Conversations lead to relationships. Relationships are key for sales.
Traditional sales folks and entrepreneurs knew that all too well (traditional businesses in retail and mass markets still have relationships fuelling their respective growth).
Digital marketing doesn’t mean you have to sit behind that laptop and run the show. You can still stretch your arms and stay approachable. Engaging your visitors with LiveChat is so critical that we have dedicated solutions such as LiveChat and GoSquared. Even Sumo – a email list-building tool recently added a LiveChat feature to their existing repertoire of tools.
Facebook wasn’t just going to sit there and watch it all unfold now, would it? So, what does Facebook do? It’d use its existing Facebook messenger and convert it into a mean, nasty, sales machine.
Here’s how KLM does it:
I need to get things done fast – for my agency and for my clients. So, I use Chatfuel – a SaaS tool — that helps setup not only a Facebook messenger based live chat on your website but also provides you with “growth tools” and plenty of ways to use the power of engagement to the benefit of your business.
Note: Before you try anything, you’d need to sign up for a beta invite from Facebook to be able to use the Facebook Messenger live chat on your website. You can only proceed with the next few steps after you get the invite.
How to Setup a Facebook Messenger LiveChat
Signup with Chatfuel and let Chatfuel connect with your Facebook account (you’ll get the option of choosing the Facebook business page that you want to associate it with).
The next step is to make sure you have “messenger greeting setup” which you can do in two ways:
- If you’d like to use Facebook’s own messenger greeting, just go to Facebook Page à Settings à Messaging, scroll to the very bottom where it says “Show a Messenger greeting” and toggle to “Yes”. Add your own message there.
- If you want to use Chatfuel, be sure to toggle Facebook’s messenger greeting and create your welcome message using Chatfuel instead.
Then, you’d need to whitelist your domain first (add the domain add your domain (on which the Facebook messenger live chat box should show up on).
After this basic setup, you are good to go. The live chat Box will show up on the bottom right corner of your website.
If your visitors/customers click on the button, they are led straight to Facebook Messenger where you can engage with them.
Engage with a Facebook Bot
You could engage with your visitors or customers manually, but that would be a pain in the ass. Plus, you wouldn’t be available 24 x 7 to respond to every query.
A smarter way to engage would be to use a Facebook bot to engage initially without touching a single line of code.
Chatfuel allows you to do just that.
- Start with a welcome message – something that says hello and tries to engage your visitors with. Give them buttons as options to choose from (much like Yes and No, but you can do better than those close ended options). Chatfuel provides you with a default response for any option if you don’t specify any.
- For each button that your visitors will click on, sequences are triggered (much like email marketing sequences). You can specify when these follow up messages should go out to your engaged users (like immediately, after a few seconds, a few minutes, a few days, etc.).
- Build out the sequences just like you’d build your sales funnels (the key is to nurture, engage, and sell).
- You’d have to build at least two sequences based on initial inputs users give you. Say, a sequence is triggered after someone clicks on “Yes, I want to do business with you” and another sequence for “Not yet. Tell me more”.
- Chatfuel gives you plenty of options for you as responses. Text only, Images with text, Buttons pointing to URLs, quick replies, galleries, or an entirely new sequence based on actions users take.
- If you live in a country where Stripe is accepted, you can use Stripe to setup specific sequences leading to e-commerce sales (using a “buy” option linked to Stripe). For users in the United States, you can also use Facebook’s native messenger-specific native gateways.
Use ChatFuel to Build a Facebook Bot with Sequences
The first step when it comes to building a bot – including sequences – is to think through the flow or the path you want your visitors to go through. You’d have to think of natural responses to questions you think they’ll ask. All along the way, you’d do well to keep the flow conversational.
Here’s a simple framework for how those welcome messages, your buttons, responses, and sequences can be planned on:
Using Chatfuel Integrations
Every reachable user you engage with is a lead. As with all lead funnels or sales funnels, you’d need to record these events in a way that can let you do more with each lead when they express interest to work with you, to buy your products, or to consider your services.
When positive actions happen, you’d want to take specific actions for some other marketing magic to happen.
For instance, if you asked a simple question on Facebook messenger which goes like “Ready to Buy?” and if your users clicked “Yes”, you might want to add these leads to your CRM.
Instead of doing this manually, Chatfuel has plenty of Integrations that’ll allow you to link Chatfuel with your CRM, with Zapier, with lead generation tools, and many others.
For a healthy level of engagement to happen (enough for you to see how this small talk and active conversations with customers lead to sales), you don’t even have to wait until your website traffic reaches a certain level.
You have the option of running Facebook advertising campaigns with Facebook messenger conversations as the “objective” where the ad itself points to the URL of your web or mobile-based messenger option to start having conversations.
