So you’ve launched your first bot and you’re ready to use it to help your consumers, push offers, and make additional sales. You want your consumers to tell you what your chatbot is doing well and what needs tweaking. Just how do you get your audience to your chatbot in the first place?

You can’t assume that just because you have gone to the trouble of creating a chatbot people will automatically talk to it. No, as with any product or service, you need to market it. You need to have a clear vision and mission for your chatbot that makes it obvious to people why you have implemented it and how it can help them.

So, why have you implemented a chatbot? What do you want to gain from it? Here are some of the key advantages that you’ll benefit from by implementing a chatbot into your business strategies:

Advantages of Implementing a Chatbot

You may be asking yourself, “What’s all the hype about?” Chatbots have become incredibly versatile. They’re now able to perform a variety of tasks nearly as well as humans. As a business, implementing a chatbot into your strategies could allow you to:

  • Automate some of your customer care services
  • Gather and analyze customer data that can help optimize marketing and sales strategies
  • Create personalized ads
  • Proactively interact with your audience
  • Gain feedback regarding your operations and marketing materials
  • Naturally push consumers through your sales funnel
  • Be available to your audience 24/7

Now that you know why you should have a chatbot, the question is how to create one? Luckily, you no longer have to be a coding guru, nor do you have to spend thousands of dollars paying a company to create one for you.

Chatbot Tools

Bot Tools help any business with a Facebook profile to create a chatbot within a matter of minutes with no coding or programming skill within a matter of minutes.

  • Integrate and takes orders from Facebook Messenger, comments, and posts
  • Pushes offers, promotions, and deals, on demand
  • Integrate with major payment systems, such as PayPal
  • Recognizes variations on your trigger words and phrases

Once you have your chatbot up and running, you need to let people know about it. Here are 5 simple ways you can make your chatbot more discoverable:

Your Facebook chatbot will have its own unique link and code. Aside from giving it its own identity, it will also allow people wanting to start a conversation with it to be able to do so easily. The direct link to your chatbot will typically be{the name of your chatbot’s Facebook page}. On the other hand, a Messenger code is one that can be scanned from the Messenger app to start a conversation directly with your chatbot.

2- Make the Most of Facebook Plugins

Facebook offers two plugins that you can use to prompt consumers to open a conversation with your chatbot. These can be integrated into your website, and when clicked on, will take your customer directly to your chatbot. The two plugins are:

“Send to Messenger”

The “Send to Messenger” plugin triggers an authentication event with your chatbot, and the bot then starts interacting with the user right away. The best part about this plugin is that data personal to each consumer can be sent from the website to the chatbot, allowing for a more customized user experience.

“Message Us”

The “Message Us” plugin is a simpler version that redirects the user to the Messenger application. No information is shared between the website and the chatbot, and the bot only engages once the user has sent a message directly to it.

3- List Your Chatbot in Bot Directories and Search Engines

The easiest way to find a chatbot directly on Facebook is to type in the name of the brand or chatbot into the search bar. That said, sometimes users don’t know the exact name of the chatbot or brand for which they’re looking. In fact, they’re ften just looking for a specific service rather than a brand. That’s where independent bot directories and search engines come in handy.

Now you can list your chatbot on a variety of what I like to call bot “Yellow Pages”. Some of the most popular ones include:

  • Botlist
  • Chatbottle
  • There Is A Bot For That
  • Intento
  • Qwazou

4- Work With Influencers

You work with influencers for specific campaigns, product launches, and special promotions, so why should marketing your chatbot be any different? CoverGirl released the first influencer chatbot marketing campaign whereby it encouraged fans to use Kik to interact with a chatbot version of Kalani Hilliker, a 16-year old model, dancer, and TV personality.

Despite the fact that the chatbot was honest with users, clearly stating that they were talking to a robot and not the star herself, the results were phenomenal. The campaign received more than 90% positive sentiment and 14 times more engagement than that of the star’s personal social media updates.

Though it’s still in its infancy, if you can combine your chatbot with a big social media personality while maintaining a personal touch, you could be onto something. Plus, creating a derivative of an influencer that’s sponsored by your brand will allow you to communicate more fluidly with your customers, not only on your social channels but on your influencer’s as well, thus broadening your reach.

5- Share Stories

Treat your chatbot like any other product or service by telling your audience about it. You can’t expect your audience to know that you’ve launched a bot. You need to keep them in the loop through regular social media and blog posts. Some topics you could cover include:

  • How consumers are using your chatbot
  • What consumers can expect to gain from using your chatbot
  • Any relevant improvements or new feature releases
  • Promotions, deals, and offers your audience can benefit from specifically through your chatbot


Getting your chatbot to your audience is nearly as challenging as creating it. The key to making your chatbot discoverable is to treat it like any other product or service. Use your current marketing channels and combine them with an influencer that can take your chatbot to the next level.