Drip Campaigns in Facebook Messenger for Lead Nurturing | Tips for Building Your First Drip Campaign

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Below is a transcript of the Chatbot Marketing Training Course by MobileMonkey and Isaac Rudansky, of Adventure Media. Get the full course here and become a messenger marketing master.

Welcome back chatbot fans.

In this lecture, we’re going to go ahead and create our first drift campaign, configure it properly inside MobileMonkey.

So let’s jump back right into the MobileMonkey dashboard. We’re to go down to marketing automation where all our marketing automation tools live.

And we’re going to click drip campaigns, which is right beneath the chat blaster.

In your drip campaigns dashboard, there’s going to be a list of all your drip campaigns.

You’re going to see the name of the campaign, whether it’s active or it’s in its draft status, the first page that it starts with, the audience that it’s attached to, the purpose of the drip campaign and the ability to edit the drip campaign by clicking edit.

If you don’t have any drip campaign setup yet, we’re going to go ahead and click new drip campaign to create a new drip campaign.

And we have a couple familiar settings. One is draft vs active.

If you want to turn this on, you toggle it to active. I’m going to keep this one in draft mode because I already have one set up.

We’re going to name this campaign.

So we’re going to call this, let’s say, something like — if it’s for all your — if it’s for all contacts that — then it would be for all contacts.

But let’s say I was sending in this app to just women, or to just men, or to just people who are in the market for sofas or sectional, where I have multiple different drip campaigns set up.

But for this one, it’s going to be all contacts.

So I’ll always start off the name of the audience. And I’ll do new member drip.

And I’m going to mark it as test because we’re not going to actually make this one live.

Now you select the audience that you want this drip campaign to be attached to.

So I’m going to open up the audience drop down, and I’m going to look at the different audiences I have setup.

So if I were to send this to all men, I would click that audience.

But I want this drip campaign to go to all my contacts, if anybody gets into my MobileMonkey database, I want them to be in this drip funnel.

This is sort of generic content. It works for everybody, and that’s how I want to set it up.

As we continue to build out the audience we have, and as we continue to build out the size of our database, I’m going to create a drip campaign that’s specific to people who said that they’re in the market for sofas.

Because then when it comes to that third or fourth message of the dripper, we send them a sectional. I would rather send them out a drip message that promotes our best-selling sofas.

So I’m going to choose all contacts. It shows me that I have 1,553 people in this all contacts list.

Great. And you need to select a purpose.

Once again, you’re going to always choose non-promotional subscription. That’s the option you’re going to use most of the time.

Facebook has a number of different compliance rules, which is why you have a drop-down of different purposes that you could attach to this blast.

In most cases, you’re just going to click non-promotional subscription.

If it is for a webinar event attendee reminder — If you’re just — if it’s — if the whole drip is just blog post, you could say community alert.

And if you’re — if the drip campaign messages are really just promoting sales, then you would click promotional update.

So I’m going to select a non-promotional subscription.

And now down here in my timeline is where I actually configure the drip.

So we’re going to add our first message, right? And I’m going to edit the first message.

I’m going to say, wait 30 minutes, then send our scroll down to find the page ‘free shipping on all orders’, and click OK.

Waiting for 30 minutes means waiting for 30 minutes after that user gets on to the audience up here.

So if a user becomes an audience under all contacts, we’re going to wait 30 minutes from when that event happened. And then we’re going to send out the first drip message.

So remember about what I told you hat drip campaigns will override current bot flows a contact may be in.

So if we’re doing Click-to-Messenger campaign, and we’re sending people into a complex workflow, which may take some time, if they’re in the middle of responding or interacting in that bot flow and you send them out a drip campaign for this free shipping promotion, it will cut off and override the current bot flow that they’re in.

And unless you send them back to that page through this bot flow or another bot flow that they’re in, they won’t get the messages.

So make sure you give them enough time to interact with whatever bot flow that contact is in.

Then we’re just going to simply add a message. Then we’re going to wait — we’ll send a message 10 minutes after.

