Archives for February 2019

February 22, 2019 - No Comments!

How to track your Messenger Giveaway performance

Facebook Messenger chatbots are on the rise.

No, we didn’t reach the singularity and Skynet is still far away from taking over (or isn’t it?), but automated messaging has gained a lot of followers during the last 2 years.

I find it perfectly normal.

Messenger is a great platform to increase your engagement, build relationships with your clients, drive new sales, or even save some “lost cases”.

We decided to get into Messenger marketing by building Messenger Bot Giveaways, initially for a client that wanted to run a giveaway directly from inside Facebook Messenger.

It was a great way to validate the idea that was running through our heads for some time, at that point. We’ve built the product, run the campaign and managed to collect 35K leads in 20 days with a viral Messenger giveaway.

If you want to learn more about how ‘Messenger Bot Giveaways’ works, you HAVE TO watch my beautiful face giving a quick overview:

Our goal from the very beginning was to help our customers to grow their audience with referral marketing, and what we found out early on is that the desired result rarely comes by just building a referral program.

As in all marketing campaigns, you have to track the performance, iterate based on the results, track once again, and repeat until you’ve reached maximum performance.

If you’re new to Messenger marketing, it’s only natural that you don’t know where to start looking.

No worries.

This article was crafted especially for those who want to build a viral Messenger giveaway, and track it properly!

The core Messenger Giveaway metrics.

natasha

We are hosting a Webinar on the 12th of June. Click on the Banner to reserve your spot!

Ok, let’s say you decided to run your Messenger Bot giveaway, what do you do?

I’ll go full sales mode here and I’ll say: “Buy our ‘Messenger Bot Giveaways’ template for Manychat”. Seriously, that’s the first thing you need to do. We have all the instructions you’ll need to build your campaign in a few minutes. 

The flow of the campaign inside Manychat will look exactly like this:

Since this flow is the heart and soul of your campaign, the first things you need to track about your campaign, exist inside Manychat.

Let’s see what are those metrics.

Open Rate.

If you ever run an email campaign, you know what Open Rate means; it’s the number of people opening your messages as opposed to the number of people that received the message in the first place.

When we interviewed Arri Bagah, a.k.a. The Botman, we said that a good lead generation campaign via Messenger gets on average 90-95% open rate. So if your campaigns open rate is lower than that, you should make sure that the way you “lure” people in makes it clear enough that they’ll receive a message from your page in their Messenger inbox.

Apart from the very first message that your participants will receive, you’ll have to also track the open rates of the follow-up emails of the giveaway’s flow.

In order to do that in Manychat:

  1. Go to the ‘Flows’ tab.
  2. Choose your campaign’s flow.

You’ll get metrics for every message of your Messenger giveaway individually, as shown below.

Click-Through Rate.

That’s another classic metric. People who will not click in order to proceed to the next step, will do so for 3 reasons:

  1. They don’t understand what they have to do next.
  2. They are not interested anymore.
  3. They opened your message by accident.

If your campaign gets on its first step a CTR of 20%, or lower, there’s a problem you need to take care immediately.

The only solution that I see is to improve your copywriting.

Maybe your Call-to-action is not convincing, or the rest of the copy is confusing to the point that people don’t really understand how to proceed.

You can track your flow’s CTRs by following the same steps as for the Open Rates.

Participation Rate.

This metric helps you track the rate of people that decided to participate (duh!) after receiving your first message.

In this particular example, the participation rate is equal to the CTR of the main CTA from the 1st message you send to users while they enter your giveaways flow (shown in the screenshot above).

K-factor.

This is the #1 most important metric when it comes to a referral campaign in general.

The K-factor (or Viral Coefficient)- as mentioned in our article about the most important metrics in referral marketing, is measured by dividing the average number of conversions from invitations received by the average number of invitations sent.

But how do you measure the K-factor for your Messenger Bot Giveaway?

It’s simple:

  1. You log in to your Viral Loops account.
  2. Select to view your campaign’s dashboard.
  3. You scroll a bit until you find the ‘Referral/Participant’ Ratio.

A sustainable K-factor factor of 0.15 to 0.25 is good, 0.4 is great,  and around 0.7 is outstanding.  

As you can see in the image above, the K-factor is 0.5, which balances towards the ‘outstanding’ spectrum.

Landing Page metrics.

One of the first things you’ll need for your campaign is a landing page that converts.

According to Hunter McKinley, you have to include the main call-to-action above the fold, and maybe add a counter to communicate the sense of urgency.

Below the fold, you might include as much info as possible about the rules and prizes of the giveaway.

Here’s an example:

Even though most of the people will discover your giveaway from Facebook Messenger, you have to leverage the existing traffic on your website.

In terms of metrics, you have to pay attention to:

  • The number of New Users.
  • Bounce Rate.
  • Click-Through Rate.
  • Conversion Rate (Visitor to participant).

You can track the Number of New Users and the Bounce Rate directly from your Google Analytics.

Since you want the CTA on the Landing Page to lead people inside Messenger, you need to create a unique link by using Manychat’s Growth Tools and assign it to your button.

In order to track the Click-Through Rate and the Conversion Rate of that button, you’ll have to navigate to your Growth Tools inside Manychat and find the Growth Tool you created.

