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Messenger Marketing & Chatbots: How To 10x Sales & Leads Before Your Competitors

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Communication has changed. We’re rapidly expanding beyond email and into messaging. As a society, it’s where we have our most meaningful conversations.

Facebook Messenger is the fastest growing channel in the world. With 1.3B users, it’s already larger than Instagram, Twitter, and Pinterest combined. It’s also the only channel of this magnitude that isn’t saturated with marketers (yet). But why? Herein lies the secret of this webinar.

With all eyes and dollars aimed at building chatbots for customer service, we’re going to teach you how to use them to scale customer acquisition, generate more revenue, and get ahead of your competitors.

In this webinar Samir ElKamouny, co-founder of Fetch & Funnel, will show you exactly how modern marketers are using Facebook Messenger & Chatbots to increase sales and leads at a fraction of the cost.

- What messenger marketing is, and the role of chatbots
- The most impactful acquisition strategies and use cases
- How to build a new subscriber list, AND get 10x results over email from your existing list
- How to get a 40x bottom of funnel ROAS
- 3 powerful chatbots that are easy to implement and will produce exceptional results, applicable to nearly every business
- Which messenger bot platform is best for your business

Published in: Marketing
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Messenger Marketing & Chatbots: How To 10x Sales & Leads Before Your Competitors

