Archives for April 2019

April 24, 2019 - No Comments!

Alexandr Fedotov: Making & spending millions on Facebook with ads

As you probably understand from the title of this article, this is about Facebook ads (duh!).

Another installment in our interview series, and after Arri Bagah, Hunter McKinley, Natasha Takahashi, and  Fetch & Funnel (all of them shared their Messenger Marketing secrets), this time our guest spoke to us about a different subject.

You see, Alexandr Fedotov, is a laser-focused Facebook advertiser that spends and makes millions on Facebook via ads, and he was kind enough to share some of his strategies with us.

Enjoy!

 

Who’s Alexandr Fedotov and what does he do lately?

Originally I'm from Ukraine, and I graduated with an economics degree without having any idea what I'm going to do.

I was working different jobs and I started my career as a freelancer working with different companies, and doing different tasks for them, specifically for the American market.

I would work with a client and I would promise them some results, and then I would have to learn how to deliver those results as soon as possible. 

Over time I accumulated certain skills in areas like Google AdWords,  SEO. I just noticed that a lot of people started to ask me about  Facebook advertising

I've realized that there's a  there's a big need in the market for this specific skill set and some eCommerce company started to ask me for this. So, I started boosting for them and over time it all came together.

So we started to work with bigger and bigger companies with bigger and bigger budgets.

Now some of our clients are companies like Under Armour and Lululemon, we serve seven-eight figure brands that they're growing fast. 

It was just a progression of you identifying what's needed in the marketplace and just gravitating towards that direction.

When did you start focusing on Facebook ads? 

It was about 4-5 years ago.

It wasn’t like I wasn’t already doing it. It was part of the services I offered; doing it over and over again led me to the decision to go all the way.

That’s when we started to pick up and hired media buyers and a team.

Why laser focus is mandatory?

I think it comes down to your capacity and your expertise.

With Facebook ads, you have to be constantly on top of changes in the platform and also understand the context of Facebook advertising because it’s different from Google AdWords.

We have to figure out how to drag people in and move them through our funnel, figure out the creative part, the ad copy part and all the other like technical aspects.

To do all that takes some time and it's doesn't happen overnight. 

So when you try to do many things and your capacity and financial resources, as an entrepreneur are limited, that's pretty tough. You cannot do all of those things at the same time and deliver a good quality of work.  

We've decided to go that way- at least for now until we have the capacity and the bandwidth to expand what we offer.

Spending millions on Facebook advertising. 

We spent a bit over like 40 million dollars last year, but not for our services. It was for e-commerce products that we sell ourselves, so we kind of like use the skill set that we have to sell those products, for our own company. 

Making $1M in 9 days.

With every project that you have, it is a combination of good product that, good timing of the year, and creatives

In the past, they tried to scale their advertising spend and their sales, but they couldn't do it, go to the level they wanted because they worked with agencies that had their focus on too many different things. 

They wanted to be very creative in terms of their ads and also wanted to test too many different things. 

It's good to test, but you want to do more of what's working instead of just blindly testing stuff. That's why their ROI was not as good

When we started to work with them, we evaluated what was working for them till that point- we had some of the data that we could leverage, and we found the right products, the creative that was working very well, and we also structured the funnel from the first interaction, all the way down to the sale. 

That’s because the products this company sells are more like high ticket.  People would need a bit more like time to evaluate their decision and, make a purchase. 

We also tested a lot of variations of ads like videos and images that we knew- in our experience, that would work well.  This is what allowed us to scale quite rapidly with that specific store. 

eCommerce sales with the use of content; There’s a framework!

Typically, the framework depends on the complexity of the product

If you sell t-shirts, you don't need to explain a lot about the product; everything you need to sell the product is a photo. But if you sell more complicated products, like gadgets, apparel made with a special fabric that could be like the first touch point with the market. 

That's what you can use to reach the market here as a first stage, then use Facebook to build your audiences. Audiences of people who engage with your content, or of people who've visited your website. 

So you have all of these audiences. For them, we typically have other 2-3 types of content; like video, for instance, that might educate people more about the product or would have testimonials.

If you want to convince a person that a product is good and that it can be trusted, you should offer more images of the product- maybe lifestyle images. You can use carousel ads for that, as you can introduce the same product in all of its angles.

We identify what's the best piece of content that we utilize, and we scale basically to reach as many people as possible. 

