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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 exciting lecture, we’re going to wrap up lead magnets, and we’re going to talk about landing pages.
Landing pages in Customers.ai is an awesome way to replace your landing pages for gated content online to collect leads, like you have eBooks. Like in the business world, the eBook landing page is like the holy grail of adding pages, right? Like you know a/b testing it, and all that stuff, and all that jazz.
And that’s all great and I’m all for that 100%, but Customers.ai landing pages are such an idiot proof way of replacing those and getting those leads faster, more efficiently and creating a much better user experience, again, for the customer, the client and the lead.
As opposed to different and in contrast to Click to Messenger links, you have the ability to actually create copy.
So you could create a headline, a sub-headline, choose an image, upload your logo, you can do all these cool things with these Customers.ai landing pages.
But the kicker is when somebody clicks the button to engage with you on a landing page through Customers.ai, you do not need to bait them, you do not need to get them to engage with the bot.
You have all those variables automatically. You have their email address, their name, their last name, their location. And just to show you how powerful this is, think about this, with other types of lead magnets — and all the lead magnets have their place.
With a traditional lead form, you’re asking them for first name, last name and email, let’s say.
And here’s a case study or here’s an eBook in exchange.
Well, the user has to fill out all that information manually. With a Customers.ai landing page, you just have to click a button to engage with Facebook Messenger, something which is so familiar.
And then you could use a chatbot flow to actually deliver the eBook through Messenger.
You don’t need to send it through email anymore, where it’s most likely going to wind up in a spam folder. You’re keeping all that information, you’re delivering the content on messaging.
Not only are you getting all that information from Facebook with one click and getting that lead in your database, you’re able to drip campaign them, push campaign them, chat blast them, all that stuff, download the content into your CRM, sign them up for webinar.
With one click, you’re also delivering the content within Facebook, it’s incredible.
So that’s a big difference and a big advantage of landing in Customers.ai.
So without further due, let’s go into Customers.ai and see what it looks like.
So here we are in Customers.ai, back again at our page builder edit.
And I decided for this example, we’re going to create a landing page that delivers a case study — I’m sorry, that delivers an e-book.
It’s a very popular way that we personally collect leads we have. We’ve been doing it for years and I’m going to show you how we’re transitioning from traditional forms to actually going and delivering the content over Facebook Messenger.
So first, let’s go quickly build our page. And we’re going to use the attachment widget.
I know you guys have all been waiting for that. So I’m going to add a group, I’m going to call that group ‘landing page bot flows’. And over here, I’m going to put ‘6 metrics ebook’, okay? That’s the e-book we’re going to send, that’s the e-book we’re going to be using.
And I’m going to create text widget.
So I’ll never turn down an opportunity to send somebody to our website.
So why not do that here, Adventure Media. And I’m going to now send them an attachment of the e-book that they requested.
We got our attachment, upload our document, saved, fantastic.
We could test this page, but we’ll do that later.
And now that we have that, we’re going to go over to our landing page lead magnet, and we’re going to create a new landing page.
And we’re going to see we have a few options.
So first, I want to name the landing page. I’m going to call this 6 metrics, and this is an internal named 6 metrics landing page e-book.
The page is going to be that 6 metrics page because we want to make sure that anybody who interacts with this landing page gets that e-book.
So if you have 5 e-books and 5 case studies and 5 white papers, you need 15 pages in your bot builder and you need 15 landing pages, right?
The same way you have 15 links on your website and 15 automated emails that go out, it’s the same thing. It’s the same structure.
So we’re going to send people to this page that they interact with this landing page.
And we can change the design around a little bit.
So let’s go grab a color that we like. So we want to get close as possible to our Adventure Media color, something like that.
And maybe it’s — like that’s pretty close, I think. And we’re going to upload a logo, right there.
Look at that. We’re going to put a headline, right? And this is another big advantage to landing pages. It’s a landing page, you still have to use a good headline and a good sub headline.
So my headline is going to be specific ‘download this 6 marketing metrics that actually matter, and learn how to evaluate your PPC ROI within 5 minutes.’
And then we’ll give them, ‘Be a 1% PPC super star – or it’s all for digital advertising, by learning – ‘I’ll teach you exactly how to figure out your LTV, lifetime value; CAC, customer acquisition cost; ROAS, return on ad spend and more.
Just click the blue button – Why don’t I capitalize blue — to receive your e-book in Facebook Messenger immediately.’
Okay? So we don’t need to walk through why I wrote this way to get — and this is the bad copy. It’s not terrible but this is like before ten rounds of real revisions on the landing page.
Okay. So we have a landing page, right? Look how simple and easy this is, right?
It automatically saves — I go to my details, it’s saved. And now, I can go back to the landing pages and I could actually grab – oh, one more thing, link slug, right?
