EP 32: Inspiring Your Customers with 30 Day Facebook Messenger Bots

Episode Summary:

In ” Inspiring Your Customers with 30 Day Facebook Messenger Bots,” the Messenger Mastermind team discusses using daily inspirational messages through a “Messenger Motivation” Bot that will significantly boost customer engagement and satisfaction. We talk about the full build, and surveying customers to improve the Bot over time.

 

To learn more about this bot and how you can get one for your company, send an email to hi@messengermastermind.co

 

Let us know what you think below 👇👇.

 

Episode Highlights:

  1. 1:27 Throwback to Episode 3 – Messenger Motivation!
  2. 5:10 How to Achieve 95% satisfaction rate and 69% Re-Opt in with daily messages to your customers
  3. 10:30 What is the best channel to send daily messages?
  4. 12:30 The easiest way to make a sale…? Bringing people value upfront!
  5. 16:25 How do I actually get people to open my messages every day?

 

 

Resources Mentioned:

 

  1. Facebook Messenger Tool – ManyChat
  2. Email Platform- Klaviyo

Episode Transcript:

 

Jeremy: Welcome, welcome to another week’s episode of The Messenger Mastermind Podcast. As always, I’m your host, Jeremy Horowitz, joined by my incredible co-hosts Mark Arruda and Ben Vandal. How are y’all doing today?

 

Mark: Hello, Jeremy. Hello, Ben.

 

Ben: I’m good. I’m ready to roll. Let’s go.

 

Jeremy: For everyone who has been listening for the past year, we’re going to re-hash a bit of Episode 3. If you haven’t gone back and listened to how we got started with Messenger Motivation and building the bot out, I highly recommend going back and listening to that episode. In the past year, we’ve put a lot more work into that process and revamped it a lot. Mark, why don’t you break down really quickly for anyone who hasn’t listened to Episode 3 yet, what Messenger Motivation is?

 

Mark: Sure, just high-level overview of Messenger Motivation. First thing you need to know, it’s something that you’re not going to see in many other places. This is extremely unique and extremely powerful and just not something a lot of people are doing right now but they really should be. Messenger Motivation is basically a way to send daily motivational or inspirational or facts, quotes, whatever it is, on a daily basis to people to subscribe to the bot. It’s content based. It’s not sales based. It’s about staying top of mind and giving value to customers or even potential customers on a daily basis.

 

Ben: One of the cool things about Messenger is it’s so new. We’re still learning the best techniques on how to do everything. When we originally came up with Messenger Motivation, we had built it on a 365 day model. We wanted somebody to get an inspirational message every single day of the year to keep them motivated and keep them in the gym. Then when we started proposing this to potential clients, which has been really exciting- It’s been a fun part of the business, they obviously had some concerns because 365 days is a pretty big commitment.

 

Mark: Forever.

 

Ben: Yeah. What they were concerned with was like, “What if my customers get sick of it? What if my customers don’t enjoy the actual messages or the actual act of getting a message each day?”

 

Mark: “It’s a little bit too aggressive. Maybe a little bit too annoying.”

 

Ben: Which is a common concern with Messenger.

 

Mark: Absolutely.

 

Ben: You know, a lot of people- we talk about it all the time- it’s an intimate channel and people feel- they get a little gun shy when it comes to sending messages on the platform. We understand that. One of the ways that we really- when I sat down and looked at these concerns, I thought that the first thing that I wanted to do was I really wanted to make sure that somebody enjoyed the process. What we did was we shrunk it from 365 days down to 30 days just to make sure that it was what the customer wanted, that they weren’t locked in for an entire year. The second thing about making sure that the customer wanted this was we wanted to actually ask them. We wanted to give them an opportunity to get out of it if they wanted to, that way we had that data. We also wanted to make sure that they liked it and what they liked about it. How we did that was in the first initial opt-in message, I made sure to really focus it around, “If you want to opt out, type the word STOP.” This is the same way as an unsubscribe button when you join an email list. I just really wanted to hammer it home that if you ever get stuck for any point and time, you can type this word and get out of it. That was one way to alleviate our clients’ concern.

 

Mark: I should add, even working with the 365-day bot, that feature is still the same. You can still opt out at any time by typing STOP. A person can unsubscribe from that bot, but what Ben did with this was really drive it home to make sure that if there is any concern, if someone’s not interested in it, they have a very easy window to get out.

 

Ben: In addition to that intro message, which we know just knowing that information is helpful, but you might forget that a couple days down the road, so I built in a seven-day survey in a our 30-day program. After seven days of receiving messages, you get a very simple message that said, “Hey, you’ve been receiving our messages for seven days. Are you enjoying it or are you not enjoying it?” They can answer with a simple button. Through that process, we sent about 2000 people through this 30-day bot. After the seven-day survey, 95% of those people enjoyed it and continued on. The 5% that didn’t enjoy it had the option to opt out and they eventually opted out. No hard feelings there. They get a seven-day free trial but we learned that 95% of the people did enjoy the service.

