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Below is a transcript of the Chatbot Marketing Training Course by Customers.ai and Isaac Rudansky, of Adventure Media. Get the full course here and become a messenger marketing master.

Howdy chatbot fans and welcome back.

In this lecture, we’re going to go and build and review our drip campaigns. And this is a real drip campaign.

I’m not going to go and build them out specifically step-by-step, widget-by-widget, because you guys are familiar with using widgets by now.

And I don’t waste your time. But I do want to walk you through the different drips I have set up for a client.

And then we’ll maybe build a couple other ones for different clients just so you get an idea of how to do it.

So let’s go back and jump into Customers.ai. And here we are in our bot builder.

Remember all the building of pages and bot flows happen in the bot builder regardless of what you’re building them for.

So if you’re building drip campaigns, you come back to the bot filter to build your drip campaigns. And remember this idea of organization of your page groups.

So I have a page group here called new member drip pages.

And this is for new members who join the all contacts audience to be able to send them out multiple messages automatically on specific time intervals.

So let’s open up this menu, and I’ll show you what I have filled out.

And this is actually a live active drip campaign that is currently running as we speak.

So the first one — And I like to sometimes number them in order so I know which ones go out when.

And that also helps me remember, when I’m setting up the drip campaign, automation schedules.

It’ll help me remember which ones which.

This is an e-commerce business, they sell sofa, sectionals online, called Sofamania.

And the first one talks about how we offer free shipping on all orders.

So I write, “Hi, first name, SofaMania offers free 2-day shipping on all orders of sofas, sectionals, recliners and outdoor furniture sets anywhere in the United States.”

And I say we “reply ‘Stop’ to unsubscribe at any time”.

You always want to give that opt out to unsubscribe.

And then there’s a text that says, “No minimum order required. This is really rare in the online furniture business, by the way.”

So just something — again, a value proposition. Quick question, “Can I send you a link to our clearance sales page?”

I want to get them to engage. Whenever you can try to get that user to engage because remember what happens, it resets that 24-hour clock.

Can I send you a link to our clearance sales page? Throw away variable, “Yes, please.” I give them one option.

And if they answer yes, I have a text that says, “Cool! here it is”.

And I offer them a button using the Add button feature to the clearance sale page.

So this is a good example of a drip. It’s not too long.

This is probably even a little bit longer than I typically would suggest for drips but this one has been working really well for us.

Now the next drip, and I don’t need to — and when I’m building the pages, I don’t decide how long afterwards I’m sending out these drips. I just built out the bot flows, I mean — and we configure those settings later on in the marketing automation tool.

My second drip is price match guarantee.

So I want to talk about another value proposition that we offer, “First name, Sofamania will beat any price you find online for the same items we sell on our website. In fact, we encourage you to check out our competition before making a decision”.

I really like doing this. It’s a little bit of a risky move, I’ve seen other companies do it.

We’ve done it for some of our clients.
When you’re confident in your product, customers will appreciate that confidence by saying, we’re not looking to like undermine your intelligence, we’re not asking you to not shop around, right?

We feel that if you do shop around and you check out our competitors, we’re confident that you will see the value in our products.

And when you double down on that and when you take a stand on that and when you give the impression to your customers that you’re authentic and you respect their ability to make a decision that — for what’s good for them, you’re doing an incredible job as a marketer.

And we’ve seen this work really, really well.

So look at this, so here are a few of our competitors, you can check in this text widget.

We literally send them links to our competitor websites. We’re offering competitor websites traffic to their websites, okay?

This is good marketing. Remember everything that I’ve been telling you is it’s not about what sacrifices your customers can make for you.

It’s about how authentic and how genuine and how much of a unique selling proposition you can offer your customers.

So we send them a link to Bobs, to article.com, to joybird.com, 3 of our competitors.

And then another text widget, “No one beats our prices. But if you find anyone that does, we’ll beat it, guaranteed”, okay?

