[DOWNLOAD] Use These 5 Chatbot Blueprints to Generate Leads, Customers, and Subscribers With ManyChat

It’s an exciting day, everyone—today, you’ll be walking away from this post with a handful of Facebook Messenger Marketing blueprints!

Last year was a big one for Messenger Marketing. ManyChat grew in leaps and bounds, and tens of thousands of companies took the plunge and began to use Messenger Marketing to acquire new customers, many of them with outstanding results.

For the average consumer, however, it was still pretty rare to actually see Facebook Messenger being done in practice and done well.

2018 is the year of change: This year it’s going to become normal to start seeing companies using Facebook Messenger to connect with their customers (and to acquire new ones).

And if you’ve been paying attention to what I’ve been saying for the past year or so, you know that THIS is the time to get started with Messenger Marketing. Not six months from now, or next year when the channel starts to become more saturated and competitive…

No, you want to get started TODAY. Right now. Trust me 🙂

The opportunity is bigger now than it will ever be. Costs and competition are only going to increase over time as more and more companies start jumping on the bandwagon.

So how should you get started? What’s the best strategy you can use right now to start connecting with your customers on Messenger?

That’s what the rest of this post is all about!

But before we dig into the details, I want to address a question a lot of you are wondering about…

Is Messenger Marketing Right For Your Business?

If you’re new to Messenger Marketing and you’re reading this post, then I’m guessing your first questions will be along the lines of:

  • Is this right for my business?
  • Will it help me to actually sell more products?
  • What if my customers aren’t on Messenger?

These are, of course, totally valid concerns and great questions to ask.

And to help answer these questions, I have a few recent statistics to share:

1.3 billion people are actively using Facebook Messenger every month.

Not total users, guys. Active users.

That’s an INSANE amount of people using Messenger on a regular basis.

With an audience this big, you have to figure that just about every market is well-represented on Facebook Messenger. Sure, not all of your customers will be on Messenger…but a lot of them will be. Certainly enough to make Messenger Marketing worth your while.

There are 2 billion messages sent between people and businesses each month.

Again, notice that I’m not saying there are 2 billion total messages sent. This isn’t including messages sent from one person to another.

This are 2 billion messages sent between people and businesses—a sure sign that more and more people are using Messenger as a way to communicate with the brands they love.

53% of people who message businesses say they are more likely to shop with a business they can reach on Messenger.

And that makes sense, right? Once you’ve gotten used to being able to simply message a business in Messenger, you’re probably going to like it. It’s more convenient than writing an email or calling them on the phone. So of course you’re going to start preferring to shop at businesses who use Messenger.

There are over 100,000 monthly active chatbots on Messenger.

If I had to guess, I’d say that number has increased at least 10x from last year.

So what does all this mean?

In a nutshell, these are all different ways of pointing out just how quickly Messenger is exploding in popularity. And they’re all compelling reasons why any business that wants to grow online should really get started with Messenger Marketing sooner rather than later.

And if that’s you—wanting to get started but maybe not quite knowing what to do first—then this post is for you.

Teaming up with Dan Gamito, ManyChat’s Director of Growth, we’ve just launched Messenger Marketing & Chatbot Masteryan entirely free 10+ hour course that will teach you how to connect with your audience, delight your customers, and drive new sales to your business— and in this post I’m sharing how to use my three favorite ManyChat growth tools and five favorite customer acquisition strategies for Messenger Marketing… pulled straight from the new course!

Think of them as five different funnels or “blueprints” you can use to generate new leads and customers for your business.

I know you’re eager, so let’s get to it!

The 3 Best ManyChat Growth Tools

What exactly is a growth tool?

In a nutshell, a growth tool is something that helps you grow your ManyChat list. Growth tool, grow you list, get it?

Remember that inside your ManyChat account, you’ll have a list of subscribers—just like you have a list of email subscribers in your email service provider.

And just as a big email list can be considered a business asset, a list of subscribers who are happy to engage with you on Messenger is another really valuable thing for your business to have.

