Improving Conversion w/ a Facebook Messenger Chatbot

WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah. 2 00:00:04.740 --> 00:00:07.990 Hey, everybody, Welcome back to another episode of BB Growth. I'm your host, 3 00:00:07.990 --> 00:00:12.200 Timmy of our content strategist here at Sweet Fish. And my guest today is Andy 4 00:00:12.200 --> 00:00:17.400 Ostrovsky. She is a marketing manager at sports engine Andy. Welcome to the 5 00:00:17.400 --> 00:00:21.290 show. Awesome. It's great to be here. Thanks so much for having me. I'm 6 00:00:21.290 --> 00:00:23.960 excited to talk to you. We're gonna be talking about something that's way 7 00:00:23.960 --> 00:00:29.710 outside of my expertise and experience. And I asked you what you believe is one 8 00:00:29.710 --> 00:00:35.200 of the most underrated marketing tactics. And you talked about this very 9 00:00:35.200 --> 00:00:39.220 specific thing that you've done at sports engine where you use this bot in 10 00:00:39.220 --> 00:00:44.570 Facebook called mini chat. So first of all, what does any of that mean? I love 11 00:00:44.570 --> 00:00:49.810 it. Yes, we use this bot called many chat in Facebook Messenger. And really, 12 00:00:49.810 --> 00:00:54.060 it's this boat where you can create custom journeys within Facebook 13 00:00:54.060 --> 00:00:57.960 messenger kind of depending on how a prospect or any individual would come 14 00:00:57.960 --> 00:01:01.310 into your Facebook messenger. So I know there's tons of different bots out 15 00:01:01.310 --> 00:01:05.239 there, but it's really just a custom tool for us to kind of have air cover. 16 00:01:05.250 --> 00:01:08.570 You know, our reps aren't right on point to respond to someone, and it 17 00:01:08.570 --> 00:01:12.880 kind of helps educate people and send them down specific content journeys 18 00:01:12.880 --> 00:01:16.960 within messenger, kind of whatever we want to drive them towards. Now. Andy, 19 00:01:16.960 --> 00:01:21.660 I've asked the question of like, what's a commonly held belief in BB marketing 20 00:01:21.660 --> 00:01:24.970 you passionately disagree with or what's something in B two b marketing? 21 00:01:24.970 --> 00:01:29.680 That is an overrated trend to a lot of marketing leaders, and one of the more 22 00:01:29.680 --> 00:01:35.550 common answers that I'll get is the use of chatbots. So I'm curious how you 23 00:01:35.550 --> 00:01:40.880 guys have used it differently than how it's typically used. Yeah, definitely. 24 00:01:40.880 --> 00:01:44.560 So let me let me take a step back really quickly and kind of tell you a 25 00:01:44.560 --> 00:01:48.040 little bit about why we started using in the first place, because I've 26 00:01:48.040 --> 00:01:51.730 certainly heard some of the same things that you had of people being like, Hey, 27 00:01:51.740 --> 00:01:54.860 you know, everybody can tell now when it's a chat about that they're talking 28 00:01:54.860 --> 00:01:57.980 to, and it's really not impressive. So I think this one is a little bit a 29 00:01:57.980 --> 00:02:01.820 little bit different. So here's here's kind of where we were at at sports 30 00:02:01.820 --> 00:02:06.590 engine is we were creating a ton of Facebook ads kind of like everybody 31 00:02:06.590 --> 00:02:11.300 does. And we were getting a ton of super high volume leads coming in, and 32 00:02:11.310 --> 00:02:14.860 I put that in quotes. You know, the conversion that we had on those ads was 33 00:02:14.860 --> 00:02:20.390 really to fill out a form or to go to our website to buy our software. And so 34 00:02:20.400 --> 00:02:24.460 we're getting a ton of leads. But we had this crazy amount of fall off. Um, 35 00:02:24.460 --> 00:02:28.110 after someone fills out a form or comes to our website, it really get down to 36 00:02:28.110 --> 00:02:31.510 the point. If you look at the full funnel, not a ton of people who were 37 00:02:31.510 --> 00:02:35.160 following through whether that was the conversation with the BDR or sales rep 38 