Next to it, you’ll find the metrics you need.

Facebook posts.

As I mentioned earlier, most of the action for your Messenger Bot Giveaway will take place inside Facebook.

For the particular case, I’m using as an example, we created a Facebook post with Manychat’s Comment Growth Tool, asking people to leave a comment with their favorite travel destination.

The reason we decided to use this Growth Tool is simple; Comments boost the organic reach of a Facebook post. This tactic is even more powerful when combined with paid advertising.

If you decide to go with this tactic, I recommend you keep a close eye on:

  • The number of comments.
  • Impression/Comment Ratio.
  • Participation Rate.

It’s obvious where you can track the number of comments for your post, but what’s more important that this number being big, it’s the Impression/Comment Ratio.

The reason that this is important, is because it will act as an indicator of how engaging is the post itself. 

For highly engaging Facebook posts you’ll need:

  1. A very good image creative.
  2. Copy that makes people leave a comment. e.g. In the example above, we asked people what is their dream destination.

The participation rate can be found inside Manychat’s dashboard for your Growth Tools. It’s referred to as “Conversion Rate”- you have to follow the exact steps I gave you about tracking Growth Tool metrics, in the section above.

Various Growth Tools.

Taking under consideration the things I wrote about Manychat’s Growth Tools, you can use and track the other available options from Manychat.

In the case I’m presenting you, we also used a ‘Slide-In’ widget and the ‘Facebook Messenger Code’ Growth Tool, which we printed on a banner that was placed in the gyms that our customer owns.

For the ‘Slide-In’ widget you can track:

  • The Click-Through Rate.
  • The Participation Rate a.k.a. Conversion Rate.

If you choose to use a scan code printed on banners, you can’t track how many people actually saw the banner, but you can have an idea of how well it converts people into participants.

Before you go.

Tracking the elements of your viral Messenger Giveaway is vital for the success of the campaign itself. If you don’t track everything, you have no insight into the things that you’ve implemented.

In other words, you’re doomed. I have yet to see a campaign that needs no iteration during its course.

If you decide to run a viral Messenger Bot giveaway, most of the metrics you’ll ever need can be found either inside Manychat’s dashboards or your Viral Loops dashboard.

In case you skipped straight to this final section, make sure to scroll a bit up because I’ve included some pretty interesting stuff.

Good luck & keep being awesome ????

 

February 19, 2019 - No Comments!

PoolSpark: The lost method of saving money

???? Note from the author:

We (at Viral Loops) always pay close attention to the campaigns our customers build. Some cases are ordinary, some interesting, and some others are really inspiring.

On a personal level, I'm always fascinated by products or services that offer solutions that virtually have none.

Whenever we find such a case, we'll reach out and learn more about the people behind the curtain.

The BeautySaver's campaign- which you saw on a previous article, was among these interesting cases; and this week we have another one!

And this one promises that you'll manage to save money with a method so old, that it's almost forgotten.

Can you tell us about what you are working on? What is Poolspark?

PoolSpark is bringing the world’s oldest savings mechanism to life online.  We’re an invite-only money pooling service for friends.

Poolspark case study

This concept of pooling resources, whereby each member gets their turn to use the resources equally, has been around for centuries.  The thing is, it’s less known in the United States.

However, if you ask around enough, someone knows someone that is familiar with the concept, it just goes by a different name.

For example, while using a ride-sharing service just yesterday, my driver from West Africa says he’s using this technique right now with two different groups.  In West Africa, it’s commonly known as “Susu”, but where I’m from, Jamaica, we call it “Partna”.

It goes by many names, but it’s ultimately a way for a community of like-minded individuals to participate in a savings pool in order to achieve a specific goal or just to help one another.

For example, let's say you and four of your friends want to supercharge your savings by pooling $200 together. That’s 5 people pooling $200, or $1,000 each member gets per turn. Now you can do a lot more with $1,000 than you can with $200.

Things like plan a vacation or pay down debt. The choice is yours! You invite who you’d like and set the amount and timeframe.  Boosting your buying power has never been easier.

At what stage is your company?

I’m at the pre-launch stage offering early access and a chance to win free pools forever.  Early traction is always nice, but getting early feedback is what will really help improve the service.  

PoolSpark Case study

How are your customers using Poolspark? Could you share a few different use cases?

The ability to use your payout any way you like is what makes PoolSpark special.  It’s a way to increase your financial flexibility.

There are too many stories to list here, but some of the most common uses involve paying down debt, like a credit card.  When you think about it, we all know paying a credit card balance at the minimum is a game you're unlikely to win.

With PoolSpark, you can start a pool with a payout that would cover the entire debt, choose your position, and pay it off in as quickly at 30 days.  That saves a ton of interest that you’d be paying to the credit card company.

At the same time, you’re helping others do something with their payouts. Or I recently heard from a student at Uni in New Zealand. He said he pooled to help cover dorm expenses and, of course, take a small vacation with his dorm roommates.  

Some of the more moving stories come from those who’ve used it for a medical emergency or legal fees.

Were there any early 'growth hacks' or tactics that have contributed to your current success? How did you get your first initial users?

We’re still rolling out our launch plan.  The bigger hacks have yet to come.