At this writing, ManyChat has 13 growth tools available:

 

ManyChat Growth Tools interface

If you’re wondering what the blue “PRO” means, that’s an indication that you have to have a paid Pro plan in order to use that growth tool. But as you can see, that only applies to 3 growth tools—which means you can use just about every growth feature in ManyChat, even on a free account.

Now 13 tools is probably a little overwhelming, so I’m going to introduce you to the three tools that I think you should focus on. My three favorite ManyChat growth tools are:

  • Facebook Comment-to-Message Growth Tool
  • Messenger Ref URL Growth Tool
  • Facebook JSON Ads Growth Tool

These are, I think, the most powerful growth tools that you’ll end up using time and time again.

ManyChat Growth Tool #1: Facebook Comment-to-Message Growth Tool

This is probably the most popular growth tool. It works like this:

First you create a Facebook post, then you set up the growth tool to integrate with that post.

Anytime someone leaves a comment on that post, they will automatically receive a message from your chatbot. And as soon as they respond to that message or interact with your chatbot, they’ll be added to your ManyChat subscriber list and automatically enrolled in any sequence you specify.

My first experience using this growth tool was at DigitalMarketer, where we ran an ad that looked like this:

ManyChat's comment-to-message growth tool

Anyone who commented on that post received a message in Messenger along with a link to download a free whitepaper:

Use These 4 Chatbot Blueprints to Generate Leads, Customers, and Subscriber With ManyChat

 

This is really powerful for a couple reasons:

  • First of all, it doesn’t require much on the user’s part. All they have to do is leave a comment on a post.
  • Second, you’re sending a message to that user at a period of high engagement. They literally JUST commented on your post! So the odds of them interacting with your chatbot are very high.
  • Finally, this is 100% free. You don’t have to spend a dime. Just create a Facebook post—preferably one that asks a polarizing question to really stir up some engagement—and integrate the growth tool with that post.

And voila! Sit back and watch your subscriber list grow.

Note: Facebook has recently started coming down on people for using “engagement bait” in posts that are using this growth tool. I’ll talk more about staying compliant later on in this post, but for now if you want to learn more about engagement bait and how to avoid it I recommend this article.

ManyChat Growth Tool #2: Messenger Ref URL Growth Tool

This is a great growth tool you can use to drive traffic from somewhere else (say, from email marketing or YouTube) onto Messenger.

The way it works is really simple.

When you create the growth tool, you’ll choose which specific opt-in message and sequence you want the person to receive:

ManyChat growth tools: messenger link for email campaign

Then save your widget and ManyChat will provide you with a custom URL. When you send that URL to people and they click on it, it will open up Messenger and show them the opt-in message of your choice.

This is a really powerful way to start transitioning some of your audience onto Messenger so you’ll have more channels through which to contact them.

ManyChat Growth Tool #3: Facebook JSON Ads

The cool thing about this growth tool is that you can use it in a Facebook ad (which you can’t do for the first 2 growth tools). It works through a “Click to Message” ad, which looks the same as a normal ad except for the button:

ManyChat click to message ad | send message button | facebook messenger marketing blueprint

Click to Message ads are pretty powerful in their own right. But when you integrate them with the JSON growth tool, it’s kind of like supercharging them.

When you use the JSON growth tool, everyone who clicks on the ad will bypass the default “get started” button that Facebook usually displays when you first interact with a bot. And because you’re integrating the ad with ManyChat, you’ll be able to set up the exact opt-in message and sequence that you want the person to see after they click.

To set it up, first go into ManyChat and create your JSON growth tool (it’s a pro-only feature, so you’ll need a paid account). When you’re done, ManyChat will give you a snippet of code that you need to paste into Facebook when you create your ad.

So next you just hop into Facebook and create your ad. Make sure to change the destination to Messenger:

 

ManyChat destination ads | facebook messenger blueprints

Then click “Set up messages.” A lightbox will appear, and you just need to click “JSON” at the top and paste in your code:

ManyChat JSON ads | facebook messenger marketing blueprints

 

The really cool thing about this growth tool is that it integrates with ads, which means you can use all the super-cool targeting options available inside Facebook to display your JSON ad in front of the exact right audience for your business.

