-ecommerce-client-using-messenger-bot">999% return on ad spend</a> for their car accessories client</li>
<li>a furniture brand uses a bot to generate <a href="https://chatfuel.com/blog/decen-baby-brand-generates-80-of-total-sales-with-messenger-bot">80% of their sales</a></li>
</ul>
<p>However, just because B2C brands are now overtaking B2B brands in chatbot adoption doesn’t mean that B2B brands no longer use bots. About 40% of the 41,000 brands in our analysis that use chatbots are B2B. It’s more likely that the growth rate of chatbot usage in B2C brands has surpassed that of B2B brands, rather than bot adoption declining for B2B.</p>
<p>There are also plenty of interesting case studies detailing how B2B brands use chatbots. Hubspot is one great example of a B2B company using bots to drive sales and <a href="https://chatfuel.com/blog/marketing-agency-uses-messenger-bots-to-deliver-high-quality-leads-for-clients">increase lead volume</a>. Their bot finds out where users are in the funnel, and then sends them to a free tool to solve whatever issue they’re facing. This tactic adds value, increases brand authority and trust, and can actually upsell the user from the free plan to a paid plan. The best part: It’s all done by the bot on autopilot—no human intervention required.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb3875deaccb_iPhone_11_29.png" alt="" height="689" width="928" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAMklEQVR4nAEnANj/AEhHSUZFSwwDAB0bGQC1srOSkJfLycj07+8Ao6Gir7GvkoiGrqekI3wSnlfUDoUAAAAASUVORK5CYII=" placeholder="blur"><figcaption>The Hubspot chatbot provides users with free tools, and offers upsells to paid tools.</figcaption></figure>
<p>‍</p>
<h3>🔮 <strong>What this means for the future:</strong> Chatbots clearly provide both B2B and B2C companies with plenty of opportunities to engage customers, automate support, increase sales and more. Expect to see even more brands of both types adopting bots in 2021</h3>
<p>‍</p>
<h2>#3. IT software is the leading industry for chatbot adoption. 💻</h2>
<p>While chatbots are being adopted by businesses across more and more industries, 38.9% of bot-using brands in our analysis are part of the IT software and services sector. It may seem unsurprising, since businesses in this industry are obviously tech-savvy. But in fact, technological know-how is no longer a requirement for building effective chatbots. <a href="https://chatfuel.com">No-code software like Chatfuel</a> empowers anyone to build a bot—no coding knowledge or experience necessary.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb42c3deaccc_9YVq8nPCmHAfvVMhNpHInkqyItS21GvDrMBADsWBxSy-MzuwupTjSq2vZ4MC-vqnINEAzhspQniwJ7gWJmKHBXqhQ87xYoKMCFHvXeSQBuEiBmfj9m0m4faRyB67teCUfPYZkvFM.png" alt="" height="555" width="831" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAAsTAAALEwEAmpwYAAAAMklEQVR4nAEnANj/AIOQkISFiZKRldjY2QAAIB1WdnLz9/bt7+8AgJSTLUlIhpSTxMrJkHgVBnhlsyAAAAAASUVORK5CYII=" placeholder="blur"><figcaption>The IT software and services industry has more businesses using chatbots than any other sector.</figcaption></figure>
<p>At almost 25%, the <em>Other</em> category is the second largest in our findings, which indicates that chatbots are being adopted across a range of industries. The <em>Consumer Goods</em> category was the third-largest chatbot adopter at 10.4%, followed by <em>Professional Services</em> (8.6%), <em>Consumer Discretionary</em> (5.4%), <em>Media</em> (4.6%), <a href="https://chatfuel.com/blog/chatbots-for-restaurants"><em>Restaurants</em></a><em>and</em><a href="https://chatfuel.com/blog/messenger-chatbot-to-help-hotels-through-covid-19"><em>Hotels</em></a> (3.98%), and  Healthcare (3.52%).</p>
<p>‍</p>
<h3>🔮 <strong>What this means for the future:</strong> The industries in which chatbots are used will continue to diversify because of how easy it has become to build effective, fully functional bots</h3>
<p>‍</p>
<h2>#4. Smaller companies are more likely to use chatbots. 👔</h2>
<p>Chatbots are actually the most popular among companies with between one and 10 employees. This may be because a smaller company has to find innovative ways to handle customer service and sales leads with fewer resources.</p>
<h3>💡To learn more about how chatbots can help companies save time and resources, check out these case studies</h3>
<ul>
<li><a href="https://chatfuel.com/blog/emergency-chatbot-helps-nonprofit">A nonprofit chatbot</a> saves the organization hours of time each week 💙</li>
<li><a href="https://chatfuel.com/blog/ecommerce-entrepreneur-uses-chatfuel-bot-to-automate-over-100-000-in-sales">An ecommerce chatbot</a> continues to bring in revenue on autopilot, even when the business owner is on vacation 🏝️</li>
<li>A <a href="https://chatfuel.com/blog/cut-operational-costs-with-messenger-bot">lead qualification chatbot</a> enabled this call center business to save over $25,000/month in operational costs ✂️</li>
</ul>
<p>That doesn’t mean large companies aren’t interested in jumping on the bot bandwagon, however. A Gartner study predicts that by 2021, <a href="https://www.gartner.com/smarterwithgartner/gartner-top-strategic-predictions-for-2018-and-beyond/">over 50% of enterprise companies</a> (like Google, IBM, and Facebook) will spend more money each year on chatbots than mobile apps.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb2bb5deaccd_Zt1Tl3kg8mzufvaxfwevTkm1Nliduc9_mNwo5kclx60vTFk5B7M6CvZJLi0uWkP8g1x0NOyz8bMT8nSe8R2XB0EFPa6BUqD-L2TiJGaNbpZp-qrsSHh0LWCt-BM6zAdA3qZJDuid.png" alt="" height="550" width="833" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAAsTAAALEwEAmpwYAAAAMklEQVR4nAEnANj/AGlwc4SFiYSFiZ2eoAAFMTB2joz////8/f0AU21sAB4cwcjH9fX1djoUyg67UlEAAAAASUVORK5CYII=" placeholder="blur"><figcaption>Small brands (with between one and 10 employees) are more likely to use chatbots.</figcaption></figure>
<p>‍</p>
<h3>🔮 <strong>What this means for the future:</strong> While chatbots can benefit businesses of all sizes, they’ll continue to be especially useful tools for entrepreneurs and smaller businesses, since the technology is cost-effective and accessible to anyone</h3>
<p>‍</p>
<h2>Just how effective are bots for brands and their customers?</h2>
<p>Businesses are adopting chatbots at ever-increasing rates—but what do their customers think? Are bots actually helpful and effective? Can they provide positive results for both the users and the businesses? The answer is yes. Take a look at these telling stats:</p>
<ul>
<li><a href="https://outgrow.co/blog/vital-chatbot-statistics?source=aw&awc=19531_1605815058_2fdd9f02433a833ae3671064d95622c7">56% of consumers</a> already say they’d prefer to message a business rather than call customer support. And as more brands start building high-quality bots, this number will only increase.</li>
<li>The average open rate for email is <a href="https://mailchimp.com/resources/email-marketing-benchmarks/">around 21%</a>. The average open rate for chatbot messages on Messenger is <a href="https://blog.hubspot.com/marketing/facebook-messenger-marketing-experiments">close to 80%</a>. That means messages brands send via bot are getting seen.</li>
<li>Retention for chatbot users is between 30-50%, based on this data we analyzed from 41,000 bot-using brands. That means at least half of bot users come back for more.</li>
</ul>
<p>Chatbots are growing in popularity among consumers, and brands are seeing the benefits. As a result, we can all expect the chatbot market to continue its rapid growth into 2021 and beyond.</p>
<h2>Chatbots are here to stay</h2>
<p><a href="https://outgrow.co/blog/vital-chatbot-statistics?source=aw&awc=19531_1605815058_2fdd9f02433a833ae3671064d95622c7">56% of consumers</a> say they’d prefer to message a business rather than call customer support. And as more brands start building high-quality bots, this number will only increase. People are interested in interacting with chatbots. And since your brand can only benefit from a bot (save time, increase sales, automate processes), now’s the time to build one!</p>
<p>👉 To get started, <a href="https://dashboard.chatfuel.com"><strong>sign up for your free Chatfuel account</strong></a> today, then <a href="https://youtu.be/D4n6VLQHE5U">watch this three-minute video</a> to learn the basics. When you’re ready for unlimited users and priority support, <a href="https://chatfuel.com/pricing">upgrade to Pro</a>.</p>