 

Mark: I think we need to talk about the fact that 95% of people said that they enjoyed this.

 

Jeremy: That’s absolutely insane.

 

Mark: Yeah. Before this episode, we sat down and said, “What can we actually compare this to? To say ‘look at these numbers, look at this 95% of people want to stay in this’.” And we couldn’t think of something. We couldn’t think of a single thing that has such a high keep rate as 95%.

 

Jeremy: Actually, maybe SportsCenter. I feel like maybe people watch SportsCenter 95% of the time.

 

Mark: There you go. Messenger Motivation bot and SportsCenter.

 

Ben: The seven-day survey was eye-opening for us and now it’s really easy for us to get that seven-day information feedback and go to our client and say, “Look, we’re through seven days and this is how your customers feel about it.” That made them really excited for the next 23 days of the service. They go through it and they received a message each day. The same time each day with an inspirational message or a motivational quote or whatever the customer actually wants to send out to their clients. After the 30-day survey, we asked them again, “Did you enjoy your 30 days of messages? Yes or no.” On the back end of that we actually asked them which type of messages they enjoyed more so we could improve. So far, through the 30 day sequence, we have about 1600 people that have gone through that and I’m proud to say that 99% of those people said that they enjoyed the service and one percent said that they did not, and they would not opt in for the future messages if we did offer that. 99% guys.

 

Jeremy: I mean, that’s unbelievable. I think we just beat SportsCenter. I think my other favorite stat that we pulled from this was that we also asked them if they would want to re-opt in for next round. We saw 69% of people say yes to that as well. Again, I can’t think of anything that has that high of a take rate of re-opt in.

 

Mark: It’s perfect, right? We understand that some clients might be concerned about being aggressive with their customers. We like that because if your concerned about your customers, that’s a business that we like to work with. Chances are, that means you have repeat customers and that’s extremely valuable. Being cautious is good. We’ve tested this. We’ve seen it work. Someone that hasn’t done this before, maybe not so much. These numbers, they go from a client being unsure if this is valuable to all in. 100%.

 

Ben: You get something that works for you as far as Messenger goes and you want to prove it. You want to test it on other channels, on other companies, on other audiences and make sure it works. Having these data points of seven day and thirty day really shows us how many people drop off during that timeframe, how many people enjoy after seven days, stick with it for the full thirty. We also provide the feedback loop at the back end of what type of messages they like so the next time we build this for that same audience, they’re getting the exact messages that they want.

 

Jeremy: It was great to see the actual breakdown of what they were requesting. The first time we were like, “Oh, well we think that these types of content are going to be the types that they like the most.” They literally told us what they want to see the next time around and we can literally do the same percentage split that they have requested and give them more content around those lines. I love that as well. My question for you guys is how long have you been running Messenger Motivation for C.V.G.?

 

Ben: We’re deep. For the first people that have used it, we’re in the 500’s. Five hundred days of messages so we’ve been going for a year and a half.

 

Jeremy: A year and a half. That sounds right and so, have you guys tried this in any other channels? Or have you thought about moving this to email or push or SMS or maybe even Instagram?

 

Mark: We absolutely have. As we always say, we preach diversification and cross-channels and moving people from one platform to another so that we have as many touch points as possible. Being that we’ve had so much success with Messenger Motivation, we’ve obviously thought and explored having similar services in different platforms. What we’ve come down to, there’s not another platform that works as well for something like is. Emails can be a little bit overwhelming. They can stack up on you. Unopened emails just filling up your box or they get kicked into spam or promotions. It’s not the most ideal thing. Text message can be a little bit expensive to send out daily when it’s a content play like this and also could be a little bit overwhelming for someone to receive a text message every single day. Messenger seems to be the perfect medium to have a quick touch point with someone, give them that value, and if they overlook the message for the day, it’s very easy for them to just swipe it away. It’s not building up in their inbox for email.

 

Ben: Another thing that this allowed us to do, this thirty-day bite-sized portion was think differently about this. I described to you before Jeremy, the Messenger Motivation, we thought of it as kind of a casino. They enter into Messenger Motivation, they don’t know what day they’re in. They don’t know where in the sequence they are. This 30-day portion allows us to make quicker turns. We can build it around a seasonal time of year. We can lead it up to a sale. We can do a lot of different things. This allows us to be much more pliable with the actual service.

 

Mark: I can touch on that also. We went from C.V.G.’s Messenger Motivation of 365 days a year, going for infinity to other clients, breaking it down to 30 days. But that doesn’t have to be the only mold that we’re working with here. You can pick a seven-day, a ten-day, a two week. It can be more challenged based. It could be “here’s some tips and tricks.” There’s a lot of different ways to do this. You don’t have to follow our mold. As we’re learning, the more creative you can get with it, the better it can be.

