Social marketing


Many brands and marketers believe that Facebook Messenger marketing is a complicated process. Newsflash – it isn’t. 

The real issue is that the interface and conversational flow is still very much new to everyday users. Whilst most people will interact with clean intent, many others interact with messenger bots out of curiosity.

That is why there’s a very good chance that they will stray away from the conversation when interacting with your bot. They simply won’t ask the questions or take the actions you want them to.

When this happens, you’re usually left with two options:

  • You either lose them as a prospect, or
  • You indulge them, delight them, and ultimately create value for your business.

We all know the option you’ll go with. This is why you need to have an effective conversational marketing strategy before creating your bot. 

We’ll be going through some important formulas that will help you create Facebook Messenger dialogues that convert. Your chances of driving conversions will increase significantly. Let’s get down to it, shall we?


Before you head into writing dialogues, you first need to ensure that you’re on the right track.

Here’s what I mean:

You first need to think on things that may go wrong or be wrong with your dialogues then decide on how to make it better. 

Get yourself a pen and paper and map things down. Decide on the points, steps, and phases where you want your users to take action(s). These three questions will help you decide on what to map down:

  • What exactly am I asking my users to do?
  • Is there a way they can misinterpret or get me wrong?
  • Is there a way I can be more clear and precise?

All of these will help you stay on the right track.

For when users stray off track or grind to a halt, you can follow this advice from Ryan Dearlove, Founder of leading messenger marketing agency Chit Chat.

“Create custom user attributes that track the beginning and end of key goals within your conversation flow. If a user begins but does not complete the flow you can create a sequence to re-engage with them.”


One of the best ways to write messenger bot dialogues that converts lies in the definition of the problem. When you tell a user the specific problem why they aren’t achieving the desired result, you’re giving them a better insight into what you need them to do.

When a user faces a problem in your chatbot, let them know what the problem is and what caused the problem. This is the simple key to making your error messages on Messenger bots work. 


This simply means showing your users how to do what you want them to do. There are many reasons why users get an error. And there’s no foolproof method to discern if the error was either from making the wrong clicks or not understanding the process.

Like I noted earlier, most users haven’t interacted with a bot before. Therefore, you shouldn’t rush the steps. Most of them won’t know what the next step should be unless you show or tell them.

To make this more interesting, you can set up different variations of the same hint. Nobody likes making the same mistake and getting the same error messages/hints. 

When you provide different variations, you’re making the experience fun. So when they make the same mistake twice or thrice, they won’t be frustrated and they’ll have a different hint showing/telling them how to take the step the right way.


Many people overlook this part when creating their messenger marketing copy. Your users know what the problem is and how to take action. However, you still need to ask them to do it, albeit nicely. 

Nudge them ahead in a direct but polite way. This will ensure that they take action and keep interacting with your bot.


Messenger marketing copy isn’t something really hard to do. You only need to help your users acknowledge the problem, tell them, in precise ways, how they can resolve the problem, and politely ask them to do it. These little things are what make a copy effective.

Messenger marketing is all about talking to your clients like they are your friends. It should be easy, straightforward, and polite. By making the whole process delightful and engaging, your messenger bot can make a significant difference on your bottom line.