Most of our initial users came from announcing the startup on my social properties and with limited CPC ads.  Some of the basic techniques used include speaking directly to close friends and family about getting the word out.

Speaking to any and everyone you can when you’re out running errands.  How about asking your launch partners, like Viral Loops, if they have a blog where they feature certain customers’ stories?

I’ve had success with multiple partners there. Overall, we have a specific launch plan that is a mix of things that could get spread easily, with things that don’t scale.  

Speaking to any and everyone you can when you’re out running errands, especially to close friends and family. That's how you'll get the word out.

Do you generate sales from word of mouth and referrals? If so, can you describe how?

We are getting referrals to signup for early access.  I find that If you’re passionate about your startup you’ll get more people to listen and help you spread the word.  

Refine and share your story far and wide. I’ve had some of the best conversations with potential users during ride-sharing trips and at the local barbershop.  

Most of all, don’t underestimate the power of social media. Create your social calendar and start posting.

Don’t underestimate the power of social media.

What made you want to run a referral program? What’s your goal?

I wanted to have the best chance of making this prelaunch successful.  Going with Viral Loops allowed me to focus on spreading the word versus building a custom referral engine.

Plus, the information and techniques have been very helpful along the way.

Can you share with us some results/metrics of your Viral Loops campaigns? How do they perform so far?

It’s still very early in the prelaunch, but what I can tell you is that most people are sharing using the Email option.  Twitter is second and Facebook is a distant third. Email is still king in this case.

I suggest focusing on the main methods of sharing instead of activating all of the options. 

Note from the author:

PoolSpark used our Startup Pre-Launch template. The template offers the exact method that Robinhood used to gather 1M users for their pre-launch.

If you find any trouble with the setup, my beautiful voice will guide you through the steps. Just push the play button of the video below:

What are the core metrics that you measure constantly and are super important for you?

Since we’re doing A/B testing with the landing page, we’re hyper-focused on conversion rate, click-thru rate, and, of course, number of signups overall.  

What platform is your website built on and what are the top 3 marketing tools that you depend on to grow your company & how do you use them?

It’s a custom build using Ruby on Rails and Bootstrap.  The free Google tools are priceless--Google Analytics, Google Optimize, Search Console, Drive, etc.  MailChimp will play a larger role over the next several months.

Viral Loops is the main hub for the launch.

February 13, 2019 - No Comments!

A referral booster worth 30% growth

In April 2018, TransferGo, an innovative and well-known digital remittance solution for migrant workers was already hosting a referral program as one of their main acquisition channels, for almost 6 years already.

Regardless of the small changes to their referral through the years, for the last year, the campaign’s k-factor was 24% on average without seeming to improve.

This is how TranferGo’s campaign looked like:

The K-factor is a viral marketing formula calculated by dividing the average number of conversions from invitations received by the average number of invitations sent.

It was then when they contacted Viral Loops so as to find a new way to make their referral program more powerful.

Given that they wanted an in-house solution, Viral Loops would have the role of coaching them and making any changes around the campaign, apart from the engineering.

Booster Referral Campaign.

After almost a month of detailed research, alterations on which metrics indeed matter for the current campaign, and multiple calls to create the right funnel- we also had to migrate to MixPanel and to make some impactful changes on the copywriting, we’ve come up with a pretty fresh solution.

We decided to run a new Referral Booster Campaign. The logic behind a booster campaign (aka flash campaign) is to do something unexpected, yet keep it simple and fun. For this reason, the campaign should have:

  • A specific time frame 
  • Special rewards that were different and/or better than the ones offered on the Refer a Friend program—this way we introduce the element of “surprise.”

The collaboration.

Executing the plan required both Viral Loops and TransferGo to get involved.

After thoroughly planning a new referral campaign, we had regular calls with the other team’s CEO, Product Owner, Referral Program Manager, Designer and engineers to ensure that both teams were aligned.

On our end, Savvas (CEO), Helena (Chief Customer Success Manager), Anastasia (Growth Marketing Specialist) and the Dimitris (Product owner), initially created the new referral campaign structure and optimized the existing based on feedback.

In addition, they suggested the new rewards that should be given, and created the new funnel, analytics, and KPIs for the campaign, along with the overall communication plan.

In Viral Loops we value design and copywriting a lot, so reviewing all the copies of the campaign’s page, emails, and design, we ensured that the UX was seamless.

One of the reasons that TransferGo contacted us in the first place, is our expertise in referral marketing/engineering. This gave them the opportunity to incorporate our suggestions into their in-house system, playing a major role in the success of their new campaign.

Tracking the performance was crucial, as it allowed to make iterations where needed and expand our perception about the ‘shape’ that the main Refer a Friend campaign should have. In other words, the insight that we gained from the booster campaign improved/empowered the existing program.

Campaign structure.

The booster campaign was a combination of an Ambassador/Milestone campaign with a Leaderboard giveaway and an Altruistic messaging.

Even though it might seem a very complicated concept, the company had well-trained traffic on what referral campaigns are, and with the right copies and design, this campaign was warmly welcomed by their audience.

Metrics & Results

Virality metrics were of great importance to the team whilst running a referral marketing campaign.