We analyzed data from 41,000 brands that use chatbots to identify trends and predict the future of bots for business in 2021.

The Future of Chatbots for Business, Based on Data from 41,000 Companies

Integrations

Shopify

Website

The secret to taking your business to the next level: marketing automation. Here's how to do it with Chatfuel + Zapier automation software.

A Marketing Automation Love Story: Chatfuel + Zapier

Re-engagement

<p><em>Missed an episode of Chatfuel School—the podcast where we cover hot topics in the world of bot-building and marketing? Don’t worry; we took notes for you.</em> 🤓 <em>The topic for April 16, 2020 was how to optimize your ecommerce sales funnel using</em><a href="https://chatfuel.com/blog/how-to-create-messenger-ads-on-facebook"><em>Facebook ads</em></a><em>. Our expert guest this week was Facebook ads expert Jason Smith of Spotlight Social, a marketing agency in Los Angeles. Here’s the full episode.<em>👇</em>Keep scrolling for a recap of what you missed.</em></p>
<figure><iframe allowfullscreen src="https://www.youtube.com/embed/tjKqCie3IsA"></iframe></figure>
<p>Over Q1 of 2020, as the coronavirus morphed into a pandemic, <a href="https://investor.fb.com/investor-news/press-release-details/2020/Facebook-Reports-First-Quarter-2020-Results/default.aspx">Facebook reported</a> “a record number of people using [their] services.” People worldwide have been quarantined at home, spending lots of time scrolling social media for both news and entertainment.</p>
<p>COVID-19 has affected different ecommerce niches and their Facebook ads in different ways. But there’s no denying that there are more eyes on Facebook feeds than ever. If you’ve got the resources to experiment with ads to (ethically) boost your ecommerce sales right now, read on! Jason Smith knows a thing or two about Facebook ad sales funnels. (He turned $30,000 into more than $170,000 for his small business clients! 👀)</p>
<p>Here’s a summary of his tried-and-true strategy for using Facebook ads to ignite your ecommerce store’s sales, whether you’re selling on Shopify, WooCommerce, or any other major ecommerce platform. It all begins and ends with this master chart. 🤓 👇</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bbb32fdeabb2_How-to-Build-and-Optimize-Your-Sales-Funnel-Facebook-Ads-Strategy-2020.jpeg" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/47c5559d-f2f3-4b9e-a608-2a47a6f2bfe3/jasonFBadsPdf.jpg" height="1080" width="1920" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAAAsTAAALEwEAmpwYAAAAI0lEQVR4nGP4v2mtPgPDtEi35fUpDP9fPPXnE77YkPH/xlYAm6sMzt9cCWcAAAAASUVORK5CYII=" placeholder="blur"></figure>
<h2>The two sections of the Facebook ads funnel</h2>
<p>As you can see on the far left side of the chart above, Jason divides the ecommerce funnel into two parts based on how much of your budget you should spend on each.</p>
<ol>
<li><strong>Prospecting: the upper part of the funnel</strong> 👥 According to Jason, ads for this part of the sales funnel should account for 60-90% of your budget. They’re intended for <strong>prospecting:</strong> getting the attention of people who have had little to no interaction with your page yet, but that fit the characteristics of prospects you want to target.</li>
<li><strong>Retargeting: the lower part of the funnel</strong> 👤 The ads in this section of the funnel should account for 10-40% of your ads budget. They’re meant for <strong>retargeting:</strong> recapturing the attention of lukewarm or even hot leads who have had some interaction with your page. Note that retargeting isn’t a process for small budgets, Jason explains. If you’re only spending $1k on ads total, for example, you likely won’t have enough users to successfully retarget.</li>
</ol>
<h2><strong>Prospecting</strong> 👥</h2>
<p>In this stage of your Facebook ad strategy, Jason recommends focusing on:</p>
<ul>
<li>dynamic ads</li>
<li>Lookalikes/narrow interests</li>
</ul>
<h3><strong>Dynamic ads</strong></h3>
<p>Dynamic ads (catalog sales) on Facebook let you pull data from a specific product catalog on your ecommerce site and automatically insert it into ads. The Facebook ad will either showcase your most popular products, or product (s) a particular user viewed or even added to their cart. You’ll save time this way, since you don’t have to come up with the ad creative.</p>
<p>There are two ad-set targeting options Jason recommends for ecommerce shops here. (You should use the <em>purchase conversion</em> objective for both.)</p>
<ol>
<li><strong>The broad audience.</strong> In this case, you don’t target anyone in particular. Instead, you let your website’s <a href="https://www.facebook.com/business/help/952192354843755?id=1205376682832142">Facebook Pixel do</a> that for you based on the purchase data it has gathered.</li>
<li><strong>Interests.</strong> In this case, you <a href="https://adespresso.com/blog/guide-facebook-ads-interest-targeting-research-easy-advanced-methods-exposed/">target users with specific interests</a>. And contrary to popular belief, the best practice is actually to clump all of your interests together in one campaign. The Facebook system works better with the data this way, according to Jason, and it’ll target more people.</li>
</ol>
<h4>👉 Jason’s tips on improving your dynamic ads</h4>
<ul>
<li><strong>Exclude the right people</strong> 🙅🏽 Audience exclusion is an important factor in any successful Facebook ad campaign. For dynamic ads, you want to exclude anyone that could overlap with your next ad-set targeting. That means excluding those who have interacted with your Facebook page or your <a href="https://youtu.be/v2F1uXt2AlQ">click-to-Messenger ads</a> in the last 30 days. You will target these people later on down the funnel. (You can see all the audience exclusions for each step in Jason’s chart above).</li>
<li><strong>Choose automatic placements</strong> 🔀 Jason recommends always using <em>Automatic placements</em> when setting up your ads, instead of selecting manual placements on only Facebook or only Instagram. With automatic placements, your ads will appear for users on both platforms, based on their behavior. It makes your ads more likely to be seen by the right people.</li>
</ul>
<figure><img src="/cms/static/blog/60afa6a88bd1bbe73ddeabb6_How-to-Build-and-Optimize-Your-Sales-Funnel-Facebook-Ads-Strategy-2020_.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/bac9fbd0-460b-4e2b-878d-853e6a48ec7e/Screen_Shot_2020-06-01_at_10.13.39_AM.png" height="314" width="683" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAAAsSAAALEgHS3X78AAAAIklEQVR4nGNgY2cvLCz68+fP6dOnGTg4ufQNDHNy83Jy8wCFRQn38QbHtgAAAABJRU5ErkJggg==" placeholder="blur"></figure>
<ul>
<li><strong>Choose the right campaign goal</strong> 🥅 You’re after conversions, so <em>Conversion</em>s should always be the campaign goal you choose for these ads. Otherwise, Facebook will show your ad to users who may click and engage with it, but aren’t necessarily likely to convert.</li>
<li><strong>Run one campaign with two ad sets</strong> ✌️ Run an ad set for the broad audience and one for the interest-based audience. It’ll help you learn how different creatives perform for different groups of users. (Remember: Make sure to exclude the targeted audience of one set from the other set’s targeting, and vice versa. Otherwise, you risk fatiguing users with too many ads.)</li>
</ul>
<h3><strong>Lookalikes/narrow interests</strong></h3>