For retargeting- which is dynamic product ads, you can basically show people the same products as they have seen. It's very relevant. And usually, those ads have very low CPA and very good return on ad spend. 

So, it's a sequence where you take someone from not knowing your brand at all, to basically engaging them, entertaining them, showing them the benefits of the product in life, and then you lead them through a sequence of other pieces of content to the point where they simply have no objections left to make that purchase decision

That means you've done your initial work as an advertiser, and then after a certain time the creative that you used will exhaust itself, so you’ll need to replace it. You need to constantly be testing some new pieces of content that you can also scale as a replacement for this one. 

Over testing= Overkill.

If you look at Amazon 20 years ago and now, they made changes to the interface for sure, but the main layout is pretty much the same. It's very similar to what it was like 10 years ago because they make those changes gradually, they understand how testing works so they don't do any rapid. 

I see a lot of this in e-commerce entrepreneurs, where they will simply like rip off their team, or they'll rip off, completely what's been working for them and then start asking conversion rate optimization guys to do something that doesn't work at all. 

In order to do proper testing, you need to have a massive amount of traffic. 

I think the best approach to testing for conversion rate optimization is to, first of all, just follow the best practices that have been laid out for usability and follow the proven model of websites that are already, are successful.

That’s the best starting point, and from there it’s just listening to your customers; like eliminating products from your list that are not selling, or if you see drop off on certain stages of your funnel then eliminate those stages and make it easier for your customers

A rule of thumb for testing Facebook ads. 

We have the 443 framework, which basically means that if we test videos we have four different videos, and we have four thumbnails for each video, and then we have three types of creatives, which are video, image, and Carousel. 

So then what we do is to facilitate the testing of all of that on ten different audiences so we have. 

So for example, you have 4 videos, then you identify the winner for that specific audience.

And then there's that video you can test different thumbnails. Once you found the thumbnail, you can scale. And then on other stages of your funnel as I mentioned we have different types of content. 

So it's kind of like if someone has seen your video then they might respond better to image because that's something new that they haven't seen before, so we kind of lead people through that sequence. 

In terms of variables, I would start with at least four different creatives. 

If you’re testing images that would be 4 images if you’re testing videos that would be 4 videos. of different land so you can just cut videos and see, which one basically converts better. 

The mistake most people make is that they make their ads like they have only one audience.

They have one ad, so they really have no variables to find the winner. 

Let's say if you test 4 videos and you see that your click-through rates are good- let’s say 5-10%. That means that people actually clicking on your ads. 

Then you have to make sure that they actually added the product to their cart. That's how you see whether there is an interest in your product and then you actually see whether people have completed their purchase. 

You need to see the performance of your overall funnel because Facebook will give you data but not the performance of sales.

If your click-through rate is is low then, obviously you need to find a creative that gets you higher click-through rate. 

Automatic, or manual bidding? What about both?

The way we do it typically is by using automatic bidding. Let's say it's like, from 5 to $50. 

We want to identify whether what we have in terms of creative and in terms of targeting, works or not. So we want to find some kind of like proof of concept with what we have on the lowest budget possible. 

That’s how we find our winners (the creative that actually gets sales).

For scaling we utilize lookalike audiences; the most valuable of them are obviously purchases and lifetime value, but we also test and we found some good results with people who stayed on the website for a long time, people who've added to cart, or people who watch videos.

With those lookalikes, we utilize higher budgets because if they work out we want our clients to, spend as much as possible profitably so, we would have like $100, $200 $300 automatic bidding.

Once we find those audiences that worked out well, then that's when we utilize the manual bidding. 

Let's say we have an audience of like 5 million people and we might have a budget for that audience of $1000 to $10000 dollars per day on that specific asset.

So now our goal is just to exploit those audiences as much as possible. So that's where we use the manual bidding. I think the mistake that most people make is they grow their bidding without figuring out their winning audiences and their winning creatives first

If you’re bidding on purchases you want to win as many purchases as possible and the few variables do that, is the winning audience, a high relevance score, high click-through rates, and high conversion rates. 

So if you don't have those variables in place, then you will simply waste money

So if you are good with all of those elements and you will actually pay less than you will bid. That's the goal of manual bidding, and Facebook rewards advertisers who are actually putting their work in figuring out that part and produce a good user experience because the better ads advertisers produce, the more money Facebook makes.

If your ads are creating a bad experience for people, Facebook doesn't want your money because they know that those ads will eliminate people and Facebook is all about getting more people on the platform. 