The most important metric in viral marketing is the ‘K-factor.’ K-factor (or Viral Coefficient)- as mentioned in the first section of this article, is measured by dividing the average number of conversions from invitations received by the average number of invitations sent.

The equation is simple: K = c / i 

By calculating the K-factor, TransferoGo’s team got a sense of the overall progress of their campaign, which helped them adjust campaign settings from time to time and ultimately achieve better results.

Alongside K-Factor, a few other important viral metrics include:

  • Participant Conversion
  • Participant Share
  • Invitation Conversion

K-Factor of their first main Refer a Friend campaign was 0.24 on average, which puts it into the good league.’ That means that 1 out 4 people who received a referral link, actually accepted the invite and became members.

With the new campaign, we turned this into 0.31 which is 29% growth.

Participant conversion was pretty good with 28,692 users, but a total of 88,920 campaign page visits. That puts us at a participant conversion of 32%.

Participant share was also solid with 33.5% of people who shared the referral link with their friends, out of the total of 31,295 registrants. 

And finally, an impressive result from Invitation Conversion viral metric, as 64.05% of people who received a referral link decided to use it and become members of the booster campaign.

Before you go.

TransferGo may have had their referral program build in-house, but you don't have to do the same; it will cost a lot in time and money.

Instead, you can use any of our available templates and build your referral campaign in minutes.

If I were you, I would go either with the Milestone Referral Template or the Messenger Bot Giveaway Template. You can thank me later!

February 7, 2019 - No Comments!

Viral Loops Product Update: What’s New From January

January has been one hell of a ride! ????

We worked pretty hard to please everybody, and I think we managed to move one step forward from where we stood at the end of 2018.

Here's what's in for Viral Loops users, from this month and on ????

???? New Template: Viral Loops for Messenger.

You've probably already heard about it, but here it is again!

Viral Loops for Facebook Messenger is the best way to grow your audience with Messenger Bot Giveaways.

We took all the knowledge we had on Messenger bots and created a seamless referral marketing experience.

Your audience will be able to participate in your campaigns from inside Facebook Messenger and directly invite their contacts.

Start running your viral giveaways via Facebook Messenger now!

We've also created an amazing case study about how one of our clients got 35K leads in 20 days with a viral Messenger giveaway. Make sure to give it a look.

New Features.

????️‍????️WhatsApp as a sharing option.

WhatsApp is now available as a sharing option in all templates. Enable it in the sharing options of your Campaign Widgets.

User-uploaded image: Screenshot 2019-02-07 13.54.57.png

It works exactly like the rest of our sharing options, like email, Tweet, Facebook share, etc.

Join the demo campaign and test it out!

???? Bugs

We also gave some time to fix some bugs that our customers faced with their campaigns:

  • Fixed: Sometimes you’d get infinite redirects when logging-out.
  • Fixed: The widget preview in the user settings page (with the GDPR options) would not load sometimes.
  • Changed: The set color for the Referral Count Widget was getting displayed after participation. The widget now has the same set color before and after.
  • Fixed: The welcome popup in the Shopify Dashboard would appear every time. Now the sees it only the first time they go there.
  • Fixed: In Shopify campaigns, the CTA in the referred welcome email and the CTA of the normal welcome email both used the same URL. Not anymore!

That’s all for this month.

Keep being awesome.

February 5, 2019 - No Comments!

Arri Bagah: Personalized experiences via Messenger Bots is the future of eCommerce brands

Lately we’ve become obsessed with Messenger Bots.

Actually, our obsession got us so far that we decided to design and create Viral Loops for Messenger, so you can run a giveaway entirely on Facebook Messenger.

As a result, we went “hunting” in order to learn as much as possible for the Messenger Marketing industry from its experts. In other words, we started interviewing people.

We’ve already given you our interview with Hunter McKinley, were we explored design, milestone campaigns, and Messenger bots.

This time, we spoke with the Botman himself; Arri Bagah.

Arri consulted giants like Google, HubSpot, and Facebook to build harder/better/faster/stronger chatbot solutions.

He is the Founder & CEO at ROAS Agency where he helps brands on Shopify leverage data-driven personalized marketing to 4X their conversion rates and recover 10x more abandoned carts.

ROAS Agency works with The Beard Club, Poo~Pourri, Transparent Labs, and many other notable brands.

He recently founded The Chatbot Channel Facebook group for e-commerce marketers that want to learn or share, things about chatbot, voice and AR. 

Here’s Arri’s take on things. Enjoy

Who Arri Bagah is at the moment & what he does.

natasha

We are hosting a Webinar on the 12th of June. Click on the Banner to reserve your spot!

I started like two and a half years ago.

I had a Facebook Ad Agency with one of my friends and we're running Facebook ads for small businesses. We tried to get them more leads and more clients, and after doing that for about six months we realized that small businesses don't have much money.

It was really hard to be able to work on a tight budget.

That’s why we decided to give a try to real estate for a bit, but it was kind of like the same issue with like small businesses.

That’s the reason we moved to eCommerce. Once we got into it, it was kind of hard because everything was new to us e.g. running Facebook ads.

I spent quite some money on ads with little to no ROI. I created my own e-commerce brand at that time just to test things out. It was a print on demand shop on Shopify, and I was using Facebook pages to drive traffic to it.

