Chatbot on Instagram for Selling IT Courses
Objective: to increase the number of closed orders through Direct Instagram for IT courses (offline education).
Problem: managers respond with delays, there is no clear sales script that would lead the client to the order (managers are not salespeople). As a result, leads do not reach the order stage.
Solution: chatbot on Instagram. In the summer of 2021, Instagram opened its API, which allows you to create an official chatbot inside Instagram.
How it works?
The bot turns on when a client enters Direct. You no longer need to lead the client to third-party chatbots, for example, in Telegram, or use «black services», due to the use of which Facebook (Meta) can limit the functions of the account.
To create a chatbot to sell courses, we used the official Facebook partner, the Manychat service. Monthly subscription is $15. There is a free plan with limited functionality. Previously, Manychat was available only in English, but now it has been translated into Russian.
We had the task to increase the speed of response to the client and to lead the client through the sales funnel — to show the advantages of the offer and close all objections, including: «expensive», distrust of the company, misunderstanding of specific benefits for the client.
Advantages and Features
Why did we decide to increase the number of orders through a chatbot?
It’s fast. The client does not wait for the consultant to open Direct. They are answered instantly! Whether at night or on weekends. Speed has a huge impact on conversions.
The bot closes the orders itself
Our experience: transactions are closed automatically without the slightest involvement of the manager. All information about the product / service / company is in the chatbot. All answers to questions that a client might be interested in are listed in the chatbot.
Warming up the client
Our experience: in a chat bot, you can «warm up» a client to an order if they are in doubt. For example, emphasize profitable products / services with photos and screenshots, show live reviews from previous customers, ask questions and offer individual advice.
Pre-Designed Scenarios and Funnels
Our experience: advertisements cannot convey the amount of information that needs to be provided to a client in order for them to accurately leave a request. The answers in the chatbot are pre-prepared and thought out in such a way as to prepare the client for the order.
For targeted advertising of different courses, we launched different scenarios. For example, if a client is interested in taking a course on internet marketing, the chatbot runs the scenario: «Internet Marketing». It interacts with the client according to a scenario on a specific topic.
Imitation of communication with the manager
Our experience: multiple scenarios for different products give the impression that the client is talking to a real person. The chatbot interacts with the client only on the topic that interests the client. If desired, the client can run another script. For example, if he changed his mind about signing up for Internet marketing and decided to take an SMM course.
Possibility to create a «warm-up» survey/quiz
For example, on Instagram, using a chatbot to sell courses from an IT school, we set up a test: «Which profession in IT suits you?». The client followed the advertisement, answered questions, received the result and an invitation to a free lesson.
Our results: applications for courses came at different times of the day and were closed in 80% of cases.
What we did?
1. Made a funnel for the client.
2. Registered and connected official Facebook and Instagram pages to Manychat. If you are not the administrator of these pages, and Facebook and Instagram are not connected to each other, you cannot link the Manychat service.
3. Created a prototype script for a free lesson based on frequently asked questions from clients. Important! We take the information that is often requested.
4. In a text format, we write a step-by-step chatbot algorithm with different answer options — different options lead the client to different results, this makes the bot «more alive».
5. Our scenario consisted of sales funnel blocks.
Manychat has the ability to make a carousel (photo + text) right in Direct.
6. We register keywords, after which the chatbot launches a specific script. For example, it could be the phrase: «I want a lesson.» The client writes: I want a lesson, and the bot starts.
7. Set up targeted advertising for the Messenger target through Ads Manager.
As a result, it looks like this:
Instagram chatbot is suitable for any niche
It can be adapted for beauty salons, stores with and without a website, service stations, online schools, experts (psychologists, coaches, astrologers, etc.)
The results of the implementation of a chatbot in the process of selling IT courses on Instagram
- Increasing the number of applications through Direct. Clients come from targeted advertising and leave applications.
- Applications without the participation of a manager at any time of the day.
