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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 chat bots fans and welcome back.
I want to briefly talk to you about some best practices for Click to Messenger ads using Customers.ai.
And then I’m going to give you just a bunch of quick use cases that we’ve been using for our active clients.
When you think about your Messenger ads, you have to realize that core fundamental difference between what you — what you’ve done previously and what you’re doing now?
You’re not sending leads to your website, you’re now opening a conversation with them, right?
When you send a lead to the website, your ad has to really convey a lot more information because once they get to the landing page, you’re no longer interacting with them.
Your landing page and your website has to do all the talking.
When you run a Click to Messenger ad, all you need to do is get them to say the first thing, get them to engage with you in a back and forth conversation.
And all that additional supporting information that you want your landing pages to convey and you wanted your ad to convey, all that could happen throughout the chatbot funnel. That’s the real fundamental difference.
And when you start thinking about it that way, you’ll see how different ads are going to be effective for Click to Messenger than they are going to be for typical Facebook advertising.
On that note, curiosity is the number one factor that works to get a high click-through rate with Facebook Click to Messenger — hiking curiosity, arousing curiosity, followed by social proof.
You want to use as much social proof as possible. But social proof could come more throughout that chatbot funnel. Don’t try to make a sale in a Click to Messenger ad, that’s a mistake.
Arouse the curiosity that there’s a valuable conversation to be had by opening up a chat with us today.
And then once you’re in the chat, you could sell; once you’re in the chat, you could promote your content; once you’re in the chat, you promote your services, you engage.
But the beauty of it is like I’m not looking to get you to my website to buy something or to like download something right now, just like — just talk to me, like that’s — there’s something, there’s something in it for you.
And then from just a language and style perspective, don’t ask for the conversation, don’t ask for the sale.
Don’t make it sound like the user should sacrifice their time for your sale, don’t do what all other advertisers do.
Don’t just say talk to us today because we’re the best brand of — we sell it — we sell the best lightning adapters or we were the original or whatever.
Like these are sort of empty promises that anybody can make.
Convey a message that we trusted you, we’re willing to take a gamble on you, we want to engage with you and that can actually have a customer relationship here, like that’s important and that could be conveyed in very subtle ways.
Use images that your audience relates to, think about who you’re targeting, right?
If you’re targeting men, men will relate more to pictures of men in their age group, so on and so forth.
Ethnic backgrounds. If you’re targeting women, same thing. So many marketers fail to realize this core fundamental concept.
And back in the days when you were doing print and radios, it was very difficult to the target specific messages because you were just – you were shooting your message out to so many people to see what sticks.
But now we have the ability to send specific things to men and specific marketing message to women.
And use that to your advantage. When you can, use a different image for Instagram. that’s just — it’s different — Instagram is a much more visually-oriented platform, so the images that will work on Facebook are a little bit different than the images that will work on Instagram.
Not the biggest deal, but if you can, use a different image.
A big piece of advice that I can give you is use data from your previous Facebook campaigns.
If you guys have been running Facebook ad campaigns for a while, I can’t tell you how many people fail to learn from the previous data that they paid for.
Part of the money that you’re paying Facebook for is the data, so you could easily get demographic data if you’ve tested different audiences before.
And different audience combinations, different look-alike audiences on Facebook, go back into those ad groups, go back into those campaigns and see which placements, demographics and interest behavioral targeting combinations were working the best for you.
Let’s quickly talk about a couple out-of-the-box Messenger strategies that we’ve seen work and that we’re currently developing for our clients.
Each one of these examples comes from an active client of Adventure Medias. And so this is not just you know conjecture, Forbes magazine uses Click to Messenger ads to generate low-cost newsletter subscribers based on interest targeting.
So Forbes magazine came to us, we manage all their digital advertising for their print subscription.
And they have a bunch of different newsletters that they want people signing up for because they’re able to sell more subscriptions once people sign up for these newsletters.
And each newsletter targets a different demographic.
So Facebook chatbot Click to Messenger ads are a great way to engage a conversation to figure out which newsletter would be most appropriate for each person.
And then offer them a link to sign up for that specific newsletter. And again, remember the beautiful thing is that we’re saving that variable, which is really fantastic.
A senior living facility actually in that room right there, across this wall, our team’s having a conference call with that client is generating leads through Messenger ads, asking users what’s most important to them and you’re seeing a senior living home, like what are the most important features and benefits?
What services are most important to you? Again, we’re then able to tailor the content through drip campaigns and blasts.
And we’re also saving those custom attributes to be used in future marketing campaigns. A self-defense company that makes backpacks with bulletproof vest attachments and things like that, promoting a new line of tactical products by sending out — they have they have fantastic video content, really funny video, really engaging video.
We could use Facebook Messenger to send out those video clips to get people — to get people curious.
And the ads that you’ll see, again, is about arousing curiosity message just to see the crazy of a bulletproof vest backpack in action, right?
Like everyone’s going to click that, it’s just Messenger. I’m not like — no one’s nervous about loading a really long webpage or trying to find the video or whatever, it is — it’s like — it’s going to be right there for them to watch it when they want. So these are really effective things.
We’re working with a client of ours called Personalabs to help promote low cost pregnancy tests by campaigning against long wait times in traditional clinics and the traditional way of getting the results from a lot of these different types of tests.
It’s not just pregnancy tests, it’s a number of tests, so we’re able to use demographic targeting to find out which test we should promote.