  1. 1. Messenger Marketing & Chatbots: How To 10x Sales & Leads Before Your Competitors SAMIR ELKAMOUNY, FETCH & FUNNEL
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Samir is the co-founder of Fetch & Funnel, a digital marketing and customer acquisition agency based in Boston. He’s run successful campaigns for some of the largest brands in the world, down to pre-launch planning for crowdfunding campaigns. When’s he’s not obsessing over ROAS he’s mountain biking, traveling, and spending time outdoors with his wife and two Thai street dogs. SAMIR ELKAMOUNY Co-Founder & Chief Growth Officer, Fetch & Funnel m.me/SamirSecrets
  4. 4. m.me/FetchFunnel #Kisswebinar m.me/SamirSecrets
  5. 5. 1 Messenger Marketing & The Role Of Chatbots 2 What In It For Marketers? 5 3 Powerful Chatbots YOU Can Use Right Now TABLE OF CONTENTS #Kisswebinar •  eCommerce - Coupons & Promotions (bottom of funnel) •  Lead Generation - Lead Magnets, Webinars, Events, Content, etc. •  List Growth - Building a subscriber list and broadcasting 2 3 Subscriber Acquisition Strategies & Use Cases 4 Which Bot Platform Do I Use? 6 How To 10x Results Using Each Chatbot 7 BONUS Giveaway!
  6. 6. PART 1: MESSENGER MARKETING & THE ROLE OF CHATBOTS
  7. 7. #Kisswebinar What is Messenger Marketing?
  8. 8. #Kisswebinar But why should I care?
  9. 9. #Kisswebinar Communication is moving away from email, sms, and phone calls.
  10. 10. #Kisswebinar It’s moving toward messaging apps.
  11. 11. Source: https://blog.bufferapp.com/messaging-apps #Kisswebinar Let’s look at some data...
  12. 12. #Kisswebinar According to Facebook •  63% of business owners said messaging from customers has increased over the past two years •  56% of consumers would rather message a business than call for customer service •  61% of consumers like personalized messages from businesses
  13. 13. #Kisswebinar •  902 million daily active users •  17% annual user growth •  23% annual growth in monthly transactions •  70.8% of businesses accept WeChat •  83% of people use WeChat for work 2017 WeChat Statistics
  14. 14. #Kisswebinar 87.7% WECHAT Tools Used Daily For Work (China) 22.6% EMAIL
  15. 15. #Kisswebinar PRO TIP Don’t use orange, brown, black, and flesh for your infographics
  16. 16. #Kisswebinar 87-94% of users in China pay for offline purchases using WeChat…
  17. 17. #Kisswebinar HERE’S MY BIG BOLD PREDICTION
  18. 18. #Kisswebinar Messenger will replace channels like email, sms, even websites within 5 years!
  19. 19. #Kisswebinar Messenger will not be just another channel like it is today…
  20. 20. #Kisswebinar Messenger will be the channel
  21. 21. #Kisswebinar It will become the world’s largest channel in the next 5 years!
  22. 22. #Kisswebinar Why? Because the shift to messaging has already taken place!
  23. 23. PART 2: WHAT’S IN IT FOR MARKETERS?
  24. 24. #Kisswebinar Benefits For Marketers •  Acquire highly engaged subscribers / leads •  Deliver quality content without friction •  Re-engage potential customers •  Generate more sales •  Market to your subscribers on a new channel, that they LOVE to use •  Track and segment subscriber lists for tailored content
  25. 25. Dmitriy Kachin Chatfuel Obviously, numbers vary across the board – and better bot experiences with more engaged audiences are getting 80-90% response rates. While even the least favorable experiences are in the 35-40% range. “
  26. 26. #Kisswebinar The highest engagement of any channel. Better than email & social.
  27. 27. #Kisswebinar
  28. 28. #Kisswebinar VS. Messenger has less friction…
  29. 29. Elissa Hudson & Justin Lee Hubspot “It might take a little muscle to build a Facebook Messenger bot to collect lead information, but the effort is well worth it. Use Facebook ads plus Messenger as a powerful one-two punch.” “
  30. 30. #Kisswebinar Behavioral Automation Just like email Attractiveness Buttons, images, videos, gifs, etc. High Engagement
  31. 31. #Kisswebinar THIS IS NOT MARKET SPECIFIC
  32. 32. THIS IS NOT MARKET SPECIFIC #Kisswebinar
  33. 33. #Kisswebinar Our data shows messenger has 5-10x higher engagement than email
  34. 34. Email list of 4,547 Messenger list of 457 Here’s an example... #Kisswebinar 73 Clicks 63 Clicks
  35. 35. Messenger had 7.4x higher engagement on the same content!
  36. 36. PART 3: SUBSCRIBER ACQUISITION STRATEGIES & USE CASES
  37. 37. #Kisswebinar METHODS TO ACQUIRE SUBSCRIBERS How do people subscribe to your list? 1.  Anyone that messages your FB page 2.  Anyone that comments on your FB post 3.  “Send To Messenger” website CTA 4.  Website checkbox plugin 5.  Website customer chat plugin
