MarTech Interview with Mike Yan, CEO/Co-Founder of ManyChat

It is possible today for online marketers to create deeper conversational experiences with potential customers that keep them engaged longer; Mike Yan, CEO and co-founder of ManyChat share more:


Welcome to this MarTech Mike series chat, tell us more about the ManyChat platform and its key differentiators? What inspired the platform?

Great to be here! ManyChat is a marketing chat platform that helps nearly one million businesses in 190 countries engage and support billions of their customers in real time and at scale. The platform is available for Instagram Direct Message, Messenger by Facebook, SMS, email and open beta for WhatsApp. Since its creation in 2015, Manychat has doubled and now generates more than 8.5 million active conversations per day on Facebook Messenger and 2 million conversations on Instagram DM.

We realize that every entrepreneur has a unique story to tell the world but they don’t know how to tell it. This is when chat marketing and ManyChat were invented. ManyChat is focused on helping business owners build relationships with customers by instantly engaging with them. Essentially, don’t leave them hanging because the automated conversations you create help customers get the answers they need right away. We pride ourselves on helping small businesses achieve their goals. In fact, ManyChat customers see CTR rates 130% higher than the industry average. We’re here to make marketing, growing, and reaching customers easier for small business owners.

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What are some of the top conversational marketing trends that you think will reset the martech and marketing industry in the near future?

Trends that will reset the industry will be the shift to using social media to engage potential customers, which will make consumer automation crucial for marketing success. During the pandemic, consumers have taken to using social media for everything like buying, selling, and advice. Influencers have also become one of the most trusted at giving consumers honest feedback and advice on brands and products. Influencers and small businesses using social media aren’t always able to respond to every direct message they receive. Not being able to respond leaves subscribers unhappy and it’s a missed opportunity.

Some thoughts on the impact of AI in conversational marketing and why will it become more beneficial for marketers? Can you share some highlights of brands around the world using AI and conversational marketing to deliver better online experiences to users?

People say content is king and place great importance on the quality of your content. It’s certainly true that if you don’t have great content you won’t be able to succeed on Instagram, but if you’re constantly posting, how do you actually convert all that attention and engagement into actual sales? Most businesses struggle to convert attention into actual sales and business results.

Right now the only options you have to convert are to either direct people to a website or direct people to your DMs and spend your precious time answering those DMs or hiring virtual assistants expensive to respond to these DMs. Websites aren’t great at converting and spending your time is a resource you can’t get more of, and AVs are very expensive.

This is why using AI-powered conversational marketing tools is the best solution for businesses. The average conversation length with a ManyChat-powered Instagram automation is 10 minutes, which is far more engaging than an ad impression, ad click, or even a website visit. With an AI-powered chat tool that handles DMs, business owners and marketers can focus their resources elsewhere, while ensuring their customers are taken care of.

In terms of brands or people using conversational marketing well, Candance Junée is a great example. Candace is the founder of Epic Fab Girl, a membership community for Christian women entrepreneurs, runs a podcast, Go Getter, runs a personal Instagram account with over 50,000 followers, and has her own brand and coaching business, 6- Figure Maven. At the forefront of Candace’s business plan is answering subscriber questions and requests, but with so many subscribers, it was hard for her to keep up. In order to keep up with demand, Candance used ManyChat and now has a 99% decrease in response time, 118% of leads from email landing page activation and saves 15 hours per month in responding to Instagram direct messages.

What are some of the top predictions you have in mind for the conversational marketing segment and martech as a whole?

With the rise of social commerce, the need for brands to capture information quickly and efficiently increases, in addition to being able to resolve customer issues quickly to deliver the best experience. That being said, the conversational marketing and martech landscape is really coming into its own, and I predict the space will continue to grow by leaps and bounds in 2022. As for what I expect to see shake up, I I’ve included some predictions of mine below.

  • Chatbots allowing payment: Finding ways to eliminate friction points during the customer’s shopping experience is paramount for e-commerce brands. In 2022, we’ll see chatbots integrate with payment alternatives to simplify the purchase journey, so much so that customers can just text and say, “I want a blank Amazon Alexa,” and a chatbot can guide them through the purchase steps.
  • Smooth and personalized support for other languages: An advantage of e-commerce is the reach you have with customers around the world, but with that comes the need to personalize messages on a global scale. Although English is your first language, 1 billion people are fluent in Mandarin, 527 million speak Spanish and 422 million speak Arabic. Personalizing messages to customers in their local dialect through AI will be a big part of where we will see chatbot development in 2022.

Some thoughts on what it takes to create better online experiences in today’s market?

In today’s market, leveraging Instagram is essential. Within a year, brands should find ways to make themselves immediately available to customers to create a better online experience.

A few final thoughts, takeaways, martech tips, and best practices before we wrap things up!

When it comes to the New Year, it’s important to keep in mind that creating meaningful engagement is extremely important as social commerce becomes increasingly crowded. Followers want to feel seen by the influencers and brands they follow, that means going beyond engagement through DMs, stories, or posts by asking them to comment, like, or like. share something. To truly build relationships with customers, you need to be able to connect with them when they’re ready to engage. This means responding to their requests quickly and with a personalized touch.

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