<p>An ad targeted to a <a href="https://www.facebook.com/business/help/164749007013531?id=401668390442328">Lookalike audience</a> means it’ll reach users who are similar to your existing highest-value customers. Use purchase-event data from your Facebook Pixel for your Lookalike audiences.</p>
<p>💡<strong>Tip</strong>: Want to create a Lookalike audience based on your most valuable chatbot users? Export user data from the <a href="https://docs.chatfuel.com/en/articles/1575151-people-tab"><em>People</em> tab</a> to Facebook Ads Manager in one click with Chatfuel’s Segment Sync feature.</p>
<figure><iframe src="https://www.youtube.com/embed/O5HmJtC1A4M?feature=oembed&enablejsapi=1&origin=https%3A%2F%2Fblog.chatfuel.com" allowfullscreen></iframe></figure>
<p>Create four different Lookalike audiences and a narrow interest-based audience within your campaign. Jason shares that your Lookalike audiences should be:</p>
<ul>
<li>10% Lookalikes of your highest value customers,</li>
<li>5% Lookalikes of your highest value customers,</li>
<li>3% Lookalikes of your highest value customers, and eventually</li>
<li>1% Lookalikes of your highest value customers</li>
</ul>
<p>Follow the same rule you followed for dynamic ads: Exclude the targeted audience of one set from the other set’s targeting, and vice versa. You should also exclude customers who have purchased from you in the last 30 days. The reason behind both tactics is to avoid irritating users with too many ads from you.</p>
<h4>👉 Jason’s tips on improving your Lookalike and narrow-interest ads</h4>
<ul>
<li><strong>Trim the fat</strong> ✂️ When it comes to exclusions, think about how long your product lasts. Make sure to exclude customers who have already purchased from you and won’t need more of your product yet. Also exclude anyone who has already viewed or interacted with your page. That way, you don’t risk wasting ad dollars and annoying users by showing them ads that don’t fit where they’re at in the customer lifecycle. The chart at the beginning of this article will tell you which people to exclude (look to the <em>Audience exclusions</em> column).</li>
<li><strong>Experiment with the creative format</strong> 🧪 As Jason says, “Facebook is a testing platform.” Experiment with carousels, single-image ads, video ads, etc. to see what works best.</li>
</ul>
<h2><strong>Retargeting</strong> 👤</h2>
<p>In this stage of your Facebook ad strategy, you’re doubling down on the warm users who have already had some kind of interaction with your page. Jason recommends focusing on:</p>
<ul>
<li>static retargeting</li>
<li>dynamic retargeting</li>
</ul>
<h3>Static retargeting</h3>
<p>With static retargeting, you want to reach people who aren’t yet hot leads, but aren’t cold either. That means you’re looking to target those who have viewed or engaged with your page in the last 30 days. These users know who you are, but maybe haven’t seen a specific product of yours yet. That’s why this is a great time to use a specific catalog of your popular products in carousel form.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb7082deaba9_Simple_Sales_Marketing_.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/d5439ea6-3726-46e0-af59-9733f2e39c50/Green_and_Black_Simple_Sales_Marketing_Presentation.png" height="1080" width="1920" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAI0lEQVR4nGP4+/3jwWUrzm/d+vbtCwYHZwcpBjZlAcHYuAgAz3cMKvzEpzEAAAAASUVORK5CYII=" placeholder="blur"><figcaption>A static retargeting ad can show some of your most popular products in a carousel to get users interested in your store.</figcaption></figure>
<p>💡<strong>Tip:</strong> Static retargeting can also take the form of a <a href="https://chatfuel.com/blog/sponsored-messages-101-a-complete-guide-to-reengaging-chatbot-subscribers">sponsored message</a>. If you go this route, make sure your chatbot is equipped to sell from there. Optimize your <a href="https://chatfuel.com/blog/welcome-message-best-practices">Welcome Message</a> and set up your bot to <a href="https://chatfuel.com/blog/whisky-brand-triples-conversion-rates-with-gift-recommendation-chatbot">get conversions</a>.</p>
<h4>👉 Jason’s tips on improving your static retargeting</h4>
<ul>
<li><strong>Don’t have too many ad sets per campaign</strong> 🛑 The best practice is to have between four and six ads per ad set active at one time. More than that may confuse the system, says Jason. Monitor your ads closely. If any aren’t performing well, you can turn them off and replace them with new ones you want to test.</li>
<li><strong>Exclude the right people</strong> 🙅🏽‍♀️ Again, look to the image at the start of this article for which audiences you should include from your static retargeting ads.</li>
</ul>
<h3>Dynamic retargeting</h3>
<p>Dynamic retargeting ads are personalized. If a user views a product or adds it to their cart on your site and then abandons it, a dynamic retargeting ad will show them that specific product again.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb9a55deabae_How-to-Build-and-Optimize-Your-Sales-Funnel-Facebook-Ads-Strategy-2020-Chatfuel.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/a8f929c3-8167-4add-97b0-6667303969ff/Green_and_Black_Simple_Sales_Marketing_Presentation_(2).png" height="1080" width="1920" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAI0lEQVR4nGO49ejxp7//Vy2cvmZKI0NfT1duXp6tmZGcADMA2PsM9GMTm64AAAAASUVORK5CYII=" placeholder="blur"><figcaption>Dynamic retargeting ads show a product(s) the user has already viewed on your site to entice them to come back and buy.</figcaption></figure>
<p>Jason recommends targeting people who:</p>
<ul>
<li>viewed one of your products in the last 60 or 90 days</li>
<li>viewed one of your products in the last seven days (however, you may want to skip this one if you’re not going to spend enough to create substantial traffic for this)</li>
<li>added one of your products to their cart in the last seven days</li>
<li>purchased one of your products (so that you can to upsell or cross-sell)</li>
</ul>
<h4>👉 Jason’s tip on improving your dynamic retargeting ads</h4>
<ul>
<li><strong>Listen to Facebook</strong> 📣 Facebook AdsManager will tell you if you have the audience for a particular ad set or not. Pay attention to those notifications. (And remember, as with the others, to exclude the right audiences so you don’t show too many ads to any one group.)</li>
</ul>
<h2>Facebook ads + Chatfuel</h2>
<p>One last tip: You can harness the power of your Chatfuel bot to make the Facebook ad campaigns for your ecommerce company even more effective. We already mentioned sending data from the <a href="https://docs.chatfuel.com/en/articles/1575151-people-tab"><em>People</em> tab</a> to Facebook Ads Manager with Segment Sync to improve your targeting. You should also know about the Click-to-Messenger Ads Entry Point. It’s the easiest way to link ads to your Chatfuel bot.</p>
<figure><iframe allowfullscreen src="https://www.youtube.com/embed/v2F1uXt2AlQ"></iframe></figure>
<p>With Jason’s guidance and your Chatfuel bot, you’ll be on track to run more successful ecommerce ad campaigns than ever! 📈 Not yet a Chatfuel user? <a href="https://dashboard.chatfuel.com">Sign up for a free account</a> today to access ALL our powerful tools and features. Then, <a href="https://chatfuel.com/pricing">upgrade to Pro</a> when you’re ready to enjoy unlimited users, priority support, and other exclusive perks.</p>
<p><em>Learn more about Jason’s agency, <a href="https://www.spotlightsocialadvertising.com/">Spotlight Social</a></em>.</p>