  38. 38. #Kisswebinar Acquire Subscribers From Comments •  Use your Facebook page, or an ad directed to your bot •  Your bot will send an automatic private message to a user who comments on a post WAYS TO ACQUIRE SUBSCRIBERS
  39. 39. GET SUBSCRIBERS FROM YOUR WEBSITE #Kisswebinar “Send To Messenger” plugin Requires button pressing on the page. Checkbox plugin Does not require button pressing on the page. Customer Chat plugin for your website Place a Messenger chat window right on your website. All visitors who initiate a chat will automatically become subscribers. *Please use care. We recommend isolating this group from within your list segmentation.
  40. 40. BIG LIST OF BENEFITS & USE CASES #Kisswebinar Generate Sales & Leads •  Increase AOV & Customer LTV •  Increase Conversion Rates, Revenue, ROAS •  Reduce Cart Abandonment •  Personalize the Buying Experience •  Pair the right products or services to every person •  Streamline the Purchase Process •  Alleviate common barriers such as sizing, product configuration, or lack of website info •  Walk people through product options or configurations •  Capture Leads & Subscribers Simultaneously •  Drive Webinar & Event Attendance •  Pre-Qualify Leads Acquire Subscribers •  Personalize your customer experience •  Build & monetize your messenger subscriber list •  Much lower cost-per-subscriber compared to email •  Avg. 80%+ Open Rates •  Avg. 50%+ CTRs (4x-10x higher than email) •  Create & automate sequences to subscribers •  Track performance at every step of the funnel •  Segment your subscriber list just like email •  Sync subscribers to your email list •  Promotional blast to segmented groups or full list •  Capture consumer intentions, motivations, preferences •  Stop relying on third-party data!
  41. 41. #Kisswebinar CHATBOT USE CASES Examples of basic bots you can build… •  Newsletter •  Surveys & Forms •  Announcements & Reminders •  Educational Content •  Informational (products, services, etc.) •  eCommerce
  42. 42. PART 4: WHICH BOT PLATFORM DO I USE?
  43. 43. #Kisswebinar WHICH BOT PLATFORM DO I USE?
  44. 44. #Kisswebinar The Good Doesn’t experience bugs (it just works!) Completely Free (“Powered by Chatfuel”) Advanced Subscriber Segmentation Accept Payments Better Analytics A.I. & NLP The Bad Less intuitive UI (initially) Less friendly to novices More expensive as you grow VS The Good Lower Cost Allows Popups Subscriber Segmentation Easier to Use (initially) Allows Attachments A lot of features on the horizon The Bad Less control Experiences some bugs Unintuitive beyond the surface Less A.I. (conversational) WHICH BOT PLATFORM DO I USE? THE BIG TWO
  45. 45. WHY CHOOSING WHICH PLATFORM IS SO IMPORTANT #Kisswebinar Your subscribers are stuck within that platform…
  46. 46. HOW WE USE CHATBOTS
  47. 47. #Kisswebinar HOW WE USE CHATBOTS Lead Generation & Collection Great for using traditional lead magnets like webinars, events, giveaways, white papers, etc and turning them into leads. Retargeting – Middle & Bottom of Funnel We love using bots to deliver coupon codes and other offers within retargeting campaigns. Product Recommendations A well-designed bot helps answer consumer questions, overcome common objections, find the perfect product, and ultimately captures more sales.
  48. 48. PART 5: 3 POWERFUL CHATBOTS YOU CAN USE RIGHT NOW
  49. 49. #Kisswebinar ToFu = Top of Funnel MoFu = Middle of Funnel BoFu = Bottom of Funnel 3 POWERFUL CHATBOTS YOU CAN USE RIGHT NOW PRO TIP:
  50. 50. #Kisswebinar 1.  Coupon Bot – BoFu Coupons, discounts, promotions, cart abandonment 2. Lead Gen Bot – ToFu Webinar registration, content distribution 3. Sizing Bot – MoFu/BoFu CRO, alleviate funnel bottlenecks, lead qualification BONUS: Subscriber Acquisition Bot – ToFu 3 POWERFUL CHATBOTS YOU CAN USE RIGHT NOW
  51. 51. ABANDONED CART / COUPON BOT
  52. 52. #Kisswebinar Bottom of Funnel Retargeting •  Engage your audience on their own turf •  Higher usage and effectiveness of promos •  Reduce cart abandonment •  Generate sales •  Increase ROAS ABANDONED CART / COUPON BOT (BOFU)
  53. 53. Receive discount/promo via Facebook retargeting ad Opens FB Messenger, chatbot is initiated User clicks CTA & opts into offer • User is taken to checkout page • User is now a subscriber for future communication and reminders #Kisswebinar HOW IT WORKS