Have you built your Chatfuel powered Facebook Bot yet? Did you use it to engage, chat, and drive sales? Tell me about it.
Regardless of your business, Facebook advertising is an incredible fit to help you do branding, reach out to as many relevant people as possible, to generate leads, to help push sales, and more.
There are many kinds of objectives (and matching conversions depending on your campaign objectives). Facebook has made it incredibly easy to use several different ad formats and ad types to help you connect, engage, reach out to, and to meet your objectives.
Facebook as more than just one type of ad format, and it’d help you understand what each ad format is like, what they are used for, and how you can best use them to meet your goals.
Here are some of the types of Facebook Ad creatives you should be using for your business:
The good old Image ads
Image ads are the staple of every Facebook campaign. They are quick & easy to create and this format allows you to launch in a few hours or in a day maximum. You could use Image ads for practically every single type of campaign objective you have on your mind — for reach, for traffic, for lead generation, for branding, for sales, for engagement, and more.
Your image ads will consist of an ad (we usually create two ad versions A and B for A/B testing), a title, a description, a display link, an actual destination URL, and a button that you’d have to pick from Facebook’s native options.
The video Ad
One step up from the regular image ad, video ads function and work just like Image ads do, except (you guessed it) that you’d have a video working as an asset instead of an Image.
As you know it, videos provide for a superior engagement opportunities. Videos are great to showcase your products or services, communicate your story better, and are incredibly effective for branding, reach, lead generation, or sales.
Facebook allows you to use regular videos and also vertical videos and you can take advantage of the either or both of the options.
Think of carousels as a collection of images available for your audiences to scroll through — much like a slideshow without ever leaving Facebook’s interface.
Carousels help you tell a story, show off your product collections, linearly explain a process, or communicate with your audiences, one image at a time.
Here’s where it really gets interesting with Facebook advertising. Canvas is a full-screen experience provided for you to expand on your regular image ad, video ad, or carousel ad.
Instead of having your audiences to click through an ad and go to a landing page, you can use Canvas to showcase your products (include images and videos) just like you’d do on a landing page.
You can design your Canvas just as you’d design attractive and high-converting landing pages.
In fact, Canvas is a full-screen, responsive, fast-loading landing page built to popup occupying the entire phone screen when ads are clicked on.
In one word: it’s beautiful.
The verdict: Use it or lose it
Facebook has another option for a full-screen experience when it comes to your creative assets, and it’s called “Collections”.
Perfect for ecommerce sites (while even service providers can use it), collections allow you to showcase your products and services along with other details, calls to action, prices, and more.
You could add both collections and canvas elements to your regular ads, video ads, and carousel ads.
Restricted to Instagram, Instagram Stories is yet another beautiful full-screen experience that triggers on Instagram itself after clicking on an ad. It’s a great way to showcase your brand and can help push up your engagement with audiences.
These full-screen experiences (be it on Facebook or on Instagram) or both are ways for you to let the world know more about your business by using the best of digital media, Facebook’s and Instagram’s power platforms, and mind-blowing creatives.
Have you gone beyond regular ads yet? Did you get a chance to explored how these various Facebook ad creatives work for you?
Facebook Advertising isn’t for every business.
Let’s be upfront about it while you can think whatever you want about Facebook and it’s advertising platform.
Straight off the bat, Facebook does not allow a few verticals or industries to advertise on it’s platform – blatant promotion of weight loss products, make money online ads, work from home ads, MLM, dating, sex, alcohol, tobacco, and many others.
Please do read Facebook’s advertising guidelines and not that these guidelines keep changing every time.
But that’s an obvious one, right?
What can be a few other situations when Facebook ads will not work for your business?
Let’s review a few possibilities:
Your business sucks
Don’t mind me saying this, but sometimes, it’s not the Facebook platform that should take the blame for you not thinking through your business and marketing strategy.
Work your way backwards and think about your own business before you think of launching campaigns and doing advertising.
Answer these questions to help yourself:
- How exactly is my offering better than that of my competition?
- What’s the compelling offer I am making?
- What’s my USP?
- Why should anyone consider buying my products or services?
- How many people can claim to back up the crazy USP I have? What’s my social proof like?
You aren’t making an offer (or you are not making a strong offer)
Many businesses out there seem to have lots of opinions about whether or not they should make an offer when they launch a campaign.
I’ll tell you this: You aren’t Apple.
So, you’d have to do something to move the juggernaut.
Throwing away a 10% discount might or might not help (you’ll only know if you test your offers) but these offers are boring.
Everyone and their dog is making offers such as those and it won’t help your cause if you make weak offers.
Think bold, outlandish, crazy, and pioneering.
What’s the offer you can make that your competition can’t even think of?