5 Facebook Messenger Marketing Blueprints You Can Use To Generate New Leads & Customers

Now that you know how some of these growth tools work, you’re probably pretty eager to put them into practice. Right?

Well I hope so, because now I’m about to show you how to use these growth tools in a customer acquisition funnel!

These are five of my favorite ways to use ManyChat to acquire new leads and customers for your business:

Facebook Messenger Marketing Blueprint #1: Click-to-Message Ad + JSON Growth Tool

In this strategy, you’re going to use a Click-to-Message ad along with the JSON growth tool to generate leads by offering them some sort of Lead Magnet.

By “Lead Magnet” I mean any sort of useful content that you can give away for free in order to convince people to join your list. Examples would be free training videos, PDF ebooks, white papers, audio files of an interview, and so on.

Here’s what this funnel strategy looks like:

Facebook messenger marketing blueprint | click-to-messenger ad for lead magnet delivery

 

[Download this blueprint and 10 more in ManyChat’s free Messenger Marketing & Chatbot Mastery Course now!]

And here’s a quick walkthrough of each of the steps:

Step 1: The user sees your ad in Facebook and clicks on it.

Step 2: The JSON growth tool sends them a message inside Messenger.

In the message itself, you’ll want to thank them for their interest and have them click a button to download the Lead Magnet. As soon as they click a button or engage with your bot, they become a messenger subscriber and you can also subscribe them to a sequence.

Step 3: If you want, you can also use Zapier to connect ManyChat with your CRM.

This way you could ask people, “Do you want us to email this to you?”

And if they say yes, then you can ask for their email—and just like that, the person will be automatically added to your email list. Now you’ll have two ways of contacting them.

Step 4: Now that the person has interacted with your chatbot, you have 24 hours to send a promotional message—in other words, you have 24 hours to send them a link to your sales page or ask them to buy something.

(If this steps sounds a little confusing, keep reading—I explain this more in the section below on staying compliant with Facebook’s Terms of Service.)

Step 5: This person is now on your ManyChat subscriber list, so you can follow up with them using a non-promotional message anytime you want.

Facebook Messenger Marketing Blueprint #2: Messenger Ref URL for Lead Magnet Delivery

This funnel is the exact same as the first one, except we’re using a different growth tool—the Messenger Ref URL.

Here’s what it looks like:

 

facebook messenger marketing blueprints | messenger ref URL for Lead Magnet Delivery

[Download this blueprint and 10 more in ManyChat’s free Messenger Marketing & Chatbot Mastery Course now!]

This would be a good strategy to use if you have a big email list or a big following on YouTube/Twitter/Instagram/etc. and you want to start connecting with those people on Messenger, too.

(Quick note: If you’re using this funnel to connect with people via email, then you can probably skip step #3. Because those people will already be on your email list.)

Facebook Messenger Marketing Blueprint #3: Click-to-Messenger Ad for Free Online Training

This funnel is a great way to deliver free online training (in the form of a mini-class) that leads up to a promotion.

Basically what you do is prepare several pieces of free content (like training videos), and slowly drip those out over the course of several days.

At the end of the free training, you offer your new subscribers a product or service that’s relevant to the training they just went through.

Here’s what this funnel looks like:

facebook messenger marketing blueprint | click-to-message ad for free online training

[Download this blueprint and 10 more in ManyChat’s free Messenger Marketing & Chatbot Mastery Course now!]

We’re using the JSON Growth tool again, so that you can create a Facebook ad and get super precise in your targeting. (Ads also allow for great scalability, so when you find a funnel that’s profitable you can really dial it up and reach a lot of new customers.)

This time, instead of giving them a Lead Magnet, you ask the if they want to enroll in the free mini-class.

And here’s a quick walkthrough of each of the steps:

Step 1: The user sees your ad in Facebook and clicks on it.

Step 2: The JSON growth tool sends them a message inside Messenger.

