For many potential clients, Facebook is the Internet. Facebook takes up more than 25% of the time Americans spend on the Internet. Smart lawyers can capitalize on Facebook Messenger Chatbots to screen leads and engage new clients -- automatically.
Chatbots are little computer programs that maintain a conversation and send replies to people -- they are most often found in customer support sites. Domino's has one that lets you order a pizza through Facebook, Kayak has one to let you book a flight through Facebook, and law-related DoNotPay helps consumers fight traffic tickets and get flight refunds.
There are five benefits to engaging consumers with Facebook messenger chatbots, according to Baille Ward of Crisp Video:
- Boost response time on Facebook by enabling instant, automated replies and automatic responses to common questions.
- Qualify your leads by asking qualifying questions to determine if the consumer is a good fit for your firm.
- Schedule client consultations by giving a number to call or directing people to an appointment booking page.
- Get client insights by monitoring demographic information of people who use the chatbot, and connecting the chatbot to your CRM (client relationship management) software.
- Send announcements -- such as new blog posts or clients events -- via Facebook messenger to anyone who has interacted with your bot.
"Facebook Messenger is a huge potential source of lead generation and case revenue," Ward says. Lawyers can set up a chatbot to screen for practice-area keywords like "divorce" "DUI" or "car accident."
The beauty of chatbots is that they require no live human intervention. They operate on pre-set list of questions and answers. Creating a chatbot makes sense considering that 2 billion Facebook messages are sent between consumers and businesses. Ward says that 70% of people are willing to interact with a chatbot.
Email is similar to Facebook messages. Chatbots, however, encourage immediate responses, have better click-through rates, are working 24 hours a day, and do not require a human on the other site.
Facebook offers a chatbot-builder, but its functions are limited. Ward recommended using third-party builders that can cost as little as $10 per month, like ManyChat, MotionAI, Chayfuel and It's Alive.