I wanted to buy a Facebook page, so I reached out to one and said:

“Hey. I would like to buy your page so I can use it to drive traffic”

Around that time, there was a killing of a gorilla inside a zoo; Harambe, and it was going really viral. I asked one of the relevant pages and they declined to sell it, but two weeks later we agreed.

The page had 40K likes- which was worth at least $10K at the time, and I got it for 300 bucks.

It was kind of like sketchy to because the guy was from he was in India. I didn't have PayPal or anything, and he required a transfer via Western Union before giving me access.

I just took the risk and made the transfer, and he really gave me the page. So, I started driving traffic to my e-commerce store, and after like a week or so the store was making around like 2-3 hundred dollars per day for a couple weeks.

It was pretty good. Two to three hundred dollars per day in profit, for like two to three weeks and then it happened.

At that time I didn't know about Facebook Business Manager.

I was trying to sell the Facebook page and somebody reached out to me to buy it.  They asked for admin access, which I thought it was a stupid move to make.

They insisted a lot and said they're going to buy the page for $8,000.

“I could use $8K right now”, I thought.

At that time (or even like so today), if you made somebody else admin of your page, they couldn’t remove you within the first six days.  It's like a robot phase. 

6 days were more than enough time to be able to like realize if they were going to pay me or not, and I could remove them at any time if they didn’t.

I gave access to the guy, but at that time I didn't realize that there was something called the Facebook Business Manager which, in case you're an admin of the page, you can claim its ownership.

Which he did. He just kicked me off, resulting in me losing all the traffic.

I had to figure out a way to just start driving traffic again, and that's when I started learning more about Facebook ads, and then I had my first success story.

It was crazy how it happened.

I started to get into Facebook ads because my website was dying, and I had to figure out a way to drive traffic. So I spent all the money that I made on Facebook ads, ended up working with one of my friends who is an influencer in the e-commerce now- he was like an influencer on the Instagram platform.

I met him on the panel that I was speaking at about Facebook marketing.

Not so many people knew much about Facebook marketing at that point, so if you knew just a little bit, it was enough to like teach other people.

So I met him there and he had an eCommerce brand somewhere.

We agreed to try something for his brand,  and we took it from $0 like a $100K per month.

It was our first success story, and it happened by optimizing the website and by doing some email marketing.

But even after this initial success, it was kind of like hard for me to find clients.

So I decided to get a job.

But before I got a job, I found out about Bots- during the summer of 2017.

I didn't like them enough to dive deep to it, but thought it was a cool thing- mostly because I checked Domino’s bot. I started getting more serious about them around September of 2017.

I built the first bot and went to a conference here in LA and started showing it to people. They interacted with my bot and thought it was the coolest thing ever.

They actually loved using it and started asking if I can build one for them as well. The moment I came back from the conference I immediately built a bot for my agency at the time.

We used it for lead generation and it worked really well. 

We're getting super high engagement rates: 

90-95% open rate and click-through rates of 20-50%.

That’s when I realized that this could be a really powerful marketing channel. 

Using a Messenger bot for lead generation can give you 90-95% Open Rate & 20-25% Click Through Rate.

The agency was going still very slow, so I decided to look more actively for a job. That's when I met Josh who was speaking at one of the events In Milwaukee.

I was in Chicago at that time and Milwaukee was like an hour and a half away. 

So I was like: 

“Ok, like I'm just gonna go there, meet them, and see if he has things that we could possibly work together on.“

I got to hang out with him all day, and he was telling me about how he wanted to hire somebody to run more ads. 

So around November, I decided to work for Josh and we did something like a test period. After that, I moved from Chicago to LA and start working at BAMF.

It wasn't a position to build bots- I didn't even know that I had the skills to be able to go to bots yet because I didn't tell them about it. 

 So, this is how it happened:

 I was building Manychat flows, which were kind of complex, and I posted it in my Facebook story. Nobody was really using the Facebook stories at that point

I did.

So when I built a really cool Manychat flow, I liked to take a picture and post it in there. I thought it was cool. 

And then that's how Josh noticed. He watched my stories, and one of their clients actually needed a bot built and then Josh was like: oh, I think I saw like a flow on Arri’s story, he may be able to build it for us

And then I build the first couple bots for their clients, and the clients just really liked it. Everything worked well, and then I ended up like just doing bots for the clients. 

And at one point I was managing 13 bots alone. All for e-commerce.

I just did like e-commerce bots for quite some time. And that's just how I gained a lot of experience and got a lot deeper into how you can leverage the messenger platform for e-commerce businesses. 

And while I was doing all that, I was like speaking at events about messenger marketing because it's fairly new, and not a lot of people knew about it. Many are still trying to figure it out what messenger marketing is, especially in the e-commerce space. 

So I was talking to conferences about messenger marketing, and my plan was to eventually just transition to my own agency. I wanted to find the thing that I could focus on.

I didn't know it was going to be bots yet, but working at BAMF enabled me to narrow down what's most valuable to e-commerce business; which helped me realize what I wanted to do next. 

I decided to transition, after working there for half a year, to my own agency and then we started out with working with e-commerce brands and us kind of got bigger clients a lot faster, just because of my personal brand that I built was like speaking and things like that. 

So it wasn't too hard.