Get this expert's strategy for using Facebook ads to ignite your ecommerce store's sales.

The Secret Recipe for Optimizing Your Ecommerce Funnel With Facebook Ads

<p>A solid and consistent brand voice is a marketing aspect that often gets pushed to the bottom of the priority list of the priority list. But a clear and expressive brand voice brings trust to your brand, increases conversions and sales, gets social proof and word of mouth, and ensures high customer retention and loyalty.</p>
<p>It isn’t easy to create a brand voice when you’ve never done it before. So, we asked copywriter Leana Tajkov to share some tips. This article will demonstrate how to make a brand voice recognizable on different channels.</p>
<h2><strong>What brand voice is and how it works</strong></h2>
<p>Your brand’s voice is the recognizable, consistent style you use when communicating with your audience. It’s deeply integrated into everything your business does. It applies to your website, newsletters, social media, and a Messenger chatbot</p>
<p>Your brand voice is how you want people to view your company and how you want to make them feel using language tools:</p>
<ul>
<li>word choice;</li>
<li>spelling and punctuation;</li>
<li>emojis.</li>
</ul>
<p>Brand voice <a href="https://ideas.repec.org/a/eee/joinma/v41y2018icp60-80.html">directly influences</a> customers behavior, so let’s learn how to build it correctly.</p>
<h2><strong>Five steps to craft a brand voice that converts</strong></h2>
<p>Be ready to answer the questions you possibly didn’t ask yourself before. So, take time to work out the brand voice and involve your colleagues.</p>
<h3>Define your brand values</h3>
<p>Specify what’s important to you as a brand, and what you’re focused on providing for your customer. Analyze which behavior you support in your team, for what you spend more money and time no matter the business results, and why you define your product as better than others. Write answers to all questions—these are the brand mission and values.</p>
<p>If it’s hard to put the values into words, search for examples of values that exist. Here’s a list of the most popular values:</p>
<ul>
<li>high-quality product;</li>
<li>customer satisfaction;</li>
<li>sustainability;</li>
<li>originality;</li>
<li>honesty.</li>
</ul>
<h3>Define your brand personality</h3>
<p>Imagine how your brand would look and behave if it was a person—it’s called brand persona. It’s not an easy task when you do it for the first time, so ask your team members for help:</p>
<ol>
<li>Ask them to list a few adjectives that describe your brand persona. For example, motivational, trustworthy and sophisticated.</li>
<li>Then ask to explain how these adjectives are expressed in actions. For example, “Trustworthy means supporting all theses with statistics and research.”</li>
<li>Collect all the results and take the most popular ones.</li>
</ol>
<blockquote>
<p>“If you’re selling online business courses, you want to make the person confident that they can transform into a business owner. So your brand persona should be empowering, inspiring, and reliable.</p>
<p>If you’re selling science toys for children, you want to make the purchasing parent feel like they’re making a good investment in their child’s future. So your brand personality should be intelligent and aspirational for the parents, yet approachable and fun for the kids”, says Leana.</p>
</blockquote>
<h3>Define your target audience</h3>
<p>You should speak your customers’ language to reach the business goals. To do this, create a portrait of your customers.</p>
<p>Not to be mistaken, brands with a gross budget can run market research, launch A/B tests, and speak directly to focus groups. If you’re not on this level yet, go to social media and read comments on your posts. Look who’s following you and who buys your competitors’ products to know:</p>
<ul>
<li><strong>Your customers’ pains:</strong> problems that they can’t solve, but your product can help them.</li>
<li><strong>Their preferences:</strong> what they watch, read and listen to in their free time.</li>
<li><strong>Demographic characteristics:</strong> what age group they are, which field they work in, do they have children or not.</li>
</ul>
<p>“A bicycle company selling racing bikes would have a different brand voice than one selling beach cruisers. The target audience for the first brand is experienced athletes. The target audience for the second might be families who want to get exercise and fresh air together for fun.</p>
<p>An e-commerce business that sells orthopedic walking shoes won’t get very far if they speak in memes, puns, and pop-culture references. That kind of voice wouldn’t resonate with their target audience and sound reliable in health sphere. However, it might work perfectly for a brand that sells bright sneakers for skateboarding”, says Leana.</p>
<h3>Create a style guide</h3>
<p>It’s a document fixing the results of previous steps. You’ll give it to team members who communicate with clients and create content. Then, you offer hypotheses based on it. What to include in the guide:</p>
<ul>
<li><strong>Glossary.</strong> Collect a list of words commonly used in your industry and your brand. Decide how you’ll spell specific terms in all channels of communication. Rely on dictionaries, your customers’ habits, and Search Engine Optimization ranging—check how people spell the words in Google and take the most popular option. Or, if all options are correct, just choose the one all of you will use. For example, decide to write “e-commerce”, not “ecommerce” or “E-commerce”.</li>
<li><strong>Formatting rules.</strong> Beyond basic grammar, decide which stylistic elements your brand will follow. Include rules on how your copy should look in formatting and mechanics like punctuation, too. Regulate the number of emojis per paragraph and make a list of emojis you never use. Think of a way to deal with quotes—‘quotation marks’ or italics?</li>
<li><strong>Examples.</strong> Support every term and rule with example and anti-example. Collect your successful and unsuccessful ads and messages in the style guide and explain the mistakes.</li>
</ul>
<p>If you need examples, look at publicly available style guides like <a href="https://styleguide.mailchimp.com/voice-and-tone/">MailChimp’s</a> or <a href="https://docs.microsoft.com/en-us/style-guide/welcome/">Microsoft’s</a>. Keep in mind that these guides for their companies. Every guide solves the exact brand problems, so don’t try to make it the same.</p>
<h3>Get inspired by other brands</h3>
<p>Analyze other brands across your industry and try to understand how their social media posts and ads are connected with their products. We analyzed three popular brands to show you an example:</p>
<ul>
<li><strong>Slack</strong> can be described with adjectives: approachable, light, genuine, concise, casual but professional, like a friendly chat at the water cooler. Slack’s brand voice reflects the style of instant messages between close colleagues—which is precisely what their platform offers. They focus on accessibility and simplicity. They’re upbeat, warm, and friendly but still professional.</li>
<li><strong>Nike</strong> is powerful, encouraging, and empowering, like an inspiring coach. Nike’s brand voice portrays athletes as heroes and empowers anyone active to call themselves an athlete. They focus on a global community that play sports, which is evident in their inclusive language. They use short, simple, impactful sentences and inspirational phrasing. Audience can recogzine Nike’s content even without their famous logo—it’s that unique. For example, “Listen up. Equality isn’t a game. But achieving it will be our greatest victory. That’s why we keep playing, until we all win.”</li>
<li><strong>BarkBox</strong> is playful, bright, endearing, funny, and quirky, like your dog if it could talk. BarkBox has created a brand voice that appeals to dog lovers. Their voice reflects the qualities we all love most in dogs: that infectious, always-upbeat, “happy to be here” attitude. They use wordplay, whimsy, and a hint of silliness to make pet owners smile.</li>
</ul>
<h2><strong>Let your brand speak with the right voice on autopilot</strong></h2>
<p>Adapt all your communications to a new high-converting brand voice and automate them with Chatfuel. We offer various conversational options that you can set up in intuitive bot-building software. Decide how you want to sound for your customers and set up automation. Your chatbot will answer FAQs, collect all customers’ replies in one place, and analyze them to make your communication even more effective, following the style rules you created.</p>
<p>Automation with us doesn’t require coding experience. <a href="https://dashboard.chatfuel.com/sign-up">Sign up for free</a> and get first 50 conversations for free.</p>