So the ad, again, arousing curiosity. The Facebook ad has ‘message us to find out how you could get these tests done without ever having to walk into a clinic’, okay?
So you’re picking up on the fears and the frustrations of people and you’re arousing that curiosity.
We’re working with VitalSource to generate a large following through building these Facebook Messenger campaigns and Facebook ad campaigns, which — with our ‘See the harm’ physical textbooks can do to your back — to do to students, right?
VitalSource cells is one of the nation’s largest online store of digital textbooks.
So helping students realize the benefits to switching from hardcover heavy textbooks to digital textbooks is exactly the type of marketing that has worked for them in the past.
And arousing curiosity through a Click to Messenger ad allows us to just get that person in the door.
And then we’re able to follow up with, okay, like what level of education you at? What the last — what’s the last textbook you’ve bought? How many textbooks do you carry on average?
Those are all custom variables and data that we would never have gotten through a typical send them to the landing page, because we don’t have that conversation with them. They’re not talking to us.
Shirtwell generates cheap leads by promoting customer images of their one color logo designs through Facebook Messenger gallery widgets.
Being able to use an image focused brand is so powerful on Facebook because you could use those gallery widgets, the image widgets, the gif widgets to like have this image-based conversation with your clients.
Like if you go to a landing page, like — okay, you might have some good images there, but with Facebook Messenger and drip campaigns every day or every few hours, I can send you another really cool customer image and ask you like what you think about that, or is — like is that a design you would see using for your own brand, right?
And these things are memorable, people remember them.
ResetIV, we’ve used them and we’re going to actually use Reset IV to build out a Messenger campaign shortly, increases awareness about IV therapy through it’s “what’s in the bag campaign”.
And that’s going to — we’re going to build out a Messenger bot for an ad campaign we’re building for ResetIV.
We’ll do that in this course in a couple lectures, and we’re going to do — this will be part of it.
VersaDesk, a standing desk company out — based out of California is able to generate b2b leads by promoting statistics about sitting all day, about the harms of sitting all day in a follow-up drip campaign and offering business bulk discounts.
So we aroused that curiosity which you’ll never believe the death rate from sitting all day, or you’ll never believe the physical harm that could happen, or you’ll never believe — look at this – let it — look at the MRI of a back of somebody who sits all day nine to five, right?
So the arousing curiosity, getting that person in the door, getting into the chat. And then we say, okay, look like these are our desks, here are our products, what do you want to learn about it? What are you interested in? Let us show you like a bunch of other statistics or medical statistics.
Why this is so harmful? We actually offer businesses bulk discounts. What’s your information lead? And we’ll send you more information through Messenger, we’re not going to spam your email. We’re not going to call you, right?
These are such powerful techniques.
And I’m — you’re not going to necessarily replicate any single one of these to the T, but uncovering enough successful Messenger ad strategies that you should be able to take one or two of these and apply them quite similarly to your own specific business.
iBuyPower, one of the nation’s largest online retailers of gaming pcs, uses Facebook Messenger ads to generate sales for clearance items through interest targeting and messages that discuss their industry-leading warranty.
So one of the things that they have going for them is the warranty on their clearance and refurbished gaming pcs and gaming laptops.
So these gamers are super engaged on Facebook, right?
We just need to get them in the door through it and a captivating Facebook Click to Messenger ad, they click the ad and now we could talk to them on their time.
They could direct — and that’s another beautiful thing.
I’ve reiterated this and I want to reiterate it one more time, with Facebook Messenger, they direct the pacing of the conversation, the ball — you’re putting the ball back in the users court.
And that’s the trend – -we’re going with it with regards to online advertising.
Today, the users want to be in control, our customers want to be in control; and back in the 60s and 70s, the advertising men were the ones responsible for this is the information you need, this is how you will get it, this is when you will get it hand, this is what it will say.
That’s how advertising used to work, when even in print radio television, it’s totally different now, it’s completely the opposite now with the ability to cut out ads by subscribing to Netflix, the ability to install an ad blocker on my website.
I decide what content I want to see from you, I decide which ads I want to read, I decide what I want to see the ads and when you take that marketing conversation to Messenger, you allow that to happen in its most natural form.
You’re allowing the user to direct the form — the pacing of the conversation, when they want the information, what information they want, where they want it and how they want it.
Lastly, a window installation company is able to use Facebook Messenger ads and Customers.ai chatbots to arouse the curiosity of its potential customers during the season, helping people understand when they might consider window replacements.
So you could say something like there’s a storm coming, or did you see any water leaking in, or did you notice that draft last time you walked by your kitchen bay window?
Well, okay, now that you’re in Messenger, here’s the next drip and here’s the next whole process of question and answer to help you understand what exactly is happening? why it’s happening relevant to your specific situation and nobody else.
So here are — what is this two, three, four, five around ten, right? It looks like ten out-of-the-box strategies for successful Facebook Messenger, Click to Messenger ad campaigns.
These work folks take a couple of these, apply them to your own business, build these out a Customers.ai and start putting some small promotional budget towards these Click to Messenger ad campaigns along with a little bit of budget of boosting posts and using the Facebook comment guard.
That’s really where you want to be spending your marketing dollars.
When it comes to bots, you’re going to see some incredibly powerful things that will blow your mind, the engagement rates are going to be through the roof, I’m telling you.