00:02:35.170 --> 00:02:39.930 or ultimately just becoming a customer and so kind of when you look at it from 39 00:02:39.930 --> 00:02:43.740 that perspective, it's like, OK, great. We're getting all of these leads, but 40 00:02:43.740 --> 00:02:48.580 we're not getting any true results from it. And so I think that's when we first 41 00:02:48.580 --> 00:02:52.320 started thinking like, Okay, what are we doing here? And we certainly didn't 42 00:02:52.320 --> 00:02:56.870 want to dump Facebook. We sell so in particular this brand that I'm that I'm 43 00:02:56.870 --> 00:03:02.380 talking about. We sell to dance studio gymnastics studio owners, um, and 44 00:03:02.380 --> 00:03:05.170 they're all on Facebook. And so, of course, we're going to be on Facebook 45 00:03:05.180 --> 00:03:08.680 to some degree. And so that's kind of when we were like, Okay, no one's 46 00:03:08.680 --> 00:03:14.790 really ever on Facebook to search for dance studio software. Um, yeah, 47 00:03:14.790 --> 00:03:18.410 they're going to Yeah, right. They're going to go to Google, right? Like if 48 00:03:18.410 --> 00:03:20.780 they're actually interested in buying in that moment, they're going to go to 49 00:03:20.780 --> 00:03:23.330 Google. When you're on Facebook, you're searching through. You're trying to 50 00:03:23.330 --> 00:03:26.250 connect with your friends and, you know, waste time, do whatever you're doing on 51 00:03:26.250 --> 00:03:29.360 Facebook, and so we're like, we don't want we don't want to ditch Facebook 52 00:03:29.360 --> 00:03:32.450 altogether. And so that's kind of when we decided. Okay, let's maybe send them 53 00:03:32.450 --> 00:03:36.610 down a different journey where we can try to engage them a little bit more 54 00:03:36.610 --> 00:03:40.510 versus just having this hard conversion of Okay, fill out a farm or okay by our 55 00:03:40.510 --> 00:03:45.600 software on the spot. And that's really why we said, let's try many chat, which 56 00:03:45.600 --> 00:03:50.800 is just one of I think many Facebook messenger bots out there. So what does 57 00:03:50.800 --> 00:03:54.390 the journey that you put together look like, So it kind of depends? It kind of 58 00:03:54.390 --> 00:03:58.240 depends. The ads that we have running right, Like I'll give one example of 59 00:03:58.240 --> 00:04:02.540 one that we did recently. We launched this new tool within our software, and 60 00:04:02.540 --> 00:04:07.260 it's ultimately a plug in for Google, my business and Facebook. And so the 61 00:04:07.260 --> 00:04:11.640 whole idea is, uh, I'll just give an example of If you're a dance studio 62 00:04:11.640 --> 00:04:15.550 owner and you update your hours of operation, you can essentially just 63 00:04:15.550 --> 00:04:19.640 click a button in our software. And it publishes, too Google my business and 64 00:04:19.640 --> 00:04:23.160 Facebook. And so we launched this new feature within our software like Okay, 65 00:04:23.160 --> 00:04:26.860 we want to do a little bit of promotion around it and have some ads. So 66 00:04:27.240 --> 00:04:30.560 essentially what we would have done in the past, right is just have a form 67 00:04:30.560 --> 00:04:33.260 there for someone to fill out, raise their hands, say yeah, I'm interested 68 00:04:33.260 --> 00:04:38.330 and then fall off, ultimately. And so for this one for many chat, we send 69 00:04:38.330 --> 00:04:41.470 them to say, Okay, great. Do you want to see this in action? That's kind of 70 00:04:41.470 --> 00:04:46.340 the C t A. We have We send them into many chat or Facebook Messenger bought, 71 00:04:46.350 --> 00:04:50.570 and from there we kind of have a series of different videos that they can watch 72 00:04:50.570 --> 00:04:53.290 and it's a bunch of different actions you could take with this new 73 00:04:53.290 --> 00:04:57.530 integration that we were promoting at the time so you can get there, actually 74 00:04:57.530 --> 00:05:01.860 see the software play with it, actually see what you would be getting