You Don’t Have Content Marketing to Backup Your Ads
The digital era spawned an age of “earning trust”. Brands are now publishing, creating content, sharing content, and engaging big time with users across the board – on social, on email, on mobile, with content, and more.
For every brand that does this (and when I say “brand”, I mean every business out there no matter how small or big), their chances of doing well online are higher. Brands and businesses with blogs get more leads and attract more relevant potential customers to their web properties.
Businesses active on the web will eventually end up spending less and gaining more due to the compounding effect of content marketing and paid advertising working in tandem.
With all that heavy work of Content working for you, the Facebook ad campaigns you’ll run will have more traction and more reach. It’s as simple as that.
As Neil Patel puts it,
High quality, relevant content is a long-term strategy that boosts your search engine ranking, improves the quality of your landing pages, builds your authority and strengthens brand awareness. Content marketers are also excellent storytellers, which can inspire the content of your pay per click ads.
“Combining content marketing and pay per click advertising allows you to capitalize on your content marketing strategy while you wait for the search engines to catch up and start delivering those search results.”
Don’t just sit on your ass while you spend on PPC ads. Combine your efforts with Content marketing as well.
In fact, if you did content marketing well enough, you might not even have to spend on advertising at all.
You Think of Advertising as Pushing
Blame the traditional ways of advertising that we are so used to – across media like television, radio, and print – that we’d think that if we push Facebook ads hard enough, we’ll succeed.
Why, you ask?
Because of the Internet – and especially social media with Facebook sitting right on top – is a different media.
People aren’t on Facebook to buy. Neither are they interested in what you want to sell. They are just there because they want to have fun. Meanwhile, you’d like to interrupt them with your ads (which is fine, and that’s why we are all here).
However, don’t do the mistake of thinking that you’ll get away with mindless pushing.
For instance, not working on your ads such as changing ads completely, tweaking your audiences, optimizing your campaigns, etc., when your ad’s frequency goes high is a disaster because this is the equivalent of pushing your ad way too much for the same audiences.
The more aggressive you get and the more you push, the worse your results are going to be.
If you tick all of the boxes above and if your business isn’t frowned upon by Facebook’s ad review teams, you are all good to go.
Enjoy your campaigns and profit from them.
Facebook is already a social behemoth with literally every person on the planet spending half a day on it.
If your business isn’t making use of this powerful platform, it’s already losing out on opportunity.
Facebook is also investing heavily to make the platform future-ready for all businesses. It continues to add new features, more ways to build your audiences on Facebook, and even more ways to capture specific audiences that engage with all forms of content you create and/or share on Facebook.
Facebook now has artificial intelligence, machine learning, and complicated algorithms working together to make your campaigns work.
In short, Facebook Advertising is Kicking ass right now.
But there’s a problem.
Your Facebook advertising might not work for you — there could be general reasons such as your business not being the right fit. But there are other reasons, such as your stupidity, rigidness, and ego.
Your stupidity, ego, high-handedness, false bravado, and one up-man ship already affects your business in many ways, and this is already affecting how you manage your digital marketing in general.
Specifically, the way you are and the way you think also affects your Facebook advertising in many ways. You just don’t it because you normally don’t think you’d do anything wrong.
Most of the times, you are oblivious to the damage you cause to your own Facebook campaigns, and most of what you do with your Facebook campaigns is also a general reflection of what you do to your business, your employees, your relationships, your finances, and your life.
How you are — as a person — isn’t the point of this post (that’s a better angle for a lifestyle or self-help kind of a blog, right?)
But when you are the reason why your Facebook campaigns hurt, it’s a cause for worry. Here’s how you are hurting your Facebook Campaigns:
Stupid questions: Your Whats and Whys
I have lots of people talk to me about the possibility of doing Facebook advertising but they first inundate me with tons of questions. Now, asking questions is a good thing, and you should ask away. In fact, I’d recommend you ask questions and have a chat or call with me before you get started.
There are some awesome questions to ask like:
- Could you show me examples of a few previous campaigns you’ve run and what the results were like?
- What’s your usual strategy like when you start with campaigns?
- What makes you a better agency than others?
- Why should I hire you?
- What will you bring to the table?
Then there are f*&^%% questions like:
- Why are you so expensive?
- Why do we need a landing page when we have a website already?
- Email marketing? I don’t need that. I just need you to put up ads on Facebook, that’s all. Can you do that?
- Why hire an agency when I can do it myself?
Stop asking the second lot of questions. They make you sound stupid.
There’s a limit to what Creativity can do
How cool are those ads you are creating? How beautiful are they? Do those photos of chocolates (or whatever it is that you sell) almost pop up of those pictures making people drool?
Maybe. Maybe not.
It doesn’t matter.
