Stacey calder


37 Messenger Marketing tips - Jim Rowe from Jim Rowe-Bot

Hi I’m Jim Rowe The Chatbot Guy of Jim Rowe-Bot.

Creating 37 Messenger Marketing tips was no mean feat. But what really helped was having the experience of creating more than a hundred Facebook Messenger driven Chatbots for my clients and testing more than 200, in the last 2 years.

Amongst these 37 tips you are sure to find some nuggets to help you get more from your Facebook Messenger driven Chatbot.


ONE - Use the correct greeting for your intended audience

There's no quicker way to alienate your target market than using the incorrect greeting. If you work business to business don't start with "Yo mofo 😂"


TWO - Start your conversation with a question.

For your conversation to end up with them becoming a new subscriber, there needs to be a bit of back and forth in the conversation. Asking a quick question also allows you to garner important information you may be able to leverage later.

For instance, if you Chatbot was created to sell Jewellery, you might want to ask a simple question such as "If you had to choose, would it be silver or gold"?


THREE - Tell people at the outset, how they can unsubscribe

Not only is it good practice, but it can also stop you from ending up in "Facebook Messenger Prison". You don't want to end up there as it's lonely and no-one speaks to you - least of all Facebook.

When subscribers want to unsubscribe, if they can't remember how they will either block your chatbot or report it to Facebook. Once the number of blocks or reports hits a mystery threshold, you get put behind bars.


FOUR - Don't over-do using the customer's name

I see this in many Chatbot conversations. Each paragraph of the conversation for some reason uses the customer's name. It's not how we speak and it's not how your Chatbot should speak. It's a bit weird actually 🤔.


FIVE - Emoji's. Right place, right time

Who doesn't love a good emoji? This carefully about when and where they are going to be used. Customer service issue? Don't use the 🤡 emoji.


SIX - Speak aloud when designing your conversations

This is one of my favourite tips. Speaking your Chatbot conversation aloud allows you to truly understand if it sounds human-like or robotic. Try it, you'll never look back.


SEVEN - Ask for opinions

Ask those using your Chatbot their opinion on a product or part of your service. This ability to get one-to-one feedback quickly is so often overlooked.


EIGHT - Find your voice

Finding a voice for your Chatbot that supports your brand can be a tricky affair. Take your time to try out different voices until you find the one that works for your brand.


NINE - Use good imagery

Even on the small screen of a phone, poor quality imagery really takes away from the experience. Use something like Canva to manipulate your images so they are the right size and shape.


TEN - Make use of the Persistent Menu

The Persistent Menu is often overlooked when people are designing their Chatbots. Place a clear call to action in position number one on the menu as that get's 80% of the clicks.


ELEVEN - Use "Quick Reply" buttons to aid navigation

Use "Quick Reply" buttons within your conversational FLOWS to allow those in the conversation to quickly jump back to another part of the conversation quickly without having to physically having to scroll back through the conversation.


TWELVE - Know the primary goal of your Chatbot

Too many Chatbots try to be everything to everyone. If it's a customer service Chatbot, focus in on that and make it as good at that as you can. Don't also try and make it an awesome sales bot.


THIRTEEN - Start small and then keep building

I often tell clients that we will first launch your MVB (Minimal Viable Bot), that starts to have conversations with the target market. Very quickly more features can be added later.


FOURTEEN - Don't spam!

This is one aspect of Messenger Marketing that businesses struggle with. They want to communicate with their potential customers at will once they become a subscriber. However, Facebook is committed to ensuring that Messenger doesn't become like email - A spamfest. To tackle this potential risk they introduced the 24+1 rule.

FIFTEEN - Reach out to your existing lists to get more subscribers in Messenger

Many businesses forget that they already have an audience in their email lists. Reach out and sell them the benefits of becoming a member of your Messenger list.


SIXTEEN - Use Messenger Marketing for surveys

The ability to survey people with your Chatbot is pure genius. People are much more likely to complete the survey because it's a much better experience than filling out pages and pages in a form. You can also output the results directly to a spreadsheet.


SEVENTEEN - Follow up quickly

If you clicked above to Learn about the 24+1 rule, you'll understand that the first 24 hours after someone becomes a subscriber in your Chatbot are critical. Use the freedom that you get from that first 24 hours to your advantage and follow up quickly.


EIGHTEEN - Consider giving your Chatbot a persona

Some of the greatest Chatbots I've tested are those where the digital assistant has a personality. Try Ralph the Lego Chabot to see how it should be done.