What brand voice is and how it works? This article will demonstrate how to make a brand voice recognizable on different channels.

How to craft a brand voice that converts: expert copywriter's advice

<p>A chatbot is your business’s Swiss Army knife: a multi-purpose tool that can help you with all kinds of different tasks and goals. Looking to cut costs, save time, boost sales, or delight customers? A Messenger chatbot can help with all four. And the best part is: You don’t need to be a tech expert or have coding knowledge to build one! That’s what no-code tools like Chatfuel are for. 😎 So allow us to dig a little deeper into the question of why your business needs a chatbot. Your business can benefit from chatbot technology in the following nine ways, because bots can help you…</p>
<h2>Cut business costs</h2>
<p><em>What company would turn down an easy opportunity to cut expenses? A Messenger chatbot for your business can help do this in two key ways.</em></p>
<h3>#1. Qualify leads automatically to reduce operational costs. ✅</h3>
<p>Simply by asking questions in its natural, conversational style, a chatbot can automatically sort prospective customers into categories. They can narrow down which prospects would be a good fit for your services, for example. Or, they could separate out those who seem more prepared to buy your products than others. Check out these real-world examples of Chatfuel users who have found success with their lead qualification chatbots:</p>
<ul>
<li>A car dealership saw a <a href="https://chatfuel.com/blog/nissan-sells-cars-using-messenger-bot">3.5x increase in qualified leads</a> and a 10x increase in sales in the first month, thanks to a bot that qualifies test-drive leads</li>
<li>An astrology brand was able to <a href="https://chatfuel.com/blog/cut-operational-costs-with-messenger-bot">cut costs by $25,000/month</a> and reduce their staff by over half once they launched a chatbot to qualify leads, since their employees no longer had to waste time talking to unqualified prospects.</li>
</ul>
<h3>#2. Improve return on ad spend. 📈</h3>
<p>Let’s say you run a Facebook ad that directs users to your ecommerce store, your <a href="https://chatfuel.com/blog/restaurant-chatbot">restaurant’s</a> menu, or <a href="https://chatfuel.com/blog/6-reasons-marketing-agencies-should-offer-chatbot-services">your agency’s website</a>. Once the user arrives, they’re on their own to browse, and <em>hopefully</em> convert.🤞 But <a href="https://chatfuel.com/blog/create-click-to-messenger-ads-to-drive-traffic-to-your-bot">direct them to a chatbot on Messenger instead</a>, and they’ll get personalized guidance right down the sales funnel. Your bot can <a href="https://www.youtube.com/watch?v=dfmQvqtJN9Q">recommend products</a> in your store, answer questions about your food delivery, or qualify leads for <a href="https://try.chatfuel.com/agency">your marketing agency</a>’s services. The result? More conversions and a better ROAS for you.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb7d52deab29_image-3.png" alt="click to messenger ads" height="788" width="940" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAAsSAAALEgHS3X78AAAAMklEQVR4nAEnANj/APX39e7w68/Q0NXW1gBiY1EACwDc4tz+/P0A9/b24OHf5Ofo7u7uGTIcTWOLmqQAAAAASUVORK5CYII=" placeholder="blur"><figcaption>You can create <a href="https://chatfuel.com/blog/how-to-create-ads-that-click-to-messenger">click-to-Messenger ads</a> that drive users to your chatbot. Once there, your bot can move prospects down the sales funnel towards a conversion.</figcaption></figure>
<h2>Save time</h2>
<p><em>The less time your employees have to spend on repetitive questions and tasks, the more time they’ll have for other value-adding projects. Here’s why you should consider chatbots as a business solution for saving time.</em></p>
<h3>#3. Automate your overflowing inbox. 📨</h3>
<p>Are you or your staff spending countless hours responding to Facebook messages from prospects and customers? Good news: Chatbots and customer service are a match made in heaven. In fact, a well-built Messenger chatbot can answer <a href="https://www.invespcro.com/blog/chatbots-customer-service/">up to 80% of routine questions</a>.</p>
<p>In a couple of hours (and with no coding involved!), you can <a href="https://chatfuel.com/blog/chatbot-for-customer-service">build a chatbot to answer FAQs</a> instantly, 24/7. (You can also use a no-code integration to add AI to your chatbot to make it even better at answering user questions!) See for yourself: Chatfuel client HelloFresh built a customer support chatbot and <a href="https://chatfuel.com/blog/hellofresh-reduces-customer-support-wait-time-with-chatfuel-messenger-bot">cut their response time by 76%</a>! Customer satisfaction went up, and HelloFresh’s support team now has more time to focus on other tasks.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bbd96cdeab70_image-15.png" alt="messenger chatbot" height="788" width="940" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAAsSAAALEgHS3X78AAAAMklEQVR4nAEnANj/APb09CEiIyouMvv6+gDi4uIPEBA/Q0Xt7ewA8/Pyam1wXWJm9vT0ipEVQvd2MZoAAAAASUVORK5CYII=" placeholder="blur"><figcaption>You can easily set up a Facebook Messenger chatbot to answer customer questions and save your team time.</figcaption></figure>
<h3>#4. Launch quickly and cheaply. 🚀</h3>
<p>Chatfuel is no-code tool for building Messenger chatbots. That means you can launch a simple chatbot for your business in a couple of hours, or a more sophisticated bot in days or a few weeks. <a href="https://try.chatfuel.com/flow-builder">Our Flow Builder interface</a> makes building a chatbot a visual, intuitive experience. (Video tutorial below. 👇) Plus, all our most valuable Pro tools are now available to all Chatfuel customers. Our free trial plan gives you the perfect opportunity to test your concept with 50 users. Once you’re ready for unlimited users, priority support, and other perks, <a href="https://chatfuel.com/pricing"><strong>upgrade to Pro.</strong></a></p>
<figure><iframe allowfullscreen src="https://www.youtube.com/embed/HX-zA-DkPaU"></iframe></figure>
<h2>Boost conversions and sales</h2>
<p><em>Need another reason to adopt a chatbot for your business? We’ve got two words for you: more sales.</em></p>
<h3>#5. Gather valuable lead information. 👥</h3>
<p>Your business needs a chatbot if you rely on leads for revenue! (For example: <a href="https://chatfuel.com/blog/marketing-agency-uses-messenger-bots-to-win-high-intent-low-cost-leads-for-clients">Chatbots for marketing agencies</a> and chatbots for real estate brokers are especially popular use cases.) First, bring users to your bot from your website or Facebook ads. Then, your chatbot can qualify them and gather contact information in a casual, conversational way. It can ask for their zip code, job title, or whatever data would be useful for your business. Then, with the Save User Email and Phone Number plugins, the user can share their contact information with the chatbot in one click.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb0defdeab63_image-16.png" alt="generate leads" height="788" width="940" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAAsSAAALEgHS3X78AAAAMklEQVR4nAEnANj/APHx8RcXFyEhIvb29gDX1tY8PD1GR0fc3NwA9/f2GxseFBYX9/f2eNsTXEF2RCcAAAAASUVORK5CYII=" placeholder="blur"><figcaption>The Save User Email and Phone Number plugins will auto-populate the user's contact information, if available. It makes it easy for them to share their details in one tap.</figcaption></figure>
