Video Transcript

Welcome back to Callahan’s Corner, where you ask the question and we answer them live on Facebook. One of the questions that was just submitted last week was – When I’m running Facebook Messenger ads or having the pop up on my Facebook page that opens up in messenger…what should the actual add or messenger feature be accomplishing?- I think pretty much 98% of the service websites or websites in general, so basically the facebook ads when you go to click open in messenger and it opens up thats the ad objective. When you have that add objective open up there usually (98% of the time) there’s this generic opt in, I’m just going to pop the screen open here and show you an example of this. So this is kind of what Im talking about here on the other screen – there going to say is anyone available to chat, Im interested can you tell me more, can I learn more about your business. No knock on the folks who are doing this, this is a decent start. You are at least trying to use the objective, where I’m going to challenge you is, that this is a static interaction. We want to go out and build a bot behind the scenes through different products like Many Chat and have a live but automated communication though artificial intelligence in this bot and have a real time communication. One of the things that when people first started bartering service or selling services the core of it was conversations and basically this here is Facebook’s version of forcing you to fill out a form and basically what you are telling these folks is Im interested can you tell me more and you have to fill out some information and then they’ll respond to you when they are good and ready – the business. What I recommend as best practice is do not do this automated form on Facebook, we want to be able to go out and create a process to have a live but automated process and when they hit certain points you pull a live person into the conversation. So what you are missing here is the ability to have a natural conversation to collect information and there are 3 key things that you need to collect when you are on Facebook Messenger. The rules as of March 4, 2020 is that there is a 24 hour window where you can actually communicate with your clients through this automated process. With that being said, and even before that there’s really 3 important ways that we need to be able to connect, the first on obviously is we need the messenger connection and we need them to opt into it, the next one is going to be that we need to capture their mobile phone for sms or text messaging, and the third is email, email is extremely important because email marketing when done correctly is very effective. So through messenger we want to avoid what you see on the other screen this is probably not the best practice, it may be a good starting point no knocking anybody who is doing this but you need to really replace this with a real time communication with a bot . Were going in and through a natural communication in messenger were getting information for service business like their address, their zip code, are they in the service area – if they are okay great let’s get their phone number – their cell phone, let’s get their email and let’s tie in though some automated process to do live real time customer service or estimating based on where they choose their adventure. This is going to give you that 24 hour 7 days a week coverage for people and when people hop on your Facebook ad or your landing page or your website and they go to have this communication and it just stops to a static form or something of messenger static form a purpose that your basically telling them ok you can request an estimate or request to talk to me but I’m going to get back to you when it’s convenient to me. When we put some work in and pulled some logic behind this, we were having that real time communication and being able to respond. With consumers especially with the changing buying habits of Covid-19, the consumers are going to continue to a website until they find someone that is going to be able to service them in a real time communication. Weather your working with Simple Growth to build these out or your building them out yourself, best practice is going to be make sure you obviously get their name, you want their phone number which is a mobile phone for text messaging and an email then as you build some of these platforms into messenger and the add ons for the bots we can go out and send automated text messaging and emails right through that platform or if you sync with a product like Service Autopilot you can push that over with a one way sync and get them all entered in without any double entry and without duplicate checking so that’s something were building out. The problem is people are trying to adopt to Facebook Messenger, I think they are really missing the point that people want real time buying habits and decisions there and by pushing to this example, and I have yet to find one in my market that any one who is actually doing it “the right way” of having that automated communication, it’s probably, at least in my opinion because I actually went to go hire a company to put in a fence and I hit several of these Facebook ads for fence companies locally and it was frustrating because I just wanted some real time answers or some ballpark ideas of pricing and things and 3 quarters never even called me back or messaged me back. So if you’re paying money for these ads you’re putting these up not only frustrating your client or future client but when you don’t respond you’re burning that bridge. We want to go out and create an automated process through a natural conversation, which is automated to get their name, phone number which is text messengable and email and then we can drive that into a product like Service Autopilot or do it natively on a product like Many Chat all internally. We just cracked the code to actually turn SMS into MMS so basically we can actually go out and include pictures and images inside those automated text messages as well to get that personal connection. Question here was what kind of information should I be getting out of Facebook Messenger if I’m running a paid or organic post? Main this is their name, address, zip code to qualify them if they are in your service area and then we want to get their cell phone number and their email to continue the conversation and play within the defined rules of Facebook Mark Zuckerberg and the team at Facebook have implemented and I honestly think those are really really good things they implemented, a lot of marketers were upset that that window of automated communication is only up to 24 hours but there are ways to get in there engage and nurture them beyond that through text messaging and email but you want to play by the rules of the game of this because they will shut down your facebook page, so dont think your going to try to outsmart the platform. The platform is doing it for a better engagement and a better experience for the user which I’m 100% behind so kudos to Facebook for what they are doing there. You want to make sure when you are creating those bots have a real time communication that’s getting their name, address zip code for making sure they are in your service area and then we want to grab their text messaging number and their email to drive an automated system. Comments or questions drop them below, but I thought that was really important to address today because a lot of people right now are investing in Facebook messaging but their really not getting a good return on investment , their saying its not working, it doesn’t work in my market… the problem is most folks don’t have an understanding of life-cycle marketing and how we address is and that we need to have a more of a person to person but automated communication and have some fun with it. One was a picture of Bill Murry that we have from CaddyShack saying hey it’s Bill , Mike‘s automated estimator, have some fun with it and let them know that it’s not a real live person but make it engaging enough that they will, through an automated but live communication through the bot, divulge that information in a more natural fashion. Hopefully that was a helpful but big question for a lot of folks in the service industry running Facebook ads right now. Drop your questions live or in the recorded version. Callahan’s Corner you ask the questions we answer them live on Facebook, we’ll see you again tomorrow.