NINETEEN - Use the Facebook Customer Chat feature to turn website visitors into subscribers

This is incredibly useful if you have a website with high traffic. The widget sits in the bottom right of your website and can prompt them to start a conversation. You may have even seen it here on my website.


TWENTY - Segment your subscribers

Many businesses neglect to use "tags" to segment their subscribers into smaller more focused lists. Not using segments means that messages (broadcast) have to be sent to the full list. This results in lower conversion and an increase in unsubscribes.


TWENTY-ONE - Ensure you tell people up front, that they are not talking to a human

I learnt this one pretty quickly. there's nothing more insulting to a Chatbot user than realising late in the conversation that they are not talking to a human. Be very very careful.


TWENTY-TWO - Create a link that drives people into your Chatbot

Links are hugely powerful as you can use them in so many locations. LinkedIn posts, Facebook posts, Twitter posts, emails, text messages and more. Ensure a link specific welcome message is used to make the experience feel bespoke.


TWENTY-THREE - Use your Chatbot to drive visits to your blog posts

Getting traffic to a blog post using social media is nothing new but it has got harder than ever to reach people. Emails no longer get opened and your tweets get lost amongst the other 500 million tweets sent that day. With the massive opening rates, you know you are getting your blog post in front of more people with a greater likelihood of them clicking to visit.


TWENTY-FOUR - Don't be afraid to take over from the Chatbot when you see a great opportunity

I've seen this happen for real. A conversation is going well and suddenly they go off script. Now is the perfect time to pause your Chatbot and take over the conversation. The human-to-human conversation should always be your goal.


TWENTY-FIVE - Understand the platform you're using to build your Messenger Chatbot

Whether you're a fan of Manychat like I am or prefer one of the other platforms such as Chatfuel or MobileMonkey, get to know your platform and how to put it to work. Use the numerous training videos and Facebook groups to learn everything you can.


TWENTY-SIX - Try to personalise the conversation

There are so many ways to personalise the content and chatbots work because personalised one-to-one marketing works. You might want to welcome someone with a slightly different greeting when they next return. You may also want to remind them what they were interested in the last time they chatted with your Chatbot.


TWENTY-SEVEN - Check, check and check again

When you send a message to your subscribers or a subset of your subscribers, often called a segment you have no way of un-sending that message. Make sure you check it 3 times.



You will find that many of your conversations are with people who have never used a Chatbot before. You will assume that they know to click a button or say something. Often they need to be told explicitly.


TWENTY-NINE - Make sure your Chatbot knows what to do when it doesn't know what to do

Manychat offers the "Default reply" which enables you to tell the person on the other end of the conversation that you are not sure how to proceed. I will often tell them that I've asked for human assistance and send a message to a member of the team so they can take charge of the conversation.


THIRTY - Use "Keyword" to pick up the intent of free-text

However well you design your Chatbots you will never be able to answer every query someone might have. Once they stray outside the structured conversation you can bring them back by ensuring you have covered some of the bases with Keywords. For example; How can I find your carpark? This will just need a Keyword message setup that is triggered by the words "carpark, car park, carparking, car parking, parking".


THIRTY-ONE - Use images to support the conversation you're in

Getting the balance between text and images can become a fine art. Use images sparingly to support the key elements you're trying to get across during your conversation.


THIRTY-TWO - Simple is better

When Chatbot building, try to keep the conversations simple. This is really hard when you're trying to sell directly to your customers but it's critical to keep the experience succinct and to the point.


THIRTY-THREE - Only collect personal data when it's critical to do so

So many clients want to start collecting emails and phone numbers from the moment the Chatbot starts having conversations with the target market. Resist the urge to do so.


THIRTY-FOUR - Keep your messages short and sweet

I've been unlucky enough to start conversations with Chatbots that go on and on and on. I've tested over 200 chatbots and have recently started reviewing them on my YouTube channel. One thing that really turns me off using a Chatbot is way too much dialogue.


THIRTY-FIVE - Grammar and spelling

Get someone other than you to check the grammar and spelling in your Chatbot. If you've created it, there a huge chance you will miss simple mistakes.


THIRTY-SIX - Understand the conversational data

When a customer engages with your chatbot, you will be able to collect data to see which buttons were pressed, which flows and the most popular and even where they ended the conversation.


THIRTY-SEVEN - Think about adding GIF's

Adding humour to your Chatbot can be really difficult and my advice is to tread carefully. However, GIF's can inject a little lightheartedness into the conversation and really work well.