In the message itself, you’ll want to thank them for their interest and have them click a button to download the Lead Magnet. As soon as they click a button or engage with your bot, they become a messenger subscriber and you can also subscribe them to a sequence.

Step 3: If you want, you can also use Zapier to connect ManyChat with your CRM.

This way you could ask people, “Do you want us to email this to you?”

And if they say yes, then you can ask for their email—and just like that, the person will be automatically added to your email list. Now you’ll have two ways of contacting them.

Step 4: Now that the person has interacted with your chatbot, you have 24 hours to send a promotional message—in other words, you have 24 hours to send them a link to your sales page or ask them to buy something.

(If this steps sounds a little confusing, keep reading—I explain this more in the section below on staying compliant with Facebook’s Terms of Service.)

Step 5: This person is now on your ManyChat subscriber list, so you can drip out your course over your chosen time period.

Now when you set this up inside ManyChat, the mini-class is created as part of the Sequence that you assign to the JSON ad. And as long as the person interacts with your bot, they’ll automatically be subscribed to it.

Then you proceed to deliver the mini-class over time. Each lesson in the mini-class is sent via a new message with the video attached. And just in case that sounds really hard to do (hint: it’s not), here’s a screenshot of how you would create that message inside ManyChat:

 

facebook messenger marketing blueprint | setting up dripped content

 

Just type your message, click “+ Video” and attach your video, and you’re done, or… you could link out to a web page that delivers the video.

(Told you it was easy!)

Finally, at the very end of the mini-class you send them a promotional message to sell your product or service.

Mini-class funnels like this are a GREAT way to sell a product or service because you’re delivering a lot of value to people up-front. And as long as you can keep them engaged and get them coming back again and again to watch those mini-class lessons, there’s a very good chance they’ll buy your product at the end.

Facebook Messenger Marketing Blueprint #4: Messenger Ref URL for Free Online Training

The next funnel strategy is exactly the same as the last one, except instead of using a JSON ad you just use the Ref URL growth tool.

It looks like this:

facebook messenger marketing blueprints | messenger ref URL for free online training

[Download this blueprint and 10 more in ManyChat’s free Messenger Marketing & Chatbot Mastery Course now!]

And all the same tips apply. The main difference here is going to be your traffic source.

Using the JSON ad (funnel #3), you generated traffic from a Facebook ad.

But this time, using the Ref URL growth tool, you can send traffic to this funnel from other sources like email or YouTube.

Facebook Messenger Marketing Blueprint #5: Facebook Live Broadcast Blueprint

The last funnel I want to share is a little different than the others. This is a strategy you can use to send people to a Facebook Live Broadcast (or any other live event, like a webinar) using Messenger.

Here’s what it looks like:

facebook messenger marketing blueprint: facebook live broadcast in manychat

 

[Download this blueprint and 10 more in ManyChat’s free Messenger Marketing & Chatbot Mastery Course now!]

Basically you send out a broadcast message to your subscribers telling them about your upcoming event, and asking if they’d like to join.

Everyone who says “yes” gets a reminder message shortly before the event starts, along with a link to the event.

Then after the event is over, you can send another message with the replay.

The cool thing about using Messenger like this is that it’s a great way to do kind of a soft sell. You aren’t actively promoting anything inside Messenger itself, but in the Facebook Live Broadcast you can promote products or services.

And if you tag everyone who said they wanted to attend the event, you’ll be able to follow up with them afterward to provide more information and answer any questions they have about the product you’re offering.

Keeping Compliant with Facebook’s Terms of Service

Ok, so we’ve talked about some of the growth tools inside ManyChat. And I’ve also shared some of my favorite customer acquisition strategies you can use to grow your business with Messenger Marketing.

But I would be remiss if I didn’t at least touch on the topic of compliance.

Facebook has a great service, and they’re understandably protective of it. They want to make sure that Facebook remains a happy, positive place that people continue to enjoy so they keep coming back again and again.

That’s the purpose behind all their rules and regulations, so take them seriously. Even if they might seem like a pain in the butt, keep in mind they’re protecting the network! So it’s really in everyone’s best interest to know the rules and follow them.