<h3>#6. Convert followers and website visitors into customers. 💰</h3>
<p>Businesses can use chatbots to turn lukewarm leads into a warm leads or even customers. Meet prospects where they are, and use your chatbot to guide them towards a conversion. For example, you could:</p>
<ul>
<li><strong>Add your chatbot to your website.</strong> Don’t leave visitors to browse your products or services alone! Have your friendly <a href="https://chatfuel.com/blog/add-a-messenger-chatbot-to-your-website">chatbot pop up on your website</a> and offer to answer their questions, make a recommendation, or guide them to the right resources. Take the case of a large English university, for example. They added their Chatfuel bot to their website to generate and qualify leads and doubled their conversion rate, facilitating $3.1 million in new enrollments in one day!</li>
<li><strong>Set your chatbot to respond to Facebook comments.</strong> The Comments Autoreply Entry Point in Chatfuel makes this a breeze. You can have your Messenger chatbot respond to comments on every post or only one post, and all comments or just those that contain keywords. Once this feature is set up, your bot will send commenters a message instantly and tell them more about your contest, offer, promotion, product, etc. Just look at what Chatfuel client DECEN Muebles did with this tool: They got almost <a href="https://chatfuel.com/blog/decen-generates-80-of-total-sales-from-messenger-bot">4,000 qualified leads</a> from a single post!</li>
</ul>
<figure><img src="/cms/static/blog/60afa6a88bd1bb9897deab60_image-17.png" alt="generate leads" height="788" width="940" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAAsSAAALEgHS3X78AAAAMklEQVR4nAEnANj/AFU9igQAXqafrrS0sgBaKlEpACOro6q2ursA//32/Pfyq62vnJ2gUJgUh6k5LCMAAAAASUVORK5CYII=" placeholder="blur"><figcaption>It takes just a few clicks to set your bot to automatically reply to comments on your Facebook posts.</figcaption></figure>
<h3>#7. Gather key customer data. 📊</h3>
<p>The more you know about your audience, the more effectively you can sell to them. Lucky for marketers, chatbots make excellent data-gathering tools. You can set your chatbot to save the data it collects from users via its back-and-forth, conversational style. The data will be stored in Chatfuel in the form of user attributes, which are like tags. From there, you can:</p>
<ul>
<li>View and export all user data from the <a href="https://docs.chatfuel.com/en/articles/1575151-people-tab"><em>People</em> tab</a> in Chatfuel.</li>
<li>Create user segments in the <em>People</em> tab, and sync them to Facebook Ads Manager in one click. Then, use the data to create Lookalike audiences to reach valuable new prospects, or custom audiences to reengage existing users.</li>
<li>Use data from customer actions in your bot to visualize your chatbot sales funnel. (The Send Analytics Events plugin makes it easy.) Then, you’ll be able to clearly see if there are any drop-off points in your flow, and make adjustments to maximize conversions.</li>
</ul>
<figure><img src="/cms/static/blog/60afa6a88bd1bb3e76deab66_image-18.png" alt="funnel conversion" height="676" width="2000" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAABCAIAAAB2XpiaAAAACXBIWXMAAAsSAAALEgHS3X78AAAAFUlEQVR4nGOQZjDJjaj9/u3H33//ASHDB3Fi3NmRAAAAAElFTkSuQmCC" placeholder="blur"><figcaption>Use the Send Analytics Events to Facebook plugin to visualize your chatbot's sales funnel.</figcaption></figure>
<h2>Create a dazzling customer experience</h2>
<p><em>Finally, a chatbot for your business can be the “wow factor” that delights users and keeps them coming back to your brand for more.</em></p>
<h3>#8. Personalize the experience</h3>
<p>It’s flattering when someone you’ve met before remembers details about you. It shows you that they were truly listening to what you had to say. That’s exactly the feeling your chatbot can give your audience. Your bot can incorporate two types of user data to personalize the conversation:</p>
<ul>
<li><strong>Data from their Facebook profile.</strong> Chatbots on Facebook Messenger have access to a user’s basic profile details. That means that—without asking for the information—your chatbot can greet prospects by name, or customize messages by their location or time zone.</li>
<li><strong>Data from past conversations.</strong> Chatbots can store data from previous chats as attributes, and use those to customize future conversations. A chatbot could tell the user about new products related to one they showed interest in last time. Or, a chatbot could show locations or shipping availability for a user’s specific area based on the zip code they shared in a past conversation.</li>
</ul>
<p>Personalization make users feel seen and special, which helps build brand trust. Plus, <a href="https://us.epsilon.com/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences">80% of users say personalized experiences</a> make them more likely to buy. That means this feature of Messenger chatbots can benefit your bottom line, too.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bb7705dead80_iPhone 11.png" loading="lazy" alt="" height="788" width="940" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAMklEQVR4nAEnANj/AObn5+Li4mhpam1xdAD29/fMzMtUWFhSW2EA6Ojo7u7uAAEAFBUT15UVAKncI8gAAAAASUVORK5CYII=" placeholder="blur"><figcaption>Use user attributes to personalize the conversation. It'll help build customer trust and can increase conversions, too.</figcaption></figure>
<h3>#9. Delight users with a fun, engaging conversation</h3>
<p>There’s so much room for creativity when building a chatbot for your business. You can add videos, quizzes, and trivia to your chatbot. Sprinkle in GIFs and emoji to draw the eye and break up the text. Translate your <a href="https://chatfuel.com/blog/crafting-a-brand-voice-that-converts">brand voice to your Messenger chatbot</a> to make users comfortable and build trust. <a href="https://chatfuel.com/blog/how-to-choose-a-name-for-your-facebook-messenger-chatbot">Choose a chatbot name</a> and persona to keep users interested. Use the opportunity to create an interesting, interactive experience that your users will remember.</p>
<p><em>Ready to jump aboard the “chatbots for business” train? 🚂 We can help with that. <a href="https://dashboard.chatfuel.com">Sign up for a free Chatfuel account</a> today and start building a chatbot for your business—no previous experience or coding knowledge required. (Once you’re ready to scale, <a href="https://chatfuel.com/pricing">upgrade to a Pro account</a> for unlimited users, priority support, and other exclusive perks!) Run a marketing agency? Check out <a href="https://try.chatfuel.com/agency">our Premium Agency plan</a>. Enterprise customer? Get more information about <a href="https://try.chatfuel.com/premium">our Premium plans</a>.</em></p>

Looking to cut costs, save time, boost sales, or delight customers? A no-code Messenger chatbot can help with all four.