Optimizing Facebook ads in autopilot.

We use something that we have developed in-house for our own projects. It’s a platform that basically analyzes -like artificial intelligence, the performance of ads and gives us suggestions.

For example, let's say you advertise with certain ads and then after some point, they start to deteriorate in performance

Let's save your CPA was like $20 then it starts to get look $25, $30, $50 dollars; we want to eliminate those situations because that costs us. 

The software also gives us suggestions on the creative that's working the best, and all other things so that's we have in-house and, it's not available to other people at the moment.

 It's still not perfect, but it's it does the job and we usually get better results for our clients.

Messenger marketing is going fast.

I haven't got into Messenger Marketing and I know I should. 

We work with certain people that, specifically specialize in that, like contractors that we recommend to our clients that help them to set up those sequences for people that have added to cart for example on Shopify, and they haven't completed their purchase.

So we use Messenger to a certain extent, but we just put all our time in paid aspect of advertising and the creative; regular Instagram stories.

Instagram stories are not for everyone.

On Instagram, if your audience is up to 30 years old, I think you should definitely try Instagram stories.

It doesn't work for all of the brands, but I believe that at least you should test and see if works well for you.

If you’re a Facebook ads rookie, read this paragraph.

If they're new to Facebook, I think the first thing is to go to Facebook Blueprint which is a free course provided by Facebook and learn the fundamentals of the platform. 

Understand how all of these things come together. Facebook ads are like breaking down different components of Facebook. 

You need to break down the creatives, and break down your targeting, to see what’s working. You’ll need to combine all of those elements together. 

Give Facebook some variety of different items to optimize, and Facebook will also help you with optimization to find what's working.

You need to understand what's the product you’re trying to sell, and how different it is from, everything else that that is in the marketplace. 

Also, you need to find how you can position that product better than other products in the marketplace, and understand how much you can spend to acquire a customer. 

Go to pages of your competitors, and go through their ads. Click them, see their website, see how they position their products and find is they offer certain upsells. 

Maybe they have some email sequence or some like referral programs that they utilize to incentivize users to spread the word about their brand. You want to gather as much information as possible about the field that you're getting into. 

April 15, 2019 - 1 comment.

Natasha Takahashi: Educating brands about Messenger bots

I really enjoy these interviews.

I mean, I get the opportunity to learn first-hand from leading personalities in their respected fields.

So far, we've learned:

This time I had the amazing opportunity to talk to Natasha Takashi about the culture of Messenger bots, and how she (and her partners) shape the field of personalized marketing with Messenger Bots.

 

Who is Natasha Takahashi, and what she’s up to at the moment?

I'm running two companies in the chatbot conversational marketing space. 

In early 2016 my co-founder Kyle Wilson and I, started our Chatbot agency- Ineffable Marketing, with the intention to test out this new technology and see if it was a viable marketing channel for companies to find new untapped revenue as well as automate customer support.

These were the pillars that we wanted to test. Moving forward from there, we did a lot of different case studies. 

We built a lot of chatbots for free, as well as for pretty low prices to see if this was worth it and the results were insane; they were mind-blowing

There are so many great case studies from Enterprise to local business. 

And so from there, we skills our agency would now served over a hundred clients and at this time as well about a year ago, we started a company called School of Bots and our goal is to help marketers and entrepreneurs learn how to use messenger marketing for their clients or their business. 

Our mission is to grow the largest community of these people who are either totally new to the space or are doing awesome things in want to see what other people are doing as well so that they can level up their game. 

Our goal at this time is running these two companies doing the groundwork obviously continuing to build chatbots. 

We're actually going to start working with Matthew Hasey in a couple of other companies, so we're constantly signing on new clients, and then we're also continuing to scale our community, as well as our programs and our consulting and everything on the school of bots side. 

As School of Bots, we've tried to delve into a couple of different ways to deliver value and education to our audience, and so one of those ways has been that we’ve done 36 episodes of our podcast called “There's a bot for that”

It started as a video podcast, and then we realized that we could transition into audio because people would listen to the entire 35 shows on YouTube. YouTube is not always the best place to listen to audio, and so from there, we decided to turn into a podcast. 

At the time our podcast is available on YouTube, Spotify, iTunes, Stitcher, as well as inside of our Facebook group since we typically do it on Facebook live. 

Getting involved with bots.

At the time I jumped into bots, they were totally new and they sparked my interest. 

