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Below is a transcript of the Facebook Analytics and Messenger Insights lesson from 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 section, we’re going to start exploring audiences.
It’s not going to be so long as a lot of you are familiar with the basic concept of audiences.
But if you’re not, an audience is a smaller segment of your entire population based on some predefined characteristics that you set, okay?
So you can have a population of 10,000 contacts in Customers.ai, you might have 5,000 men, 5,000 women.
You could create an audience of men, which will have 5,000 people on it; and you can create an audience of women, which will have 5,000 people on it. Okay?
That’s basically how audience works, but they can get — they could become more sophisticated and more narrow based on specific user characteristics.
And you could also create audiences based on other sorts of characteristics like when they became a contact and different key events that may have taken place.
So we might want to talk about a couple interesting use cases for audiences in Customers.ai.
So let’s say we are a B2B lead gen company. So we sell, let’s say, hosting, okay? We sell web hosting.
So you’re running market campaigns to get people to submit a contact form, to call your call center, download your content.
So you might want to have — you might want to start segmenting your leads out by type of seniority, let’s say, seniority. So you write, let’s say, title, okay?
Now it might be important to you, based on the services you could provide, the level of contracts. How large the company is, or how many visits a website gets a month?
So you might do title and you might also do people that have VP in their title and their website is — they get more than 50,000 people a day, okay?
Now you might be asking you, well, where are these characteristics coming from?
Great, I’d love to have an audience for VPS with 50,000 visitors a day because I’ll send them different content. Then I would send interns who have — are in my Customers.ai list with 2K — with traffic that 2,000 hits to a website.
I don’t want to market to these two people the same way, right? This is basic marketing 101 on how to segment an audience.
So these are, if you remember, custom variables. Throughout your bot creation, you’re going to have to ask custom variables to get people on the audiences that you want to create.
So you’re going to have to ask how many visits does your traffic — does your website get a month? what’s your title in exchange for an e-book in the past?
And understanding the audiences you want to have in marketing, it’s a really good way to begin thinking about how you want to structure your bots.
Because you want to structure your bots in ways that you can ask people for the characteristics that self-identify with important characteristics.
For example, like Sofamania, right? Our client that we’ve been using as an example in a lot of these lectures is ecommerce, alright?
And here’s a few things that are important to them.
Gender, okay? We see different buying habits by gender, we see different body habits by age, we see different body habits by location, okay?
These are – Location, gender, these are variables that Facebook’s giving to us already.
We see different buying habits by level of education, okay? Like where they’re holding? Are they in college, are they afterwards? Recent life events?
That’s an important one that we can get from Facebook if we ask the question.
Like if a person just moved to a new apartment or just had a baby or just did a renovation, these are really, really awesome things that we could figure out.
And then, of course, there’s their previous engagement with our site, okay? Like– and this is the same type of things we talk about in remarketing all the time.
When you remarket to people, you want to be as individualized and as personalized as possible.
The beautiful thing about bots is that we can get all this information.
So in an e-commerce bot for Sofamania, I can start collecting information about do you have any — select a recent — the most recent life event and give them four different options and see.
And then I can start creating a list of people who recently moved. I can start creating a list of people who are in college now and they might need a loveseat for the dorm.
And we know which sofas, which loveseats, which recliners are being bought most frequently by people in college.
We know which sectionals — which velvet sectionals are going into people’s first apartments, okay? We have that data.
So if we could figure out who that is in Customers.ai, we could then send a picture of the right sofa, of the right product, at the right time, with the right marketing message, to the right person.
That’s why audiences are so powerful.
These are just a couple use cases for audiences, but the basic rule of thumb is figure out who your website visitors are, figure out who are the people who have converted.
A really good trick I always tell people is go into Google Analytics, as long as you have conversion tracking setup, you go into Google Analytics.
You go into your acquisition report, you filter out by people who have converted and you take a look at their demographic breakdown.
Analyze your previous converters, what age groups are they in? What affinity audiences in market segments does Google assume they’re in?
That’s a great place to start. It’s such an easy trick and so many marketers overlook it.
Look at the affinity in market segments and the affinity reports in Google Analytics for previous website converters.
You’ll get a lot of information about who these people are and what audiences you want to aim to build.
Now, if you’re — if you have a 1,000 contacts in Customers.ai, you’re not going to be able to build such narrow — it’s not going to be worth your while to build no audiences with two people on it.
The whole point of audience is that I could send out a mass message to a good group — a good size group of people that are in a similar bucket.
They don’t have to be exactly the same, they don’t need to have the same hair color or height, but they’re similar enough.
My recommendation is do not create lists where you have fewer than 150 to 200 people on the list, Okay?
So if you have fewer than 150 to 200 contacts in Customers.ai altogether, maybe make two audiences.
We could typically use your all contacts audience, that’s my general rule of thumb.
There’s lots of different ways. There’s no way to go through all the different permutations of your audience.
Where audience is actually used in Customers.ai?
Well, we know for sure, they’re used in chat blast when you set up a chat blast.
We’ve seen you have to select an audience, you want that chat blast to go to — we haven’t gone to drip campaigns yet but we will.
And you’re going to see that when you set up drip campaigns, you choose which audience you want your drip campaigns to go to, all contacts or segmented lists.
The more segmented out your drip campaigns, chat blasts are, the better your bots are going to perform.
We also have use for audiences in our widgets.
If you remember, we had the navigate widget which allows you to choose an audience that you’ve created and move them to a specific page, which means that if a person at any point in this chat funnel gets on to a certain audience, once they hit this navigate widget, they’ll be moved to a certain page.
It’s a cool way and a creative way to segment out your actual bot flows when you’re building your bots using audiences there.
So that’s another really cool use of audiences.
The main thing to take away is that just like I taught you, it’s just as important to learn how to use these lead magnets like landing pages, the chat blasts, drip campaigns, so on and so forth, as it is to actually learn how to build bots.
It’s also just as important to understand what audiences you’re aiming to create.
If you understand going in the audiences you want, like we know for our clients, we want to use Customers.ai to target women aged 30 and up who recently moved into new apartment.
We want that audience because we know how to convert them.
So you need to know the three, four audiences that you know how to convert for your business or for your client’s business. And those are the audiences that you’re going to aim to create.