Top 9 Reasons Your Business Needs a Chatbot

<p>Ever heard of chatvertising? It’s the key to getting more sales for your business in the modern marketing landscape.</p>
<p>👉 <em><a href="https://www.youtube.com/watch?v=vaR9hH6oWjA">Chatvertising</a>: digital ads that spark conversation between your brand and consumers.</em></p>
<p>If your brand has a great Messenger bot, you’ve already laid the groundwork for these meaningful conversations. But how do you “spark” them? How do you get them started? What tools can you use to bring new users to your bot, so it can engage them and drive conversions?</p>
<p>Though there’s more than one way, running click-to-Messenger ads on Facebook is your best option for fast, effective results.</p>
<p>Click-to-Messenger ads can be placed wherever any other <a href="https://chatfuel.com/blog/the-secret-recipe-for-optimizing-your-ecommerce-funnel-with-facebook-ads">type of Facebook ad</a> can appear, including News Feeds, columns, Stories, and even on Instagram. When a user clicks the ad, they’ll be redirected from the Facebook or Instagram app to the Messenger app. They’ll be brought directly to a conversation with your brand, which your bot will immediately initiate.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bbbbccdeab4b_s_B0F4E562945E0698A3A52A0E844BAB1E512C20E12DB86E57FC8AE2EA6C949071_1585949341846_iPhone+11+3.png" alt="facebook ads" height="788" width="940" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAMklEQVR4nAEnANj/APX39e7w68/Q0NXW1gBiY1EACwDc4tz+/P0A9/b24OHf5Ofo7u7uGTIcTWOLmqQAAAAASUVORK5CYII=" placeholder="blur"><figcaption>A click-to-Messenger ad is just what it sounds like: It takes users from Facebook or Instagram to a conversation with your bot in Messenger.</figcaption></figure>
<h2>How to set up click-to-Messenger ads for your Chatfuel bot</h2>
<p>If you’ve already created your click-to-Messenger ad in Facebook, skip to the next section. If not, follow these instructions to set up the ad in Facebook Ads Manager:</p>
<ol>
<li>Choose the <em>Messages</em> objective for your new ad. Give it a name too, so you can easily find it in Chatfuel later.</li>
<li>Choose <em>Messenger</em> under <em>Message Destination</em>, and keep <em>Click to Messenger</em>selected in the drop-down.</li>
<li>Choose your audience according to your business’s unique goals. (You’ll find more on creating custom and Lookalike audiences in the next section of this guide.)</li>
<li>Choose <em>Automatic Placements</em>. Or, if you want this ad to show on Instagram too, you can use <em>Manual Placements.</em> On the one hand, being <a href="https://chatfuel.com/blog/use-instagram-ads-to-bring-users-to-your-dms-or-your-messenger-bot">redirected from Instagram to Messenger</a> may be more jarring to users. On the other, Instagram has a valuable audience of over one billion users, most of whom belong to younger demographics. It’s up to you to decide whether this placement makes sense for your brand (or you can split-test to find out).</li>
<li>Choose your desired budget and schedule for the ad.</li>
<li>In the <em>Identity</em> section, make sure that your ad will come from the same Facebook page that your bot is linked to in Chatfuel.</li>
<li>Next, design your ad creative. (Find tips in the next section of this guide.)</li>
<li>In the <em>Messenger Setup</em> section, choose the <em>Start Conversations</em> option and click <strong>Create.</strong></li>
<li>In the window that appears, we recommend choosing buttons or quick replies under <em>Customer Actions</em>.</li>
<li>In the same window, customize the greeting. This is the first message users will see from you in Facebook Messenger, so make it engaging!</li>
<li>Click <strong>Finish</strong>. There’s no need to set up your buttons or quick replies in this final window; you’ll do this in Chatfuel. Just click <strong>Confirm</strong> to submit your ad to Facebook for review.</li>
</ol>
<h2>How to link click-to-Messenger ads to your Chatfuel bot</h2>
<p>Once you have your ad created in Ads Manager, head to Chatfuel to link it to your Facebook bot.</p>
<h3>👉 To link ads to a chatbot built in Chatfuel’s <em>Automation → Flows</em> tab</h3>
<ol>
<li>Set up your click-to-Messenger ad in Facebook Ads Manager.</li>
<li>Then, go into Chatfuel’s <em>Grow</em> tab to link your ad account (s) to your Chatfuel bot. In that tab, you’ll see a card that says <em>Facebook Messenger Ads</em>. Select your ad account from the drop-down on that card.</li>
<li>Back in the <em>Flows</em> tab, add the Click-to-Messenger Ads Entry Point to your flow.</li>
<li>Click <strong>Choose ads</strong> to select an already-created ad (s).</li>
<li>Create the flow that users will be sent through after engaging with your click-to-Messenger ad, starting with the greeting. Once you’ve added the content of your greeting, drag and drop from your Entry Point’s card to create the next card (s) in the flow.</li>
</ol>
<figure><img src="/cms/static/blog/60afa6a88bd1bbede5deace9_click to Messenger ads.png" loading="lazy" alt="" height="976" width="1574" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAABYlAAAWJQFJUiTwAAAAI0lEQVR4nGPYu3dvfEJiQ0PjxvXrGa5cvCitqKqoqlFcVAgAqbQLg/1BI9AAAAAASUVORK5CYII=" placeholder="blur"></figure>
<p>Get full instructions on the easy setup for the Click-to-Messenger Ads Entry Point. Or, watch the video tutorial. 👇</p>
<figure><iframe allowfullscreen src="https://www.youtube.com/embed/v2F1uXt2AlQ"></iframe></figure>
<h3>👉 To link ads to a chatbot built in Chatfuel’s <em>Automation→Blocks</em> tab</h3>