My co-founder, Kyle, and I were thinking of starting a Facebook ads / social media management agency. So we were going to be in the Facebook marketing realms,  and then chatbots came out right around the time that we were thinking of starting our agency. 

That's why we decided to start testing them and see if they were viable, and I also had a couple of friends in Silicon Valley who were like: this is the next big thing.

I found that really interesting, and it made sense because I'm part of Gen Z; we want things instantly, and also want to be able to chat with people 24/7, at our convenience and not have to deal with a ton of terrible customer support.

We want things delivered via marketing more easily, or if we wanted a lead Magnet or a guide, we don't love following the traditional sales funnel and going through that as a consumer anymore. 

Because of that, I got really interested (in bots) and we tested a couple of different Bots. We got results and realized that we could scale that. We're like: well, let's see what happens because no one else really knows what's going to happen. 

That's why we decided to go all in on it

We're young. We'd figure out something if it didn’t work. 

It actually turned out to be incredible, and at the time there weren't really many thought leaders or people who are sharing the results and best practices and experiences, in the space. 

By the end of 2017, we had done quite a bit of chatbot workaround, and so we decided to start School of Bots to share all of that expertise, but also to highlight other people who maybe hadn't built a platform for themselves but were doing amazing things for big Enterprise companies.

 Arri Bagah is one of those people. He has done fantastic things for e-commerce companies with Bots. 

We wanted to feature those people, highlight them, and obviously drive traffic to them in order to help them get clients as well.

This space is new and there are only a few key resources that you can find online, that are up-to-date giving you valuable content, and we wanted to be the main one that people go to. 

How brands should integrate bots into their marketing strategy.

Customer Support is one of the biggest things, but I would say that that's really scratching the surface.

Everything that you can do with Facebook ads, email marketing, landing pages, or any sort of funnel can be translated into bot-friendly content and put into a chatbot. 

Building that experience is a bigger win-win situation for the consumer and the business. 

On the consumer side, you're able to get so many things delivered in a digestible and exciting interactive convenient format. 

And then from the business side, you're able to track all of this. The really powerful thing is that, for example, just the difference between using a Facebook ad to send someone to a landing page and send someone to a chatbot.

With the landing page, you lose a percentage of those people who click on your landing page. 

The only way you can recapture those people is to do a retargeting Facebook ad

Whereas with a chatbot you can actually send them to the Bots and then capture them immediately as soon as they interact with anything inside of the bots. They just need to reply or click on a button and then if they don't reply,  then you can send them a follow-up message later on as well. 

From there, you can continue to track the conversation, see where people are dropping off, and ultimately continue to optimize the experience

The process of seeing how users are be interacting with your landing page, and then improving it, may take several months and at least two really split tests to good results. With the bot, it can happen within a few weeks, or even a week sometimes. 

That's really the magic of it; you can track everything and at the same time get more qualified leads. 

Well weed themselves out over time and then you'll also be able to see and get like real-life data from people, see how they're interacting with the conversation. 

There are three pillars that you can look at as a company who wants to get started with messenger Bots:

  • Marketing.
  • Sales.
  • Operations 

Operations just mean repetitive tasks such as customer support, logistics, or anything that you need to figure out internally, or with your customers. From there you can decide on the use cases that you would want to implement, see which bucket they fall under, and then decide on a timeline to implement that right and start slow.

 Start with one use case, and then build from there. That’s what I would recommend always. 

Chatbot flows that every eCommerce should use.

Our favorite flow is to bring people in from a Facebook ad, just because most e-commerce stores are running Facebook ads. 

You could also use this tactic with a ref URL, which means that you would send people to your chatbot URL. 

You could use a scan code

There are a couple of other ways that you can opt people in. Comments are also great, although I will say that the comments work best for giveaways

Did you see Beard Club’s campaign? That was awesome.

How to use Facebook Messenger for Referral Marketing

They were doing that with their comments but I will be honest and say that the “click to messenger” ads the- ones where you click on the button, usually perform better for almost any type of ad except for a giveaway.

This happens because, for giveaways, people are commenting, sharing with Friends, tagging them and all of that stuff; but for most regular Facebook ads people aren't necessarily doing all of that, and so the “click to messenger” perform better.

