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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 talk about creating an ad for a Click to Messenger campaign.
So let’s backtrack a little bit, and I want to just discuss what my ideas are for this campaign.
So I’m going to call it the how long does it take – ‘how long does it take’, okay?
And the idea here is I want to run a contest. I want to engage users and ask them how long do you think it takes for an IV hydration bag to cure a terrible hangover.
And I want them to guess the amount of minutes it takes because when — because this is one of our main selling propositions. If you go in and you’re hungover and you have a terrible headache, and you’re dehydrated, you go to the — you go to the nearest 7-eleven and buy some Advil and Gatorade, like the regular people do, like myself, to cure a hangover.
You are — that takes a little bit of time, and you sort of don’t feel so great the rest of the day.
When people with bad hangovers go to get IV hydration therapy, their hangovers are completely gone in an average of 19 minutes after the therapy is over.
And I think a lot of people — our prediction based on what we know about the brand, what we’ve done marketing — and the marketing that we’ve done so far, we predict that people would be interested in playing this quiz.
And as a result, we’re going to give them a promotion saying ‘if you get the right answer, we will buy — we will buy one of your friends an IV treatment.
Now I want to explain to you why I’m working it this way.
I could offer a buy one, get one free, I could say like — obviously the deal will be that you have to buy one yourself and we’ll — and we will buy one for your friend. And you might think that this is just linguistic semantics, but it’s not.
It makes a big difference in the perspective and the attitude of the customer. If we do buy one, get one free or play our quiz and get a free IV hydration therapy package, we cheap in our product, right?
We say like we don’t value our product well enough. We just want to give it away to you for free.
But no — but if we say like we’re going to buy a gift for you, like we’re going to — we think — we’re so confident that you’re going to love our product, we’re going to buy one for your friend, right?
So it becomes like this partnership there. The end result is the same, the costs of the advertising, the metrics on paper are all the same, but our brand persona will be preserved and the attitude about our product that we want to convey will be intact, right?
So we’re going to do — we’ll buy your friends a free IV treatment, right? And keep that theory, keep that content in mind in all your — in all your marketing channels. We want the ads to be curious, right?
We want to arouse curiosity. We want to be an interesting image, okay? These are some concepts you want to think about. Interesting image arouse curiosity and just start the conversation.
You don’t need to sell anything right now, just start the conversation, get people involved with the bot.
That’s what we’re trying to do here, okay? So that’s the campaign idea. And then I’m going to have — I’m going to show you a whole draft of a bot workflow that people will get put into once they open up — once they click this ad and they engage with Messenger and they get put into this quiz.
So let’s go into the computer and actually go ahead and design the ad.
There are a lot of different ways you could design ads. I typically will use Photoshop, like Photoshop is my tool of choice for designing ads.
But I want to introduce you, if you’re not familiar, with an online software called Canva — Canva.com.
You can go in, login. It’s completely free to try. I haven’t used it in a while, but whenever I need to do a very quick creative example or even create it for a client, we’ll come in to Canva or we know our team might come in to Canva and do a bunch of stuff in here.
So I’m going to go and create a design in — and also one of the nice things about Canva has a lot of pre-built templates, it has a lot of pre-built sizes for Instagram, Facebook, different social media headers, different of the International Advertising Bureau sizes.
So it’s really fun to use. I’m going to go over here and click Facebook ad.
You have a bunch of free templates that are available for you to use here. And you could use one of these templates, they’re really good to start off with.
And you could always change the typography and the colors and add a bunch of different elements and styles later.
I’m just going to take one that I think represents like — just typography wise, more of our brand personality. So I’m going to find this one over here, I’m going to click it, drag it in here.
And now we have a template in place. I need to change this background image.
So I’m going to delete it. And this is just an image placeholder. And I’m going to go to unsplash.com, okay?
Unsplash is my favorite place to find unique photography.
I search for party, because I want to convey this idea of like party, drinking, having fun, Vegas, Miami.
And Unsplash, if you guys are not familiar with, it is unlimited royalty free high-quality photography.
It’s an incredible, incredible resource. And I found — look at this picture I found. Here’s a guy sitting underwater with floating glasses of what looks like to me like scotch and vodka.