One compliance issue that you’ll want to be aware of (especially if you’re using the Facebook Comment-to-Message Growth Tool) is “engagement bait.” ManyChat actually just posted an article on this topic, which you can read here.

So I’m going to focus on keeping you compliant with your ManyChat messages. Specifically I want to make sure you understand the three types of messages you can send in ManyChat, and when you are allowed to send each one.

This is important to understand: Right now Facebook has a team of people whose job it is to make sure that companies are following these rules.

And if a subscribers happens to mark one of your messages as spam, then your message will be reviewed by a real person at Facebook. And if they find that you aren’t complying with the rules, they can ban your page from Messenger.

(You definitely don’t want that!)

So how do you make sure your messages are compliant? First let me start by explaining what the three types of messages are.

The 3 Types of Broadcast Messages

When you send a message through ManyChat (note: this includes broadcast and sequences messages, and not Live Chat messages), it falls into 1 of 3 categories. It could be a…

  • Promotional Broadcast
  • Follow-up Broadcast
  • Subscription Broadcast

Anytime you send a message in ManyChat, you can specify what kind of message you’re sending by clicking on the “Settings” tab:

 

facebook messenger marketing blueprints | subscription broadcast in manychat

 

To stay compliant with Facebook’s Terms of Service, you’ll want to make sure that you’re sending the proper type of message and that you’re sticking to the rules.

Here’s a quick overview of the three types of messages:

Promotional broadcast messages are similar to email broadcasts that you send out to your list promoting a product or service. It’s openly promotional. You’re telling people to “Buy my product” or “Sign up for my service,” along with a link to your sales page.

The rule with promotional broadcasts is that you can only send them to people who actively interacted with your bot in the past 24 hours.

That means that in the past 24 hours they had to send your bot a message, or click on a call-to-action button or a quick reply.

Now this might sound like a huge limitation—but don’t blow it out of proportion. It’s really not that big of a deal. You can still promote your products and services on Messenger, and you can do a damn good job of it, too.

All this rule means is that you have to be a little more creative in the ways that you promote things. And in just a minute I’ll give you a few strategies to help you out here.

Follow-up broadcast messages are sent after a promotional broadcast.

OK, now this is a little confusing, so read carefully.

Every time you send a promotional broadcast, Facebook allows you to send 1 additional follow-up message afterward.

Basically this follow-up message is where you would say, “Hey, I just wanted to remind you about [whatever you were promoting in that broadcast].”

Anytime you send a promotional broadcast, you will definitely want to take advantage of this opportunity to send a follow-up. Because this will be your last chance to send a promotional message to your users until they interact with your Messenger bot again.

Subscription broadcast messages are where you’re going to be spending most of your time in Messenger Marketing. These are the non-commercial messages where you’ll send out blog posts, updates, questions, news, and other engaging pieces of content.

So use these as a conversational way to start a dialogue with your audience. Then, once they interact with your subscription broadcast, you’ll be able to send a promotional message if you want to.

[READ MORE: How to Build Your First Chatbot Quiz Using ManyChat Conditions]

How To Promote Your Products with Messenger Marketing (And Still Be Facebook-Compliant)

OK, so at this point you might be thinking: All these rules…will I ever be able to actually SELL anything on Messenger?

Great question. And the answer is YES, 100%, unequivocally, you can.

But you can’t do it the same way people do with email. Have you ever found yourself on an email list that simply blasts you with unwanted promotional emails day after day?

How annoying is that?

If you’ve ever been on a list like that, you know that too much promo-blasting can leave you numb and quickly leads to low engagement, unsubscribes, and even reporting the company as spam (even if they technically weren’t breaking any spam laws).

That’s NOT what you want to do on Facebook, and that’s why they created the rules around when you can send promotional messages.

The good news is that with a little creativity, you can promote your products on Messenger in a way that’s super-effective and totally non-spammy.