Whatever opt-in point we choose to get people into the chatbot, what we do is to follow the six-step process

So this is actually something that I just stared at the Traffic & Conversion Summit and Social Media Marketing World, just in these last two months. I'll say that this applies really really well to e-commerce

And so essentially what the six-step formula is, is that as soon as someone comes into your chatbot you are giving them some sort of value. That can be either a lead magnet, a guide, or something like that. 

Whatever your best performing freebie is. 

From there you can offer a promise of value, which could be something like a challenge or a mini-course; something that's going to be dripped over a certain period of time. Usually, three to five days work really well.

What you're trying to do, is to create a kind of experience that will bring them in and make the whole process seem a bit more smooth for the user. 

That's really the goal anytime. We bring someone into the chatbot and give them some sort of educational value. 

So they learn something new, or they develop a new skill. After something like that everybody's like “oh I walked away with something”

That was really cool. 

They will be more invested in your company because they’ve spent maybe three to five days with you on this mini-challenge, and then they are going to buy something from you; which is really your end goal.

The best Messenger marketing experiences ever built.

I’d say one of the best ones that I've seen is from Sierra Club

They are a non-profit, but their chatbot has gotten insane results, with donations coming as well as advocacy because they focus on having people advocate for nature essentially and conservation of nature overall. 

One of the cool things that they tend to do is anytime that there's a really big petition they want people to sign- or a big cause that they want people to donate towards, they'll create an experience inside of the bot that's kind of like a virtual experience where it's a tour walking you through some of the amazing things that happen at this conservation, or at this certain piece of nature. 

They'll kind of put together for you, images, videos, and give you audio. This is a full-blown experience, and it's usually like five to ten messages long. So you interact and then you get the next piece.

It’s like “Now, let's move on to this tree, or this volcano”, depending on where they are. And then at the end, someone who has gone through the entire experience is now pretty excited about this. 

Obviously, people spent the time to go through it. They watch the videos, and they listen to the audios. 

Usually, they get really high donation rates at that point. So technically, their conversion rate to a donation is very high compared to email or compared to any other medium they've ever done. That’s because people had such a cool experience walking through this tour. 

That's something that we apply to a lot of different types of businesses like co-working spaces, amusement parks and even for e-commerce. You could totally walk someone through a journey. 

Here’s a quick example with one of the e-commerce companies that we work with. They create these blow-up lounges and floaties. For them, it's all about lifestyle and they’re targeting people who love to travel and can use this in a lot of different ways. 

And so they have their ambassadors (influencers) go out on journeys to Iceland, Mexico, Bali and they'll take the product with them and shoot images, but they do it in a storyline kind of like a chronological way. 

What we did was to take those blog articles and put them into the bot and in the same way to create this tour experience, except it was a little bit more like Choose Your Own Adventure”, where it was like, “Alright so over the next three days we're going to do a virtual kind of wake up in a new country every day”. 

And so, on day one they went to Iceland and then we walk them through each step and then at certain points we were asking: “Do you want to go to this black sand beach, or do you want to go to the mountains?”, and “you want to go do this, you want to go do this?”. 

In the end, they've seen different photos of the product on the beach, or near a glacier. They've seen all these really cool images of it. 

At that point they have a better idea of how they could use the product, they are more excited about it, and obviously a little bit more emotionally attached by the end of the three days or even by the end of day one. 

That, as well,  has converted really high for us compared to any other medium e.g. reading just the blog article or reading an email about it. 

Chatbot platforms? Here’s the top one.

At this point (in March of 2019”, our go-to platform is Manychat for sure. They have the most innovative tools as well, and they have positioned the platform for marketers; the founder, Mike does such an amazing job listening to user feedback. He spends a lot of time with his customers and really understands what they need. 

His goal has always been to position this from the marketing standpoint and that's why I think that they're winning; because marketers are going to their platform and they're also investing time to the two conferences. 

I just mentioned there are over 6,000 people there; the top marketers in the world almost, and all those people saw Manychat’s name because they sponsored at both conferences.

 Right off the bat, you see them investing a lot of time and effort, sharing their platform with marketers. 

They're doing really really well because they’re pushing the Messenger bot world forward.

When they first started obviously their product was really unstable, because obviously, they have to rely on Facebook Messenger and potentially other apps like Zapier. 

But now I'd say that their platform is really really stable. Obviously, there are outages and things related to Facebook, but in terms of their platform not performing, they've really really improved over the last three years. 

Messenger marketing metrics that reveal the truth.

It depends on your goals overall because obviously there are certain things that we track for every campaign like the generic kind of Open Rate, Click Rate, how many people converted into the next step, etc; but overall it's going to depend on what your goal is. 