if you 75 00:05:01.860 --> 00:05:05.090 were to buy the software, Um, and then on top of that, you know, there's a 76 00:05:05.090 --> 00:05:07.590 couple pieces of content we would plug in there say, you know, are you 77 00:05:07.590 --> 00:05:10.930 interested in learning why this is important for your dance studio or your 78 00:05:10.930 --> 00:05:15.660 business? Um, allow them to read a little bit? And then ultimately, that's 79 00:05:15.660 --> 00:05:18.610 when we would have the multiple options of Hey, if you're actually interested 80 00:05:18.610 --> 00:05:22.280 in this, if you want to book time with a rep to learn more great, you can do 81 00:05:22.280 --> 00:05:26.070 that here. If you want to buy now on the spot. Great, you can do that here. 82 00:05:26.080 --> 00:05:30.290 If not, it's kind of like a no harm, no foul. You know, Now we can We can chat 83 00:05:30.290 --> 00:05:34.070 with you some other time, but at least you get to know us a little better, you 84 00:05:34.070 --> 00:05:36.900 know, see our software a little bit, and it's not just this one and done. 85 00:05:36.900 --> 00:05:40.710 Keep scrolling, fill out a form and forget about us. Yeah. And what are the 86 00:05:40.710 --> 00:05:44.820 results like now that you've made that fundamental change, they've been a lot 87 00:05:44.820 --> 00:05:50.240 better. So I'll start with this, like our volume at first with with the form 88 00:05:50.240 --> 00:05:52.720 fields that we were having on our Facebook. That's obviously our lead 89 00:05:52.720 --> 00:05:56.600 volume was significantly higher. Um, but when you look at kind of the close 90 00:05:56.600 --> 00:06:00.130 deals that we're getting from it, you know, we were getting essentially 91 00:06:00.140 --> 00:06:03.240 nothing coming from our farm fields even though we had all those leads. So 92 00:06:03.240 --> 00:06:07.270 now that we're on messenger, we're getting a lot less volume of people who 93 00:06:07.270 --> 00:06:11.000 actually get to the point where they're raising their hand. But the conversion 94 00:06:11.000 --> 00:06:16.940 thereafter is significantly higher, like over 50% higher. And so at the end 95 00:06:16.940 --> 00:06:20.760 of the day, obviously we want that. It's a lot more efficient, and our 96 00:06:20.770 --> 00:06:25.040 customer acquisition costs has gone down greatly. So it's been awesome for 97 00:06:25.040 --> 00:06:32.500 us. So based on your experience, who do you think should be doing this? And for 98 00:06:32.500 --> 00:06:37.200 the listener that wants to emulate what you've done? What should they do and 99 00:06:37.200 --> 00:06:42.770 what should they make sure not to do? That's a great question. So I guess 100 00:06:42.780 --> 00:06:47.230 I'll pick it apart the first. The first piece of it is who I think should 101 00:06:47.230 --> 00:06:51.350 actually be doing this. So I think anyone who typically has a long sales 102 00:06:51.350 --> 00:06:55.850 cycle and or an intricate products So you know, we're talking. Obviously, B 103 00:06:55.850 --> 00:06:59.560 two b sas. Here is what we are. I think most a lot of people who listen to this 104 00:06:59.640 --> 00:07:03.810 and so, you know, you think about the whole concept of Facebook. Kind of like 105 00:07:03.810 --> 00:07:07.540 I mentioned at the beginning of No one really goes to Facebook to explicitly 106 00:07:07.540 --> 00:07:10.460 search for a specific piece of software. You're just kind of like crossing your 107 00:07:10.460 --> 00:07:13.760 fingers and hoping they see your ad and all of a sudden want to buy your very 108 00:07:13.760 --> 00:07:19.900 expensive staffs product. And so I think anybody who has an intricate 109 00:07:19.900 --> 00:07:25.140 product or anybody who has a really long sales cycle, it could be a benefit 110 00:07:25.140 --> 00:07:28.420 for sure, because it's just another touch point to actually educate and 111 00:07:28.420 --> 00:07:34.000 provide value to your prospects without having