Why they call Arri “The Botman”.

I’ve been building bots for all these clients, and those were all organic. 

At the time the agency was just me, and then I had to find partners to help me do a lot of the work. We did some great work for those clients, and I continued building my personal brand. 

I got to speak at the biggest messenger marketing conference in the world, here in the US, called Conversations Conference. It was over 1500 people and got to connect with the people at  Manychat, and a bunch of other smart markers. 

That helped me get more credibility and also like get bigger clients, and then we had a chance to like work with like Poo Pourri,  The Beard Club, Guess

Being omnipresent to conferences about your niche and connecting with people, might give you the credibility you need to get bigger clients.

We did the exact same thing with these bigger clients; help them leverage data-driven personalized messenger marketing to quadruple their conversion rates and recover ten times more abandoned carts.

I started out building Bots for the sake of building Bots, and I feel like that's what most people are doing right now; building Bots without a valid reason for building one

When I first started out, I thought about offering nine different services around Bots. But right now, I only have two because I kind of cut down every single thing that doesn't really work. 

I don't want to build a bot just for the sake of building it. I only want to do things that I know drive significant business outcomes. 

That's the reason we want to focus on personalized marketing; we know that that's what's going to work in 2019. It's all about personalized marketing and also recovering abandoned carts. 

Focus on personalized marketing; it’s what will work in 2019.

A lot of e-commerce friends do get a lot of abandoned carts

So and that's where we are today; niche-ing down to even more to Shopify brands because it's much easier for us to be able to systemize. Working with just one platform makes everything for the agency much easier because otherwise, we had to create a new deck for every new client.

If you have one platform- and we know the platform really well, then we only have one or two decks for all the clients. That way we can just act in a Plug and Play manner

Getting big clients.

I used to make videos about chatbots on like a couple months ago.

Videos about how to leverage bots for e-commerce, and it felt like nobody was watching them because they would barely get any views. But the Head of Marketing of Guess reached out to me. 

It was just like random out heaven. 

I guess he saw himself one of the videos, and we started chatting on Instagram. We're talking about messenger marketing, and how you can leverage it for abandoned carts. 

He was actually moving out to LA, and when he moved here we became really good friends. That’s when we started to think about how we can leverage messenger marketing for Guess, and pretty much put together like a deck of how they can leverage messenger marketing. 

That really helped them see the value in it. 

So I started doing these presentations for brands to teach them exactly why they should be looking at Facebook Messenger as a platform to communicate with their customers, what the benefits are, and exactly how they can leverage the platform. 

I tried to make everything fit into their brand because they have a lot of retail stores. 

I projected why it’s important to leverage Messenger marketing not only for online but also for empowering their retail stores. by pretty making everything fit into their brand and make it in a way that makes sense in a way that they can see the ROI. 

It’s a new platform, and for a lot of big brands, it’s difficult to try something new.

My attitude was: “I know it's hard, but here’s the value and that’s what you’re missing out. 

Although, for bigger clients, it does take time to get approval to start doing things- I'm still waiting on to get approved on some, it’s important to go to the meetings and show them WHAT & WHY they should do the things you propose.

You have to be patient with bigger clients. Sometimes it takes more time to get your approval.

Tips for an omnichannel experience via Messenger.

A lot of people use Messenger scan codes

I’m not really into it, because you need a Messenger app to scan it, which is pretty stupid. 

I prefer regular scan codes

You can just open your camera, scan the code, and open it in whatever app and it needs to open. 

With the messenger code, you have to open the messenger camera; there's like too much friction, and I don’t see any scalable way of using it. 

You can integrate all the store locations in the Messenger platform; All your retail store directory.

So if somebody is looking for a nearby location, you can just send it directly to them via Facebook Messenger and then could offer them the ability to book a showing booth or a fitting room for that specific location. They just have to put in their email, and then that information is sent to that specific store. 

That's a nice way of providing an experience. Everything is all about an experience, right? 

Everything is about the experience you provide.

So, how can we like enhance the experience of for the customer that wants to go in stores?

The first thing is helping them find the nearest store, and then the second thing is to help them even more, with scheduling something for them; there's a trend around this in the retail space right now. 

If you look at Apple and all these different companies, what they're doing is providing an experience, but they’re expecting you experience something where and when you schedule. So Apple makes your schedule so you can just walk into the Apple Store. 

You have to schedule an appointment and this helps the agents know more information about who you are. 

Things like who you are, what problems you face, why you face them; all these different things, which allows the company to provide a great experience and also schedule their own day.

One of the things that the CEO of Stitch Fix said is that the brands that will Survive in 2019 need to provide relevant personalized and emotional experiences to their customers.

Which is something that really resonated with me. 

The brands that will survive in 2019 are the ones that provide relevant, personalized, and emotional experiences to their customers.

Just look around and see how people shop now. It's all about personalization, and as a brand, you need to definitely personalize all your marketing and you can do that without data and some of the data points that you’ll get just by using the Messenger platform. 

 When somebody gets to subscribe to your Messenger account,  you immediately get their First and Last name, their profile picture, their gender, their time zone other, and their location

 Those are all data points that you get right away, and you can use them to personalize what you’re broadcasting to these people. Over time, as you keep communicating with them, you can collect more data points about them and then personalize their experience even more. 