 

Jeremy: It just plays really well of that theme of give value away up front and then it makes it way easier to sell through the channel. Ben, you were mentioning you could use this to warm a list up. As long as it makes sense to whatever that complete string of messages is, it provides a lot of value and it builds a good relationship with the customer. It’s not just like, “Opt in. Sell, sell, sell.” You can really bring someone in the same way that you would- I see this as a good replacement to a contest. Instead of trying to capture someone’s contact info to give them free product or something else, give them free content instead, that they’re going to see you as a domain expert in the space. Someone that’s going to entertain them. What I love most about, especially you guys’ bot, is that every image in it is your product. It’s someone wearing the product so it’s one of those things of a very, very soft sell but it never comes off that way because it’s giving so much value to the customers up front. The numbers speak for themselves. They really enjoy it.

 

Ben: When you’re sitting down and putting this all together from the client’s perspective that we work with, to sit down and ask for 365 days of content is very overwhelming. But somebody can sit down, and they might have experience building a social calendar over a thirty-day span so it’s easy to give me thirty days-worth of quotes that I can plug in there. Or fourteen days-worth of quotes. Or ten, like Mark said. To sit down and think about 365 days of material of something that you’re going to send to your customers, you don’t know if that will be irrelevant by the time they get it. This works much, much better for what we’re trying to do. As far as refreshing the list goes like you just talked about, we do see a lot- and everyone does it- they know that they should be collecting Messenger subscribers, but they really don’t want to reach back out to them. This is a great way to see who’s familiar with the platform and who’s going to be active when you do broadcast to them so you’re not wasting your time. Maybe your list isn’t as active as you’d like and that’s something that you can work on going forward.

 

Mark: I think that’s a great point, Ben, because often times we can work with a client that maybe has built up some subscribers over a period of time, but hasn’t actually done a fantastic job with keeping up with them and making sure that people that are subscribed to those bots are receiving somewhat regular messages.  So, when you actually go and broadcast to them, they’re not like, “Who the hell is this?” When we come on to help a client, this is a good tactic to use to broadcast to the full list because this isn’t a sale. This is a good piece of content that people enjoy. By broadcasting out this specific bot to your full list and saying, “Would you like to receive 30 days of inspirational something?” You’d actually be surprised how many people are going to opt in to that. And now, when you’re ready to actually sell to them, it’s not such a cold message out of nowhere of like, “Hey, we have this new product now. Go buy it.” Instead, they’ve now heard from you for 30 days in a row and they’re familiar and they’ve received value from you. Your offer to them is much more appealing at this time.

 

Jeremy: What are some tactics? Let’s say I run a store. I’m really excited about this. I just built a bot. Now how do I get people into the bot and actually using it?

 

Ben: There’s a couple different ways to do this. One way would obviously be, just like Mark said, to broadcast your current list. Depending on how many subscribers you have, that’s an easy way to get people back in and primed and ready to use Messenger. Another way to do this, you could turn the actual bot itself into a link, send that to your email list, and that’s a great way to transfer people over from email to your Messenger list with a purpose, too. So, you’re not just asking them to join the Messenger list, you’re offering content in that list.

 

Mark: It’s just like any other thing that you’re going to market. You can add it into a welcome series. You can send out a broadcast to your email list. We’ve even run Facebook ads for our Messenger bot before. Obviously, you have to be able to put some money up front knowing that you may not see a return for a little while, but it’s a great way to get people into that funnel. You could put a pop-up on your site that says, “Do you want to receive 30 days of our motivation through Messenger?” People will opt in through that. It’s not selling so people will happily take it.

 

Jeremy: Definitely that makes sense. It’s a great lead magnet. To me, the concept always spanned you go in as a lead magnet, but you stay for the value.

 

Mark: Totally.

 

Jeremy: All of this sounds really awesome. It sounds like there is a lot of value that can be built for everyone in the system, not just companies, but the customers themselves. It really seems like you all have found a good home in Messenger for this as well. For anyone who has been listening for a while, knows that we love ManyChat. ManyChat is the perfect tool to give you all the flexible and customizable pieces to really build out the proper experience. While we do understand this process and ManyChat itself can be a little daunting, with great power comes a lot of confusion sometimes. We’ve definitely learned those lessons so if you need any help building any of this out, please feel free to reach out to us. We’d be happy to help get you started or build it for you. If you are interested, reach out to us at hi@messengermastermind.co and we’ll be able to connect. Also, join our Facebook group The Messenger Mastermind where we can discuss this as well. We can help you get started on this today. This is something that is so unique and so valuable and so applicable to so many businesses that we really feel like you need to get started with this now.