As a record label, one of your main goals is to promote the musicians on your roster. And throughout the history of the music industry, there have been lots of ways to achieve this goal.
There are the classic “oldie but goodie” options, like getting their music played on the radio. There are the somewhat outdated strategies that aren’t so en vogue anymore, such as the mall concert tour that was so popular in the 80s.
But what we’re here to talk about today is the really cutting edge stuff: the strategies and techniques that take into account how to reach music fans and listeners in the specific era we live in today. That’s right, we’re talking about online. A savvy record label employee knows that digital marketing is a must in today’s market, and has probably been working the social media angle for a while.
But, for some reason, not so many record labels are taking advantage of one of the most effective forms of social media marketing available today: Facebook messenger bots.
In this article, we’ll walk you through what a messenger bot is, why you want to be using them, and how you can get started with marketing with them. Let’s get into it.
What is Messenger?
A lot of focus and attention gets put on the content side of social media: YouTube videos, Instagram stories, Facebook posts, and so on. But what you might be looking over is the part of social media that people are spending a huge portion of their time on: messaging apps.
From WhatsApp to WeChat to Facebook Messenger, 2.5 billion people around the world use messenger applications every day. Just Facebook messenger alone accounts for 1.3 billion of those users.
While Messenger was developed by and integrates with Facebook, it’s actually become a thing of its own, with a separate mobile application. The platform allows users to send and exchange messages in the form of text, photos, videos, stickers, emojis, audio, and files. It also allows voice and video calling, but most users stick to the chatting feature.
If you’ve been around the internet for a while, you can think of Messenger as a modern version of AIM or ICQ.
Why Record Labels Should Be Using Messenger
Facebook Messenger is a powerful tool for connecting to an audience, both for marketing and customer service purposes. We’ve already covered the main reason: Messenger is being widely used. Internet users spend a lot of time on Facebook Messenger. Why not meet them there?
But it also goes beyond that. Using Facebook Messenger can lend your company a sense of trustworthiness. According to a survey, the majority of Americans feel more confident about a brand if they can message with them. This is probably because Facebook Messenger is so easy and user-friendly.
Because, let’s face it, nobody wants to talk on the phone anymore. A lot of people, especially Gen Z, don’t even want to deal with emails. They’re already spending time throughout the day chatting with their friends on Facebook Messenger. If they can receive communication from record labels within that very same app they’re already using, users are way more likely to engage.
If you’re still not convinced, let me give you some more numbers. Traditional email marketing has an open rate of 20%. Facebook Messenger’s open rate? 88%. The numbers don’t lie.
Messenger Marketing Made Easy
Another major advantage of using Facebook Messenger to communicate with your audience is that it’s so easy to automate. Messenger chatbots are a tool specifically created for this purpose. Essentially, they’re little robots that you can teach to communicate with users. You can program the chatbot to know about your record label, answer questions, and chat with Facebook users.
Chatbots can serve a lot of different purposes. The best Facebook messenger bots can be used for customer service, conducting surveys, executing purchases, sharing content with users, and scheduling appointments. That’s the beauty of chatbots: they fulfill a lot of different purposes, and they do so effectively.
How Record Labels Can Utilize Messenger Bots
While every industry is finding creative ways to use Facebook Messenger bots (or at least the savvy ones are), there are some unique opportunities that record labels can take advantage of with this technology.
One option is helping users access new music from their clients. For example, if an artist on your label is releasing a new song or album soon, you can have a Messenger bot send out a Spotify pre save to a list of your current and potential listeners, creating engagement and directing people to stream your music.
The options for Facebook Messenger bot templates are really limitless. Just to list a few: you can send out free songs, tease information about a possible drop date for a new single, send out a tracklist for a new album one song at a time, and so on. The best part is that as you’re engaging with your audience on Messenger, you can build your email list, get your audience to find you on streaming services, and create a funnel to increase sales.
How to Get Started with Bots
Okay, so you’re convinced. Facebook Messenger is a valuable tool and you want to try out a bot for your own record label. How do you do that?
First, don’t be intimidated. Sure, we’re talking about robots here, but it’s not as techy as it sounds. In fact, you don’t even have to build them on your own. Unless, of course, you have some talented developers on your team, in which case, go for it.
But if you don’t want to deal with all of that, you have the option of utilizing one of many different existing chatbot tools. For example, automation agencies like Weighted.io create chatbots that you can customize for your company’s needs with little to no technical skills needed. Best of all, Weighted.io’s chatbots are specifically created for record labels, meaning they know how to meet your particular needs.
Tips for Messenger Bot Success
Of course, you probably know that just using a powerful tool doesn’t guarantee you’ll succeed. You have to do your research and be smart about how you use the tool. After all, trying to hit a nail with the wrong side of a hammer isn’t going to get you very far.
So here are some expert tips you should keep in mind when getting started with using Facebook Messenger chatbots for your record label.
Keep it Human
Yes, chatbots are robots, and your audience is aware of that fact, so there’s no point in trying to hide it. But their experience will still be much better if the conversation feels natural and personal. So don’t be boring. Use humor. Inject in a bit of personality. Make it feel like you actually care. Your Facebook Messenger bot might be a robot, but it doesn’t have to be robotic.
Keep it Easy
One of the main reasons Facebook Messenger marketing is so effective is that it’s convenient. So don’t make your bot interactions more complicated than they have to be. Keep things short and sweet. If you’re doing a survey, stick to simple, yes or no questions as much as you can. Multiple choice and rating things on a scale of 0 to 10 are also decent options, but try to use them sparingly. Do your best to identify and get rid of any unnecessary steps in your chatbot flow, especially when it comes to making sales.
Be Generous
Like we’ve covered above, one of the best ways for a record label to use Facebook Messenger bots is to send users content, like free music or Spotify pre save links. This is a super effective form of marketing, so lean into it. Consider creating a weekly digest of artist updates or even sending exclusive content only to your Facebook Messenger audience. You’ll be able to increase engagement and maybe even acquire new customers.
Know When Enough is Enough
As great as they are, not everything can be done using Facebook Messenger chatbots. To that point, be discerning and smart about when you do – and when you don’t – use your Messenger bot. There are some experiences and certain types of content that aren’t best suited for the messaging format. It’s up to you to do the thoughtful trial-and-error to figure out what works for you and what doesn’t. Once you do, you’ll be making use of a tremendously powerful and effective online marketing tool. Awesome job.