 These are things that you cannot do with email marketing because with an email address you don’t get all the info you need right away.

Data points that Messenger provides you right away:

Messenger marketing & paid ad strategies.

There are 2 ways to leverage messenger with ads. 

The first one by is leveraging clicked Messenger ads, and with clicked Messenger ads when you go to your objective you’re optimizing for messages. 

With clicked Messenger ads, what I've seen is that you have to start with your budget a little bit higher because the more people that you get to message you, the lower the cost gets.

So usually when I start the budget at 50 or 100 dollars, and I get like less than a dollar- probably like around 80 to 70 cents cost per subscriber, which is really good too because we acquire new a subscriber and put them like through a customized flow. 

What I recommend doing is giving those subscribers a small quiz- four to five questions, just to welcome them by asking certain questions. 

That’s how you customize their preferences, so the product that you're going to send them will be the most relevant to them

So if you're in clothing space you can ask: 

  • What are they? 
  • What are they looking for? 
  • Are they looking for shirts pants? 
  • If they like shirts then what color are they looking for? 

And then maybe it's okay to ask what size are you?”, and these are all things that you can also save about the customer. 

So next time you decide to make a broadcast via Manychat, you’ll know what to send.

So, you can really get the info that will help you to serve your customers better. And people LOVE quizzes.

The second way is leveraging comment ads and these usually work best with giveaway campaign. 

So let's say you're running a giveaway campaign through an ad- basically, connect your Facebook ad to a bot, and once somebody comments on your Facebook ad they receive an automatic message. 

You just got to tell them that when they comment in the post, they’ll receive a message from you (it’s Facebook’s policy). 

Give them an idea of what they should make a comment about. e.g.  What do you like about the shirt?” for a chance to win the shirt.

You just have to find creative ways to get people to comment. Also, the image creative has to be really nice and popping so that it gets people's attention. 

And then you get a lot of users to comment, and for each comment, they get a message. On average, probably 60-70% of the people who comment will subscribe; that's what we've seen on average, especially when we scale. 

By using Manychat’s Comment Growth Tool you can get up to 70% of the people leaving a comment, to subscribe to your Messenger.

So for example for one of our clients, one of our posts got 50K likes, 27K comments, and 9K shares.

This could be like a really good strategy, especially when you combine with giveaways. 

On average probably going to spend 8-20 cents per comment, which is a really cheap price to acquire a new subscriber- especially when you when you acquire a subscriber that after the giveaway you can keep promoting things to them. 

Also, you can collect their email address directly by asking them inside Messenger, and these email addresses can go directly to your CRM. 

How to not cannibalize your Messenger subscribers. 

A lot of people fall into the pit of getting many Facebook Messenger subscribers and blasting them with broadcasts and sales, which eventually destroys Open Rates and Click Through Rates. 

A lot of people that I've talked to,  said that they received spam messages from people/bots every single day for days. This is not the best way to use the platform. 

Spamming is not the best way to use Messenger.

What I recommend is knowing your customer. Being able to personalize the messages that you sent to them, is of high importance

Just asking them a question that helps you personalize a message that you send, can be really powerful. 

Let's say Fourth of July is coming up- or something like that, and then you ask them:  What would they rather do on Fourth of July?” and give people options like barbecue’, chilling at home, or maybe it's fireworks’. 

Depending on which one they pick the next time you’re about to send a promotional offer, you can think that this isn't an offer for people who love to barbecue, for example.

Right now what you can do, with a platform like Manychat, is to export your Messenger subscribers into a Facebook custom audience for retargeting. 

Some people use Zappier in order to auto-update the customers so you don't have to export every day- or every week, in order to keep updating.

In addition, you can filter out your Messenger list based on a tag. 

So let's say you want to have a list of only women; you can filter that out! 

Let's say you want to have women who like shirts, and you want to remove women who like red shirts; you can filter that out! 

Then you can auto-update the custom audience inside Facebook, and use that audience for retargeting.

The best flows for eCommerce marketing via Messenger. 

For me, there are three flows that sit on the top. 

The first one considers pop-ups.

Brands usually use pop-ups on their websites, right? 

They “trigger” them either when you first get to the site, or as an exit intent. 

So instead of using that, you can leverage something like a Messenger pop-up to give a discount code to a subscriber. In order for them to get the discount, they have to subscribe to your Messenger by clicking the button you provide.

Immediately, they're going to receive a push notification on their phone. 

So your open rates- right up front, are going to be really high for those messages. 

That's the first flow. 

In that flow, you can message them with the promised coupon and then you can also have products that link directly to your Shopify site. 

The second flow is about abandoned cart recovery. 

So this one is like probably the biggest because it makes a lot of money for a lot of the brands we’re working with

Basically, there's a widget that you can install on the add to cart button and then what it does is that when people click it and don’t finish checking out, you can follow them up with a message.

The last flow- that works really well, is for receipts. 

Receipts are a great way for retention, and then to engage with your customers. 

For example, you can send them a receipt after they do make a purchase, and then after they get the receipt you can say hey, have you had these new products or this new collection? Would you mind checking it out?” and they can click yes or no’.

If they click yes, and then you send them the collection, or you get to know them a little bit more.