Here are two tips to help you do it:

Tip #1: Use Conversational Openers Before Sending Promotions

Instead of just blasting out a promo, you have to engage with your subscribers first. And while this will require a little extra work on your part, the good news is that it’s a really effective marketing strategy!

Start by sending your subscribers an engaging question to get them conversing with you. Here’s an example:

Use These 4 Chatbot Blueprints to Generate Leads, Customers, and Subscriber With ManyChat

As soon as the person clicks on one of these replies, they will have interacted with your bot—which means you’ll be free to send them a promotional message.

And if you’re really smart, you’ll segment these people based on their replies so you can send them a promotion that’s highly relevant to their interests.

Tip #2: Link to Webinars & Other Selling Events

Another way to sell with Messenger is to use subscription broadcasts to send people to webinars, Facebook Live videos, and other events where you’ll be providing free content (which makes it subscription-broadcast-friendly), but which have a selling component at the end.

For a refresher on how to do this, scroll back up to blueprint #5!

[READ MORE: 7 Ways to Implement Messenger Marketing into Your Business Today]

The Important Thing is to Get Started

Ever heard the saying, “Ready, fire, aim?”

Messenger Marketing is a perfect example of when you should use that strategy.

Sign up now. Get started today. Put something out there, even if it isn’t perfect.

You can always make adjustments and improvements over time. But guess what? You can only optimize something you’ve already started.

So do yourself a favor and get started while the opportunity is the is the biggest it will ever be. I promise you’ll be glad you did.

The best way to dive right in? Go through ManyChat’s Messenger Marketing & Chatbot Mastery course! It’s free for all and packed with strategies, tactics, and 10 more blueprints!

Molly Pittman is a digital marketing expert and educator. She has certified thousands of marketers in paid traffic and customer acquisition, and is a co-host of the Perpetual Traffic podcast, which has grown to over three million downloads in two years. She is the Co-Founder of DigitalStrategyBootCamps.com, providing 1-on-1 coaching and consulting to help businesses grow through digital channels. Molly started her career as an intern at DigitalMarketer.com in 2012, excelling to VP of Marketing in 2014, a position she held until 2017 when she left to start her own consulting agency. At DigitalMarketer, Molly personally spent $8+ million on paid traffic channels like Facebook, Google, and Twitter while maintaining a positive return on investment.

  • Yanko

    Thank you Molly, as always from u, great stuff!!!

  • Ricardo Friedrich

    Thanks for this tips. I’m getting started on your course right now! 😉

  • Wow! So much actionable advice. What’s a busy business owner to do? I need someone to set this up for me. I’ve got too many courses queued up!

    • Niels van den Bergh

      hit me up 🙂

      • Dave Price

        Hi Niels, any way to contact you other than Disqus?

        • Niels van den Bergh

          sure. m.me/n.v.vandenbergh

    • Dominik All-in Harman

      Hey Doug, if interested, hit me up. 5 pages administrated using ManyChat, many successful funnels built. I am available next week.

      • Dave Price

        Hi Dominik, any way to contact you other than Disqus?

      • I’m not that familiar with Disqus! LOOL How do we connect on this thing? Can you go to my public profile (dougCrowe dot com) and schedule a call?

      • Julie Zintsmaster

        Hi Dominik! I’ll be traveling next week for a real estate conference. But, would like to chat (pardon pun) week of 28th? Are you a consultant to engage ManyChat for clients?

    • Pratik Shah

      hit me up

  • Congrats Molly!!!!

  • Hilton Davidow

    Fantastic document to reference. Thanks

  • Great article, thanks Molly.
    got many ideas for developing my bots.

  • Peggier Lotio

    Congra
    Much interested keep it up

  • Thanks Molly. Getting started ASAP!

  • Dave Price

    Thanks Molly!

  • Facebook CTA Send Message i just love that!

  • Lisa Saladino Garife

    hi. is there a download of templates that i am missing? since it says [DOWNLOAD], if figured there are downloads, but i cannot locate. thanks in advance!

  • I’m in the ManyChat course, but I can’t find the “downloads” or the “shared flow” links anywhere. Am I missing something?