And then a link to shop Sofamania. So we want them to get a sense of what’s out there.

We want them to get a sense that there are other websites that sell similar sofas and sectionals to us for much more expensive, that there are other websites at our price point that have much more inferior quality sofas.

So it’s very, very powerful. That is the second drip message that goes out.

The third drip message is a special sale. And this is an evergreen sale, which means that it’s typically running all the time.

If it ever stops running, we could always come back here and delete this page from the drip campaign.

Special sale. “Hey, first name, we just added a bunch of sofas and sectional to our clearance page and we marked the prices down even further. Reply stop to unsubscribe it anytime. Use coupon ‘SMSPECIAL’ at check out any time in the next 24 hours to save an additional 20%.”

So we’re using a little bit of urgency.

Letting the customers know that after 24 hours, this sale might not be around really makes them fear that they might miss out on a deal, and no one wants to miss out on a deal.

So it’s a really good thing to have and then to shop to sale.

So this is a great drip campaign. Just two widgets really quick, potent, powerful, and that’s that.

The fourth one that goes out is the Amanda sectional sale.

So it’s one of our bestselling sectionals. People really like it. So “First name, our best-selling velvet sectional just got reduced even further. Only a few of these are left in stock.”

To remember always having that opportunity to put some psychological principles of persuasion into your messages. This one is scarcity again.

“Only a few of these are left in stock for just $4.99 with free 2-day shipping, that’s a crazy, crazy deal.”

Again, that you talk naturally like — if I found this deal online and I was sending this to my wife, like I would text like, wow! this is looks like an insanely crazy deal.

It’s just natural.

Like I don’t necessarily would have that on my landing page, it wouldn’t go in my most professional marketing collateral but like it’s natural language talk.

And then there’s a gallery link to the — with a nice picture of the Amanda sectional, $4.99 in the description, 38% discount, comes in four different colors, and a link to buy the sofa.

Again, nothing overly complex. It’s a great drip message.

And then the last one we have in this drip campaign, choose the right rug for any room.

And this is going to go send people to a blog.

Again, remember drip campaigns are not like chat blasts. It’s not about selling. I wouldn’t go and configure individual chat blasts to send them to one specific blog post.

But as part of a drip campaign, it’s awesome to just give out some good useful content.

“Hi, first name, can I send you a few professional tips on choosing the right rug for any room?”

Again, “Reply ‘STOP’ to unsubscribe at any time”. And then they have an option over here to send me a tip.

It’s not associated with any page. We want to keep them in this bot flow.

“Check out this blog post, it’ll give you some handy advice for choosing the right color, shape, size and pattern.”

Choose the right rug, and there’s a link to that actual blog post.

And this is a really powerful drift campaign that’s working really well.

We’re spending money on Messenger ads, we’re using Facebook comment guards, we’re using landing pages, we’re using these HTML elements, we’re building our contact database through all these different lead magnets.

And a drift campaign is an awesome way to continue just to follow up with people who get into the flow with not aggressive — non-aggressive value propositions, useful information.

Letting them know of great sales, stuff that’s not obnoxious, giving them the option to opt out. It’s a really, really good funnel.

This is ecommerce. We have on the board a bunch of different ideas that you could build out for B2B businesses, for a webinar funnels and things like that.

Once we get into the connections part of the lecture, I know a lot of you are waiting to figure out how to do this, how to get people send sign up for a webinar through Facebook Messenger.

I’m going to show you, so don’t worry.

Now that you have a good sense of what a good drip funnel looks like, I want you to start thinking how you would build your own drip campaign.

Go into Customers.ai, build out — it should only take you 20 to 30 minutes, build out 5 to 10 messages, 1 to 2, maximum 4 to 5 widgets in each bot flow.

Keep everybody within the same page and also think about using your personalization, using your custom attributes.

And remember, you’re not about — and remember this isn’t about selling aggressively. This is just about giving useful information, useful content and not asking for anything in return.