So this is going to be 6 e-books — 6 metric book, okay? Now I could grab this link and copy it, save.
And if I go into a new browser window and I paste the link, I have my own landing page, right?
It’s my own landing pages that I literally made in four seconds, okay? Two minutes?
But that’s like the fastest landing page you’ve ever built, and it’s a landing page that will convert four times as well as any landing page you have on your website that you’ve paid to design.
And it pains me to say this because I’m a designer, and I’m the first one that will tell you that this doesn’t look pretty, okay?
And I’m an artist and designer by nature, and I love one of my fav — the one of my favorite things about my job is being able to design websites and landing pages.
And there’s still a big market for that, but when it comes to lead gen, getting contacts that you could continue to market to, this is better, okay?
Now let’s go see how we’re going to use this in real time. So I have that link and on our website — this is a Venture Media’s website, right?
We can go to the resource library. This is where we get a lot of our leads from, they go to e-books and you can look at my courses.
You can look at some videos we have. But you could also download an e-book, and here’s the 6-marketing metrics that actually matter.
What happens when I click the link now, it takes me to a landing page with a lot of information that people don’t love filling out.
Even though, we get a bunch of submissions, but we’re going to make this process better.
Now watch what happens. So here I am in the backend of our WordPress site where we put the link in when somebody clicks to download that video.
So I’m going to change it from the landing page, and I’m going to change it to my new Customers.ai link.
And I’m going to update the page, okay? Now let’s see what happens.
I’m going to go back to the website and go back to the e-books page.
I’m going to refresh. And all of a sudden, I’ve quadrupled my conversion rate on this e-book.
I’m going to click the link, and okay, this is easy, like most people won’t even read it, ‘Learn more in Messenger’, who wouldn’t want to learn more Messenger.
And the moment I click that button and I open in Messenger, I am now a lead in my own system.
It’s sort of like — if will look like I’m in a funhouse, but if this was another person, right? That’s a lead in your system and nothing else needs to happen. And sure enough, I got the message.
And because I’m in the system already, it’s not necessarily in complete order.
But here is that 6 metrics that actually matter, PDF ebook, right up here.
I could click it, it opens up the link as a PDF — I’m sorry, it actually downloads the PDF to my computer.
And now I can open it, and here’s my e-book.
And that all took place in Messenger. We went from a landing page that looks like this, which is not ugly-looking per say, to a landing page that looks like this.
The conversion action and the conversion rate quadrupled, trust that one button click.
Put that user as a lead in my system with first name, last name, email, location, time zone, a bunch of other Facebook profile link, a bunch of other variables that Facebook gives us, gender.
And they got the content in Facebook Messenger. They’re now prime to get marketing from us and now prime to interact with our brand through Facebook Messenger.
We can now send them – they’re now going to be included in our drip campaign, they’ll now be included in our chat blast campaigns.
I can now export that data, put it into my HubSpot CRM, our Salesforce CRM, or Constant Contact, or MailChimp, and put them into my email marketing campaigns just from that one button click on a landing page.
It’s extremely exciting.
I am looking forward to seeing how you guys use landing pages to your advantage.
E-books is just one idea, it’s probably the typical idea, but there are lots of other ways you could use landing pages.
I would have — you could use landing pages to opt-in to blog updates and have a work — and have a bot flow for that.
And I would put that as a widget on the sidebar of your blog or every blog could have a — you could put this link in your blog post as opposed to a click to Messenger link, the other HTML widget that we talked about.
If you want to use landing pages to deliver content or you want to use landing pages because they have more headline copy and sub headline copy and have a little bit more of a personalized experience, you could use it that way.
So there’s lots of different ways to use landing pages. As you could see, it’s incredibly easy to create these landing pages.
It takes a whole of two minutes, pick a color upload your logo, write some good copy.
You still need to know how to sell guys. You have to know how to sell, so write good copy.
But it’s an extremely powerful and an extremely effective lead magnet free to use.
So I look forward to seeing you guys soon in the next lecture.
You know are pros in lead magnets, you have all the tools in your toolbox to create enormous lists of engaged contacts.
You’re beginning to get the skills and techniques to engage and nurture those leads and get those people to evangelize your brand, and you’re starting to be able to consider yourself, as I promised in the beginning of this course, in the top fraction of the top 1% of marketers on Facebook today.
I just got off the phone with Larry actually, and we were talking. He’s like they estimated around 100,000 bots that are active on Facebook and a 100 million businesses that have Facebook pages, which is like 0.001 percent of businesses are using chatbot.
So if you’re in the top fraction of a percent, okay? The top 10% of one percent — top percent of a percent — I don’t know. I’m not a mathematician, but anyway — but it’s a very, very, very elite group.