  54. 54. ABANDONED CART / COUPON BOT (BOFU) #Kisswebinar Key Data Points •  $311 in ad spend •  $14,975 in revenue generated •  50.36x ROAS (up from lifetime 7.45x) •  1133% increase in conversion rate
  55. 55. ABANDONED CART / COUPON BOT (BOFU) #Kisswebinar Normal Ads (No Bot) Ads + Messenger Bot
  56. 56. ABANDONED CART / COUPON BOT (BOFU) #Kisswebinar BEFORE CHATBOT 7.5x ROAS $234.53 CPA AFTER CHATBOT 50.4x ROAS $33.83 CPA
  57. 57. ABANDONED CART / COUPON BOT (BOFU) #Kisswebinar Steps to build the Coupon bot: 1.  Create Facebook Messages Campaign / JSON Ad 2.  Create the chatbot response in Chatfuel/Manychat 3.  Set up the keywords 4.  Set up the sequences and let the $$$ flow!
  58. 58. CHOOSING CAMPAIGN GOAL #Kisswebinar
  59. 59. SETTING UP THE AD #Kisswebinar
  60. 60. SETTING UP THE AD #Kisswebinar
  61. 61. SETTING UP THE AD #Kisswebinar
  62. 62. #Kisswebinar SETTING UP THE AD
  63. 63. CHATBOT SETUP #Kisswebinar
  64. 64. CHATBOT SETUP #Kisswebinar
  65. 65. #Kisswebinar CHATBOT SETUP
  66. 66. #Kisswebinar CHATBOT SETUP
  67. 67. SUMMARY #Kisswebinar In summary… Sales chatbots are more than just a novelty •  Alleviate bottlenecks in the sales process •  Proactively handle objections or customer concerns without human interaction •  They improve conversion rates •  “Always On” sales assistant •  Reduce cart abandonment and recover lost revenue
  68. 68. LEAD GENERATION BOT
  69. 69. #Kisswebinar BENEFITS •  Minimal friction, super easy to register / opt in •  More leads at a lower cost •  Significantly more engaging for users •  Lead qualification •  Easily guide users through a funnel LEAD GENERATION BOT - TOFU
  70. 70. LEAD GENERATION BOT - TOFU #Kisswebinar
  71. 71. LEAD GENERATION BOT - TOFU #Kisswebinar $1 Webinar Registrations!
  72. 72. LEAD GENERATION BOT - TOFU #Kisswebinar
  73. 73. LEAD GENERATION BOT - TOFU #Kisswebinar
  74. 74. LEAD GENERATION BOT - TOFU #Kisswebinar
  75. 75. KISSMETRICS POPULATIONS!!! #Kisswebinar NEW! Kissmetrics Populations Connections •  Automatically update FB audiences as new people enter or exit your populations •  Dynamically update your best FB audiences!
  76. 76. KISSMETRICS POPULATIONS!!! #Kisswebinar
  77. 77. PRODUCT RECOMMENDATION BOT
  78. 78. #Kisswebinar PRODUCT RECOMMENDATION BOT
  79. 79. PRODUCT RECOMMENDATION BOT #Kisswebinar
  80. 80. PRODUCT RECOMMENDATION BOT #Kisswebinar Key Data Points (60 Days): •  500+ Visitors have used the sizing bot •  12% Increase in Avg. Monthly Sales •  We introduced an auto-sequence follow-up, with timed messages •  We ask users if they have further questions or need additional assistance •  We can message this audience in the future with discounts or promotions
  81. 81. CHATBOT SETUP #Kisswebinar
  82. 82. KEYWORDS SETUP IN CHATBOT #Kisswebinar
  83. 83. TOFU BONUS SUBSCRIBER ACQUISITION BOT
  84. 84. BONUS: TOP OF FUNNEL – HOW TO GET SUBSCRIBERS #Kisswebinar BENEFITS OF MESSENGER SUBSCRIBER LISTS •  Subscribers cost less than email •  Create auto-sequence drip campaigns •  Advanced audience segmentation •  Dramatically higher engagement •  Low friction opt-in, easily get subscribers •  Easier to unsubscribe than email *Just be sure to pick the right lead magnet
  85. 85. BONUS: TOP OF FUNNEL – HOW TO GET SUBSCRIBERS #Kisswebinar
  86. 86. BONUS: TOP OF FUNNEL – HOW TO GET SUBSCRIBERS #Kisswebinar
  87. 87. HOW TO 10X RESULTS USING EACH CHATBOT
  88. 88. USE SEQUENCES!!!
  89. 89. CAMPAIGNS, SEQUENCES, & BROADCASTS #Kisswebinar
  90. 90. #Kisswebinar As a business you’ll be able to set up your chat bot to automatically message a user based on their last action. USING SEQUENCES TO 10X RESULTS Behaviorally Targeted Messages Dynamically Sent via Facebook Messenger!!!
  91. 91. BENEFITS OF MESSENGER BOTS #Kisswebinar
  92. 92. IT WILL NEVER BE THIS CHEAP TO BUILD A MESSENGER SUBSCRIBER LIST AGAIN!!!!
  93. 93. BONUS! Giveaway Time Fetch & Funnel @Fetch.Funnel m.me/fetchfunnel
  94. 94. BONUS: Giveaway Time! #Kisswebinar How to get a free chatbot built for your business 1.  Visit m.me/fetchfunnel or facebook.com/fetchfunnel 2.  Send us a message with “Kissmetrics” 3.  We’ll select three winners and build a bot for you!
  95. 95. KISSMETRICS @Kissmetrics tmadsen@kissmetrics.com Questions? FETCH & FUNNEL @Fetch.Funnel samir@fetchfunnel.com
  96. 96. Questions? THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com SAMIR ELKAMOUNY Co-Founder & Chief Growth Officer, Fetch & Funnel m.me/SamirSecrets samir@fetchfunnel.com

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