Sep-30-2019

Chatbot Marketing: From Facebook ad to conversion

Khoros Staff

Editor's note: This blog post was originally written on the Flow.ai website. Flow.ai was acquired by Khoros in 2021 to advance Khoros' conversational AI and machine learning (ML) capabilities and data science expertise. This blog post has been adapted to be on the Khoros blog.



Facebook is one of the most popular social media platforms and a proven instrument for online marketing. Using advertisements that redirect users into a messaging channel increases conversion compared to traditional landing pages.

Advertisements on Facebook work well to generate traffic. Moreover, the cost per click is a lot lower compared to advertising on for example Instagram.

In this article, we will show how you can use a Facebook ad in 4 steps to go from an ad to conversion using a chatbot that gives advice and immediately gives an option to place the selected product in a shopping cart.

1. Facebook Ad

The first step is to create a Facebook “Click to Messenger” ad. These ads are Facebook, Instagram, or Messenger Inbox ads that send people into a conversation with a business in Messenger.

The most important part of setting up the ad is the payload sent back to the bot. This works comparable to using Facebook m.me links. Any engagement with an ad would directly trigger a specific flow.

2. Facebook Messenger Chatbot

After setting up the ad and having a customer pressing the “get started” button, it will open the conversation and trigger a flow that will opt-in the user.

During the conversation, we can start by collecting data so the bot can give personalized advice. Gender, shoe type, color, material and size are parts that are included in the advice and can be gathered with the help of buttons and text.

3. Integration with backend services

By using all the collected data, an API call can be made to generate a personalized advice for shoes. It’s also possible to for example check if they are still in stock.

4. Call to Action

After the shoe advice, there are different follow-ups possible, depending on the use case. For this example you can select a pair of shoes and add them to a shopping cart. Another possibility might be to directly allow purchasing using a payment link

Chatbot Marketing on Facebook Messenger, WhatsApp and Web

Besides the Facebook Messenger channel, you can also use conversational ads or apply conversational marketing for WhatsApp. Depending on your target group, you can choose to select 1 channel or go for an omnichannel approach.

RELATED RESOURCES

Free social media content calendar template for 2024

A social media content calendar is essential for organizing and planning posts in advance, especially in 2024 when you’re likely managing content across several platforms. Our easy-to-use social media content calendar template can help you coordinate content efforts across all of the platforms you’re on.

Apr-19-2024

Read more

How brands can stand out on social media

Discover how your brand can build awareness and stand out on social media using these tips with real-world examples.

Apr-19-2024

Read more

Increasing brand engagement on social media

Get expert tips to increase brand engagement with your audience on social media and check out real-world examples from leading brands.

Apr-19-2024

Read more

SOCIAL MEDIA

The 2024 social media demographics guide

Our 2024 Social media demographics guide surfaces the demographic data like age, gender, income, and device usage, you need to inform a smart strategy.

Apr-19-2024

Read more

SOCIAL MEDIA

How to drive conversions, leads, and sales on social media

Maximize the value of your brand's social media presence by learning how to use it to drive conversions, leads, and sales.

Apr-19-2024

Read more

ONLINE COMMUNITIES

4 brands who drive real value with their online communities

Learn how four leading brands leveraged their online communities to create lasting value for themselves and their customers.

Apr-19-2024

Read more

CUSTOMER ENGAGEMENT

How to set customer service goals (+9 example goals)

Learn how to set customer service goals to increase your customers’ satisfaction including 9 example goals you can get started with right away.

Apr-15-2024

Read more

CUSTOMER SERVICE

8 essential customer service channels for your business

Customer support is now available across various customer service channels. Learn more about the most essential channels for your business here.

Apr-15-2024

Read more

WHITEPAPER

5 ways service leaders can automate to improve agent efficiency, limit attrition, and save costs

This comprehensive whitepaper with original research shows how a contact center can automate to improve agent efficiency, limit attrition, and save costs.

Apr-12-2024

Read more

AI

A month in review: March social media trends and updates

Read all about the latest trends and industry updates that our Strategic Services team uncovered throughout March.

Apr-10-2024

Read more

TEMPLATE

Community vendor evaluation scorecard

Assess and score community vendors against the areas that matter most with our community vendor evaluation scorecard.

Apr-10-2024

Read more

CHECKLIST

Questions to ask when evaluating community vendors

Navigate the complexities of community vendor evaluation with our checklist, designed to cover every critical aspect of the selection process.

Apr-10-2024

Read more

    Would you like to learn more about Khoros?

    Let's talk