Creativity is great as long as it gets you conversions. Creativity copywriting can bring in millions of dollars in revenue. Great product photos make a real difference to your campaigns. Adding videos to your campaigns boosts your conversions even more.
I’d give it that.
But there’s a limit to just how much creativity you want to dabble with and pour it on to your campaigns.
Spending too much time on creative assets takes time and if you waste time, your competition can kick your ass with worse images and videos.
Why? Because they started first and creativity is overrated beyond a certain point.
Your Opinions Don’t Count
I’ve had clients tell me:
“Landing Pages? We don’t need landing pages. We like to point ads to websites”
“A/B testing. Why do we need that?”
“Email Marketing Automation? That’s too much work and it wastes time. No thanks”
Listen, for once and for all, these opinions don’t matter. You are hurting your own progress and removing any chances of your campaigns succeed by saying stupid things like that. What exactly do you accomplish by saying, believing, and actually throttling your own efforts to make your business grow?
Your opinions don’t matter. My opinions don’t matter. What anyone else says doesn’t matter.
Data is the only thing that matters. Take data-driven decisions and stop asking your cousin for advice on what ad “looks” good.
Talking about aesthetics, “looks” don’t matter too.
Facebook Ads Don’t work
It’s true that Facebook isn’t for every business. Use Perry Marshall’s tool to find out whether or not your business is a good fit for Facebook.
For most businesses, Facebook advertising simply works. You just need to know how to use it the right way. For every business (which is supposed to be a good fit on Facebook) that frets and fumes about Facebook advertising doesn’t work, there’s another business that’s killing it on the same platform.
The difference is in commitment, campaign execution, how sales funnels are setup, and how you run and manage your campaigns (landing pages, A/B testing, and optimization) included.
Stop hurting your Facebook campaigns.
If you need help, sign up below. Just don’t ruin your own chances.
When one awesome tool integrates directly with a phenomenal platform for advertising, what do you get?
You get awesomeness, that’s what.
MailChimp recently introduced a slew of new features such as fresh new pop-up options along with the ability to create Facebook ads from within MailChimp’s platform.
This is aimed to make Facebook advertising really easy for small business owners and solo business owners who can’t afford to hire professional Facebook Advertising agencies or those who don’t want to deal with the monster that the Facebook Business Manager is.
You can create regular Facebook ads and also launch Retargeting Ads on Facebook from inside MailChimp with a minimum budget of $5 per day. You can choose to run your ads for any set timeframe (such as one day, a week, or a month).
If you could create Facebook ads normally and run your campaigns, why do it from Inside Mailchimp you ask? This is why:
- You are already familiar with Mailchimp’s simple interface as you were. Now, creating Facebook ads is going to mimic the same simplicity as MailChimp’s email workflows.
- Facebook’s business manager is powerful but unless you intend to be a full-fledged agency or have multiple businesses and brands to manage, you’ll be better off staying away from having to deal with the business manager.
- There’s going to be a way for you to now connect the exemplary power of email marketing with your Facebook advertising.
- When you choose custom audiences, it’s only a matter of few clicks for you to create specific audiences based off your MailChimp lists (pick a list of your customers, specific segments or groups, or build audiences that are “lookalike audiences” of your existing lists.
- Want to do retargeting on Facebook? It’s a simple matter of creating ads now and choosing to select one of your lists or other audiences. When it’s all done, you can directly link your retargeting campaigns with your email marketing campaigns – double power, eh?
Create Ads In Mailchimp
Login as usual into your MailChimp account and find “Campaigns” on the top right corner.
Click on campaigns & select “Facebook/Instagram Ad” and start creating your ad.
Note: You can also create regular banner ads for the Google Display Network and do retargeting using Google’s network of websites, just in case, and it’s good to know.
Proceed to create your ads. The Interface is extremely simple and you’ll be up with your ad in no time really.
- You’d have to connect your Facebook business page first.
- The audience selection skews towards your MailChimp lists (but you do have the option of expanding on your list regardless of the size of your list and you also have the option of defining audiences as you’d normally do with Facebook Advertising.
- You’d have to choose a location (countries, cities, towns, or Zip Codes).
- Set a budget. The minimum requirement is $5 per day.
After doing the above, you’ll get to the point where you have to create the actual ad. Pick an appropriate image, write some powerful copy, and choose a button.
You are good to go. Here’s a sample ad I did for my Facebook Ads Management Service:
That’s all you’d have to do to create Facebook ads from within MailChimp.
Note: By creating Facebook ads from within MailChimp and using your email lists to pick and choose audiences is extremely powerful. It’s targeted advertising and it works like a charm.
Also, MailChimp tracks this campaign like it tracks regular email campaigns so you get all the pertinent data right inside your MailChimp dashboard.
Have you tried Facebook Ads with Mailchimp yet? Let me know.