So then — we’ll then wait for 10 minutes and then send our next one, which is — let’s find it here. Okay. ‘Price match guarantee’.

In fact, I’m going to wait another 20 minutes. Okay?

I’m going to add a message, then wait for — I could just type in 40 minutes, then send ‘special sale’, okay?

Then wait one hour, then send ‘Amanda sectional’, okay?

And then because I’m cognizant of my 24 plus one rule, I’m going to add my last message.

And I’m going to send them to the last message of this drip funnel, which is the ‘choose any — choose the rug — choose the right rug for any room.’

And I’m going to have them — I’m going to wait one day, okay?

Now your drip campaigns could have 50 messages.

You don’t want to blow up a person’s inbox every five minutes, okay?

You want to have a system where you’re — you want to have a system where you’re sending out messages with interval — spaced intervals enough where you’re not overwhelming or stressing out or frustrating your users.

So it’s usually okay to send out a few of these relatively innocuous promotional messages through drip campaigns and then space them out a day, two days, a week apart, just to make sure you’re always engaging with that customer similar to how you’ve always done it with email campaigns.

So this is how you build out a drip campaign.

Once we click — Once we’re finished and we’re happy with how we have it set up, we’re going to click save — Once we’re happy with how we have it set up, we’re going to go ahead and click save and it will show me that, in draft mode, that it’s not active.

I could go in and edit it and make it active.

If I wanted to — I don’t want to do that right now, I can also delete a draft drip. I cannot delete an active drip.

One other thing to remember is that you cannot have multiple drips running to the same audience.

If you try to have multiple groups running to the same audience, MobileMonkey will not let you see that drip.

So you could have one drip running for your all contacts, and you can have another drip running for people who are in the market for sofas or people who express interest in a certain product or different demographics.

That doesn’t mean that you — that two people can’t be enrolled in the same audience.

You could have one contact who’s in the market for sofas, obviously, as part of that audience and they’re also part of the all contacts audience and you could have both drips running.

The drip that that person is in first is the one that they will stay in.

So if I have an all contacts drip campaign running and one contact is in that drip funnel and that he’s acute to get the fifth or sixth message, and then I create a new drip for people who are in the market for sofas and not one contact is also in that audience.

He will stay in the drip funnel that he is already in. That’s how drip campaigns work in MobileMonkey.

So there’s not much you can do in MobileMonkey to actually edit active drip campaigns once they have been activated.

For example, if I go into this active drip campaign and I click edit, basically the only thing I could do is end the campaign and stop the drip messages from sending out.

I cannot go in and edit individual messages that are part of a drip funnel.

I also can’t delete individual messages that are part of the drip funnel. I could only do that if the drip campaign is in draft mode.

If you want to end the campaign, you could end it and then rebuild it out with different settings or different messages if you want to modify how this drip was working.

So that’s drip campaigns in MobileMonkey.

Just to recap, extremely powerful. You’re doing yourself a huge disservice if you’re just running — if you’re just running message — I would even say do not launch your Messenger Ad campaigns, do not launch your Facebook guards, if you don’t have a drip campaign set up.

Take the time, take the work, build out these drip campaigns.

You will be so happy that you did because it is just exponentially increasing your reach and your engagement for free.

It’s a huge mistake — I mean, imagine you were doing email marketing campaigns and you got somebody’s email for downloading a case study and you didn’t send them any follow-up emails, that’s like the same thing.

Have your drip campaign set up. It’s free extra marketing, and it’s so powerful, it’s so effective.

And it keeps people in touch with your brand. It keeps people aware of what you’re selling, higher selling it, what makes your products and services unique.

Remember all the best practices of psychological principles of persuasion, of the fact that we’re not trying to aggressively sell in our drip campaigns, just be useful to the visitor.

Remember my example of sending customers to our competitors’ websites, just for the sake of being authentic and being natural and trying to convey that I am a partner with you in your shopping funnel.

I’m interested in you getting the right deal and I’m confident that we offer that.

So be authentic, be genuine, be helpful. And you’re going to have extremely powerful drip campaigns.