So if your goal is to capture as many emails through the bot as you usually capture on your email opt-in forms, or through Facebook ads, then that's going to be the key metric you want to look at. 

We also look at how many touch points does it take for someone to convert into a buyer, or into the next step of the funnel. 

Usually, those touch points will be how many messages they interacted with. It kind of depends per campaign, but that's usually a really important metric we look at because those touch points then turn into a lead score so that we can, at any given point, go into the chatbot and filter by lead score. 

We use that as a field inside Manychat and see you at what stage certain people are, at and where they came in from, and which opt-in point- which would be a Facebook ad, a scan code, or URL.

Also, we measure how many people from each Opt-in point are at the highest lead score, compared to all the other ones. 

Those are some of the main things that we look at, because obviously, we want to measure the ROI, but we also want to measure the user experience and that's usually going to happen in the engagement rates; how long someone engages, how far they get in certain flows, and how much they progress inside of the chat bot’s content. 

This is for the people that don’t use bots.

Get started ASAP; just connect Manychat to your Facebook page. 

It's free, and you can turn off any of the bot’s features. What that allows you to do, is start building your list immediately even though you're not doing anything with the chatbot. 

What I mean by that is that anytime someone sends your Facebook page a message, you're now going to be capturing them on your bot’s list, which is stored inside of Manychat

And then when you're ready- if you are waiting, at least you’ll have a list that you can start with and that you can message immediately because they have been interacting with your page. 

So that's one thing you can do immediately, just to get that head start and not feel like you're starting from scratch. 

Another thing you could do would be to take the free starter course on Manychat and chatbots to understand it because the problem with all the other free content available is that it's all very scattered in terms of what you should do to get started. 

You can learn exactly what you need to do, at least to get started so that you don't mess up and get your bot banned from Messenger. They filmed it about a year and a half ago, so some of the stuff is a little bit outdated, unfortunately, but for the most part like their support is great. 

If you have any other questions you can always look at the documentation, and then we also have a free course as well that we, instead of saying “here are all the things you can do inside Manychat”, we position it more from the marketing and the agency angle, and then present the Manychat approach.

We also go into how you would brainstorm what you want your chatbot to do and then be able to execute on that. It's really just five videos, but that's something really great that people can start out with.

 

April 10, 2019 - No Comments!

Messenger VS Conventional Referral Marketing: Who wins?

Lately, I’ve written many articles about Messenger referral marketing, and people started asking (fairly) if conventional referral marketing is dead.

The short answer to that is NO.

Yet, making a choice as far as it concerns the type of referral marketing your business needs, is no easy task.

I mean, how are you supposed to choose

The sole purpose of this article is to lay down the facts and help you come into a decision. If you’re asking me, I say that you should go with both types.

Read below to learn why.

 

Do you need referral marketing in the first place?

Referral marketing is an important tool when it comes to controlling (in a way) the word of mouth surrounding your business.

I’ve already covered why word of mouth is the future of marketing, but the gist is that word of mouth is the primary factor behind 20% to 50% of all purchasing decisions and in the same time it’s a marketing channel based entirely on your product without relying on any other channel.

So, does your business need to leverage referral marketing?

In a typical Ron Swanson style, I’ll answer this question with some questions:

Did I strike a nerve?

What I’m trying to say is, whatever your business goals are, you’ll always need to acquire new users in a cost-effective way.

Do you need referral marketing?

Hmmmm….YES?

Exploring your options.

Now to the main subject of this article; should you run a referral campaign through Facebook Messenger, or should you go the conventional way about it?

First, we need to define what each choice means.

Running a referral campaign via Messenger means:

  • The entire communication with your participants will be with the use of instant messages.
  • You will not have to set up any other property to run your campaign (like a landing page).
  • You will have to use a Messenger bot platform like Manychat.

With 90-95% open rate and click-through rates of 20-50%, messaging people on Messenger seems like an engagement paradise. The catch here is that in order for your message to get through, again and again, you have to have the appropriate format for it.

Viral Loops for Messenger pre-launch

The fact that you won’t have to build a landing page for your campaign is a double-edged sword; while you’ll be able to avoid putting the resources to do something like that, on the other hand relying entirely on Facebook posts to spread the word about your campaign is limiting.

