Friday, March 5Digital Marketing Journals

lead-generation

A funnel-driven approach to Messenger bots for lead generation | by Livio Marcheschi
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A funnel-driven approach to Messenger bots for lead generation | by Livio Marcheschi

Before we go into the technicalities of how to improve the KPIs above, there is a main concept to keep in mind when creating and optimising a Messenger bot built for customer acquisition purposes:You need to create consistent ad-to-bot experiences.The ad and the bot needs to be conceived together, since there is no way you can start to improve the bot if the ad is not consistent with it. You would simply receive poor traffic that you will not be able to optimise for.We have learned this the hard way, when the first tests were not producing the expected results. And the first signal of it was a really low welcome message conversion rate (i.e. only a few people interacting with the Facebook ad started to engage with the bot).To understand the reasons why it was happening we did multiple U...