And it’s just like a really cool picture and I want to use it because I love it. I mean, I think this is something that’s interesting, that people might be scrolling a bit and go what happened, what is going on here.
And if you can get somebody to look at a picture of yours and say what is going on here, you have done 80% of your work as an advertiser.
So I’m going to download that for free.
And I’m going to go back to Canva and just simply upload that into my placeholder. Drag it in, drop it, wait for it to load completely.
Once it’s loaded up in my system, I could drag it and drop it into my placeholder. Perfect.
Nice, high quality. Okay, great.
Now what I need to do is figure out my copy for the actual ad. Now remember with Facebook, you can only – only 20% of your image is allowed to have copy, okay?
So you have to be a little bit careful with how wordy you start making things here.
I’m going to do something like — maybe we’ll write, ‘how long does it take’ – ‘guess how many minutes’, and we’re going to change the font size here.
I’m going to put in some new copy and make a call to action that this is a — what I want to do is — what I want to do here now — what I want to do now is make a make a call to action that this is a contest.
Because that’s what’s going to really pack the curiosity. I’m going to put in a text element, add a heading and I’m going to call it ‘contest’. And we’ll put this over here.
And we’ll center this– center that, I’m going to change this is too white. Actually I want to go back to it being left aligned.
I can change the typography if I’d like. I want to do something a little bit more — something that has a little bit more professionalism to it or something a little classier for the — there we go, that’s too light.
We need something that’s bolder. There are a lot of fonts that come here with Canva so have at it. Alright, that’s not bad, contest.
I’ll do something like just how long — or maybe guess how long our hangover cure takes.
And that should be enough for somebody interested to get a little bit — get interested in what’s going on here.
We’re going to grab the company logo. So I should have that on my desktop.
No, I’ll grab it. We’re going to go grab the company logo real quick, and we’ll have that included in the ad because that’s always good for branded purposes.
Save the image. And we’re going to go back to Canva and drag that image in, just drop it into the left-hand panel.
Once it’s uploaded, I can drag it into my design, okay?
Now it’s up there. Now we need to figure out how to make the text more legible.
So I’ll probably add as a background element of just a shape, a square up here, right?
And I’m going to change — I’m going to resize it to fit the entire screen.
And maybe I will make it less transparent, I’m going to change the color to black and I’m going to move this backwards by clicking arrange back, back, back and back as far as it can go.
The only problem is my logo is black, which is not good.
So I can put a white box behind it, but first I want to take this box and make it — maybe something like a transparency level of 20, okay?
And I want to put this in a white box. So I’m going to make this white and resize it, put it up there and arrange it backwards.
So now the logo could sit in the box. Looks nice, I get sent to the logo in the box. Okay, I think that’s pretty good, maybe I should make a little bit smaller.
Okay and that looks pretty good. Maybe I’ll make this a little bit — let me put this at 2 –30 so that the text really pops — I want this text to pop, guess how long our hangover cure takes, okay, contest — our contest mail — call it contest giveaway.
I’m just going to drag this out so it stays longer here.
This looks to me like we’ll get away with it. I might have to make this — this might be just a little bit too much copy, maybe make this size 30, okay?
And I could put some other decorative elements here, but this is the idea — like we have a captivating image. I think we have a pretty good — I think we have a good a pretty good background.
I actually want to do one more change that I don’t like, the fact that this box is taking away from the image.
So I want to just — I want to maybe center this down here and just have it — have just — have the dark over that — where the text is because I like the image really shine.
I want that image to really shine, and now that allows me to go like something like that, bring it up to 75 — a trans — 75% opacity. And I have the — I sort of had the best of both worlds this way, where my image could still pop and I have the text popping nicely.
And I want to move – I maybe want to move this down here into this corner, the logo.
So don’t want the logo a little — I don’t really want — I don’t want — the logo also ruining or taking up too much — take me too much away from the image, okay?
So here we have an ad, I think it was designed with good principles.
Now with Canva, the way to download it is simply download it. Click the download button.
I’m going to take a JPEG version, it’ll be a little bit smaller ‘contest giveaway, guess how long our hangover tour takes!’, download.
And once it downloads, I’ll have it ready in my download folder to upload right into Facebook.