that super cold hard conversion 112 00:07:34.000 --> 00:07:36.940 right in front of their face that typically more often than that, will 113 00:07:36.940 --> 00:07:41.590 not pan out for you. Yeah, so now how How to do it And what? To make sure you 114 00:07:41.590 --> 00:07:44.640 don't do when you're trying to copy what you've done. Yeah, that's a great 115 00:07:44.640 --> 00:07:49.210 point. So I think the key, obviously in the beginning, is really trying to 116 00:07:49.210 --> 00:07:54.760 figure out what is going to be a value to your audience. So I think you also 117 00:07:54.760 --> 00:07:58.510 can get in a little bit of trouble if you do the box. I think this is why a 118 00:07:58.510 --> 00:08:02.340 lot of people dislike boxes because they're not really personalized. And 119 00:08:02.340 --> 00:08:06.510 oftentimes they kind of missed the mark on what the human on the other side is 120 00:08:06.510 --> 00:08:11.160 actually looking for. And so I think it certainly takes a lot of testing, first 121 00:08:11.160 --> 00:08:13.980 of all, to figure out what's truly going to resonate with your audience 122 00:08:13.980 --> 00:08:17.660 based off of the ad that you're showing them. So I think Step one, for sure 123 00:08:17.660 --> 00:08:21.540 that you have to do is really put together some significant testing on 124 00:08:21.540 --> 00:08:25.920 those journeys to make sure that the content that you're providing or you 125 00:08:25.920 --> 00:08:28.820 know, the C to, that you're going to handle them. Any sort of communication 126 00:08:28.820 --> 00:08:31.730 you're going to have with them and that pot is certainly going to resonate, So 127 00:08:31.730 --> 00:08:36.620 I think that's definitely step one. And on the flip side of that kind of your 128 00:08:36.630 --> 00:08:40.360 question, you said about how do you not mess it up? It's the exact opposite. I 129 00:08:40.360 --> 00:08:43.200 think people certainly get into trouble when they are kind of just putting 130 00:08:43.200 --> 00:08:47.440 stuff out there and hoping that it works. So whether that's let's just say 131 00:08:47.440 --> 00:08:53.860 like a downloadable PdF or something, that's just kind of like bare bones. 132 00:08:53.870 --> 00:08:57.990 Boring, not really specific. Um, I think that's another place where you 133 00:08:57.990 --> 00:09:00.680 kind of get to and you're like, Okay, this is awesome. I have all these 134 00:09:00.680 --> 00:09:05.120 people in my boat in Facebook Messenger, but no one's really consuming that 135 00:09:05.120 --> 00:09:09.150 content. And no one's really having a positive interaction with that piece of 136 00:09:09.150 --> 00:09:13.720 content. And so I think it's almost a negative effect if you don't have the 137 00:09:13.720 --> 00:09:17.630 right valuable items within your journey or within that body. Yeah, I 138 00:09:17.630 --> 00:09:21.540 love it, Andy, thank you so much for being on this podcast. How can 139 00:09:21.540 --> 00:09:24.500 listeners connect with you? Yeah, I appreciate it. Thanks so much for 140 00:09:24.500 --> 00:09:28.640 having me on LinkedIn. For sure, it's Andy Ostrowski, and again, I'm 141 00:09:28.650 --> 00:09:30.450 marketing manager at SportsCenter 142 00:09:32.740 --> 00:09:36.740 is the decision maker for your product or service of BDB marketer. Are you 143 00:09:36.740 --> 00:09:40.960 looking to reach those buyers through the medium of podcasting? Considered 144 00:09:40.960 --> 00:09:46.180 becoming a co host of GDP growth, this show is consistently ranked as a top 145 00:09:46.180 --> 00:09:50.320 100 podcast in the marketing category of Apple podcasts, and the show gets 146 00:09:50.320 --> 00:09:55.900 more than 130,000 downloads each month. We've already done the work of building 147 00:09:55.900 --> 00:09:59.930 the audience so you can focus on delivering incredible content to our 148 00:09:59.930 --> 00:10:07.450 listeners if you're interested. Email Logan at sweet fish media dot com yeah.