Yesterday we launched the second webinar in our series on Facebook Messenger marketing and chatbot building.
The webinar contains advanced chatbot marketing tactics and pricing models for Facebook Messenger services designed for agency marketers:
✓ Quick intro to Messenger marketing
✓ How to 10X results for clients with 3 case studies
✓ Product demo for chatbot campaign setup
✓ Finding clients and pricing chatbot services appropriately
✓ Special offer for agencies
MobileMonkey works with marketing agencies to grow their monthly retainers by servicing clients with high-impact, high-ROI Facebook Messenger marketing campaigns.
Sharing three killer case studies of unicorn return was our special guest, Samir ElKamouny, co-founder and Chief Growth Officer at MobileMonkey agency partner Fetch & Funnel.
Watch a replay of the webinar:
And for the full presentation deck, take a look here:
A full run-down of the webinar and chatbot case studies is below.
Watch our first webinar “Getting Started with Facebook Messenger Marketing: MobileMonkey 101” here.
3 Facebook Messenger Chatbot Campaigns and How to Execute Them
Samir’s digital marketing agency specializes in customer acquisition through online advertising, influencer marketing, conversion rate optimization, and recently, chatbot marketing.
“In a few years, Facebook Messenger will be the biggest digital channel,” he tells clients.
Samir’s seeing great results by getting clients around the email promotions tab and in front of customers with push notifications via Facebook Messenger
The fantastic results of these chatbot marketing campaigns he shares with us.
Chatbot Case Study 1: Facebook Ad Coupon Bot
→ Coupons, discounts, promotions, cart abandonment
There’s a little-used Facebook ad type: the click-to-Messenger ad.
Click campaigns send traffic to your website landing page anonymously. You have no way of knowing who visited and no way to follow-up if they leave.
Click-to-Messenger ads meanwhile:
- Engage your audience on their own turf
- Get higher usage and effectiveness for promos
- Reduce cart abandonment
- Generate sales
- Increase ROAS
A Messenger ad features the “Send Message” button:
Click “Send Message” results in an engaging Messenger chat page you design in MobileMonkey:
The quick how-to on a send to Messenger ad:
- Use the Send to Messenger ad format.
- When the user clicks on the “Send Message” button on the ad, it opens a Facebook Messenger page.
- The user clicks the CTA, opting into the offer.
Ready to see some impressive ad performance?
Samir’s marketing agency used Messenger ads targeted to their client’s abandoned cart audience and saw 1113% increase in conversion rate and 50X return on ad spend!
Facebook ad performance before chatbots:
- 7.5x ROAS
- $234.53 CPA
There’s room for improvement there.
Facebook ad performance with chatbots:
- 50.4x ROAS
- $33.83 CPA
To start doing Messenger ads for your clients, the setup is simple:
Chatbot Case Study 2: Lead Gen Bot
→ Webinar registration with Zapier integration
Webinars are a tool for B2B businesses to provide an interactive education experience.
Doing lead gen like webinar sign-ups in Facebook Messenger has key benefits.
Benefits of lead gen in Facebook Messenger:
- Minimal friction, super easy to register or opt in
- More leads at a lower cost
- Significantly more engaging for users
- Lead qualification
- Easily guide users through a funnel
When a user enters into a chat session with MobileMonkey, Facebook automatically gives first name, last name, gender, location and Facebook ID permission for Messenger. All chat sessions are identifiable.
This data is added as a contact in MobileMonkey.
Contacts can be enriched with more data collected in session, like email, phone number or the type of product they are interested in.
All the data you used to have to ask for in long contact forms can be collected in mobile-friendly chat sessions!
Where webinar registrations cost around $15 each previously, the cost per webinar registration dramatically dropped to $1 using a chatbot for sign-ups:
Another win for chatbots in webinar registration? Webinar attendance is higher thanks to event reminder blasts with push notifications in Messenger chat.
See our blog tutorial How to Do Webinar Sign-ups and Engaging Event Reminders with a Messenger Chatbot to set it up for your clients next.
Chatbot Case Study 3: Product Recommendation Bot
→ CRO, alleviate funnel bottlenecks, lead qualification
A generic example that shows the power of building an if-this-then-that chatbot. Ask them a question and when they answer you have an automated conversation with them.
For this client, the number one barrier to selling a $1500 electric skateboard is that people aren’t sure what size to get.
So Samir built a chatbot that asks three simple questions: how tall are you, what’s your riding style, what’s your snowboard stance.
Boom, the user gets their recommendation for skateboard size:
They embedded this bot on the website with a button so it’s easy to find and interact with.
As a follow-up, they introduced an auto-drip campaign with timed messages.
The first message on the following day is “Thanks for using our sizing bot. Do you have any questions or need additional assistance?”
This opens up a dialog with their customers, a powerful tool for improving conversions. How powerful?
These 60-day results say it all:
- 500+ visitors have used the sizing bot
- 12% increase in Avg. Monthly Sales
Plus, the business can message users later with follow-up deals, promos and content. That’s a lot of marketing power.
You can create your own product recommendations, taking people down any pathway, setting attributes that let you follow-up with relevant messaging.
Positioning and Pricing for Agency Chatbot Services
Samir has actionable recommendations for how to start building your chatbot services business:
These tips allow you to specialize and find clients:
- Pick an industry to target, like gym, real estate or ecommerce.
- Create a demo chatbot in that industry. Seeing the chatbot in action is the most powerful sales tool. Build a showcase case study.
- Demo your chatbot example and review your case study.
- Focus on the results that you can get for them. You can get them significantly better results doing the same Facebook ads (targeting and offers) moved to Messenger.
When it comes to pricing your Facebook Messenger marketing services, here’s some advice:
Start with something small but impactful for free. Offer it to your current clients for free. If you already run Facebook Ads for clients then ads are a logical place to start. It’s the easiest way to get started and you get the case study data.
When it goes well and you have case studies and examples, you can move to point-based pricing. This is pricing based on how many functionalities are in place, like auto-drips and blasts you build out:
- Functionalities are landing pages in MobileMonkey.
- Drip campaigns are auto-drip sequences programmed for any audience segment.
- Opt-in points are like ads or campaigns to get more contacts.
- Blasts are sending out content to your list.
- Webhooks are the setup of integrations with other business applications, like the CRM, email marketing platform, webinar platform and more.
Value-based pricing is estimated on the value that the project brings to the client. You can charge for a project based on how much estimated value the project will bring to your client.
Differentiating Your Services with Chatbot Marketing
If you message a big brand and tell them that you’re going to improve their AdWords performance, they’ll probably pass on the offer.
If you tell them that you’re going to build a chatbot for them, they’re going to be interested.
They’ve been paying attention to chatbots and have heard of them, but they don’t have the resources and expertise in-house. Chatbots an easy way for you to get noticed by clients.
When you have the proven results and can show the value and a chatbot demo you can show people, you can charge according to the business receiving the services, what the bot is going to do and the value you’re going to bring them.
MobileMonkey Special Pricing for Agencies in July
The MobileMonkey team plan for agencies includes:
- Unlimited pages and bots
- Unlimited connections
- Unlimited blasts and auto-drip campaigns
- Multi-user management
New agency clients in July get two complementary onboarding sessions with our Customer Success Team.
Be a Unicorn in a Sea of Donkeys
Important next steps:
- Get MobileMonkey for FREE (non-expiring, UNLIMITED contacts).
- Sign up for occasional Facebook Messenger Marketing tips via Facebook Messenger.
- Join the MobileMonkey group on Facebook and share your ideas and questions.