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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, I want to briefly talk about the difference between chat blasts and drip campaigns because on the surface, they might look very similar.
We have blasts and we have drips. Now, we haven’t spoken about drip campaigns yet, or we haven’t seen drip campaigns inside the Mobile Monkey interface yet. There’s a big difference in how you want to think about what messages and what content you want to put through a drip, and the type of messages and content you want to put through a blast.
The primary difference is that a drip campaign is a sequence of messages spaced out over time.
This is after a person joins a certain list so. It could be all contexts anybody who engages with your messenger bot, or anybody who messages your company through Facebook, will then get added as a contact list, and then be put into a drip campaign.
drip campaign it’s not as much about selling as it is about blasts because you’re gonna have 10 minutes and then another one that’s going to come out 30 minutes, an hour, 2 hours, 5 hours, and then maybe a day one, a day later.
Now, it’s important understand about the drip campaign is that you could send as many marketing messages within a 24 hour period of a person engaging with your bot messaging your brand, and then one more 24 hours later, one more non promotional message, 24 plus hours later. It’s the 24 plus one rule.
We’ll talk about that more when we build drip campaigns. The purpose of the drip campaign is engagement. I’m not sure if that’s legible, but engagement. You want people to engage with the bot. you want to ask them questions like, do you like cookies, they say yes. Obviously something a little bit more relevant to your brand because every single time they engage with your bot and they message you back through Facebook, they stay on your list.
In essence, the purpose of drip campaigns is to give useful information so about you give useful information about your brand, but to also keep them on your audience. It’s sort of like cookie expiration dates when it comes to remarketing campaigns and AdWords.
There’s a membership duration to an audience and the same thing is true with Facebook bots.
drip campaigns are a great way to keep people engaged by not being too salesy, not trying to sell too much or not trying to promote the brand too much but just more like engaging content, like blog posts. You might have a drip for a webinar.
These are good these are very common use cases for drips. White papers, eBooks, reviews, industry, guides, store hours. These are sort of like evergreen types of pieces of content that are engaging, and it’s not asking the user to do anything in particular.
Blasts are very different in nature. Blaster when you want to run a promotion. You want to get traffic to your site quickly. You want to get sales. You have an urgency.
Blast our one-off Hail Mary sort of. You want to get that to be as effective as possible like you’re not so worried about losing subscribers in a blast.
You’re not as worried about frustrating subscribe. I mean you always worried. I don’t want to say that. I don’t wanna give off the impression that we’re never not worried about frustrating our users.
With blasts is okay to be a little bit more aggressive. We’re gonna be aggressive or like tactfully aggressive, and we’re gonna be urgent.
Remember what we spoke about the principles of urgency with scarcity. We’re going to use persuasive techniques more thoughtfully here. with the drips okay here’s like a here’s an interesting blog post or here’s a case study or here’s a poll or survey here’s a webinar registration sort of smaller straightforward.
Again, getting engagement blasts so I know we need to sell, we put on our salesmanship hats. We’re gonna see these actions in play as we design these blasts.
That’s the real primary difference. In both of these types of marketing, you need to always let your users know that they can unsubscribe.
that’s a best practice that Larry has found that I found that when you’re running either blaster drips in the first message, you could just say– you could write in square brackets reply, stop, and to unsubscribe. It’s always a good idea to do that. Mobile Monkey actually comes by default with that built in that if somebody reply stop or unsubscribe, they get an option to unsubscribe, and that helps the user experience tremendously in both drips and blasts. That’s the basic difference.
Psychologically, the difference is urgency, immediacy, aggressiveness, selling, that’s blasts.
Drips our more we want you to engage, want to keep you on our audience lists, we want to promote content that we have, we want to keep our brand in the front of your mind, and hopefully that will result in sales.
Of course, that’s the whole point but the primary purpose of a trip again is getting that engagement.
The primary purpose of a blast is getting that sale getting that traffic to your website and accomplishing a very specific marketing goal.