<ol>
<li>Go to the <em>Grow</em> tab and find the native integration for Facebook Messenger ads.</li>
<li>Use the drop-down menu to choose the ad account you want to use, and click <strong>Set up</strong>.</li>
</ol>
<figure><img src="/cms/static/blog/60afa6a88bd1bbf7a8dead81_Screen Shot 2021-04-16 at 3.28.57 PM.png" loading="lazy" alt="" height="752" width="1772" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAABYlAAAWJQFJUiTwAAAAI0lEQVR4nGNQUVGZM2fO6dOn29s7GJ48eRIaFubh4bFz504AoTIM6AWoyzkAAAAASUVORK5CYII=" placeholder="blur"></figure>
<ol start="3">
<li>You’ll then be asked to grant Chatfuel the necessary permissions.</li>
<li>Once you’ve done that, click <strong>+ Connect new ads</strong>. An outline will appear to guide you through the three-step process. 👇</li>
</ol>
<figure><img src="/cms/static/blog/60afa6a88bd1bb5860deaceb_Chatfuel Messenger ads.png" loading="lazy" alt="" height="1170" width="1354" blurDataURL="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAIAAAA7ljmRAAAACXBIWXMAABYlAAAWJQFJUiTwAAAAMklEQVR4nAEnANj/AA8WG0pNUMvLyt3d3gDw7+7NzMmenp+tra0AeHp7RElN3Nzc/f39mK0XAy42zcUAAAAASUVORK5CYII=" placeholder="blur"></figure>
<ol start="5">
<li>First, select the <strong>Click-to-Messenger campaign</strong> button in step 1️⃣of the outline. It’ll lead you to Facebook Ads Manager <a href="https://youtu.be/KN5N0mp-Mg4">to build your ad</a>. (Or, if you’ve already built a click-to-Messenger ad, it will appear in the integration automatically.)</li>
<li>Click Set up next to step 2️⃣, which is to connect your bot to the ad you’ve just created (or that you created previously). Select the ad from the drop-down list (you may need to refresh the page for it to appear).</li>
<li>Step 3️⃣ is to configure customer actions. Click <strong>Set up</strong> next to that step. Here’s where you’ll choose between buttons or quick replies as options for how users can respond to your bot’s first message. You can do it all right in Chatfuel. 👇</li>
</ol>

<ul>
<li>Create the text for each button or quick reply.</li>
<li>Choose which bot blocks each one will link to.</li>
<li>Click <strong>Save,</strong> and you’re done!</li>
</ul>
<p>As soon as Facebook approves your ad and sets it live, it will lead users to the bot experience you’ve set up.</p>
<figure><iframe src="https://www.youtube.com/embed/KN5N0mp-Mg4?feature=oembed" allowfullscreen></iframe></figure>
<h2>Best practices for click-to-Messenger ads</h2>
<p>The ad creative you choose depends on what works best for your industry, and the advertising goals for your unique business. That being said, there are a few general best practices for “chatvertising” that apply to any brand.</p>
<ul>
<li><strong>Target carefully</strong>. The best way to maximize return on ad spend and minimize conversion costs is through proper ad targeting. You can advertise to custom audiences (based on existing customer lists) or Lookalike audiences (to reach new prospects similar to your most valuable users). Get all the data you need to create these in Ads Manager from the <a href="https://docs.chatfuel.com/en/articles/1575151-people-tab"><em>People</em> tab</a> in Chatfuel. Use Segment Sync to send this data to Facebook in one click. You can also create custom audiences based on actions users have taken in your bot using our Send Analytics Events to Facebook plugin. <em>(Note that custom audiences aren’t available for some European-based pages. Get more information on</em><a href="https://docs.chatfuel.com/en/articles/6280681-features-affected-by-gdpr-appi-privacy-laws"><em>Facebook’s updated policies for EEA countries</em></a><em>.)</em></li>
<li><strong>Mention the word <em>Messenger</em> in the ad copy.</strong> When users click your ad on mobile (and <a href="https://sproutsocial.com/insights/facebook-stats-for-marketers/">94% of them will</a>), they’ll be redirected from the Facebook app to the Messenger app automatically. By mentioning Messenger in the copy (i.e. <em>Connect with us in Messenger to claim your 25%-off coupon!</em>), you remind users of what to expect. That way, the app switch won’t be as disorienting and fewer users will abandon the process after being redirected.</li>
<li><strong>Use emoji in the ad copy</strong>. It’s not just because emoji can make an ad more eye-catching. It’s also because they can help you draw attention to the call-to-action button you want users to click (<em>Send Message</em>). Emoji provide a clear, visual way to draw people to the next step.👇</li>
</ul>
<h2>Optimizing for the double opt-in</h2>
<p>Once a user clicks on your ad, they’re only halfway to converting. To become a bot subscriber (a user that’s reachable by your bot), they also have to respond to your chatbot’s initial message once they arrive in Facebook Messenger.</p>
<p>Here’s the challenge: There’s a 50% average drop-off rate between these two steps. That’s why it’s crucial to optimize those first messages from your bot to make it easy, enticing, and rewarding for users to engage. Here are some tips for getting users to interact once they arrive at your bot.</p>
<p>💬 <strong>Choose the initial-response options wisely.</strong> You <em>need</em> users to respond to your bot’s first message. To improve your odds, we recommend using buttons instead of quick replies. Sometimes quick replies don’t render properly on mobile, so buttons are generally the safer bet. Plus, buttons don’t disappear when your bot sends its next message, making it easier for the user to follow the conversation as it progresses.</p>
<p>We also suggest getting creative with the button copy. <em>Get Started</em> is a popular choice, but isn’t very engaging. Using a custom message is more effective—and using two is even better! A bot that offers two welcome-button choices generates 5x higher first-engagement rates.</p>
<p>😄 <strong>Incorporate emoji and GIFs into the messages.</strong> First, people already use the Messenger app from Facebook to chat with family and friends. Creating this same kind of intimate, casual atmosphere with <a href="#">emoji and GIFs</a> can help encourage users to engage. Plus, these elements add color and motion to the conversation. They help catch a user’s eye, and they make your bot and your brand seem more approachable and human. Just make sure any that you use are appropriate for your brand voice and tone.</p>
<figure><img src="/cms/static/blog/60afa6a88bd1bbde32deab1d_s_B0F4E562945E0698A3A52A0E844BAB1E512C20E12DB86E57FC8AE2EA6C949071_1585950204091_iPhone+11.gif" alt="" height="732" width="872" placeholder="blur"><figcaption>Include GIFs and emoji if appropriate for your brand. They can help draw the eye and encourage the user to engage.</figcaption></figure>
<p>❓<strong>Keep the conversation flowing with “this or that” questions</strong>. It’s your responsibility to design a chatbot that keeps the conversation going. Don’t expect users to take the initiative! That’s why having your bot ask engaging questions is so important. In fact, “this or that” questions have been shown to double initial chatbot engagement rates. So don’t just keep sending block after block of text from your bot. Remember that it’s a two-way conversation. Offer the user response options often so they can easily participate in the dialogue.</p>
<h2>Gather leads and boost sales with click-to-Messenger ads 📈</h2>
<p>One click to Messenger and one click to engage with the bot, and you’ve got a new lead for your business. 🙌 Click-to-Messenger ads are the most effective way to advertise on Facebook to get new users for your chatbot. Once they’re there, your bot can nurture these leads and move them down the funnel towards a conversion.</p>
<p>Start using click-to-Messenger ads now to grow your business! <a href="https://dashboard.chatfuel.com">Sign up for a free Chatfuel account</a> today, then <a href="https://chatfuel.com/pricing">upgrade to a Pro account</a> when you’re ready for unlimited users and priority support.</p>

Boost engagement, sales, and ROI for your business by harnessing the synergy of Facebook ads and chatbots.