These flows that you send based on what people select, allows you to tag them or save the answers. 

So you get to like know more about your customers and what they like, and that's how you're able to personalize your marketing.

You’ll have more effective promotions by knowing your customer really well; what they like. 

There are some other flows which are for winning back campaigns”, or for customers that purchased and you want to follow up with them in 30 or 60 days to check in with them and learn if they liked the product.

Did you like it? If they say yes, then boom. 

If they didn't like it, your can send them to customer service. It’s about engaging, just like in real life; like having a conversation. We don’t have to over complicate things.

Marketing online is different, but at the same time is the same as selling something in real life.  

The important metrics of Messenger Marketing.

For Messenger campaigns, we check Open Rates and Click Through Rates. Those are the main ones that really matter inside Messenger. 

Then for the websites of the specific campaign, we check the number of Users, the number of Sessions, and the Bounce Rate.

So, if people are coming to the website and bounce a lot, we should know that. 

Probably the message that we sent via Messenger, doesn’t match with the Landing Page. So we need to fix that. 

Usually, with Messenger, the Bounce Rates are like really low. On average we like less than 40

The next thing we have to check after the Bounce Rate is the actual Conversion Rate.

A lot of the Messenger flows that I talked about have a really high Conversion Rate. Especially in the cart recovery one, you can see about 20%; which is crazy high

You can get up to 20% cart recovery by personalized communication via Messenger.

Conversion Rate is our North Star because it is the only thing that matters. 

People are talking about Open Rates and Click Through Rates, but like nobody's really talking about the conversion rate, which is like the really important part. Right? 

So probably the Conversion Rate is the most important indicator of how the Messenger platform contributes against other channels.

Upcoming trends in eCommerce marketing with Chatbots.

Chatbots and eCommerce can work together on 2 levels:

  • Marketing.
  • Customer service.

In terms of marketing, so far people have been doing a decent job. 

Some people are doing the same job at marketing through Messenger; some win and other people are just spending money.

When somebody has a bad experience with a bot like 90% of those people aren't going to interact with them again.

What happened in the past few years is that like there are different types of people that are building Bots.

You have developers, but they aren't willing to with copywriters. Then you have copywriters trying to build bots on their own, and you also have marketers trying to do the same exact thing

The problem is that all three should be working together.

I believe that this is the perfect combination for somebody to be able to build a solid bot. 

The perfect way to build a solid Chatbot, is to put developers, copywriters, and marketers to work together.

You need the marketer to bring in people, you need a developer to build it, and then you need the copywriter to make sure that the copies are engaging enough to make people take action. 

All these three components were not working together, but we're starting to see that they start to come together a little bit more. 

I’m starting to see jobs pop up for copywriters and things like that. So people are starting to realize that you definitely need copywriters to offer conversational user experiences, to get people engaged.

The bots that I've seen that use copywriters are much much better than any other bots I've seen around. 

I think that in the next years if everybody will be able to come and work together there will be much better experiences. Right now a lot of people are just using the platform just to spam. 

Hire your marketer, a copywriter, and a developer to make sure that you build the best experience possible. This way you just going to drive more business outcomes. 

So that's the marketing side.

Then there is the customer service, which is massive. 

A lot of people right now are just neglecting the customer service part, so they have a bot. And then they don't have a real human checking through, making sure that everything is doing well and smooth, and that users are getting their questions answered

So people are just like blasting messages and they're not checking to see like what people are saying; if users have questions they should respond.

If you're using the Messenger platform, for marketing purposes and you do not have somebody actively going through and making sure that people are getting their questions answered, then you basically spamming.

Imagine you send a message to a brand and you say hey, can I get a refund for this order? and then they just don't respond. Now imagine that the brand after that just send you a message: “We have this t-shirt, would you like to buy it?”

Nobody wants that.

You should be able to tag the people that are in need of help. Having real human checking things is really important. 

Combining automation with like real human powers is the best combination because you can leverage the automation for more efficiency. 

In customer service is really important being able to leverage AI to answer questions right away; automate some of the FAQ's, and then just let the customer service team just check in and take care of it more unique issues. 

One of the things that we do with a lot of our clients, is to integrate their Messenger with Zendesk

Not only can you first message your Facebook subscribers directly, but you can pretty much filter tickets. So you can say: hey this person is asking for a refund  put them in the priority tickets. 

If somebody asks for a refund then you want to take care of that, right away. So make sure that everything is filtered. 

 [x] When somebody is asking for a refund, you want to take care of that right away.

And then when you do a marketing blast, you don’t want to blast to people who are looking for customer service because it's a really bad experience

This is something that I have not heard anyone talking about yet, but it's really important. I've seen that, and that's something that we do and that our clients.

So that's the customer service side; being able to automate your FAQ's and leverage live chat- which is real human power, to increase your customer service efficiency

Few last words.

If people want to learn more like thinking about they can just like visit our website, and get our free case study and learn more about exactly what I talked about. 

Throughout the case study I just walk people through the new way of marketing and exactly like how it started, why we should use it- I think a lot of people are so focused on the Open Rates and Click Through Rates and we don't know much besides that, why should someone use Messenger marketing, and what are the trends that indicate that you should use it.