How to use Facebook Messenger for Referral Marketing

As for using a Manychat to build the automated flows, trust me, it’s no big issue. It’s really easy to set up, and the product itself has an amazing UX. You can keep track of your subscribers’ activity at any given time without any kind of friction.

Running a “normal” referral campaign means:

  • The entire communication with your participants will be with the use of email.
  • You will have to use a landing page to host your campaign.

I know that the engagement rates on Messenger look very attractive, but as the founders of Fetch & Funnel told us, you can write a long paragraph in an email, but you can't write a long paragraph in Messenger.

In other words, email offers an opportunity to communicate a message in much more detail.

People are used to receiving promotional content in their email inboxes, but you have to figure out if your target audience is familiar with reading their emails at all.

Hosting your campaign on a dedicated landing page works under the same principles as with using email; you can get as detailed as you want about your referral marketing campaign.

Allowing the people to see the full benefits for participating in your campaign prior to subscribing is crucial. You can have total control over the design which- trust me, can play a huge part in the success of your campaign.

viral loops joeywears milestone referral

Making a choice.

In order for you to decide if you want to choose Messenger referral marketing instead of conventional referral marketing or vice versa, there are a few things you need to think.

  1. What’s your target audience?
  2. What’s the goal of the campaign?
  3. What are your resources?

If your audience scrolls their Facebook feed endlessly, the choice here is obvious. On the contrary, if you’re targeting people of business it’s more probable for your message to get through via their email inbox, as they are more used to it.

As far as it concerns the type of campaign, here’s what I propose:

  • Pre-launch of a product: Conventional referral marketing campaign.
  • Giveaway: Messenger referral marketing campaign.
  • Crowdfunding: Conventional referral marketing campaign.
  • Contests: Messenger referral marketing campaign.
  • eCommerce sales: BOTH!

My point is that you should choose based on what aligns with your business goals and the people you’re targeting, but you don’t have to limit yourself.

You can always use both approaches simultaneously.

You want to be able to get your message across to as many channels as possible.

e.g. You’ll need email addresses for your webinar, in order to send people your educational content and your recordings. The most inexpensive way to gather registrations for a webinar is to run a Facebook ad to a Messenger bot that asks for people’s email address and it automatically registered them to a webinar. 

Then you can ask them to invite their Messenger friends to the webinar in order to get access to more exclusive content.

Since you have their email addresses, you can later run a Milestone campaign (which is considered a conventional referral marketing campaign) for them, offering multiple rewards in order to get them to invite more of their friends.

You get it.

Before you go.

Both options have their pros and cons:

  • Messenger cuts through the noise, but email gives you the space to explain things better.
  • Conventional referral marketing gives you the flexibility of better design, but it needs more resources.

Although you’ll have to start with one of the 2 options, in the end, you can always use both. They might belong to under the same roof, but they are different entities.

Treat them as a functioning family (whatever that means in 2019. LOL). I can’t wait to see your campaigns.

Keep being awesome.

 

April 2, 2019 - No Comments!

Viral Loops Product Update: What’s New From March

The 1st Q for 2019 came to a glorious end!

This is an opportunity to express our gratitude for your support and update you about the things that changed inside Viral Loops the previous month.

We managed to have some major updates regarding requests from our users, and I can say that we are really excited about it.

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

???? API calls for leaderboard/waitlist.

This creates some new API calls for running campaigns with the Leaderboard Giveaway / Startup Pre-launch templates. See the documentation for the new API calls.

????️‍????️ Messenger Giveaways onboarding.

This changes the campaign creation process for Messenger Giveaways. Check it out and give us your feedback!

???? Bux Fixes.

Navigating to "Last" page of participants.

This fixes the bug where the users could not go to the last page of their participant’s list in the Campaign Dashboard.

Editors accept line breaks.

This fixes the bug where some text editors in the Campaign Wizard did not accept line breaks. The user would press enter but the text would still stay in one line. For example, this happened on the pre-filled email sharing text.

CSS characters in Shopify campaign page.

This fixes the bug where some CSS in the Referral Page in Shopify campaigns would not render correctly and the style was not being applied properly.

Copy icon in popups inside the wizard.

This fixes the bug where the icon was not being displayed on the “click to copy” button in the Campaign Wizard for the Tempting Giveaway - Leaderboard Giveaway - Startup Pre-launch templates.

Handle shop/update Webhook for Shopify.

This fixes issues that would come up if the user changed something on their Shopify store, such as changing the store URL, closing the store etc.